ROLE
UI Designer
TEAM
UX Designers
UI Designers
DURATION
12 Weeks
PROJECT OVERVIEW
Understanding The Competitors
Brand:
At Tea Space, we are passionate about providing the world with the best and most flavorful organic teas. Our online presence allows us to reach tea lovers everywhere and offers easy access to our high-quality teas. Try one of our unique flavors today and experience the rich, organic taste that makes Tea Space so special.
Objective:
Tea Space is dedicated to delivering the finest and most flavorful organic teas to tea enthusiasts worldwide. The brand aims to establish a strong online presence to provide easy access to high-quality, unique tea flavors while promoting a healthy lifestyle. The objective of this UX case study is to enhance the user experience of Tea Space’s online platform, ensuring a seamless and enjoyable journey from product discovery to purchase.
Vision & Mission:
Mission:
To offer the world the best and most flavorful organic teas through an exceptional online experience that connects tea lovers to high-quality, natural blends.
Vision:
To become a leading global brand recognized for delivering authentic, organic tea experiences that inspire a healthier and more mindful lifestyle.
Role & Tools:
As a UX designer, I was responsible for user research, wireframing, prototyping, usability testing, and UI enhancements.
Tools used: Figma, Adobe XD, Miro, Microsoft Office.
Challenges Identified
• Difficulty in navigating the product catalog due to the vast variety of teas.
• Users find it hard to understand the unique benefits of each tea flavor.
• High cart abandonment due to a lengthy and complicated checkout process.
• Limited brand storytelling and emotional connection with users.
Role and Responsibilities
• UX Researcher: Conduct user research to understand customer needs, pain points, and preferences.
• UI/UX Designer: Design a visually appealing, user-centric interface and prototype interactions.
• Content Strategist: Craft engaging product descriptions and brand storytelling.
• Usability Tester: Conduct usability testing to validate design decisions and iterate based on feedback.
01
Discovery
Phase 1 - Understanding The Platform
Tea Space is a tea brand that curates the finest Indian tea leaves and crafts them into unique blends, using all natural ingredients. Our teas are whole leaf, flavorful and healthy. Our gourmet tea blends are the freshest and authentic source to buy tea online, direct from source and with worldwide shipping. No artificial colors. No additives. All natural teas. We make sure you enjoy good tea like it should be!We look forward to taking you on an experiential journey- one that is crafted well by keeping in mind the finer details.
User Survey and Interview
1. Objective
The primary objective of the user survey and interviews is to understand the needs, preferences, and pain points of Tea Space’s target audience. This research will provide insights into user behavior, motivations, and challenges, helping us design a user-centric platform that enhances product discovery, engagement, and purchase experiences.
2. Research Goals
• To understand how users discover and purchase teas online.
• To identify pain points in the existing shopping experience.
• To gauge user interest in storytelling, educational content, and subscription models.
• To explore preferences for navigation, filters, and checkout processes.
• To understand emotional drivers and brand loyalty factors in the organic tea market.
3. Target Audience
1. Health Enthusiasts – Individuals who prefer organic and health-boosting teas.
2. Tea Connoisseurs – Users seeking premium and unique tea blends.
3. Casual Drinkers – Customers looking for convenient and flavorful options.
4. Gifting Buyers – Users purchasing teas as gifts for others.
4. Methodology
1. Online Surveys: Distributed through social media channels, email newsletters, and existing customer base.
2. User Interviews: Conducted one-on-one with selected participants via video calls or in-person sessions.
Landing page features
Wireframes
Tea Space Website
Design
04
Objective:
The aim of this competitor analysis is to understand the strengths, weaknesses, opportunities, and threats posed by key competitors in the online organic tea market. This will help Tea Space differentiate itself and enhance user experience, engagement, and sales.
Competitors Evaluated:
1. Teabox – Premium tea brand focusing on freshness and direct-from-garden sourcing.
2. Vahdam – Global brand emphasizing premium, sustainable teas with a focus on wellness.
3. Tea Monk – Promotes wellness through organic and artisanal teas with a spiritual brand story.
4. Brewhouse – Specializes in ready-to-drink iced teas with a focus on natural ingredients and convenience.
Insights Gathered:
• Simplified quote generation and comparison increases user engagement.
• Transparent policy details and real-time claims tracking build trust.
• AI-driven personalization enhances user satisfaction.
Understanding The Competitors
Strategic Recommendations
• Differentiation through Storytelling: Emphasize Tea Space’s unique brand story and sourcing methods.
• User-Centric Design: Simplify navigation, introduce product comparisons, and enhance checkout flow.
• Engagement and Community Building: Launch educational content, brewing guides, and user-generated content campaigns.
• Subscription and Gifting Options: Offer personalized subscription plans and curated gift bundles.
• Social Media Strategy: Collaborate with influencers, engage in storytelling, and leverage video content.
Understanding different Focus Groups
Phase 3 - Understanding The Solutuon Areas
1. Enhanced Product Discovery and Exploration
Problem: Users find it challenging to explore and compare different tea blends.
Solution:
• Advanced Filtering and Search: Implement filters based on flavor profiles, health benefits, and price range.
• Tea Comparison Tool: Allow users to compare multiple products side by side.
• Personalized Recommendations: Utilize user behavior data to suggest teas based on previous purchases or preferences.
• Educational Content Integration: Add brewing guides, flavor pairing suggestions, and health benefits for informed decision-making.
2. Simplified Decision-Making Process
Problem: Confusion over product details and hesitancy due to price sensitivity.
Solution:
• Detailed Product Pages: Include in-depth descriptions, ingredient lists, and health benefits.
• Customer Reviews and Ratings: Highlight user-generated reviews and testimonials to build trust.
• Transparent Pricing: Display total costs, including shipping, upfront.
• Bundle Offers and Discounts: Introduce combo packs and seasonal discounts to provide value for money.
3. Streamlined Checkout Experience
Problem: High cart abandonment due to lengthy and complicated checkout processes.
Solution:
• Guest Checkout Option: Allow users to purchase without mandatory account creation.
• One-Page Checkout: Combine all steps (shipping, payment, review) on one page for faster processing.
• Multiple Payment Options: Include credit cards, UPI, wallets, and cash on delivery.
• Order Confirmation and Tracking: Provide real-time order updates and tracking information.
4. Engaging Post-Purchase Experience
Problem: Limited engagement after purchase, leading to missed opportunities for brand loyalty.
Solution:
• Personalized Thank-You Notes: Send customized thank-you emails with product care tips.
• Loyalty Programs and Rewards: Introduce a points-based reward system for repeat purchases.
• Easy Review and Feedback System: Simplify the process of leaving product reviews.
• Cross-Selling and Upselling: Recommend complementary products based on purchase history.
5. Community Building and Brand Loyalty
Problem: Lack of emotional connection and community engagement.
Solution:
• Social Media Integration: Encourage social sharing of purchases and user-generated content.
• Influencer Collaborations: Partner with tea influencers for authentic brand promotion.
• Community Forum and Blogs: Create a space for tea enthusiasts to share experiences and brewing tips.
• Subscription Model: Offer a personalized subscription service for regular deliveries.
6. Accessibility and User-Friendly Design
Problem: Navigation and accessibility issues for diverse user groups.
Solution:
• Responsive Design: Ensure a seamless experience across devices (mobile, tablet, desktop).
• Inclusive Accessibility Features: Implement voice search, adjustable text size, and screen reader compatibility.
• Intuitive Navigation: Design a user-friendly menu and breadcrumb navigation for easy browsing.
Expected Impact
• Increased Engagement: By making discovery fun and informative.
• Higher Conversion Rates: Simplified decision-making and checkout processes.
• Enhanced Customer Retention: Personalized post-purchase communication and loyalty programs.
• Stronger Brand Community: Community engagement through social media and educational content.
Ideate
03
Phase 7: Testing & Future Scope
Social proof: It serves as validation of the brand’s product offerings. It demonstrates that the teas are not only unique and artisanal but are also well-received by a community of tea enthusiasts.
Customer Engagement: Offering tea events, recipes, and tea related accessories can encourage customer engagement. Visitors can explore and interact with the brand beyond just purchasing products.
AI Integration: A customer service Chat Bot gives users on the site an experience tailored to their needs to navigate through. When the user surfaces common issues, they can quickly select what they need and land on the right information.
Strategic Recommendations: Enhanced Product Discovery – Implement advanced filtering, flavor guides, and comparison tools.
Simplified Checkout Flow: Introduce guest checkout, multiple payment gateways, and transparent pricing.
User Engagement and Retention: Launch loyalty programs, personalized recommendations, and post-purchase follow-ups.
Educational and Storytelling Content: Create engaging blogs, videos, and brewing guides to enhance brand loyalty.
Stages of User Journey
1. Awareness
• Objective: Discovering Tea Space and its organic tea offerings.
• Touchpoints: Social media ads, influencer posts, blog articles, and word-of-mouth.
• User Emotions: Curious, interested.
• Pain Points: Difficulty finding authentic organic tea brands, overwhelming choices.
• Opportunities: Create engaging social media content and SEO-optimized blogs.
2. Consideration
• Objective: Exploring product variety, benefits, and brand values.
• Touchpoints: Website homepage, product pages, customer reviews, and educational content.
• User Emotions: Inquisitive, cautious.
• Pain Points: Confusion over flavor profiles and health benefits.
• Opportunities: Offer detailed product descriptions, flavor guides, and comparison tools.
3. Decision
• Objective: Choosing the product and completing the purchase.
• Touchpoints: Product pages, checkout process, discount offers.
• User Emotions: Excited, decisive, hesitant (regarding pricing).
• Pain Points: Complex checkout process, hidden costs (e.g., shipping).
• Opportunities: Simplify the checkout flow, offer guest checkout, and transparent pricing.
4. Purchase
• Objective: Completing the payment and order confirmation.
• Touchpoints: Checkout page, payment gateway, order confirmation email.
• User Emotions: Satisfaction, anticipation.
• Pain Points: Concerns about payment security, delivery timelines.
• Opportunities: Provide multiple secure payment options and real-time delivery tracking.
5. Post-Purchase
• Objective: Product delivery, review, and brand loyalty.
• Touchpoints: Order tracking, unboxing experience, follow-up emails, social media.
• User Emotions: Excitement, satisfaction, loyalty (if satisfied).
• Pain Points: Delayed delivery, lack of follow-up communication.
• Opportunities: Personalized thank-you notes, loyalty programs, and easy review options.
User Journey
Based on the generative user research I gathered, I created three user personas that capture the essence of my target users. Meet Navya, Swapnil,Yash!
User Personas
Phase 2 - Understanding The Users
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How might we
make the online tea shopping experience more intuitive and engaging, ensuring users can easily discover, compare, and purchase the perfect tea blend while feeling confident and informed about their choices?
02
Define
Key Insights
1. Health and Wellness Focused: Prefers organic and natural products that align with her wellness goals.
2. Informed Decision-Maker: Relies on detailed product descriptions, customer reviews, and comparison tools
before purchasing.
3. Convenience Seeker: Values a smooth, fast, and secure online shopping experience with flexible payment
options.
4. Exploration and Discovery: Enjoys discovering new flavors and tea blends, influenced by educational content
and recommendations.
5. Community Engagement: Trusts brands with active social media presence and customer engagement, often i
influenced by peer reviews and influencer endorsements.
Information Arichitecture
Phase 5: Structure
03
Ideate
Wireframes
Phase 6: The First Skeleton
Mood board
Design