Onda Origins
Project Overview .
CONTEXT
Onda Origins is a specialty coffee roasting and sourcing start-up company that aims to provide equitable compensation for their farmers through the use of blockchain technology. Learn more about Onda Origins here!
For this project, my team was responsible 2 main tasks:
01. Redesigning Onda’s Single Serve Packaging to better serve customer needs.
02. Building a digital experience to educate customers about blockchain traced coffee product.
Research .
We started the project by defining who would be Onda’s targeted consumers. After discussions with Onda’s board members and conducting our initial customer research, my team determined that the ideal group of potential customers are the “High Achieving Millennials”- customers who:
01. Possess High Purchasing Power
02. Value Sustainability and Ethical Consumption
Next, my team sought to find out the needs and wants of Onda’s potential customers. Thus, we conducted a survey with participants who fit our criteria to gain a broad understanding of their general coffee behaviors. From our pool of 307 respondents, our results show that taste and quality was paramount.
Additionally, we also gained insights on what these coffee drinkers wanted to learn more about from the coffee packaging.
User Interviews .
Wanting more detailed accounts of their experiences with coffee and to understand the rationale behind their habits, my team conducted 5 semi-structured interviews with respondents from the survey. During this phase, I had the opportunity to take lead in designing the interview protocols and interviews.
INSIGHT I
Taste is a key factor in purchase decision
INSIGHT II
Interviewees had limited understanding of what “traceability”, “blockchain”, “revenue sharing” meant
INSIGHT III
Interviewees wanted proof of how farmers are positively impacted
Design Opportunity I .
With the findings from our research process, the team redesigned the packaging for Enrique’s Single Serve coffee. The team ultimately decided that the best way to engage customers to learn more about the coffee’s journey was through the use of a QR code imprinted on the packages of the coffee due to its convince and feasibility. Using our research findings as a guideline, we set out to tackle our first design question:
How might Onda create a product that communicates their mission and satisfy the needs of their customers?
Redesigning Enrique .
We incorporated our findings into Onda’s existing product to illustrate how our solution could help tackle the design question!
Design Opportunity II .
With the findings from our research process, the team redesigned the packaging for Enrique’s Single Serve coffee. The team ultimately decided that the best way to engage customers to learn more about the coffee’s journey was through the use of a QR code imprinted on the packages of the coffee due to its convince and feasibility. Using our research findings as a guideline, we set out to tackle our first design question:
How might we design a digital experience that effectively illustrates the journey of Onda’s coffee to verify it’s premium taste and sustainable impact?
Ideation .
We realized that we had to design a solution that not only engages customers but also showed them how their coffee was traced from bean to cup. During this phase, the team gathered for a design sprint session to flush out our ideas through sketches. During this stage, we iterated on our initial design and dive deep into brainstorming on how we could educate customers’ on Onda’s use of blockchain technology .
Mockups .
Next Steps .
The team is working on this project and the we are in the process of conducting usability testings (4 participants so far) on the prototypes!
