SNAP SHOT
Ocean Moon Coffee hopes to establish a competitive advantage in the world of specialty coffee by bucking the outdated trends of what has become a sometimes pretentious and inflexible marketplace.
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.
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
THE CHALLENGE
Coffee is too complicated
The modern specialty coffee consumer is bombarded with detailed information on tasting notes, brewing methods involving digital scales and thermometers, and endless options on what coffees to buy every week. While this once stood to elevate coffee, it has reached a saturation point that serves no further purpose for an already educated customer base.
Users just want good coffee.
THE OPPORTUNITY
A Simpler Coffee Buying Experience
The business opportunity is simple: two coffees, every month. Both are great, no matter how you make them.
Coffee you love that you can drink however you want to drink it.
WHY IT WORKS
Anticipation, Reward, Loyalty.
Ocean Moon Coffee will tap into the collector’s sense of loyalty. By supplying taste makers and food & beverage trend setters with the best coffees on the market in limited sums, OMC drives interest and loyalty. Like street wear and music, limited drops drive up anticipation and quality porduct keeps the user satisfied and returning.
A specialty coffee company that keeps you coming back like your favorite record store.
RESEARCH & REFINEMENT
Competitive Analysis
Key Takeaways
Other sites were overburdened with details of brewing instructions, coffee archives, and selections
Appealing features like free shipping and environmental offset were hard to find on the overly complex sites
The voice of the sites was ubiquitous and the branding was underutilized to dull the appeal
Target User Persona
Based on data provided by stakeholders, we created a target user persona. 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.
DESIGN
An Architectural Solution
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, OMC 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, OMC is geared for growth into Wholesale Markets and Subscriptions.
Wireframes
Due to the features available and the size of the team we decided to build the site on Shopify, and we built our wire-frames and prototypes with an appropriate compatibility.
Cool Collectibility
BRAND DESIGN
Visual Design System
The branding reduplicated the reiterated variations of vinyl record culture, with bands and labels that used a set template and varied the color and imagery to create a sense of loyalty and collectibility.
Translating to Digital
Monthly product cards are updated to preview the new monthly packaging, allowing the online branding process to mirror the collectible physical packaging.
Physical Label
Corresponding Product Card
FINAL PRODUCT
A Simplified Online Coffee Company
The result is a simplified user experience that gives user direct access to the product and creates a satisfying experience that keeps them coming back.
