5 Volcanoes Coffee | Laura Weisz

01

Case Study Overview

Design a complete e-commerce site for a Hawai'ian coffee farm.

Five Volcanoes Coffee Farms is a small, start-up coffee farm in Hawai'i. They wanted a minimalistic, user-friendly site to sell their specialty, whole coffee beans as well as a few merchandise products such as coffee mugs, coffee tumblers, etc. They wanted the emphasis to be on earthy, organic tones and to feature the land the farm is located on. They plan to sell in mass quantities to businesses as well as smaller quantities to individuals.

02

Research

Survey:

Revealed the product description was the most influential factor when purchasing coffee beans because it could address factors (such as flavors) that high-quality pictures could not. The survey also showed a preference for separating coffee purchasing from merchandise purchasing earlier in the shopping process. Multiple purchasing options during checkout was viewed favorably.

Competitive Analysis:

Showed a gap in reviews, F.A.Qs, and live support. Reviews was indicated as the second most important feature in the survey, thus this is a feature need Five Volcanoes Coffee could meet.

20

total participants

65%

indicated product (bean) description mattered most when choosing coffee beans

90%

wanted coffee beans separated from other merchandise immediately

55%

liked the option to have a renewable subscription

Product Description

Feature

Silver Cloud Coffee Farm

Heavenly Hawaiian

Rusty's Hawaiian

Reviews

F.A.Qs

Guest Checkout

Account Creation

Product Recommendations

Subscription Options

Chat Support

03

User Personas

Name: Amelia Green

Age: 32

Occupation: Wholesale Purchasing for large coffee company

Tech Savvy: High

About

Amelia Green is a busy business woman working in purchasing, buying coffee beans in bulk for various restaurants and coffee companies. She drinks the coffee she buys for the companies because she gets a discount. Due to her on-the-go lifestyle, she takes what coffee she can get. Amelia rarely thinks about coffee outside of the need for caffeine and purchasing for work.

Coffee Habits

Cups per day:

Days per week:

6-7

Method: Keurig, office coffee pot, drip at cafe

Needs

Consistent, high-quality coffee beans at a competitive wholesale price.
Ability to order large quantities with flexible delivery schedules.
Transparent pricing with clear information about origin and roasting profiles.
Access to samples for taste testing before placing large orders.

Pain Points

Difficulty finding bulk ordering options on the website.
Lack of clear wholesale pricing structure.
Unreliable delivery schedules that disrupt cafe operations.
Limited information about the beans beyond basic origin information.

Name: John Kim

Age: 55

Occupation: Accountant

Tech Savvy: Moderate

About

John Kim is a busy dad who enjoys sharing a cup of coffee with his wife and two teen children in the mornings. John is passionate about ethically sourced coffee and wants his family to understand the origins and impact of their coffee choices.

Coffee Habits

Cups per day:

Days per week:

5

Method: Keurig, drip at cafe

Needs

Easy-to-navigate website with clear information about sourcing and sustainability efforts.
Subscription options with customizable delivery schedules for whole beans.
Family-friendly recipes and brewing tips for enjoying coffee together.
Interactive features for children to learn about coffee origins and farming.

Pain Points

Website with complex navigation and confusing information about sourcing.
Lack of subscription options or inflexible delivery schedules.
Limited resources for parents to engage children in the coffee experience.
Unclear information about the farm's impact on the environment and local communities.

Name: Chloe Parker

Age: 27

Occupation: Freelancer

Tech Savvy: High

About

Chloe Parker is a freelance writer with a popular coffee blog. Chloe is dedicated to providing her audience with in-depth coffee reviews and exploring unique flavor profiles. High-quality visuals and detailed information are crucial for her content creation.

Coffee Habits

Cups per day:

Days per week:

6-7

Method: Keurig, specialty brews at cafes

Needs

High-resolution photos and detailed descriptions of coffee offerings.
Ability to filter and search for coffee based on specific flavor profiles and roasting techniques.
Exclusive access to limited edition or seasonal coffees for review.
Easy-to-share product information and purchase links for her blog audience.

Pain Points

Lack of high-quality visuals and detailed descriptions that showcase coffee characteristics.
Limited search and filter options for specific flavor profiles.
Difficulty accessing information about limited edition roasts.
Unclear terms for sharing product information and affiliate marketing opportunities.

Home page

04

Wireframes

Shop main page

Product photos to immediately show users what it being offered

User research revealed a desire for coffee beans to be categorized separate from other merchandise

Connecting with users to seen as a community, not just company to take users' money

Positive reviews and high ranking product as social proof

Psychology shows consumers are more likely to purchase if they receive a discount, even if they buy more often, leading to more revenue. People also like being part of the group

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