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 understand the Capuli Club customer and how they can be best served by a subscription service.
Project Timeline: Three Weeks
The UX Research Team: David McLean, Brad Wake and Aimable Nkurayija
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.
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 for the Capuli Club project was lead by Brad Wake. The team incorporated a variety of research methods. We distributed a quantitative screener survey with access to the customer mailing list of 280 individuals, social networks, and associations. 78 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. 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.
The insights gained from the research were used to create the user persona.
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
Customer Subscription Journey Map
To help the client visualize the complexity of a subscription process Aimable Nkurayija created a user flow. Based on his flow I then created a journey map that represents Angel’s experience 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).
I performed an evaluation to highlight inconstancy on the client’s website. Of the 10 heuristic evaluation standards, I focused my evaluation on the visibility of the system status and consistency in standards. The evaluation uncovered inconsistencies with the navigation, content, buttons and input text fields.
The team delivered a comprehensive research report. Caplui used these findings to align their subscription service offering with the demographics, wants and needs of its customers.