Traveler's Tea is a tea business which functions similarly to Teavana. It sells its tea online and in grocery stores at the same time. It also has physical locations in malls for which they serve a tea-house type of experience and craft teas.
Research:
The main goal for Traveler's Tea is to draw the young generation to order teas they want to drink at ease and reserve tearooms to have an enjoyable experience. The long-term goal is to keep them coming back to purchase teas or its service.
A member of the young generation usually has access to some kind of device with which Traveler's website and accompanying loyalty app should be able to bring out its best to them.
User Flow (storyboard):
Once hooked by one of Traveler's direct mail or commercials, a person naturally goes to the website. They will be directed by different touchpoints throughout Traveler's system.
User flow for Traveler's website (journey mapping):
Ideation for Traveler's Website:
After the rough sketches, they are refined with the wireframes. The original idea is to have drawings of tea leaves with roots leading underground for the user to continue scrolling. According to feedback, while the flow of the history part of the homepage is interesting, it could be more picturesque to keep the user hooked instead of boring, Wikipedia-like images.
I then included ancient sketches as backgrounds in the sections, which would make the homepage more visually appealing. The original map is added at the CTA section as well.
The Final Product:
Website demonstration.
Ideation sketches of the iPhone and Android website version.
Through the wireframes, upon finding out that I cannot fit two images in one viewpoint (Tea Types), they are instead placed as single images in a column. Buttons are enlarged to allow for easy finger-pressing. When the mobile menu is open, the "Account" tab will open and expand upon pressing.
The Loyalty Card App from Traveler's is exclusive only to the physical locations. There, users can use this app to collect points when they buy products or at tearoom checkout. Once a reward is achieved, users can use the QR code for the physical location or a code to apply to Traveler's online. They also have the opportunity to give their points to other people by use of an email that ties to their account.
Ideation:
App demonstration.
Conclusion:
The website would work as a hook for people to start using Traveler's products and the loyalty app would work to help give people a reason to continue visiting Traveler's stores and buying their products.
In order for a system to be successful, it will need to be comprehensive in predicting what a user will go through. No matter how we ideate it, be it through storyboarding or journey mapping, we will need to be sure to understand how the user will end up there.