The Full Leaf Story
UI Redesign : Enhancing Value Through Design
Translating the Full Leaf mobile experience into a tranquil,
relaxing experience and providing our users a sense of trust in our tea.
02
Understanding Tea
What makes tea desirable?
Why do people drink tea?
Health benefits
Nature origins
Replace coffee
Cultural & artistic
What are brand goals of the company?
High quality
Delightful experience
Healthy & Inspiring
03
Analyze
Our market fit
Full Leaf Tea offerings:
Lower prices
Organic sourcing
Massive selection
Matcha bestseller
Large servings
Competitor offerings:
Higher prices
Designer packaging
Seasonal selection
Themed gifts
Petite servings
04
For ladies
In our interview, we found that ladies initiate the purchase of tea in households.
On average, 17 out of 20 users of Full Leaf Tea use a feminine name.
Interview feedback
“Quality”
“Feel good”
“Puts to sleep”
“No instruction on how to drink”
“Took a chance when ordering…”
Essence insights
Food safety worries
Confused drinkers
Brand attachment
Building trust
Feel good
05
The problem
Visual exhaustion comes with massive selection.
06
Card Sort
Organizing the massive Full Leaf inventory into purposeful chunks.
07
Site Map
Dividing display into only 3 categories. Taking consideration of star products
08
Process Gallery
Wireframe, interview notes, color schemes
09
Brand wrapper
A new logo to go with new UI. Fun organic color swatches.
10
Before & After
Comparing the original and new mobile designs.
11
Package & Price
Simple packaging allows organic teas to be offered at lower prices, an understated and honest display that allows users to really look at the tea.
12
“I buy to feel good”
The aftertaste of purchasing tea. We amplify the experience by compliments and related tea readings.
13
New mobile UI
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