PEET'S COFFEE SUBSCRIPTIONS REDESIGN
BACKGROUND
Peet’s Coffee was one of the first in its industry to introduce ordering and managing “subscriptions” online. The business wanted to reposition the subscription business to prioritize this purchase model online. I was brought in to help inform the product strategy and roadmap by evaluating the existing experience and identifying short and long term solutions to improve subscription exposure, sign-ups, and overall user experience.
SITE EVALUATION
Before reviewing the site, I met with the product and marketing teams to understand the overall corporate strategy and branding goals. I analyzed the site experience looking holistically across the following factors and determine how they met with business goals:
​
-
Branding
-
Merchandising
-
User Mental Model and Flow
-
Usability
IMAGE: Heuristic evaluation of existing subscription site experience
FLOWS AND WIREFRAMES
Based on the evaluation, requirements were identified for the relaunch of subscriptions. I created flows and wireframes of the improved experience - one that aligned with business and marketing goals. These flows and wireframes were used throughout the organization to gain support and approval across the organization.
IMAGE: User Task Flow of new subscription experience
IMAGE: Wireframe and annotation of new user experience adding items to a subscription
USER TESTING
The concepts were tested using my flows and high-fidelity wireframes for quick turnaround on feedback. I worked with our test partners to devise the test goals and scenarios. The tests were successful in that we confirmed the subscription process was effective and needed minimal adjustments enabling us to move forward to development. Also found were areas of caution on a separate, but related initiative.
SUBSCRIPTION SIGN-UP RESULTS
Subscription sign-ups experienced double digit growth rates during this time (70% increase in subscription orders May 2020 compared May 2019). Peets Coffee Subscription business is rated as one of the best coffee subscription services in the industry (Newsweek, July 2020).
IMAGE: Designed subscription experience as of January 2021