Bugisu Coffee (now Kua.co) had humble beginnings as a university project and a trip to Uganda saw the opportunity to create a circular economy; give back to communities there and bring great coffee to Sydney workplaces. Since then, they’ve begun serving over 50 Sydney offices with coffee that does the planet and its people good. I worked with them to uncover the needs of their target user and redesign the onboarding experience on their website to solve the problem that the user faced right now.
Bugisu Project is a sustainable and non-profit coffee start-up, who bring coffee beans from Uganda and supply it to the workplace in Sydney. 100% of the profits fund development in Uganda and all coffee waste will be collected and repurposed to create environment-friendly products. Bugisu team are so passionate about their beans and service, at the moment they delivered to a number of businesses in Sydney including Canva.
After the first client meeting, I made this project blueprints, to make sure our team is on the right track in each development stage and able to deliver the scope of work on time.
We started to evaluate the current website and talk to the user to help us understand the issue on the website. We start with 8 usability tests. Our goal is to see how user interact with the website and see how they understand about the service that Bugisu coffee offered. This helped us to learn how well the user understand the brand by just browsing their website, and then identify the pain points later.
To evaluate how the user actually using the website. We had a chance to look at their Google Analytics data for the past year. And there are some related data we paid attention:
What we learned – User needs a simple intro on the landing page so they could know who is Bugisu Project and what Bugisu do. That may also encourage the user to visit more pages. We would like to know why the user exists and didn’t go deep on the website. Consider the usability results, we assume it may because the user couldn’t find the relevant content they looking for.
I went to the Bugisu Project office and organise the SME interviews with three team members.
What we learned:
A survey created for current customers which ask them how they use the website and what information they looking for when they browsing. There are 9 responses from the survey (there are 10 in total).
We obtained the delivery process looked at how the delivery process worked. Key takeaways:
To start analyzing our data, I noted down everything of value that I heard from interviews, survey and noticed during observations. I group them and link each group to see their relationships. This process allows me to look at the overlay of the key pain points amount each party and I think it is also important to look at the relationship between Bugisu Project, Culture Manager and Employees, which help me identify the user needs.
By creating personas, it helps me to understand a number of things about customers including their: goals, behaviours, frustrations and needs. And I use personas as my North Star when it comes to all my design decisions. So I always refer back to my persona and ask, “What design best services this person’s needs, if I ever encounter tough problems. And it helps me building empathy for users as well.
By looking at the key pain point of our persona, we made the solution statement:
User needs a clear CTA to learn the story, products and service of Bugisu then feel confident enough to make the purchase.
To provide an intuitive design to solve a pain point, we created our MSCW chart to list and prioritize the features user need on the website.
I always use pen and paper first, so I can easily experiment with different layouts and ideas and quickly share it with other people in the team. And then I use Sketch to digitalise the wireframe, clarify the design and also keep the mind open if there is any better design solution could solve users’ problem.
Home Page Iterations process:
I designed this impact calculator section on the home page, which allows the user to see their impacts with Bugisu Project by simply selecting their employee number, coffee spends and time period. It provides a much more engaging way for the user to understand their positive impacts.
Our Packages Page Iterations: