Eaze menu redesign
•
0 likes•27 views
The document outlines a plan to redesign the menu for the cannabis delivery service Eaze to increase conversions and sales. Key goals of the redesign include providing both new and existing patients with easy access to information about medical marijuana products and empowering them to make confident purchasing decisions. The proposed redesign focuses on using "doorways" and modular content to gradually introduce patients to different product types and information. It also aims to minimize clicks and establish clear visual hierarchies to guide users through the purchasing process.
Recommended
Recommended
More Related Content
Similar to Eaze menu redesign
Similar to Eaze menu redesign (20)
Recently uploaded
Recently uploaded (20)
Eaze menu redesign
- 2. #overheardOnTheStreet The Eaze online menu is clunky and needs redesigned.
- 4. #myBigFatAsk Redesign the Eaze menu...ready set go.
- 5. Increase conversion. Sell more weed. #businessGoals #givenGoal ● More marketing/biz dev opportunities ● Establish Eaze as MMJ authority ● Expose users to lifestyle and educational content ● Minimize potential user error
- 6. #sadCaveat “We will decide what we we’ll use of this work after it’s been designed.” Menu Redesign Team Everything Else Me Product Designer PMs/Execs Engineering Sounding boards
- 7. Increase conversion. Sell more weed. #focusOnUX #givenGoal Empower new and existing patients to make confident purchases quickly by providing access and information about different MMJ products.
- 14. STATUS QUO SUCCESSES ● Some information architecture ● Consistent color story ● Passable for patients who know what they want
- 15. STATUS QUO ISSUES (Existing Users) ● Performance issues (laggy/broken interactions) ● Lack of clear CTA “What do I do here?” ● Primary CTA below fold on detail pages ● Product photo is cut off ● No way to see previous purchases ● Singular rollout of products—scroll fatigue ● Typography is flat, weak, and unengaging ● Visual hierarchy is almost non-existent; colors doing the work ● Banners and errors are nestled in the bottom of the screen, where nobody looks or reads.
- 16. STATUS QUO ISSUES (New Users) ● What do I do here? ● What kind of products do I want? ● Product photos cut off ● Singular rollout of products—cognitive overload ● I don’t even know what a vaporizer is. ● What are ‘sativa,’ ‘hybrid,’ ‘indica,’ and ‘CBD’?
- 18. #atomicParts = IA Strategy Product Product Group Product Group Group Any singular item that can be purchased on Eaze.com. Examples: ● Bloom Farms PAX Era Blueberry Kush Pod ● ⅛ oz. Pineapple Express Flower ● Buttonless Vaporizer Battery A collection of products that share similar attributes/tags. Can be curated by algorithm or manually by humans. Examples: ● Crush Anxiety ● Kiva Confections ● Best Strains of 2017 ● 4/20 Date Night A doorway to a collection of product groups/products, helps with scaling up. Basically a landing page. Examples: ● Shop by Effect ● Browse Brands ● Recent Purchases ● See Product Types NEW!
- 22. #surveyedNeeds Medical Marijuana (weed) Inexpensive (cheap) Efficacious (dank) Sativa vs. Indica, et. al. Best method of ingestion Products for nausea, e.g. Required accessories Vape cart I bought last week New strong dabs Edible for picnic day Newest strains New Patients Existing Patients
- 23. #surveysAndStoriesSay Sativa vs. Indica, et. al. Best method of ingestion Products for nausea, e.g. Required accessories Vape cart I bought last week New strong dabs Edible for picnic day Newest strains New Patients Existing Patients
- 24. #whatAreYouShoppingFor? Sativa vs. Indica, et. al. Best method of ingestion Products for nausea, e.g. Required accessories Vape cart I bought last week New strong dabs Edible for picnic day Newest strains New Patients Existing Patients
- 25. #homepageTests What is the right balance of doorways/content/products to face on the menu to optimize conversions? How will that need to shift as more and more new patients join the platform?
- 26. ANATOMY: HOMEPAGE ● Persistent header (menu, cart) ● Featured Content carousel ● Recently Purchased ● Product Group Group links ● Link to All Products ● By keeping the system modular, Eaze can leverage analytics to personalize the experience/links that users will see based on previous behavior. Start by dividing patients into “convenience” patients versus “explorer” patients.
- 27. Increase conversion. Sell more weed. #strategyGoalsIRL #givenGoal Product page is never more than two clicks away. Doorways, doorways, doorways. Bigger microinteractions, better feedback Keep CTA hierarchy clear. Let photos be the selling point for products.
- 28. #siteStructure Related product groups live on the same level, so patients can swipe through ailments, genetics, categories, etc. Keep the user navigating in two dimensions, using the third dimension for alerts/modals that need to break the flow. Code economy: use hover states on mobile for double confirmation of user actions, corners for primary actions. Typography: Use as few fonts/specs as possible.
- 30. Account creation is a great case to test typography and build a basic system #compelAndEngage
- 31. #aspirationalLifestyleBrand Product group pages can leverage imagery, GIFs, or video to further humanize MMJ use
- 32. ANATOMY: PRODUCT GROUP PAGE ● Upward navigation through hierarchy ● Menu and cart interactions (persistent header) ● Collection title ● Curator, which links to his other groups ● Number of products in collection ● Description ● Native sharing ● CTA to jump below fold ● Template could easily be reused for blog articles
- 33. ANATOMY: PRODUCT TILES ● Product Image ● Product Name ● Eaze Discount Price, MSRP ● Brand ● Genetics ● Link to product detail is entire tile, interaction TBD *Unlike the status quo, patients must navigate to product pages in order to add to cart. Interactions of adding directly from the menu are non-performant and confusing to new users.
- 34. #UXpectations Patients will have more confidence in finding an MMJ product that will work for what ails them. Menu rollout allows users to take in the site more slowly, meaning they’re more likely to read. Product tiles have just enough info to compel patients to learn more. Overall cleaner experience will add delight for users and adds a more professional feel. User can focus on completing one task at a time. Different typography introduces a voice (Bebas) and playfulness (Museo) into the product.
- 35. ANATOMY: PDP (above fold) ● Persistent header ● Product image ● Product name ● Brand ● Genetics + Potency ● Eaze price and MSRP ● BUY IT NOW button ● Sneaky peaky of additional content underneath
- 36. ANATOMY: PDP (below fold) ● Persistent header with product title/brand ● Product description ● Social sharing ● Effects: link to effect product group ● Additional data TBD
- 37. #buyWeedNow When user clicks “BUY,” green field paints over the PDP emanating from the button. Font sizes and specs don’t change—only color. Clicking “ADD” drops the item in the cart. Content sussed from dispensary menus and PT interviews
- 38. #checkoutAndPlaceOrder #UXUIStrategy Minimize cognitive and physical work for the user by establishing hierarchy
- 39. #usingColorRight #visualStrategy Sparingly while shopping, transitional elements, heavy on text-only screens
- 40. #expectedExperience Final highlights of the experience
- 41. #before #after &
- 42. #whatAreYouShoppingFor? New Patients Existing Patients Medical Marijuana (weed) Inexpensive (cheap) Efficacious (dank) Sativa vs. Indica, et. al. Best method of ingestion Products for nausea, e.g. Required accessories Vape cart I bought last week New strong dabs Edible for picnic day Newest strains
- 44. Increase conversion. Sell more weed. #realGoalsIRL #givenGoal Provide MMJ access and information for all patients, regardless of familiarity with Eaze and cannabis. Empower new and existing patients to make confident purchases quickly.