Project Duration

Winter 2019 (1 months)

Team

Sole Designer

My Role

UI/UX Designer

Lit Coffee

LIT COFFEE is a coffee shopping website made by an online school–CarerTu.  Lit is short for Leader in Tech. Current products online includes 10 types of coffee beans from different brands, an original mug of Leader in Tech and a dripper from blue bottle. In this project, my job is to redesign the website.

WHY  DO  I  SHOP  ON  LIT  COFFEE ?

Current Design

current design

current design

current design

current design

The current website is super simple and clean, for me, I can not feel any reason to buy coffee beans from Lit Coffee. The I start a user research to find out what coffee lover do care about.

WHAT  DID  USER  SAY?

After talking with couples of coffee lovers, I found out some interesting customer insights.

USER  PAIN  POINTS

1. No necessary to buy coffee from Lit Coffee

Based on my user research, I found out that most people thought there was nothing special and attractive in products Lit Coffer offers.

2. Unclear description and low reliability of product

The descriptions are too simple of products and it makes customers concern about the quality and the flavor.

PROBLEM  &  GOAL

Problem Statement

LIT COFFEE does not have a selling point to attract customers. And the information of products is not enough.

Goal

Attract more target audience to shop on Lit Coffee through new selling points

HOW ?

Can I add something to these normal product to make shopping experience more meaningful? How about make some connection between the founder's gene and coffee beans? Lit is short for leaders in tech, maybe we can help people in tech?

NEW  FEATURES

Feature 1. Purchase with Donation

When customers shop on Lit Coffee, the Lit Coffee Foundation will donate 10% of the purchase price of the product on website to the project needing support of customers’ choice.

Feature 2. Project Blog In Blog Page

Owner of project  would update the progress of the projects they are working on, asking advices and showing details. Customers can follow the project they supported, leave message and discuss with others.

Feature 3. Product Review Section

Customers can check reviews from other buyers and ratings

Purchase with Donation

Customer can check the project progress

WIREFRAMES
DESIGN SYSTEM

Purchase Process

REFLECTION

This is a project I worked with a startup company  which has a bunch of cute young people who launch this website just because they love coffee. 
I stepped out my comfort zone to help founders to do more thinkings about their selling points in order to solve more problems. It is quite exciting to see the outcome. Although, if I got more time, I would put more time on the relationship between the projects and product to make the whole flow
more intuitive and a better experience.