Cafe 504 is a start up based out of Houston Texas, offering whole sale coffee roasting as well as a subscription based service delivering premium coffee directly to your home. Uniquely, Cafe 504 takes a portion of their sales and provides clean drinking water to Hondurans in need with each subscription. Cafe 504 was birthed from its predecessor “9th Hour Coffee” which is to be dissolved upon the launching of the new brand.
Meeting Our Users
31% of users interviewed had been a part of an internet subscription service
69% of users interviewed have shopped for home goods
92% of users interviewed were regular coffee drinkers
Users volunteer because it is rewarding:
Not only do people volunteer to serve a good cause, but they are also motivated by self gratification and internal reward. This gratification is also something they want to be able to share with friends.
Users want to see feedback/progress:
It is important for users that donate, to understand the impact they are making. Based on interviews we can assume that feedback doesn’t need to be particular to just “their” impact, but they do want to see feedback on the project as a whole.
Users are more likely to trust an organization based from a recommendation:
The majority of our users that we interviewed decided to volunteer their time and or money with an organization they already had ties to.
Users prefer to give as a community:
It became apparent not only did users determine which organizations to donate their time and money to based on affiliation, users stated it was important to feel a part of a community.
Users want to establish trust:
This ties back to many of the previous statements. These values include community and feedback, but users stated that they would like to know the specifics of where their money is going and how it will affect their goals before they donate.
Users seek empathy:
Users stated when giving, they seek to feel empathetic. They want to know that these people or causes they are giving to are relatable. It is important they feel comfortable giving, and not guilted into it.
What we test, and why?
High Fidelity Mock-ups & Clickable Prototypes
Cafe 504 stakeholders created a video, and through user testing it proved to be more engaging. While I was seeing users drop out after about an average of 5 seconds, but about 50% of users use the “see how” link that directed them to the about page that furthered our narrative through text.
Next, we created a user flow that directed the user from our narrative to the “shop” page. This one done by simply creating a button. This way users could chose to bypass the narrative at anytime they saw fit while still being directed to a point of purchase