tea.app

description

A app design proposal for e-commerce tea house. The challenge is to design one app fit for the tea house’s two target user group: Chinese and European.

Not far from Milan’s grand cathedral, Duomo di Milano, there is a tea house run by a Chinese tea enthusiast. The owner shared her vision of how her space could evolve, starting from moving the tea house to commercial lot, build it into a space ofcultural exchange, and kickstart a network of similar spaces across Europe. I offered to come up with an app concept.

Challenge

Most of the current customers are Chinese, either working or studying in Milan. Occasionally, local culture enthusiasts would arrive after seeing the listing on Google Maps, AirBnb Experience or through word of mouth.

The owner seeks to have an app that appeals to both group of customers, Chinese and Europeans. The main challenge would be in striking a balance for the two user groups with distinctive preferences for UI. Chinese mobile apps follow rather different conventions than the rest of the world. They are often seen as highly functional, but very visually cluttered. I needed to achieve a balance where it provides all features offered by the tea house offers, but presented and organised in a way that is usable to the second target user group.

Goal

• Find a balance between European and Chinese user preferences
• Reduce time required for customer to complete their journey
• To increase customers’ familiarity in and out-of-store

Customer Type

I began by simplifying and categorising the types of customer who would be visiting the store: “The Straight-forward”, “The Recommendation Seeker”, and “The Wanderer”.

/The Straight-forward One would open the App with a specific intention. Ex. To purchase a specific product, reserve a spot at an event, search for an upcoming event, look for information.

/The Recommendation Seekers arrive with intention in mind, though their navigation is guided by recommendations (Offline/In-App). Ex. They may intend to buy a specific product but ended buying the other because of the better reviews.

/The Wanderers arrive casually and are relatively unpredictable. They may become either highly active customers or never return, depending on their first impressions. They navigate more consciously, attempting to figure out what’s available.

Wireframe

I analysed and learned from other references, especially Airbnb, which I has the UI that appeals to a wide range of user groups.

I stayed close to common UI conventions, as having unusual design or UX experience would be too risky for the business that is already taking quite a risk in carving out a market. Any “overly creative” ideas are shelved for the future.

Screens

I analysed and learned from other references, especially Airbnb, which I has the UI that appeals to a wide range of user groups.

I stayed close to common UI conventions, as having unusual design or UX experience would be too risky for the business that is already taking quite a risk in carving out a market. Any “overly creative” ideas are shelved for the future.

End

I’ve had a lot of fun working simultaneously in Chinese and English. This project gave me a chance to brush up my skills in Chinese design terminologies, as I had to read Chinese UX articles for the preparation of my pitch to the tea house owner.

Prior to completion, the owner has decided to shift the business direction, focusing on the culture enthusiast rather than mass consumer, meaning having a more tailored business offerings such as private appointments and organised trips to farm visits.

Though, I learned a thing or two during our discussions, especially in the earlier stage when I had a chance to learn about business plan and pitch to investors and business partners, in Chinese too!

If you’re in Milan and would like to make a visit to the tea house, you may make a reservation here.

Link

Behance