Lavazza: Third Place
Lavazza: Third Place
Designing a coffee social app that attracts GenZ, transforming Lavazza's brand into coffee-driven social connections.
Designing a coffee social app that attracts GenZ, transforming Lavazza's brand into coffee-driven social connections.
Designing a coffee social app that attracts GenZ, transforming Lavazza's brand into coffee-driven social connections.
Lavazza: Third Place
Client
Lavazza
Services
UX Research
Brainstorming
Prototyping
Date
June 2023 - August 2023
Lavazza: Third Place
Designing a coffee social app that attracts GenZ, transforming Lavazza's brand into coffee-driven social connections.
Designing a coffee social app that attracts GenZ, transforming Lavazza's brand into coffee-driven social connections.
Lavazza: Third Place
Task
Creating a digital experience for GenZ
Creating a digital experience for GenZ
Creating a digital experience for GenZ
Creating a digital experience for GenZ
Lavazza is a leading coffee brand that has focused in the coffee production and distribution from Torino (Italy) since 1895.
In this UX/UI project, we were tasked by the Lavazza team to create a digital experience, giving emphasis to coffee as an element of sociality. Lavazza´s goal is to rejuvenate their brand audience, by approaching Gen-Zs.
Our goal requested us to deeply focus on UX research and deliver a Hi-fidelity prototype.
Forge a digital coffee community that captivates Gen Z, transforming Lavazza's brand into a vibrant hub for their coffee-driven social connections.
My role
Working as team
Working as team
Working as team
Working as team
The design team was formed by me (Marc), Phillip Alt and Sergey Miliuk. We cooperated remotely. My tasks focused mainly on UX Research, Brainstorming and Prototyping.
Timeline
June 2023 - August 2023
Role
UX Designer
Approach
Prioritising Quantitative
In order to look for tangible problems, we interviewed 7 users (Gen Zs from the US, Europe) plus a survey. The questions were in relation of their socialization approach, their relation to coffee, how do they socialize, platforms, etc...
Onboarding
Desk Research to kick-off
Desk Research to kick-off
Desk Research to kick-off
Desk Research to kick-off
We started by doing an extense Desk Research about several topics: Gen Z, Relation of Gen Z and Coffee, Third Places, Social Platforms, Social Aspects of Coffee and many more. Meanwhile, we analysed their direct competitors such as Tchibo, Starbucks, Segafredo.
The Desk Research ended up providing a massive amount of information which at first, felt like a lot. However, it gave us a good foundation in relation to our project and led us to formulate some questions regarding our challenge.
Overview
Creating a digital experience for GenZ
Lavazza is a leading coffee brand that has focused in the coffee production and distribution from Torino (Italy) since 1895.
In this UX/UI project, we were tasked by the Lavazza team to create a digital experience, giving emphasis to coffee as an element of sociality. Lavazza´s goal is to rejuvenate their brand audience, by approaching Gen-Zs.
Our goal requested us to deeply focus on UX research and deliver a Hi-fidelity prototype.
Onboarding
Desk Research to kick-off
We started by doing an extense Desk Research about several topics: Gen Z, Relation of Gen Z and Coffee, Third Places, Social Platforms, Social Aspects of Coffee and many more. Meanwhile, we analysed their direct competitors such as Tchibo, Starbucks, Segafredo.
The Desk Research ended up providing a massive amount of information which at first, felt like a lot. However, it gave us a good foundation in relation to our project and led us to formulate some questions regarding our challenge.
My Role
Working as team
The design team was formed by me (Marc), Phillip Alt and Sergey Miliuk. We cooperated remotely. My tasks focused mainly on UX Research, Brainstorming and Prototyping.
Timeline
June 2023 - August 2023
Role
UX Designer
During our interviews, we placed great emphasis on understanding our users' interactions with social platforms – where and when they connect and socialize.
As we discovered that many users favored the social aspect of coffee and its connecting power, we delved deeper into this topic.This exploration led us to the realization that meaningful communications played a vital role for our users.
Fast Turnaround
Analysing key inputs
We decided to select some of our main findings in order to have a better notion of our project
Solution
Facing problems
At that stage we discovered some potential problems our users were facing.
Next Steps
Planning iteration
In the next steps, we should continue our expansion by following these key actions::
Collect Valuable Feedback: Gather insights from users through surveys and interviews.
Process and Incorporate Feedback: Analyze and prioritize feedback for necessary improvements.
Implement a Desktop Version: Extend to desktop platforms for wider accessibility.
Integrate New Features: Add features aligned with user needs and tech trends.
Conduct Usability Testing: Test for design issues and enhance user experienc
Brainstorming
Idea 1
Online platform where Gen Z users connect based on shared interests and passions. Users can exchange skills and learn from eac other within a community.
Meet for a coffee break, digitally or in- person, to foster genuine connections and personal growth.
Approach
Prioritising Quantitative
Prioritising Quantitative
Prioritising Quantitative
Prioritising Quantitative
In order to look for tangible problems, we interviewed 7 users (Gen Zs from the US, Europe) plus a survey. The questions were in relation of their socialization approach, their relation to coffee, how do they socialize, platforms, etc...
During our interviews, we placed great emphasis on understanding our users' interactions with social platforms – where and when they connect and socialize.
As we discovered that many users favored the social aspect of coffee and its connecting power, we delved deeper into this topic.This exploration led us to the realization that meaningful communications played a vital role for our users.
Key Findings
Analysing key inputs
Analysing key inputs
Analysing key inputs
Analysing key inputs
We decided to select some of our main findings in order to have a better notion of our project
Painpoints
Facing problems
Facing problems
Facing problems
Facing problems
At that stage we discovered some potential problems our users were facing.
Brainstorming
Idea 1
Idea 1
Idea 1
Idea 1
Online platform where Gen Z users connect based on shared interests and passions. Users can exchange skills and learn from eac other within a community.
Meet for a coffee break, digitally or in- person, to foster genuine connections and personal growth.
Idea 2
Idea 2
Idea 2
Idea 2
Online platform where users can own their own café digitally. Different online cafés, each café is a different community or group of users.
Activities include voting for a city where the café is meant to be located online, designing the interior, or creating the menu. Users can gather around within different cafes, fostering participation, content creation and sharing the experience with friends.
Idea 3
Idea 3
Idea 3
Idea 3
Online platform that allows Gen Z to gather, discuss, and socialize around impactful causes to make the world a better place, such as sustainability, racism, equality, LGBTI+, poverty, etc.
The platform enables connecting individuals who advocate for the same cause, thus fostering healthy communities
Idea 4
Idea 4
Idea 4
Idea 4
The platform allows users to vote for winning initiatives, with decision-making power resting with the community rather than Lavazza.
Through a dedicated online community, Lavazza provides support and resources, while maintaining an online third place where diverse digital and physical communities can gather to discuss and present their initiatives.
Testing
Testing ideas before deciding
Testing ideas before deciding
Testing ideas before deciding
As the ideas were a bit different between them, I proposed to test the 4 ideas with some Gen Z, I thought this could be an interesting way to get to know what idea or what parts of the ideas proposed generated more traction with out audience.
We showed them the sketches and guided them through and turns out that the audience loved the idea of a platform empowering GENZ to drive change (as in Idea 3) and also they liked Empowering the Lavazza Community (as in Idea 4).
Solution
Impactful initiatives, driving sustainability and social change
Impactful initiatives, driving sustainability and social change
Impactful initiatives, driving sustainability and social change
A platform that aims to give voice to Gen Z, allowing users to vote and propose impactful initiatives under the umbrella and supervision of Lavazza.
Lavazza provides support and initiatives, while maintaining a safe environment where diverse digital and physical communities can gather to discuss and present initiatives (related sustainability, equality, social responsibility, etc.) to the company and help Lavazza be part of the change.
Onboarding
Onboarding
Onboarding
Onboarding
Our goal was to make an easy-going onboarding that let our users to create their profile and define what topics/causes are they more interested of.
The onboarding had to be simple but it insightful, we decided to make it as engaging, simple and catchy as possible.
Homepage
Homepage
Homepage
Homepage
The homepage is the main hub for our users. From there they join communities that they find interesting, users can explore events within their area or online events and they can connect or chat with friends or like-minded users.
As the app had several features, we wanted to make a homepage where users can see them from the very beginning. This way the user don’t have to travel to plenty of screens in order to grasp what’s going on.
Communities
Communities
Communities
Communities
On our research we realized that Gen Z was eager to participate and connect based around topics that matters to them, hence we focused our solution on communities. Users can join communities that tackle topics and causes they are genuinely interested in.
Each community has some initiatives that its members join forces to bring them to reality.
Inside each communities there are like-minded individuals who participate around the community, and also events, where members can join and interact in order to develop the initiatives.
Coffee Buddy
Coffee Buddy
Coffee Buddy
One of our goals is to foster meaningful connections. Connecting with other members from communities users liked, open the option for users to connect with like-minded people online.
However, on our research we realized our users were also interested on IRL connections.
So we created a feature called ‘Coffee Buddy’, that lets our users connect and find like-minded people who live closeby and meet for a coffee.
Events
Events
Events
After doing an extense research about third places we discovered that if we wanted our communities to be organic and engaging, we needed to motivate it. Morever, in our research we realized that connecting was a crucial element for Gen Z.
That’s why we decided to introduce Events as a way to stimulate connections and community participation.
Community members can create events, either online or offline in order to solve initiatives.
Users can also explore other events or attend to Lavazza-owned events created by Lavazza moderators.
Solution
Impactful initiatives, driving sustainability and social change
A platform that aims to give voice to Gen Z, allowing users to vote and propose impactful initiatives under the umbrella and supervision of Lavazza.
Lavazza provides support and initiatives, while maintaining a safe environment where diverse digital and physical communities can gather to discuss and present initiatives (related sustainability, equality, social responsibility, etc.) to the company and help Lavazza be part of the change.
Coffee Buddy
One of our goals is to foster meaningful connections. Connecting with other members from communities users liked, open the option for users to connect with like-minded people online.
However, on our research we realized our users were also interested on IRL connections.
So we created a feature called ‘Coffee Buddy’, that lets our users connect and find like-minded people who live closeby and meet for a coffee.
Events
After doing an extense research about third places we discovered that if we wanted our communities to be organic and engaging, we needed to motivate it. Morever, in our research we realized that connecting was a crucial element for Gen Z.
That’s why we decided to introduce Events as a way to stimulate connections and community participation.
Community members can create events, either online or offline in order to solve initiatives.
Users can also explore other events or attend to Lavazza-owned events created by Lavazza moderators.
Next Steps
Planning iteration
Planning iteration
Planning iteration
In the next steps, we should continue our expansion by following these key actions::
Collect Valuable Feedback: Gather insights from users through surveys and interviews.
Process and Incorporate Feedback: Analyze and prioritize feedback for necessary improvements.
Implement a Desktop Version: Extend to desktop platforms for wider accessibility.
Integrate New Features: Add features aligned with user needs and tech trends.
Conduct Usability Testing: Test for design issues and enhance user experience.
Forge a digital coffee community that captivates Gen Z, transforming Lavazza's brand into a vibrant hub for their coffee-driven social connections.
Idea 2
Online platform where users can own their own café digitally. Different online cafés, each café is a different community or group of users.
Activities include voting for a city where the café is meant to be located online, designing the interior, or creating the menu. Users can gather around within different cafes, fostering participation, content creation and sharing the experience with friends.
Idea 3
Online platform that allows Gen Z to gather, discuss, and socialize around impactful causes to make the world a better place, such as sustainability, racism, equality, LGBTI+, poverty, etc.
The platform enables connecting individuals who advocate for the same cause, thus fostering healthy communities
Idea 4
The platform allows users to vote for winning initiatives, with decision-making power resting with the community rather than Lavazza.
Through a dedicated online community, Lavazza provides support and resources, while maintaining an online third place where diverse digital and physical communities can gather to discuss and present their initiatives.
Next Steps
Planning iteration
In the next steps, we should continue our expansion by following these key actions::
Collect Valuable Feedback: Gather insights from users through surveys and interviews.
Process and Incorporate Feedback: Analyze and prioritize feedback for necessary improvements.
Implement a Desktop Version: Extend to desktop platforms for wider accessibility.
Integrate New Features: Add features aligned with user needs and tech trends.
Conduct Usability Testing: Test for design issues and enhance user experience.
Solution
Impactful initiatives, driving sustainability and social change
A platform that aims to give voice to Gen Z, allowing users to vote and propose impactful initiatives under the umbrella and supervision of Lavazza.
Lavazza provides support and initiatives, while maintaining a safe environment where diverse digital and physical communities can gather to discuss and present initiatives (related sustainability, equality, social responsibility, etc.) to the company and help Lavazza be part of the change.
Onboarding
Our goal was to make an easy-going onboarding that let our users to create their profile and define what topics/causes are they more interested of.
The onboarding had to be simple but it insightful, we decided to make it as engaging, simple and catchy as possible.
Homepage
The homepage is the main hub for our users. From there they join communities that they find interesting, users can explore events within their area or online events and they can connect or chat with friends or like-minded users.
As the app had several features, we wanted to make a homepage where users can see them from the very beginning. This way the user don’t have to travel to plenty of screens in order to grasp what’s going on.
Communities
On our research we realized that Gen Z was eager to participate and connect based around topics that matters to them, hence we focused our solution on communities. Users can join communities that tackle topics and causes they are genuinely interested in.
Coffee Buddy
One of our goals is to foster meaningful connections. Connecting with other members from communities users liked, open the option for users to connect with like-minded people online.
However, on our research we realized our users were also interested on IRL connections.
So we created a feature called ‘Coffee Buddy’, that lets our users connect and find like-minded people who live closeby and meet for a coffee.
Events
After doing an extense research about third places we discovered that if we wanted our communities to be organic and engaging, we needed to motivate it. Morever, in our research we realized that connecting was a crucial element for Gen Z.
That’s why we decided to introduce Events as a way to stimulate connections and community participation.
Community members can create events, either online or offline in order to solve initiatives.
Users can also explore other events or attend to Lavazza-owned events created by Lavazza moderators.