Case Study:
Señorita
A New Contender in Premium Syrup
Mitr Phol Sugar Corporation., Ltd.
Client
2021
Date
Solution
E-commerce Website
Role
Main UX/UI Designer
Design Team
1 Designer
The Challenge
In a landscape dominated by imported premium brands, our challenge was to create an e-commerce platform for premium syrup that resonated with a niche target demographic and stood out visually to compete effectively. Through meticulous research and analysis, I gained invaluable insights into the preferences and expectations of the audience. Leveraging these insights, I embarked on a creative journey to develop a unique visual identity that would encapsulate the brand's essence and appeal to the client’s customers. This case study dives into my process of gathering insights, the creative evolution of visual selling points, and the implementation of these elements into our e-commerce website.
The Discovery
The user research interview focused on syrup selection and inventory management. Insights from a mixologist (barista/bartender), and owner (cafe/bar/restaurant) are invaluable in understanding preferences and decision-making processes in the industry.
Persona 1: Mixologist
(Barista/Bartender)
Persona 2: Owner
(Cafe/Bar/Restaurant)
Objective
To gather comprehensive insights from mixologists, bartenders, baristas, and cafe/bar/restaurant owners regarding their syrup preferences, decision-making processes, and challenges they face in selecting and managing inventory
Introduction
Participant Background
Syrup Usage and Preferences
Decision-Making Process
Challenges and Pain Points
Future Trends and Preferences
Closing
Post-Interview Analysis
The Insight
Mixologists prioritize quality, particularly focusing on aroma, while owners prioritize cost-effectiveness. Additionally, a noteworthy observation is the substantial influence of mixologists on owners' purchasing decisions.
Mixologist
Preference for Quality and Flavor Variety: Mixologists prioritize quality and flavor variety when selecting syrups for their beverages. They seek syrups that enhance the taste profile of their cocktails, coffees, and specialty drinks.
Brand Reputation and Reliability: These professionals often choose syrups from brands known for their reputation and reliability. They value consistency in flavor and performance, as it directly impacts the quality of their beverages and customer satisfaction.
Customization and Creativity: Mixologists appreciate syrups that allow for customization and creativity in their craft. They prefer versatile syrups that can be used in various recipes and easily mixed with other ingredients to create unique flavors.
Ingredient Transparency and Health Consciousness: There is a growing awareness among professionals about the importance of ingredient transparency and health-conscious choices. Syrup brands that use natural ingredients, avoid artificial additives, and cater to dietary preferences (e.g., sugar-free, organic) are often preferred.
Owner
Cost-Effectiveness and Profit Margins: Cafe, bar, and restaurant owners prioritize cost-effectiveness when purchasing inventory, including syrups. They seek suppliers and brands that offer competitive pricing without compromising quality, as this directly impacts their profit margins.
Long-Term Partnerships and Support: Establishing long-term partnerships with suppliers and brands is important for cafe, bar, and restaurant owners. They value suppliers who understand their business needs, provide ongoing support, and are willing to collaborate on promotions or special events.
Reliability and Consistency: Owners value reliability and consistency in their inventory purchases, including syrups. They prefer suppliers and brands that consistently deliver on time, maintain product quality, and provide excellent customer service.
Menu Versatility and Customer Satisfaction: The decision to select syrups for inventory is influenced by menu versatility and customer satisfaction. Owners look for brands that cater to a diverse range of tastes and preferences, ensuring that their menu offerings appeal to a wide customer base and enhance overall satisfaction.
“Taste is undoubtedly a primary focus in mixology, but aroma holds equal importance. It's the initial sense customers encounter with a drink, and with a captivating scent, it elevates the taste to an entirely new level.”
The Solution
By tailoring the e-commerce website experience to accommodate the preferences and influences observed in the mixologist and owner segments, the platform can effectively capture their interest and drive conversions.
Quality Emphasis for Mixologists:
For mixologists, prioritizing quality entails a focus on aromatic qualities and premium features in the products they use. Detailed descriptions, including aroma/flavor profiles and ingredient information, cater to their discerning preferences, enhancing their craft.
Cost-Effectiveness for Owners:
On the other hand, owners, who emphasize cost-effectiveness, are drawn to competitive pricing options and bulk purchase discounts. Transparent pricing structures, along with cost-saving measures like free shipping thresholds and loyalty programs, maximize value for owners while incentivizing repeat purchases.
Influence of Mixologists on Owners:
Additionally, the significant influence of mixologists on owners' purchasing decisions is evident. Endorsements and testimonials from reputable mixologists leverage their influence, guiding owners toward quality purchases. Curated product recommendations or bundles endorsed by mixologists facilitate decision-making for owners, adding credibility to the offerings and fostering a mutually beneficial relationship between mixologists and owners.
The Flavor Profile
Following user testing with various aroma and flavor profile visualizations, the watercolor palette garnered the most favorable feedback for its appeal and uniqueness. This approach not only delivers a visually captivating representation of the syrup's intricate scent profile but also stands out for its distinctiveness, resonating strongly with viewers and effectively capturing their attention.
To capture the array of aromas and flavors within the syrup, utilize a watercolor technique that seamlessly integrates multiple shades. Through carefully blended strokes and color transitions, each hue symbolizes a distinct aroma/flavor present in the syrup. By intricately layering these colors, the artwork captures the complexity and depth of the scent profile, offering a visually compelling representation of the syrup's aromatic and flavor richness.
