9. OUR LABEL DESIGN ITERATIONS
In our process to create more effective package labels, we began by analyzing existing designs, focusing on transparency and consumer expectations. We experimented with various sizes and layouts, testing how each impacted readability and visual appeal. Through multiple iterations and feedback loops, we refined the label design, ensuring it balanced clarity and effectiveness.
ANALYSIS OBJECTIVES
How can people integrate The Rounds into their lives?
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3. COMPETITIVE ANALYSIS
After identifying and researching our competitors, we categorized them by relevance into primary, secondary, and tertiary groups. We then focused our research on our primary competitors to get a feel for common patterns and flows within each platform.
We evaluated...
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Main Site
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Onboarding
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Checkout Experience
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Package & Product Quality
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Post-Drop-Off Experience & Notifications
4. MAZE SURVEY
Maze is a user research platform that we utilized to conduct our survey, which gathered responses from 79 participants. Our primary goal was to gain deeper insights into several key areas:
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User Demographics:
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Sustainability Awareness
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Competitor Insights
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Food Label Expectations
HOW CAN PEOPLE INTEGRATE THE ROUNDS INTO THEIR LIVES?
SUBSCRIPTION MODEL
VALUE PROPOSITION
How might we enhance convenience with the "set it and forget it" system, alleviate pain points related to subscription rigidity, and create the ideal subscription experience
How might we clearly and consistently communicate the value of the service, while setting accurate expectations prior to onboarding
PACKAGE LABELS
ONBOARDING
How might we ensure legal compliance and safety while meeting consumer expectations regarding product information using eco-materials
How might we concisely convey the service's value and functionality, effectively prepare customers to use the service, while collecting valuable user data
6. USABILITY TESTING
After conducting secondary research, we sat with five participants to navigate The Rounds' current UX and complete tasks such as exploring the main site, onboarding, setting bi-weekly deliveries, and unpacking orders. These interviews were crucial in understanding users' difficulties and feedback, as well as in establishing benchmarks.
Key insights:
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We assumed users understood what The Rounds is and how it works before signing up, from exploration of the main site. However, users were confused by the way information is communicated during on-boarding.
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Usability tests revealed that users expected features and processes similar to their usual online shopping experience. Most participants searched for their cart and a button to confirm an order.
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Post drop-off experience: Users found QR codes and NFC tags inconvenient and non-functional. Users expressed disappointment in the need to do an "extra step" to identify their items.
"I feel like this would take a lot of trial and error."
NEW USER #1
"Where is my cart? Maybe autopilot is where my items go?"
NEW USER #2
"I would be anxious making sure I did everything right."
NEW USER #3
SUSTAINABILITY
Competitor analysis revealed that transparency in sustainability information is crucial for users, as they value understanding their impact and knowing where their products are sourced. The additional information was implemented on August 12, 2024.
ONBOARDING
Our main focus was to streamline the process, enhance communication clarity, and efficiently collect data to boost user confidence when shopping.
Key Insights:
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We enforced users to read through 'How it Works' before proceeding and moved the card input to the end of the process, implementing the 30 day free trial.
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From our diary studies, we discovered that the recommended products were irrelevant because everyone received the same home essentials. We proposed offering a more personalized selection of items from the 'Popular Items' category to better align with each user's unique preferences.
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The loading screen is an opportunity to inform users of unique offerings and fun facts to better understand the brand and excite users.
7. USER FLOW
After usability testing, we created a user flow for bi-weekly dark roast coffee subscriptions ensuring that users can easily set up their subscription and feel confident in their choice. We addressed key pain points such as the complexity of navigating through multiple options and unclear subscription details. Ultimately, enhancing the user experience and boosts customer retention.
SUBSCRIPTION MODEL
We changed what was originally 'Refills' to 'Cart' and 'Autopilot' to 'Refills'.
Key Insights:
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Usability testing revealed that users were confused by the terms "Autopilot" and "Refills," and preferred familiar terminology over explanations of new terms.
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We observed that users found "Autopilot" unintuitive and struggled to find something similar to a traditional 'cart,' which led to frustration when they accidentally subscribed to items they didn't want.
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FINAL RESULTS
TRY IT ONCE
To improve user satisfaction, we recommended offering a one-time purchase option for select products, allowing customers to experience them before subscribing. This feature was implemented on August 12, 2024.
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10. SECOND USABILITY TESTING
After developing our prototypes, we conducted a follow-up usability test with three participants, guiding them through the same processes and tasks as in the initial test. This approach allowed us to directly compare results against our original benchmarks and evaluate improvements in usability.
The participants provided valuable insights and overall positive feedback, validating many of the design adjustments made after the first round of testing.
SCANNING EMPTIES
To address issues with managing recurring subscriptions, we implemented an in-app QR scan feature. By placing QR codes on the top of lids, we can use them to ensure containers are returned, and the AI system can identify items users are likely to want on a subscription basis.
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REAL-WORLD IMPACT
CLIENT BOOK
ABOUT THE FILM
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We assumed users understood what The Rounds is and how it works before signing up, from exploration of the main site. However, users were confused by the way information is communicated during on-boarding.
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Usability tests revealed that users expected features and processes similar to their usual online shopping experience. Most participants searched for their cart and a button to confirm an order.
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Post drop-off experience: Users found QR codes and NFC tags inconvenient and non-functional. Users expressed disappointment in the need to do an "extra step" to identify their items.
6. USABILITY TESTING
After conducting secondary research, we sat with five participants to navigate The Rounds' current UX and complete tasks such as exploring the main site, onboarding, setting bi-weekly deliveries, and unpacking orders. These interviews were crucial in understanding users' difficulties and feedback, as well as in establishing benchmarks. Some key insights were:
CLIENT
The Rounds
TIMELINE
10 weeks
CATEGORY
UX Research
UX Design
Publication Design
BRIEF
Launched in 2019, The Rounds provides a subscription-based delivery service, offering pantry staples, local favorites, and other products in reusable containers that are collected, cleaned, and refilled by The Rounds.
As a team of four, we aimed to enhance user interaction and satisfaction for The Rounds by capturing and measuring user interactions through competitive analysis, planning, researching, testing, and designing. We documented insights to enhance The Rounds' user experience, leading to actionable recommendations in a Client Book.
ENHANCING UX: THE ROUNDS
SUS Score from 27 to 69
System Usability Score
INITIAL RESEARCH
1. SITEMAP
We created a sitemap to understand how content and features were organized, which helped us identify areas of complexity or inefficiency. This guided our prioritization during the redesign efforts, ensured a more streamlined user experience, and allowed us to clearly communicate the product's structure to stakeholders.
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2. DIARY STUDIES
We each signed up for The Rounds to better understand the overall user experience. Throughout the process, we documented different aspects of the journey, focusing on our pain points and opportunities for improvement. Our collective insights enabled us to categorize key issues, which guided our analysis objectives during usability testing.
Value Proposition
How might we clearly and consistently communicate the value of the service, while setting accurate expectations prior to onboarding
Onboarding
How might we concisely convey the service's value and functionality, effectively prepare customers to use the service, while collecting valuable user data
Subscription Model
How might we enhance convenience with the "set it and forget it" system, alleviate pain points related to subscription rigidity, and create the ideal subscription experience
Package Labels
How might we ensure legal compliance and safety while meeting consumer expectations regarding product information using eco-materials
8. AFFINITY MAPPING
We collected data from diary studies, surveys, usability tests, and interviews, highlighting pain points and feedback. This information was categorized into subscription model, onboarding, transparency, UI, and communication. We refined these categories through four iterative processes, reducing them to key insights, which became the backbone of our UI...
PACKAGING LABELS
Adding detailed labels with product name, ingredients, and allergen information will improve transparency and safety. To ensure they are eco-friendly, we suggest water-soluble labels to allow for easy removal in dishwashers.
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From research, we learned QR codes are legally insufficient labeling at the federal and state level for allergens and nutrition information.
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From our survey, more than 77% of our participants expect to find an expiration date, ingredients, nutritional information, and serving size on food labels.
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BEFORE
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AFTER
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IN CONCLUSION...
Working with The Rounds was a deeply rewarding experience that allowed me to enhance my skills, particularly in client communication and competitor research. Collaborating with the Chief Product Officer, Dan Storms, helped us align user needs with business goals.
During our initial research, we conducted a survey to gather insights, identify our target audience, and potential users for interviews. However, none of the participants turned out to be users of The Rounds or its primary competitors. Reflecting on this, I realized that I should have taken the opportunity to conduct interviews at farmers' markets, where The Rounds had a presence. My teammate, Staci, and I were already interviewing Subhi, a field representative at one of the markets, and engaging directly with new users and passersby would have provided valuable insights into their motivations and behaviors. This project not only sharpened my ability to think critically about user needs but also reinforced the importance of user-centered design in product development.
