Crafty, a rapidly growing startup offering kegerators and break room solutions for offices, was experiencing growing pains. Crafty’s co-founders were making spontaneous decisions without clear guiding principles, and wanted to streamline their online marketplace so they could focus on personalized customer service. Through interviews, research, and workshops, we provided a future roadmap, a full website redesign, and a framework for making future decisions.
As part of a team of four designers working within an agile framework, I co-led the communication strategy, wire framing, creation of high-fidelity mockups, and competitive analysis portions of the project.
In two years’ time, Crafty went from only delivering kegs to providing full service breakroom solutions, bartending office happy hours, and offering kitchen equipment maintenance. Renowned for its customer service, each expansion provided Crafty with great, new opportunities; but Crafty also faced a challenge in maintaining a coherent look and feel to their website.
The Crafty online marketplace had some immediately evident problems:
We wanted to understand the current ecosystem surrounding Crafty: their competition, workplace culture, and customers. We interviewed office managers – Crafty’s main customers – as well as Crafty stakeholders to gain insights about their processes of placing and receiving orders.
Crafty is set apart from their competition because they offer both custom delivery options and full service kitchen and breakroom solutions.
We helped Crafty identify their core mission: To create cohesive offices that assists in employee retention through seamless facilitation of food, drinks and amenities.
We used an era analysis to show Crafty how they fit within the ever-changing office landscape. We found that Crafty’s competitive advantage isn’t their ability to sell beer; it is about making an experience something you want to be a part of.
We conducted five user interviews with office managers of mid-size companies (100 to 200 employees) who were placing orders more than twice a month. We had them map their journey from before they started the office ordering process to the time they received the products. The journey maps helped us to find the pain points in the ordering process and determine areas of improvement specifically on the website.
The users struggled with the ordering process but were very complimentary of Crafty’s customer service. The bulk of the problems stemmed from having to manually search for items and multiple pagination when reviewing orders.
We knew office managers were extremely happy with the Crafty customer service but any decisions Crafty made moving forward needed to use the website like an employee.
o Since Crafty was making spontaneous decisions, we produced a series of cards that Crafty could use as a lens to help focus idea generation moving forward. The cards were designed to help Crafty make decisions that aligned with their guiding principles: "leverage the craft experience", "personalize connections", and "align their business" with the culture of their clients. The cover card included a “round robin” exercise framework for decision-making.
Crafty is offering a unique office experience and they should leverage user interactions to reflect the Crafty experience.
Office managers love the Crafty experience because of the individual attention. This personal relationship needs to remain as Crafty grows.
Crafty must consider how to fit within each client’s unique company culture.
Maintaining the Crafty look and feel was important to their clients so we used Crafty's style guide as a starting point. Since existing customers enter directly into the marketplace the homepage needed to communicate the offerings to new customers. We added:
Working with the Crafty team was an ideal client project. They were engaged and constantly looking to support our team through providing further engagement opportunities with their clients.
Working with a client like Crafty allowed us to provide the best possible solution because of their willingness to let us provide value. If I was to do this project over again I would: