PROJECT 2 DESMA 161 MAXINE TSANG

Transcription

1 PROJECT 2 DESMA 161 MAXINE TSANG

2 INTRODUCTION Intelligentsia Coffee is an up and coming artisan coffee shop that has locations in Los Angeles, Chicago, and New York. I first visited Intelligentsia Coffee about a month ago when I was on Abbot Kinney in Venice with my coffee-loving boyfriend. Upon walking through the long outdoor-seating area and finally to the entrance, we found ourselves in large square room with an industrial coffeemaking setup, and behind a lengthy line to order our first cup. However, waiting in line gave me the ability to profile Intelligentsiaʼs consumer body. Intelligentsiaʼs main audience were twenty to forty year-old hipsters people wearing casually discreet, hip clothes, holding iphones, and wearing glasses. Tattoos were a thing. The guy who brewed me my iced coffee had an octopus all the way up his left arm. This generation of people are looking for a website of the modern day, something that is clean, legible, but still has the feel of a trendy expensive coffee chain. Possibly one where they can order coffee off of, but also a place to learn more about the different kinds of coffees available to them through Intelligentsia. For those new to this coffee store, a site that has the locations of Intelligentsia listed clearly and with a solid brand representation to assure them that it exists is valuable. The original website was composed of a home page filled with the different variations of coffee. A user had the ability to login and create an account to order the wide variety of coffee that they carried. They also carry tea. There was an educations section and a locations section alongside shop button in the header. I propose that we make intelligentsiacoffee.com less complex and more userfriendly. Currently it is great for a returning customer who wants to explore their coffee options, but as a new customer I had no idea where to go to find the location closest to me. The locations section is confusingly organized because the web designer lumps retail locations with roasting labs. Furthermore, in the store I also noticed the packaging of their coffee was beautiful, and think it would be a great idea to bring that to their website. The splash page should be a enormous picture of coffee or their location with the logo on top. You can scroll down to find instant useful information about the site, or the header will allow the visitor to dive a little deeper if they know where they want to go.

3 USER STORIES Curtis Murphy is a professional video artist who spends his days hunched over his MacBook Pro (retina edition) in Finalcut Pro, coffee in hand. The wrong coffee will send him into a whirl of panic, which becomes reflected in his work, so he is very careful when choosing his cup to ensure the quality of his next project. At the same time, Curtis enjoys discovering new types of coffee that keep him ticking. He visits intelligentsiacoffee.com to see their in-season roasts, but finds that the website has changed! He scrolls down on the home page to check it out and quickly stumbles upon the Shop Coffee button. After scrolling through the in-season category on the next page, he clicks the log-in button in the header to purchase his next bag. Jeanessa Lopez is a new discoverer of coffee and has been itching to try out Intelligentsia Coffee due to her trendier friends always bragging about their fabulous experiences there. She also needs to update her fashion blog and wants a place to work. She searches and finds intelligentsiacoffee.com via Google and marvels over their strong brand identity, use of color pop, and images. She finds the Locations button quickly, filters it so that sheʼs only looking at retail stores, and finds that the nearest one to her is in Silverlake. Clicking the Google directions here button, her browser immediately opens another tab and routes her route. Within twenty minutes she was in line at her first Intelligentsia.

4 PROPSED SITE MAP Intelligentsia Coffee - home o shop! coffee single origin black cat espresso blends & decaf! tea white tea green tea oolong tea black tea tisanes iced tea bulk tea! wholesale support equipment training office! wares espresso brewing apparel gifts o about! about us contact history press blog tours events subscriptions iphone app employment! about coffee the coffee process direct trade in season black cat project brew guides videos

5 ! public training extraordinary coffee workshop! about tea the tea process our buying model! about ordering contact us for ordering production schedule shipping schedule o locations! retail Chicago retail o Broadway o Monadnock o Millennium Park o 1871 o Logan Square o Old Town o Wicker Park Los Angeles retail o Silver Lake o Venice o Pasadena New York retail o Herald Square o High Line Hotel! roasting works Chicago roasting works Los Angeles roasting works! training labs New York training lab Atlanta training lab

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7 LOGO NAV BAR SLIDER/LOGO ART SCROLLS DOWN PAGE BREAK COFFEE TEA FOOTER

8 COFFEE TEA

9 SHOP LO C AT I O N S FRESH ROASTED COFFEE L o re m i p su m d o l o r sit a m e t, c o n s ec tetu r adi p i s c i n g el it. Cu rab it u r l i g ul a nul l a, p h a re t ra s e d f e u g i at qu i s, var iu s i d au g ue. Al i qua m fel i s justo, cur su s a convallis qu is, convallis ul tri ces en i m. Pra esent vel tem p u s tu r p is. Pellentesqu e m at t i s au g u e ve l ul l am c o r p er m atti s. N ul l a a ccu m sa n ul t r i ci e s e l it, vel ves tib ul u m qu am ven en ati s c o m m o d o. I n h a c h abita sse p l atea di c tu m s t. N ul l a p o r ttito r se m at m o l e sti e m al es u ada. SHOP COFFEE SHOP TEA In te l l i ge n t sia Co ffe e Broad way St. L os A n g e l es, C A P h on e : ( 5 5 5) E m ail : i n te llig e m a il.c o m SIGN UP FOR OUR NEWSLETTER FRESH ROASTED COFFEE SUBSCRIBE ABOUT LO G I N

10 FRESH ROASTED COFFEE ABOUT LOCATIONS SHOP COFFEE SHOP TEA LOG IN SIGN UP