LOCAL E-COMMERCE WEBSITE
The Challenge
The Goal of the project was to help local shops improve their online presence, become more competitive in the market and understand the shop’s stakeholders and target their problems using Design Thinking.
The Client
Our client was L’atelier de torréfaction, i’s a small roaster boutique based at Bastille in Paris, the owner Olivier is a coffee enthusiast who took over this shop in 2017, which has existed since 1948.
The street where the shop is located closes at 7 p.m. and does not allow Olivier to continue his activity after that.
The fact that l’atelier de torréfaction does not have a website is an additional challenge for us.
Business Analysis
Since 10 years there has been an evolution of the French coffee market as people started to be more interested in what they consume and how. France is the 7th largest coffee market and 8 out of 10 people drink coffee.
For several years, people started to throw away their Nespresso machine, for example, we have seen a 70% increase in sales of espresso machines with a grinder in 2019.
Competitor Analysis
Focus on 4 competitors which are near L’Atelier de torréfaction.
When we look at their global environment, we saw that : all are also a coffee shops and have 1 or 2 shops in Paris. 3 already have a website and 1 is thinking about it.
User research
We decided to interview 5 users, based on the description of your typical client you gave to us and people we observed when we were in your shop.
We focus on : urban people, age between 24 to 34, diverse gender, who are used to buying specialty coffee from a local roastery.
Our goal was to understand their coffee consumption, why they buy from a local roastery and what could enhance their experience.
Persona
Thanks to this research and your insights, we were able to humanize our typical customer.
Here is Ugo Legrain, he lived in Paris, 11ème. He likes to hang out in his neighborhood since there are so many cool local shops where he can buy food and clothes from. By the way, he recently threw away his Nespresso machine, influenced by a chat he had with his local roaster.
User Journey Map
We drew his journey and quickly identified pain points and so our design opportunity.
Problems Statement
This leads us to our problems statement around the set-up of an online shop.
Refine
To refine the solution we brainstormed our ideas on what was working or not on competitor’s websites and identified what we need on L’Atelier de torréfaction online shop.
Moodboard
We were now able to create a moodboard with a goal in mind : keep it simple, clear, minimalist.
In short : restranscribe the vibe’s shop.
The Website: mid-fi prototype
Jumping to the website, we think about a clear user’s flow, as you have few products you want to sell.
So here is our mid-fi, you can see the flow and the main comments (from our 5 coffee lovers) that helped us design the final prototype.
To test the flow, we choose 5 coffee lovers and potential users and conducted a usability and desirability tests with them.
Final Website
Conclusion
We designed a simple e-commerce website to retranscribe the minimalist vibe of the shop.
The main goal of the site is to allow regular consumers to order whenever they want, without opening hours constraints.
It could also be a lever for new customers that want to try coffee from L’Atelier de torréfaction, as the store also works by word of mouth.
