Beverage co. e-commerce Solution “Nature Carbon”:
Role:
Product (UI/UX designer)
Process:
User research & interviews
Business goal requirement gathering
Wire-framing / Prototype / Visual Solution
Problem:
Nature Carbon is a large food and beverage company that typically has sold
only in traditional physical retail but looking to expand to capture the ever
growing online 🖥 shopping segment
After speaking with users we also uncovered two major needs for
our core customer/user which was finding 👀 their preferred flavor
and at the best price💰
Some research data points:
Online grocery sales are predicted to capture 20% of total grocery retail by 2025 to reach $100 billion in consumer sales, according to study by the Food Marketing Institute conducted by Nielsen. While estimates of online grocery’s share of the total $641b U.S. grocery market vary, from 2% to 4.3% according FMI-Nielsen, it is the next major retail sector to be disrupted by e-commerce.
Road Map:
Now
Mobile first website + easy to use brand finder and buy now button
Later
Create an integrated pos systems to have real-time data on inventory and deals
Future
E-com store on main site itself w/a secure payment portal + voice activated search and interactions
Loyalty program
Goal/Impact:
Become a best in class eCommerce experiences in the food and beverage industries
KR1: Help achieve annual revenue of more than $1 billion dollars
KR2: Increase purchase intent
KR3: ROI on website enhancements & daily upkeep
Achieved:
An impressive digital sales increase
More trackable sales
Less customer service calls
Main User Stories:
1. As a user I want to find my flavor on the website so that I can find it in store near more or online
2. As a user I want to be able to find the best deal so that I can get a discount when I make a Nature Carbon drink purchase
Persona: Natalie
Bio
Busy mom who runs her own interior design business from home.
Stories and Scenarios
Natalie typically does does the weekly
shopping on the weekends and she tries to buy what they can in bulk to save money
Goals/Needs
-Needs to get his flavor at the best price
Behaviors
- Usually buys in bulk at a grocery store
- Shops online/amazon prime member
Persona: Mark
Bio
Active skateboarder & gamer & crossfit enthusiast
Stories and Scenarios
Wants to drink a specific Nature Carbon flavor.
He likes to pick up his favorite from the 7-11
around the corner from his house where they
usually have a 2 for 1 deal.
Goals/Needs
-Needs to get his flavor at the best price
Behaviors
-Usually buys on the way to work usually buys more than 1 at a time
- Shops online/amazon prime member
Visual 👓 Solution:
“Keep it mobile first since most of us shop on our phones now anyway”
To sum it up:
Bring Nature Carbon a best in class e-com solution. Help customers find a flavor that appeals to them.
Then lead them to a path of purchase on the product page
A “point-of-sale” integrated brand finder/location finder with real time inventory and deals available from store to store
A link to amazon storefront to complete a purchase or sign up for subscribe and save service