Peets for Business

As the $40 billion Coffee & Snack Shops industry continues to grow and consumers increasingly prioritize convenience, Peet's Coffee & Tea can compete with other major chains by:

• Improving the group ordering experience
• Catering to offices near Peet's locations
• Taking greater advantage of brand partnerships

The company needs a robust portal for its corporate customers, making it as easy as possible for them to:

• Mange group orders
• Purchase products
• Locate deals & recommendations

Peet's biggest direct competitors in the Coffee & Snack Shop space are missing a massive opportunity.

Neither one of the major competing brands offers customers a desktop or browser-based ordering option in addition to their mobile ordering apps.

Many business people frequently use a laptop or desktop throughout the workday, including to order food & beverage items.

Prioritizing the design and development of a desktop-friendly ordering app will most directly meet the needs of Peet's business customers.

Since busy professionals often don't have time to leave their office during the workday, having food & beverages delivered directly to the office is a valuable service to them.

By partnering with an established food delivery brand like Seamless, Peet's has the opportunity to be the only brand in the Coffee & Snack Shop space to offer a delivery option in addition to in-store pickup.

The goal of conducting interviews was to gain insights into the successes & challenges experienced by people in corporate environments when ordering food & drinks throughout the workday.

I was particularly interested in learning more about the pain points people experience when coordinating an order for multiple people in a professional environment.

I conducted 3 in-person interviews with participants who currently work in professional office environments and regularly place food & drink orders for both themselves and colleagues.

From these interviews, I gained a number of key insights into important design considerations for Peet's online ordering app.

This research exercise was designed to help me gain insight into how to most effectively organize and present Peet's many food & beverage item options to users as they:

• Browse the Menu
• Select & Customize Order Items

I wrote each Peet's menu item on a small card and observed 4 participants sort the items into the categories that made most sense to them.

When they were finished shorting, I asked them to explain their categories and labeled each one before documenting the results.

CARD SORT RESULTS

KEY INSIGHTS

Using these sketches, I produced a series of lo-fidelity wireframes to illustrate the precise layout of each page in the ordering process.

Key Features of the website's initial Home Page design include:

• Single-Click Access to the Online Ordering Feature
• Site-wide Search Bar for Locating Specific Content
• Sidebar for Advertising "Specialty Drink" Menu Items
• Personalizations Including the User's First Name and Company Name

Key features of the Menu Page users interact with when placing an order include:

• Shopping Basket & Total Item Count Visible in the Global Header
• Expandable/Collapsable Menu Categories to Sort Items
• Menu-Specific Search Bar Available
• Visual Confirmation of All Selections Made in the Process

To test the initial Peet's for Business website feature designs, I presented the wireframes to users and asked them to complete the task of placing a coffee order (using their finger as a mouse).

The verbal & non-verbal feedback I collected provided several key insights and informed a number of changes reflected in iterations of the page designs.

These user-validated design changes include:

• Single-Click Ordering Button on the Home Page
•  Call-To-Action text in Step 1 of the Ordering Feature
• Re-structured Step 1 Page of the Ordering Feature (visually flows from left-to-right instead of top-to-bottom)

Using the user flow I had developed to organize the ordering process, I assembled the iterated wireframes into a clickable prototype of the Peet's for Business home page and ordering process.

Please take a few minutes to watch this demo video of the prototype in action!

Future iterations of this product will focus on visual design elements, which I will organize and develop into a Style Tile detailing site elements such as color palette and typography.

I have already begun applying these style elements to a full set of hi-fidelity wireframes, which will eventually be turned into an updated, full-color version of the clickable prototype.

Finally, I plan to iterate these Peet's for Business desktop designs into a mobile ordering app.