Capuli Club approached the team with the idea of creating a subscription service for their no-sugar-added, fruit-infused drink products. Our recommendation was to start with user research to gain an understanding of the Capuli Club customer, so they could better serve them with a subscription service. With access to the customer mailing list of 280 individuals, the social networks, and associations, we distributed a quantitative screener survey. Seventy-eight individuals took the survey and from that group, 20 were identified as candidates for interviews. Of the 20 individuals, 13 agreed to participate in qualitative interviews.
Project Management | User Interviews | Interaction Design
— Quantitative & Qualitative Research
— Interaction Design
To better understand who their typical customer would be, we started with a problem statement. This problem statement is as follows:
To create a community of loyal, health-conscious patrons, Capuli Club needs to better understand who their customer is and how their needs may be met.
How might we create a subscription service that helps patrons have a delightful, personable experience while educating them about sustainability and wellness?
The findings report included the quantitative and qualitative research data, a user persona and a user journey map for the subscription service.