Haley Rabiu logo in white font
UX Research
Trade Coffee
Client Trade Coffee
Category UX Research
Year 2023 - 24
Website drinktrade.com
Introduction
Trade Coffee was looking for ways to acquire new customers through their website and how to engage them with their online material on various coffees from around the country. My task was to determine what was assess how their current users are behaving across their site and to determine where there were pain points along the user's journey. This would help us to determine what may or may not be hindering coffee drinkers from wanting to purchase their coffee from Trade.

The Problem

We are trying to reason with the user as to why they should purchase from Trade, when instead, we should be trying to invoke an emotional response to illicit purchasing behavior.
Funnel chart displaying the percentages of elements clicked from the Homepage that led to conversion.
Of those who landed on the Homepage, there were more return customers looking to manage their accounts than there were visitors looking to explore products on the site. The brand messaging and imagery are likely falling flat and not converting new visitors.

Research Study

  1. Study: Imagery Survey
  2. Goal: Discover what emotions & thoughts users have with different types of imagery and branding materials
  3. Sample Size: 26 participants

Initial perception: Hero video reel

A video reel of coffee being made in a coffee shop, friends cheersing with coffee, a barista making coffee behind the counter, people sipping coffee and cupping coffee.
Visitors are initially greeted by this video reel on the homepage. Participants conveyed were that it was fast, busy, high quality coffee, variety, community-focused which was thrown around lot in various terms (friends, fellowship, camaraderie). Are ‘fellowship’, ‘busy’, and ‘fast’ the right terms we want people to associate with the brand?

These 4 images were used in a survey.

I had asked participants 4 questions regarding what the person thought of these images.
4 images of coffee

Which grabs your attention?

Close tie between these two images – strongly conveying taste, touch, and smell.

Key words: morning, peaceful, warm, feel

Which is more enticing?

Close tie between these two images conveying taste. Taste could be closely tied to enticement with beverages.

Key words: cookie, feel, delicious, crema, warm

Which conveys quality?

The most popular choice was the image with a chemex. The type of brewing method used conveyed a sense of quality.

Key words: morning, feel, bougie, fancy, process

Which alone would convince you to buy?

Close tie between these two images (2nd image with a slightly higher count).

Combining quality & taste will be key.

Hypothesis

By crafting a narrative that will invoke an emotional response, targeting the user’s senses, we will be able to increase our conversion rate of new customers because new visitors feel disconnected from the brand and what the company is selling.

Next Steps

  1. Concept Testing: Gather feedback from participants on design iterations
  2. A/B Testing: Iterative testing on the best designs to see their impact made on the business

Results

  1. Gained the confidence of the client to conduct further studies on messaging & imagery.
  2. Kick-started a new initiative with the client’s marketing team.
Next Project BCM at Virginia Tech