Peace Coffee: Design/content strategy
Methods: survey // stakeholder interview // wireframing // prototyping
Tools Used: Keynote // inDesign // Photoshop //
Users
Coffee Drinkers & Peace Coffee employees
Challenge:
-Increase transparency of climate change and the impact to Peace Coffee as a company
-Improving in-store shopping experience for current Peace Coffee users and future/potential users
-Provide better awareness about Peace Coffee’s supply chain to users
Solution/Idea:
Produce interchangeable sign templates and use already existing Environmental holidays such as “bike to work day/week” or “Arbor day” to promote a Peace Coffee sale and flavor as well as to promote their single origin flavors such as Peruvian blend. This can highlight both climate change affects and supply chain information, both included in a more interactive and improved in-store experience.
Also included would be a social media strategy at the same time.
This will provide information about Peace Coffee, its selected flavor, climate change and how Peace Coffee's values align and how you can get involved.
Discovery & process
Peace Coffee's mission is to make exceptional-tasting, organic fair-trade coffee that sustains the livelihoods of the people who grow, roast, and sell it; preserves and protects the environment that produces it; and delights the taste buds of those who drink it.
Online Survey:
Utilized the online survey site, surveymonkey.com, to formulate a survey that would allow me to crowdsource for participants to gather information regarding how they shopped for coffee, how they made their decisions, what questions they asked, etc.
By utilizing a survey and crowdsourcing it, I had 78 responses and was able to get great qualitative and quantitative feedback of what information customers look for and expect from the labels when they buy coffee as well as what drives them toward that purchase.
- Roast type
- Organic
- Fair Trade
- Origin
- Price
Interviews
After the initial meeting with Peace Coffee, I was able to interview both the Marketing employees. I was able to gain some great insight into what they knew, didn't know and what they assumed about their customers. These were a few of the unexpected pieces of information I had learned that helped me formulate and solidify my final solution/strategy:
- Peace Coffee has the ability to influence when and what product will go on sale
- Peace Coffee can produce and distribute materials that help promote a sale item
- Peace Coffee Has secondary information and research about their customers
design: In-store
Peace Coffee wanted something that could be implemented soon with low overhead.
Once I was able to analyze and mesh what Peace Coffee wanted as well as what customers wanted I was able to come up with a design that helped address the challenges that Peace Coffee had asked me to solve.
Below are a few mockups of what would be placed within grocery stores on endcaps as well as in the coffee isles, promoting Peace coffee. It would have facts about that coffee and its origin, facts about the holiday that it related to, and how it impacted climate change and the supply chain.
Design: social media
Also their would be a social media aspect to this design concept where during that sale week there would be posts on Facebook and Instagram with facts about the specific coffee blend, the holiday and how it all impacts our climate and the supply chain of coffee.