Overview
Admari Tea is a tea house in Miami, Florida that offers lessons, tastings, and tea for sale. They don’t have much visibility online due to their outdated site that has minimal information. My team and I first began by meeting with Admari Tea’s stakeholders to understand their goals, target audience, and challenges. After gathering this information, we worked on revamping their website and creating a digital marketing strategy that would help them reach their target audience more effectively.
UX Design Process
Understand
What/who are we designing for. Who is a target audience and what do we need to know?
Define
Once we know all the details, we need to define what we will be designing for them.
Create
Ideate, ideate, ideate and create a solution for your target audience.
Prototype
Show your target audience a sample of what is being made for them to utilize.
Test
We need to test our prototype to receive real feedback on our designs to make them the best version for the user.
Empathy Mapping
1. Who are we empathizing with? Current/Prospective customers and the stakeholder
2. What do they need to do? As a customer, they want an easy-to-navigate site that allows them to make purchases/subscriptions/attend events with no hassle. As a stakeholder, she wants to show clients the major pillars of what her business offers which is not happening with her current site format.
3. What do they see? An incomplete site with outdated information, nowhere to purchase online, and other tea shop options online.
4. What do they say? Admari tea is great quality tea, hosts nice and educational events, is difficult to purchase online and find accurate information regarding events and product availability
5. What do they do? They are likely spending too much time trying to navigate through the site to learn they are unable to do any business and either go to the store in person or choose to shop elsewhere online.
6. What do they hear? Customers prefer to do business directly through the source. They don’t want to purchase from a third party.
7. Think and feel? Customers love tea, love how it makes them feel, and love the routine behind teatime but are not having a positive experience while trying to do business online with Admari tea which stops them from doing business altogether.
Affinity Diagram
While creating our affinity diagram, the most prevalent pains were: limited places to navigate through the site, no opportunity to make purchases, subscribe to offered memberships or attend events. We also noticed technical issues like the site opening a new tab when the user is navigating between pages and the hours displayed having a typo. We added ideas onto the diagram as well like: a membership enrollment option, an events page that you can book from, an account page that shows your purchase history/event history, and categorizing teas.
User Persona
Problem/Hypothesis Statement
Navigating through the Admari site is a confusing interaction for their customers. By outlining the major components that Admari offers, including relevant information and creating an option to checkout, Admari customers will have the opportunity to make purchases, subscribe to memberships and sign up for events within the Admari website. We believe by creating an easy to navigate site that organizes Admari’s products/services and shares information regarding those products/services, customers will feel more inclined to subscribe to her tea room and make purchases on products and events within the Admari website.
Sitemap
Low, Mid, High Fi
Storyboard
Prototyping
Our team redesigned the Admari Tea website with a modern look and feel, including vibrant imagery of their tea products and the tea house itself. We also added more detailed information about their tea offerings, events, and classes, making it easier for customers to find what they are looking for. Additionally, we added an e-commerce feature to the site to allow customers to purchase tea online.
Results
The results of our efforts have been impressive. Admari Tea has seen a significant increase in website traffic, social media engagement, and sales since implementing our design. Their social media following has grown by 20%, and they have received positive feedback from customers about the new website and online shopping experience. Overall, our team was able to help Admari Tea achieve its business goals by creating a modern and informative website that effectively reaches their target audience.
