Designing DAVIDsTEA App
DAVIDsTEA App
With over 190 stores in North America, top notch customer service, and unique tea blends to seduce any palate, DavidsTea products are a must-have for tea lovers everywhere. So what’s missing? You only have to ask DavidsTea customers to know it’s an app. I have taken it upon myself to create such an app.
The DavidsTea app will give customers an additional touchpoint to engage with the company, and help them to complete user goals such as shopping online, creating tea notes, ordering drinks, checking rewards points, and much more.
Key Goals:
Develop a deeper understanding of DavidsTea customers and create a prototype for an app to address their needs.
My Roles + Responsibilities:
UX designer and researcher. Solo project.
Tools:
Sketch, InVision
My Process
Empathize
Who are DAVDsTEA customers?
I approached customers outside of a DAVIDsTEA store located in a shopping mall in downtown Vancouver. I interviewed 5 people and asked them about their interactions with the company through various touchpoints. I also asked about what features and functionalities they wanted in app and why these might be important to them.
Affinity Diagram
I used an affinity map to organize and categorize my findings. 5 recurring themes were present. Interviewees wanted features that supported ordering, personalizations, education, social sharing, and easy access to rewards programs.
Persona
I developed a fact based persona to help guide my ideation process.
Job Stories
To complement the persona and further illuminate context and causality, I used the Jobs To Be Done framework to highlight customer job stories.
Customer Journey Map
My findings also allowed me to outline a customers shopping journey and identify specific areas where users were getting frustrated.
Define
The information acquired in the previous phase demonstrated a number of pain points that could be addressed with an app. I focused on 3 of these areas to move into the ideation phase. With additional time, I would like to come back and tackle the other areas as well.
Customers wanted to easily buy new and previously ordered items, have access to product reviews, and get recommendations based on their tastes.
Paint Point 2:
Customers wanted easy access to their rewards points. They did not want to go to the company website or wait in line for help from a tea guide.
Pain Point 3:
Customers wanted to view the teas they already owned and be able to make notes about those teas for later reference.
Ideate
To transition from looking for problems to creating solutions to those problems, I began sketching some ideas on paper. I then used these to acquire feedback and test the clarity of my concepts and or any misconceptions that I needed to address for the next phase.
Prototype
I used Sketch to create high fidelity mockups of my solutions to some of the pain points I’d chosen to address in the prior steps of my design process. I also created a clickable prototype using InVision and ran a usability test on 3 customers from the same location. These are my solutions post-testing.
2 Users can access information about the teas they have purchased previously and create shareable notes about those teas.
3 Users can easily access their points and personalized offers.
*Changes made post-test:
- Under the option to ‘Shop’ I previously had ‘Order‘ to differentiate shopping from ordering a drink for pick-up in store. Users were confused between order and shop, so I changed the label to ‘Order a drink’ to clarify.
To maintain consistency across channels, I used the same labeling and language used on the website whenever possible.
2 Clicking on this icon allows users to filter options. On the right are examples of how users can filter their searches.
3 Users can search for a tea via the search box, the filter icon, or tea categories under tea types.
2 Status of points clearly visible while shopping.
3 Recommendations based on filters chosen.
*Changes made post-test:
- Reward points were not previously shown on all shop pages. Users wanted to see their points as they shopped so I included a visual reminder to meet their needs.
2 Easy access to location information and directions to the nearest store. Option to check availability of item in specific stores.
3 Brewing instructions and tips.
4 Pairing information. Which foods and desserts to serve particular teas with.
5 Recommendations based on viewing choices and past purchases.
*Changes made post-test:
- User wanted to know how to access their cart. The prototype was not complete so not all features and pages were available including view cart option.
2 Users can rate their experience with a tea for later reference, addressing the pain point of recall issues found in phase one of my design process.
3 Users can choose to re-order their favourite items without having to access the menu again.
*Changes made post-test:
- Some users mentioned they buy a lot of teas and would not want to scroll through all of them to find their notes. A search option was added to the tea collection landing page to address this issue.
- Users did not want to double back to the shop page to re-order a tea in their collection. An order button was therefore added here to support this goal.
