Information Architecture & Interaction Design
Joe on the Go! ☕️
MITidm digital design project: 3-week discovery sprint + concept testing
Group project in collaboration with Cierra Martin & Harsh Gupta
In Spring 2021, we were given a three-week digital UX design challenge as part of the Integrated Design and Management program's core curriculum. The project's goal was to deliver a digital prototype around food delivery in three weeks. Our team of three IDMers explored everything from alcohol and cocktail delivery to grocery delivery using more sustainable packaging. In the end, we decided that coffee had our hearts and set out to design a coffee delivery platform. This project took place at the height of the pandemic, so rather than focus on coffee delivery for the individual, we decided to focus our digital service on coffee gifting in a way that supports local small businesses and creates connections.
Observational & etnographic research
The resulting platform - Joe on the Go - was designed after 2 weeks of user research, including in-person observations, ordering coffee delivery frequently ourselves, conducting in-depth interviews, surveying users online, and conducting market research. It also involved drinking a lot of coffee and experiencing various coffee services in person.
We learned through this primary and secondary research that coffee is equal parts experience as it is a necessity, with 1/3 of all Americans reporting missing coffee shop experiences. Interviewees also shared that coffee is emotional (often associated with personal time or as a comforting ritual), a means for discovery (a mechanism for discovering new flavors, places, and people), and inherently social (often a catalyst for meeting a friend or co-worker). These learnings informed our service development.
Low-fidelity prototyping & Testing
Concept testing: Prototype
By combining the ability to gift coffee from local cafes and coffee shops while sharing meaningful content (a news article, song, video message, or more), Joe on the Go generates more business for local brands while meeting a gap in the market and serving a documented customer need. The brand celebrates authenticity, uniqueness, and the meaning of a shared moment while offering a service larger established food delivery companies do not. Creating Joe on the Go will allow local coffee shops to serve more customers without paying exorbitant fees and offer more accessible gifting options to people with limited budgets