A MONTHLY COFFEE PLAYLIST
Product and Brand Design
Ocean Moon Coffee is a direct-to-consumer e-commerce site that deals in limited specialty coffee drops.
Each month two coffees are roasted and released in small batches designed to sell out.
With founder and roaster Devin Eiring at the helm, OCM has an inbuilt customer base due to his years as a coffee consultant and respected green buyer.
OCM hopes to establish a competitive advantage in the world of specialty coffee by bucking the outdated trends of what has become a sometimes pretentious and inflexible marketplace.
What was once helpful to specialty coffee consumers (brewing guides, exhaustive tasting notes), are now redundant, as many coffee drinkers have been trained in what were once novel brewing and tasting practices. What OCM hopes to offer is a simple process, and an amazing product, from a respected source.
At OCM, a monthly coffee palylist is offered, for the customer to drink whenever and wherever they want.
Role:
Product Design, Brand Design
Tools:
Figma, Adobe Creative Suite, Procreate, Wireframing, Prototype Testing, Competetive Analysis, Desk Research, Shopify, HTML, CSS, Google Analytics
Approach
Desk Research
Stakeholder Interviews
Contextual
Inquiries
Prototyping
Site Architecture
Wireframing
Usability testing
User Flow
Hifi Prototyping
Client Meetings
Upload to Platform
Usability Testing
Baseline KPIs
Google Analytics
Product Live to Users
Monitor User Feedback
Monitor Analytics
Monitor KPIs
RESEARCH & REFINE
Competitive Analysis
Not simply relying on the expertise of our key stakeholders who have decades of experience in specialty coffee, we conducted in depth examinations of competitor sites who have shown their ability to establish successful brands in the specialty coffee space.
Areas of Interest
Limited Rotating Selections
Shipping Discounts
Environmental Impact Offsets
Target User Archetype
Based on data provided by stakeholders, we created a target user archetype. We are aiming to capture an audience of tastemakers and trend setters who seek the finest coffees out by word of mouth and are likely to turn others on to the best.
We will contiually focus on our archetype as we move forward and let it inform choices we make in terms of branding and User Experience.
Site Architecture
The simplified site architecture reflects the simplicity of use we are seeking in the user experience and the brand in general. By dispensing with onerous blogs, archives, brew guides, and roasting curves, OCM pushes the product forward, seeking to meet it’s target user without impediments.
Once a steady user base and a growth in KPIs is established, OCM is geared for growth into Wholesale Markets and Subscriptions.
DESIGN
Brand Design
When we approached the branding for Ocean Moon Coffee we wanted to touch upon the ephemeral and cool collectibility of vinyl and independent records labels. This was a natural extension of the User Experience we were developing, with it’s limited collectibility and it’s reliance on the taste and provenance of the brand itself.
Labels
We wanted to follow through with the branding as we built out the online User Experience and Interfaces.
Each Brand will be color coded and with a different photo. Each Product Card in the online store will be the same image formatted for the online store.
When the user hovers over a coffee, the details are revealed.
Package Labels
Product Cards Online
Site
The result is a simplified user experience that lets the customers get directly to the product.