winky cai
YaTea
Overview --
Along with the average income level in the first-tier cities, the consumption of drinks also increases continuously, contributing to a rise in new tea stores. Thus, price-sensitive customers find it difficult to get a drink to meet their taste and at an acceptable price. So I created YaTea, a platform that can help customers order tea drinks with good value for money by finding the tea drinks that meet their taste, buying them through group orders, and saving money.
My Role --
This is a 3-week long individual project. I owned and was involved in every step of the design process, including research, ideation, creating wireframes, usability testing, and designing high-fidelity UIs.
Secondary Research
A surge in the number of tea shops
Along with consumption upgrade, cosumers find it more improtant in healthy diet. Therefore, the number of tea drinks shops mushroomed. Customers start to turn to new tea for drinking instead of coffee and soft drinks.
The growth of the number of new tea shops from 2016 to 2020
Each new brand of tea drink have similar products
After finding the rise of consumption,I found out that more and more selection for tea drink given to customers.However, because of the same raw material, every brands share close products. Chosing a tea drinks meet customer taste come into problems for them.
User Interview
Thinking from user's perspective and empathizing with them
I'm a paragraph. CliIn order to have a better understanding of users journey and pain points when they order tea drink, I conducted interviews to my six friends who are young people from 20 to 35 and the main consumer of tea drink. In the interviews, I asked them about how they choose their drinks and whether they have some frustrations for ordering.ck here to add your own text and edit me. It's easy.
There were two main questions I wanted to know from the interviews:
Customer Journey Map
Find out the target users and important stakeholders
In order to have a better understanding of users painpoints about ordering tea drink, I conducted a research to my six friends. In the interviews, I asked them about how they choose their drinks and whether they have some frustrations for ordering.
Ideation: Brainstorming
Idea generation and detail consideration
According to the pain points and goals summarized in the preliminary secondary research and user interview, I am ready to dive to new idea and to reach the goal. I started out by putting all of my ideas and the details of the idea in Miro.
After a selecting the most relevant ideas, I stayed 4 ideas for the pain point 1 and 3 ideas for the pain point 2, so I put them into the wall for the next consideration.
Ideation: Speed dating
Prioritize my ideas with dot votting
In order to select the best idea for designing, I used dot votting to democratically prioritize ideas and make decisions.
I executed speed dating with 22 potential users to evaluate their preference for the ideas. I gave each of them 2 votes for pain points 1’s ideas and 1 vote for pain point 2
Through speed dating, I was able to make a decision for narrowing down my ideas. And it turned out that among all the ideas, comparing tea drinks reviews from people with simialr tastes and group order to same location are the most promising solutions. So I made an connection for these two ideas and make a concept.
Competitive Analysis
What is the difference between group buying platforms and methods on the market
The group buying method itself can be learned from a wide range of other areas, the consisted of member of a group diverse from to stranger to acquaintance. I compared and analyzed group buying processes, intiater, drawbacks and benefits of all of the group buying platforms. The goal of doing a competitive analysis was to help me understand each of the group buying methods should be used in what situations.
How might I optimize group buying methods so consumers can order the tea in acceptable price.
Design Concept
What if I connect pushing customized review with group order to improved value for money
From the previous speed dating conclusion, I found that there are connection between two goals. When consumers can find the teas they like, they should not need to waste money on other tea, which are also contributing to value for money just like group order.
Design Concept
The two role of consumers can complement each other when having the same goal--saving money
In order to achieve this goal of saving money, I divided consumers into two roles, initiator and participant. The initiator is the initiator of the group purchase. He can choose his favorite tea and initiate the group purchase half a day or one day in advance. Participant is the person who joins the group buying. This role is suitable for those who want to save money, but don't want to order in advance, just want to get it right away. They need to sacrifice the freedom to choose their favorite tea.
Wireframe
Testing & Iteration
