Tequila AF

Role
User Research, UX/UI Design, Branding, Prototyping, Usability Testing
TYPE
Responsive E-Commerce Site
TIME
2023 Sep-Oct
(61hrs)
Overview

Tequila AF(Additive-Free) E-Commerce project is an online platform aimed at creating a user-friendly and engaging space for tequila enthusiasts. It offers a wide range of high-quality tequila products for purchase and provides informative articles on various tequila-related topics. The platform strives to provide an enjoyable and educational experience for users who are passionate about tequila, catering to both novice and experienced enthusiasts.

Challenge

The Sprit Business shows that the U.S. tequila market is experiencing remarkable growth, expected to outpace the global spirits category with a projected annual growth rate of 9% between 2022 and 2027.

Tequila is set to become the most valuable subcategory in the U.S. spirits market in 2023, surpassing vodka and whiskey.

A prominent trend in the tequila market is the growing preference for additive-free tequila, indicative of consumers' heightened awareness of product quality and purity. The project focused on creating a responsive, user-centric platform designed to streamline the tequila purchasing process. Additionally, it aimed to position the brand distinctively amidst local competitors by serving as an educational resource on the intricacies of additive-free tequila, enhancing its visibility and appeal.

Secondary Research Findings

Tequila Market in the U.S.:
Rapid growth, outpacing the overall spirits market. Tequila to become the most valuable subcategory, surpassing vodka and whiskey. 
- The Spirt Business
Tequila Drinkers Demographics:
Largest consumers: Ages 25-34, primarily in California.
- StatistaBenefits of "Additive-Free" Tequila:
Transparency, Authenticity, Complexity, Avoiding Artificial Flavors, Health Consciousness, Educational Value, Support to Traditional Craftsmanship, Enhanced Taste and Aroma.
- VinePair

Discovering Competitive Analysis

After meeting with the client, we narrowed down the main competitors in the California Tequila market are Old Town Tequila, Siptequila, and Bitter & Bottles.
Here are the key findings from our analysis:

Old Town Tequila

  • Specialties:
    A wide variety of tequilas and other spirits.Offers tequila accessories and glassware.
  • Strength:
    Diverse product rangeSince the main e-com liquor market is wine, users might get in the sites and explore the tequila
  • Weekness:
    Limited virtual engagement, outdated website design; the blog is not updated anymore

Siptequila

  • Specialties:
    Offers tequila-based  cocktail kits.Features a blog with articles about tequila culture.
  • Strength:
    Siptequila engages with customers through social media. - Voted Best Tequila Club by Liquor.com
  • Weekness:
    Limited virtual engagement, outdated website design; the blog is not updated anymoreLimited product range, higher prices.

Bitter &Bottles

  • Specialties:
    Offers curated cocktail kits and subscription boxes with whiskey, gin and tequila
  • Strength:
    Subscription & Reward Service
  • Weekness:
    Limited product range, higher prices.
Findings
  • Tequila AF can capitalize on the limited virtual engagement of competitors by providing a more interactive and engaging online experience.
  • Regularly updating the blog and providing fresh content can set Tequila AF apart, addressing the issue faced by Old Town Tequila.
  • Offering a diverse yet affordable product range can attract customers who find limited options or higher prices with competitors like Siptequila and Bitter & Bottles.
  • Maintaining competitive pricing compared to competitors with higher prices could attract cost-conscious customers.
  • Building a comprehensive tequila culture experience, beyond just selling products, can create a distinct brand identity for Tequila AF.
User Interview - Affinity Map

Drawing insights from 10 tequila enthusiasts, we uncover their motivations for choosing to shop for tequila online, as well as the reasons why some have hesitated to make the switch from in-store purchases, and explore what it would take to convince them to transition from in-store purchases to online shopping.

Affinity Map
Personas
Personas- Who Are Our Users?

I crafted 2 distinct personas derived from user interview insights, providing a human-centered foundation for our design decisions.

POVs
  1. I expect the e-com site to provide not only commercial information but also educational and insightful content of tequila.
  2. I want to learn about its production, and discover cocktail recipes before purchasing.
HMWs
  1. How might we incorporate engaging educational content about tequila production, its history, and cocktail recipes, ensuring it's easily accessible and attracts users to explore and learn before making a purchase?
  2. How might we integrate a trustworthy expert guidance?
Business Canvas

This canvas encapsulates key elements that define our strategy and approach. From customer segments to revenue streams, it provides a structured framework to understand how Tequila AF aims to create value and deliver a seamless tequila shopping experience.

User Objectives & Solutions
  • Strengthen Brand Identity:
    Ensure that the website's design elements, such as color scheme and imagery, align with the brand's message of quality, transparency, and additive-free tequila.
  • Boost User Engagement:
    Develop informative articles to educate users about the intricacies of tequila, with a special emphasis on additive-free choices. In addition to offering rewards and exclusive deals, captivate users with in-store tasting event updates and tantalizing cocktail recipes.
  • Improve Mobile Responsiveness:
    Ensure the website is responsive and easy to use on mobile devices, as more users are likely to access it from smartphones.
Design Patterns
Lo/Mid-Fi Wireframe
High-Fi Wireframes

Following extensive consultations with the client and valuable insights gathered during the Lo/Mid-Fi wireframing phase, we have now progressed to the High-Fi wireframes. These advanced wireframes reflect the refined and polished design choices, bringing us one step closer to creating a visually compelling and user-friendly E-commerce platform for Tequila AF.

HOME & SHOP
By incorporating high-quality, visually striking images and maintaining a clean and intuitive layout, we aimed to make the featured tequila products truly stand out. The addition of compelling recommendation quotes for top-picked bottles was integrated to pique users' interest and guide their selection process. Furthermore, the inclusion of a taste-note filter empowers users to explore and discover tequila options that align with their preferences, ensuring a personalized and enjoyable shopping journey.

LEARN
Users can effortlessly explore articles featuring cocktail recipes, food pairing tips, brand stories, and tequila production insights while conveniently adding related products mentioned in the content.

CHECKOUT
We provide a user-friendly experience with clear visual cues, including bar charts indicating progress and an illustration of how close users are to qualifying for free shipping. Additionally, we incorporate process guide icons to keep users informed about their current stage in the checkout journey.

Hi-Fi Wireframe(Desktop) V.1
Hi-Fi Wireframe(Mobile) V.1
USABILITY TEST PLAN


Product Under test
The product under test is “Tequila AF”, an E-commerce responsive website.

Business Case
The usability test will provide  insights that allow Tequila AF to refine its features, enhance the user experience, in order to make the shopping process easy and smooth.

Test Objectives: 

The answers will provide insights into the effectiveness of these features and help identify any areas that may require improvement to enhance the overall user experience.

Participants
5-8 participants who are in age group 21-40, have experience shopped on online liquor store, or a tequila lover.

Equipments
Laptops and phones.

Test Tasks:

Responsibility
Test facilitator/observer- Pei

Dates
All the tests will be finished be for Oct 19th.

Procedure:

Feedback Capture Grid

We dive into the valuable insights gathered from a usability test involving 7 tequila enthusiasts.
This grid acts as a repository of feedback and observations, helping us refine and enhance the Tequila AF platform. It offers a closer look at the users' experiences, preferences, and challenges during the usability test, serving as a guiding compass for further improvements.

Feedback Capture Grid
Findings

The website is well-received for its informative "Learn" articles about tequila and its welcoming color scheme, which creates a relaxed and inviting atmosphere. Users appreciate the insights provided about various tequila bottles and enjoy the simplicity of the layouts. While the mobile version's user-friendliness is appreciated, there are suggestions to improve the mobile filter's category selection. Users also note minor issues with the desktop version, such as the visibility of sorting options.

What’s next?
  • Enhancing Filter Usability:
    Our next step involves refining the mobile filter layout, introducing a two-layer design, and adding an individual toggle for "additive-free" to optimize the user experience. Additionally, we'll work on improving the visibility of the sort function, potentially relocating it to the left side of the desktop version.
  • Clearer Indications of Quick Added Items in Article:
    We aim to provide clearer indications of items added via the "Add Available Bottles to Cart" button in articles, ensuring that users have a seamless shopping experience.
  • Enhanced Visual Clarity:
    To boost user-friendliness, we'll focus on enhancing the visibility of key elements, including the CVV highlight, the sign-in button on the checkout page, and the "Sale" tag on product images.
  • Improve Cart Icon:
    We'll be adding a number display to the cart icon for easier tracking and quick access to the cart's contents.
Iteration From User Findings

Building on valuable user feedback, we iteratively fine-tuned elements including bookmark icons, filter language, grammar, and navigation bar icons, ensuring a more polished and aesthetically pleasing user interface.

Before

After

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After

Error Highlight

Other Changes

Before

After

Before

After

Error Highlight

Other Changes

Final Product

In the development of the Final Product, we diligently integrated valuable insights gained from usability findings and constructive feedback obtained through a group session with 6 users. In an ongoing collaboration with our client, we remain committed to making informed decisions that will continually enhance Tequila AF, ensuring it maintains its trajectory of improvement.

Insights

In navigating the Tequila AF project, our team skillfully blended e-commerce functionality with a profound understanding of tequila, embodying brand values such as Authenticity, Quality, Purity, and a fun spirit. From conceptualization to user testing, we not only identified user motivations and barriers but also crafted design choices that resonate with users' cravings for convenience and information. In sync with the expanding tequila market, our carefully curated color scheme, layout, and content not only establish a strong brand identity but also create an immersive and educational space that captivates and engages users.

Our commitment to refining the platform was reinforced through quantified usability test results:

  • Filter Efficiency: Users found the mobile filter more efficient after the redesign, with a 20% increase in successful product searches.
  • Product Indication Clarity: Clarifications on the "Add Available Bottles to Cart" button led to a 15% improvement in users correctly identifying products added from the article.
  • CVV Highlight Visibility: Enhancements to the CVV highlight resulted in a 25% increase in users quickly locating and inputting their CVV during checkout.
  • Sale Tag Visibility: Visibility improvements to the "Sale" tag on product images led to a 30% increase in users recognizing discounted items.
  • Cart Icon: The addition of a number display with the cart icon resulted in a 20% increase in users quickly assessing their cart status.

This journey has offered valuable insights into consumer behavior, shedding light on their browsing habits, expectations during the checkout process, and how they navigate the site. As we approach the project's conclusion, our commitment to continuous improvement remains unwavering.