Admari Tea
For this project I worked with the team in our class to help a local business build a website that would benefit the company.
We first researched our client and the business to start the project.
Client
Our client’s physical shop offers private tea experiences such as tea meditation, tea tastings, and tea education.
She and her initial partner started business in 2007 in NJ and moved to Miami in 2010. She participated and won rewards in tea Master Cup Champion in 2019, and registered her brand in South Florida in 2021. For this project, we had our suppositions and doubts and were on to schedule an interview with the client for future discussions.
Interview
What a passion for the tea! We had a fantastic interview with the client, which gave us a good understanding of what they stand for as a brand.
The website focuses which we have identified: business model, luxurious value, desired website look, demographics of the customers, and social media connectivity to the business.
Interview results
We completed our surveys online and conducted in-person interviews. Our results indicated that people desire to know where the tea they are purchasing was sourced, the ratings to see the feedback from the community, and the tea’s quality. Most individuals are inquisitive in conveying at least primary education about the teas presented and the story of the company which delivers services.
The Affinity Diagram was used to cluster all our results so that we could physically notice tendencies and associations in data. We compiled extensive data (opinions, ideas, issues) and categorized them into clusters/headings.
The Empathy Map supplied an overview of our user’s experience. It enabled alleviated light on which problems to solve willingly and how. The empathy map lets us understand our users’ perspectives and behavior sufficiently. From this knowledge, we can assemble decisions based on our primary users throughout our design approach and help to move further with analysis.
Digital user interfaces should never deliver a nondescript or a code error in further use. During our project, we also had a chance to use “Jacob’s ten usability heuristics” to help us find different errors and avoid using them in our building structure. This approach enabled us to intercommunicate what went wrong and guide actions to retrieve from the errors.
Our user persona is named Miguel. He reflected the majority of our target user group based on our accumulated data. He precisely conveyed how our primary users think and behave, what they want to conduct, and why.
Our team used How Might We (HMW) statements to quickly divert issues into opportunities and allow participants to move toward solutions.
How might we help clients have seamless and direct interactions while purchasing tea, signing up for memberships, and attending events?
How might we help customers have a user profile that allows for easy purchases, review purchases, and event history?
How might we help users find an organized way to learn more about each tea offered for purchase?
Our central HMW arrived at “How Might We help customers have a seamless interaction with a smooth user flow that allows for them to have a central place to purchase tea, sign up for subscriptions and attend events.”
The famous MoSCow Method was used to comprehend and operate priorities. We hypothesize that the following must-have features will resolve our user’s most extensive unmet demands and impact the business. Must-have features contain direct sales offers, more straightforward navigation, constructed gallery, and smooth transitions.
The critical step after defining the objective is creating a site map of the future website. We still needed to complete a website for our local shop, which was our first step in the process. The site map should clearly show the structure and hierarchy of the website, including the pages and sections, links, and sub-pages. We created it manually using FigJem to collaborate with our team. We analyzed the data collected, such as whether any pages have a high bounce rate or a lot of traffic. Using the data collected and analyzed, we identified opportunities for improvement for the website. Based on the action plan, we proceeded to implement the website modifications. This included making the site structure, adding new content, and improving the user experience.
Mid-fi prototypes are used to research and test new ideas before a high-fidelity version. We made ours with sketches and wireframes to test user flow and get feedback. Our team worked on different screens, and we made changes based on input. Mid-fi prototypes are cost-effective and efficient for testing and validation before committing to a high-fidelity solution.
After the website was complete, our team used the user testing tool and received that 60% of users had difficulty following through the website, and 40% completed the tasks successfully. The main areas of the website needed to be improved and redesigned. Users commented that the interface was overloaded, so I offered a simplified version of the Admari Tea website and demonstrated my skills in building a straightforward design interface.
I used research methods to reverse the existing design of the home page into the renewed one. The new home page allows users to smoothly and quickly navigate to get familiar with services and products provided by the company. Further user testing revealed that 95% of users could navigate and familiarize themselves with the products more easily and quickly than in previous versions. The percentage of misclicks went down enormously, proving that website needs to be simplified to be user-friendly.