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. The survey was taken by 78 individuals and from that group, 20 were identified as candidates for interviews. Of the 20 individuals, 13 agreed to participate in qualitative interviews. The user research findings were delivered in a confidential report. This data was used to create the user persona and a user journey map of the subscription services. A heuristic evaluation of the Capuli Club website was also delivered to the client.

Project Timeline: Three Weeks
The UX Research Team:
David McLean: Project Management and Visual design research
Brad Wake: User research
Aimable Nkurayija: Interaction design and Information architecture research

My Role

Project management | Visual design research

  • Managed the communication and project flow with client and UX team that included user research, interaction design and information architecture to deliver a comprehensive user research findings report. 
  • Synthesized the complexity of a subscription service flow into a user journey map.
  • Delivered a heuristic evaluation of the client’s website.



To better understand who their typical customer would be, we started with a problem statement that would give us a broad sense of what we were trying to accomplish. 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?

User Research

To better understand the Capuli customer, the team incorporated a variety of research methods.

User research for the Capuli Club project was performed by Brad Wake. The insights gained from his research were used to create the user persona.

Angela West

Age: 45
Gender: Female
Income: $50,000 per year

Angela is certain of her likes and dislikes and this is reflected in her purchase choices. She shops locally because she cares about her community. She surrounds herself with a supportive network of friends. She is conscious of her health and makes time for self-care. Meeting her daily water goal is important to her and she struggles because she finds water “so boring” and the alternatives typically have added sugars and caffeine (both of which she tries to avoid).

Brand Affinity: Tazo, Good Earth, Kevita, Trader Joe’s, PCC

Feelings About Subscription Services: Neutral (she is not opposed to them, but does not actively seek them out).

Goals and Needs

  • Finding a variety of sugar-free drinks that are healthy
  • Getting the most value for the money she spends

Pain Points

  • Not being able to modify the provided selections
  • Limited selections
  • Drinks with sugar added
  • Apprehensive about committing to recurring service costs


Customer Subscription Journey Map

To help the client visualize the complexity of a subscription flow diagram I created the journey map below to represent Angel’s journey through the subscription process.

The journey map consists of 4 sections: promote, acquire, extend, and manage. Each separate column depicts a different event within the journey timeline. The user, user feelings (the heart of the journey map), interaction, and the business are represented in the journey.

The User row shows the different events that transpire for the user. The User Feelings row shows the different emotions that the user experiences throughout their journey. The Interactions row shows the different methods of interaction that the business takes during each segment of the journey. And, the Business row displays the actions taken by the business in a given segment (both pro and re-actively).

Aimable's Subscription Flow

Subscription flow diagram created by Aimable Nkurayija

Capuli Club Journey Map

Promotion Segment

In the promotion segment of the Journey Map, the customer receives their first interaction regarding the subscription process. Their mood is relatively high and they are excited about the product and their involvement with it. The business is promoting the subscription service via email and social media channels. The Customer visits the website in this segment and clicks on the subscription button to begin filling out the subscription form. In this segment, the customer is also choosing their subscription delivery schedule (weekly, monthly, quarterly, etc.).

Acquire Segment

During the acquire segment the customer either abandons or continues with the subscriptions process. It is during this step that we see the first signs that the promotion is working via subscription sign-ups and payments made. With the exception of a customer abandoning the process completely, the mood of the customer remains relatively high while they continue on to receive an email with shipment tracking information and eventually receive the product in the mail. Between the customer receiving tracking information and actually receiving the package, the customer’s mood takes a slight dip as they forget about their purchase. This dip is rebounded once the customer receives the product in the mail.

Capuli is busy during this process by receiving shipment information, preparing the product, shipping the product, and sending follow up customer surveys to gauge customer satisfaction. The primary source of communication with the customer at this point is through email.

Extend and Manage Segments

During the extend segment the customer enjoys the product and receives another promotion. Their mood slightly dips again as they exhaust their supply of the product. Again, rebounding when they receive the email that their next package is about to ship. Another dip in between when they receive their tracking number again and when they receive their next shipment.

The business is busy in this segment by sending out promotions about tasting events, sharing customer experiences and promoting new flavors for future orders. They are also busy preparing and shipping the product to their existing customers.

In the manage segment, the cycle is continued for both parties and the needs and concerns of the customer are addressed. Adjustments to payment methods, delivery schedule and flavor selections are made.


I performed an evaluation to highlight inconstancy on the client’s website. Base on the 10 heuristic evaluation standards I focused my efforts on the visibility of the system status and consistency in standards.

Visibility and System Status

Consistency in Standards


As the visual designer for the project, I learned the value of turning complex flows into visuals that the client could easily understand.

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