LIT Coffee is an online coffee store that sells coffee beans and related accessories. The founder wants LIT Coffee to deliver the best coffee beans for customers. Previously, he looked for a team to build a website for LIT Coffee as he wants to use e-commerce to boost the sale. Unfortunately, he realized that he still had a difficult time to find customers. The network flow doesn’t increase since the website was launched.
Assumption & Questions
At the beginning of this project, I collaborated with some people to do a card sorting in order to understand what I have already know and what need to understand for this project. All together, we looked over the website and wrote down what we discovered during the process. I categorized them as assumption and questions. And then we voted to pick the most important key point to solve first and made a plan for future iterations.
Current User Journey
As-is Pain Points
1. LIT Coffee lacks clear market strategy.
2. Customers don’t trust this website.
3. Customers don’t receive information/insight about coffee from this website.
4. Customers have a hard time to choose a coffee. They can’t make a decision.
Hill (Design Goal)