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CASE STUDY - 2017

Taylors of Harrogate - Discover

01 -  Client requirements

The brief

Given the selected range of coffee products, design a new product that engages the users and builds a brand-customer relationship. The product needs to be a subscription service posted through the letterbox. The design proposal needs to be supported in a new section of the existing website.

The problem 🧐

Taylors of Harrogate have decided that there is a lack in their product range for more products / services that don't engage enough with the customers other than the retailed products. There is no subscription based user / customer brand loyalty, which restricts the expansion of Taylors of Harrogate range.

02 - Group research and inspiration

Mid ways presentation

View presentation

After choosing a variety of the Taylors of Harrogate coffee products, inspecting the packaging and tasting the coffees, my group and I decided to go with Discovery. We then chose the keywords for coffee flavours and chose three persona themes (the Adventurer, the Taster and Explorer). After, we made some moodboards and identified our insights and opportunities, followed by some sketching for the first packaging ideas and finished the first interim with a further look into the three personas.

03 - The packaging

Making mock-ups

We experimented with different forms of packaging until we resulted into giving it a sense of the mountainous coffee landscape, an informative and engaging interaction with the actual packaging.

My contribution

I focused on mechanisms for opening and closing the package, with on the experience taken from the action(ex. surprise, smooth, strong, fancy).
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I also experimented with some interior parts of the box, because the idea was to give it the feel of a mountainous terrain, where the coffee comes from.

04 - The website

Ordering the package

My main role was to design the online presence of our product. So I added a new section on Taylors of Harrogate website.

Happy path

05 - Final concept

Taylors of Harrogate - Discovery Pack

Taylors of Harrogate Discovery pack is a new subscription type of service that allows coffee enthusiasts to discover more about coffee. The pack comes every month with 4 chosen or random flavours in taster coffee bags with information and fun facts about the coffee, such as place of origin, taste palette and more.

06 - Redesign

Personal Project

After a few times I used the updated Taylors of Harrogate website, I found a few things that were a bit annoying. I decided to try and redesign the first page to exercise my Webflow skills.

Things that annoyed me:

  1. Top bar is not very visible, making it hard to read.
  2. The button is small with outdated rounded corners and no animation.
  3. The catchphrase is not very clear and does not attract the eye, in order to get to the point.
  4. The background has complicated colours, which makes it harder for the rest of the elements to pop out.

The redesigned outcome is live here

07 - Key takeaways

What did I learn?

  • The first and most important thing that I got from this project, was the exposure of working with an enormous company like Taylors of Harrogate, the brand that is one of the most significant tea and coffee brands in the UK. The producers of Yorkshire Tea, the most popular tea bags in the country overcoming PG tips in 2020. When working with such an organisation, it is very important to communicate the brand identity throughout all designs. I learned how I am meant to use the brand's recognition in order to use different methods when it comes to designing the website.
  • When working on this project, I had to do a lot of research on subscription services, and how important it is for the brand to use that, in order to build an emotional connection with the consumer. That means that I gained great knowledge for a lot of different types of subscription services and how they each create a business plan.
  • Another takeaway from this project, was learning how to design packaging for a subscription. All the ins and outs of what goes into the graphics of the packaging, sustainable materials that also keep the product fresh and intact when posted, and the right kind of sizes that fit through the letterbox.
  • Last but not least, a very important lesson from this project was on of the first time exposures with designing a digital product. As one of my first projects with a real company as well as one of my first digital product design projects, I learnt about important parts of the process. That is for looking after, accessibility, using inclusive design guidelines and user flows. As it was my responsibility, I also had to familiarise myself with new software such as InVision and Webflow, in order to develop interactive prototypes.

Thank you!

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