Description
La Thé Box is a well-established e-commerce platform offering tea and accessories, with a popular subscription model that delivers themed tea boxes monthly. Each box features surprises, artistic designs, and unique teas from around the world. However, the team approached us to create a new brand—Taily—with a different positioning and concept, targeting a distinct customer segment. They needed clarity on the brand's identity and a user experience that reflected its unique value.
Client :
La Thé Box
Services :
Postionning Workshop - MVP - UX & UI Design
The Problem :
The team was divided on key aspects of the new brand’s direction. Specifically:
- Differentiation: How is Taily different from La Thé Box?
- Customer Needs: What is the target audience for Taily, and what do they expect?
- Experience Optimization: What features and experiences would make Taily stand out?
The Goal :
To define the brand identity for Taily and create a seamless, one-page shopping experience linked to La Thé Box’s website, ensuring clarity on the brand's purpose, audience, and features.
UX Process and Challenges :
- Concept Clarification:
- We initiated a workshop to align all stakeholders. The primary goal was to define what makes Taily distinct from La Thé Box.
- Key Discussions:
- Who is Taily for, and why would they choose this over La Thé Box?
- What differentiates Taily’s teas and user experience?
- Outcome: We reached consensus on the target audience (younger, adventurous tea drinkers seeking personalization) and the differentiation (more customized, interactive tea experiences).
- One-Page Experience Design:
- Challenge: The team wanted a simplified one-page interface that would still offer a rich experience, accessible from La Thé Box’s website.
- Approach:
- Defined key user journeys for subscribers and non-subscribers.
- Identified use cases (first-time user, regular buyer, subscriber, gift buyer).
- Created wireframes and prototypes to highlight the flow of interactions on the page.
- Prototype stages allowed us to refine based on user feedback, ensuring seamless navigation and visual appeal.
- Customer Experience Features:
- Based on our findings, Taily was designed with unique features such as:
- Personalized Tea Suggestions based on customer preferences.
- Interactive Tea Explorer allowing users to discover teas from different regions.
- Artist-Designed Boxes—with the box itself being a collector’s item, like La Thé Box, but featuring more modern and bold designs.
- Based on our findings, Taily was designed with unique features such as:
- Feedback & Iteration:
- Throughout the process, the designs were reviewed in collaboration with the team, allowing us to iterate quickly based on feedback.
- We also worked on error cases to ensure that the user journey was smooth even when issues (such as subscription errors or payment failures) occurred.
- Prototype to Development Handoff:
- After multiple rounds of prototyping and feedback integration, we delivered a final clickable prototype that was handed off to the development team with clear documentation for error handling, interactions, and responsiveness across devices.
Outcomes :
- A well-aligned brand identity for Taily, distinct from La Thé Box.
- A seamless, one-page shopping experience that reflects Taily’s modern, interactive approach to tea discovery.
- A clear feature set designed to attract a younger, more adventurous audience while retaining the artistic and collector’s element from La Thé Box.
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