Affluent Millennial Exclusivity | Minimalism in User Buying Experience - DoBrunch

OVERVIEW:

DoBrunch is a product that caters to the changing definition and expectations of luxury per affluent millennials. Business Insider has reported on millennial spending trends skewing toward spending on VIP and Exclusive packages for premium services and treatment.

Upon clicking on the "explore your options" Call-To-Action displayed in the header image, the user is taken to a landing page, pushing them further down the local DoBrunch sales funnel. 

On this landing page, there is no commitment to purchase and the user is provided with more information guiding them to the benefits of making a purchase.

Both CTA's on this page (Start subscription), (See more plans) bring you to the same page.

The active state is defaulted to the premium option encouraging users to commit to the higher price point.

To the left of the screen you will see the attributes of each package scaling down in length of description to produce a gradual degradation visual effect that mirrors the enhancement visual effect on the right side of the screen with the check marks. This is used to denote higher priced packages offer more lower-priced packages.

The information presented on this page aesthetically and neatly funnel into a large "continue" CTA at the bottom of the page.

There are no back buttons, but there is a navigation bar at the top of the page where the user can exit the process at anytime. Exit is neither highlighted or encouraged. 

The "continue" button pushes the user to create an account, where we can collect the users email address even though they have not yet made a purchase for email-based re-targeting in the future.

After creating an account the next screen to which the user is taken is choosing which payment method they wish to use to complete the transaction.

The brand colours are chocolate (#d35400),  pearl dark grey (#828282), and white (#ffffff). However,

the subtitle is in black (#000000) to denote the information presented is a summary for the user to which they should pay attention in case there are discrepancies in the future.

Once the user chooses which option they wish to use, they are asked to enter their details. 

Clean, simple, with minimal color to keep the user focused on the process of entering their payment details. 

There is another summary of the order at the bottom of the screen with an exit option to modify the subscription.

The next step is feedback through a confirmation page. We bring back in the color with a chocolate underline underneath the "thank you" headline to reintroduce the user to the brand and its aesthetic attributes after engaging the user in the minimal environment of the checkout process. 

The content of the page is moved from being justified left and ragging right to being aligned center as a further confirmation that the payment process is complete.

PROCESS:

My Role:

This is a personal project I designed to determine my skills in checkout processes from landing pages discovered by potential users psychographically and demographically targeted by paid advertising on social media.

I owned the product and conducted research, and design and development.

Goals:

I wanted to create a micro-ecosystem in which the process of checkout is influenced and encouraged by ease, minimalism, and as few on-screen distractions as possible. 

The product is a service that matches a users needs with local chefs levels of commitment to provide on-demand culinary expertise.

Challenges:

The restaurant industry is rapidly changing. Brick-and-mortar business find themselves increasingly competing with on-demand and delivery services. We find local restaurants streamlining service placing labor burden on patrons. We find an increase in food trucks, and "Co-eating spaces," and cafeteria style dining facilities.

This diminishes the need for specialized restaurant workers and also takes away an element of service of which patrons are traditionally familiar.

Problem Discovery:

As a person who maintains a group of friends who work hard and play hard, with few domestic skills shall we say, Going out for brunch is a weekend rite, to unwind and fellowship.  One time we went to a restaurant who's service was completely turned around to deal with high volume on weekends. 

Unbeknownst to us we were expected to serve as our server, and expo, and busser. We were informed that we needed to fill these duties ourselves, and doing so we had to join a line of other patrons who had been asked to do the same. 

The goal of our brunches were to catch-up with one another and take a load off work. 
After hosting very brief informal interviews with my group, We determined it was best 
next time if we tried to host our own brunch party in the parameters of our home spaces
and competences. 

Unfortunately, we are not as great cooks and hosts as we thought...

Personas:

From the interviews, I designed three personas that would be interested in a service that would bring the experience of brunch to wherever a user is: A small business owner, A working millennial, and an aspirational millennial.  

Meet Katie, Jerry, and Diana

KATIE

Katie is a small business owner. She rents a space in a modern shopping center.

Her business is very successful in the Ecommerce space but, she wants to integrate 

engagement in her B&M store. She wants to hold a monthly or bi-monthly in-store events  

engaging her demographic which are millennials who make between 34-42k annual.  

INSIGHTS

She wants her events to be on the weekends where people have more free

time to engage with her brand in person. 

JERRY

Jerry has always been the "Let's get together" guy in his group. 

He loves to be host of the parties and bring people together. 

He is always the first in his friend group to try new products, technologies,

and services. He goes all out to get the absolute best for himself and 

his friends. Lately, he has been considering the non-fiat costs of get-togethers

including time, organizing, and space.

INSIGHTS

He is willing to pay a little extra for services if it means the experience is going

to be amazing and will show him as an early adopter. 

DIANA

Diana is a hardworking millennial. She often works weekends but 

sometimes has off-weekends. When she has free weekends she likes 

to hang-out with her friends. Recently she has not enjoyed the last few 

times because the restaurants were crowded, loud and noisy.

INSIGHTS

Diana values her free time and her friends presence. She is willing 

to sacrifice so they they can have a good time as she rarely sees them.

Initial Sketches:

After analyzing the motivations and insights of the personas, I started building out the services packages that correlated services offered with reasonable price points as well as checkout processes that would usher the user down the sales funnel. 

Userflows:

After reviewing the proposed price points and understanding the environment that needs to be created to make people comfortable enough to make large financial commitments,

I determined the most welcoming environment would be a desktop browser experience.

Below are the userflows of our personas:

KATIE

JERRY

DIANA

Wireframes:

There are two main interfaces with which a user must determine what they want. By considering Hick's Law and choice fatigue, we build the interfaces with 3 options, the choose your plan, or 4 options, choose payment type.

Payment type can be determined by lifestyle so we widen our audience by offering several payment options.

We want to create a calming and therefore reassuring environment in which the user can commit to payment so we want to keep the interface design minimal and free from distraction.

 

Conclusion:

While staying true to the personas, we determined that Diana would exit the checkout process, insofar as the service did not quite fit her lifestyle versus what she was willing to pay.

This is a problem that transcends UX/UI and brings forefront the conversation that there are larger strategies we can initiate in order to supplement our UX/UI efforts including marketing and product development.

Thank you for learning more about DoBrunch!