Vanessa wang – Design Portfolio

Bingbing Coffee

Increased average order value by 30% by enabling group purchases and grew senior membership by 25% while enhancing user satisfaction.

Market Opportunity

Rising demand for online coffee and snack ordering, increasing user interest in memberships, coupons, and group deals.

Chinese Pin Yin vs.English Pronounciation：Pinyin serves as the first mental model for understanding letter-to-sound relationships. However, this model becomes a barrier when learning English. For instance, students may pronounce the English letter "i" as [i], or mispronounce "r" as a harsh Chinese retroflex. These patterns of interference result in persistent pronunciation errors and even hinder students’ confidence in speaking English。

Problem Statement

Current homepage and ordering flows are fragmented, key features hidden, leading to low engagement and conversion.

Analysis & Research

Survey: Quantitative data on feature awareness, usage frequency, and pain points

Flow Analysis: Membership registration, coupon use, and group deal paths mapped → identify long steps and drop-off points

User Interviews: Qualitative insights on user behavior, preferences, and friction in current flows

Requirement Summary

User Group 1: Internal (Group Deal Company Staff)

Need clear, trackable user behavior data

Desire higher coupon redemption and membership registration

Require smooth flow to reduce customer service requests

User Group 2: External (Discount General Users)

Easy access to memberships, coupons, and group deals on homepage

Seamless switching between coupon and group deal during purchase

Visibility of new products and promotions

Design Value Definition & Business Requirement

Business Requirement Decomposition

conclusion: Core features have low homepage visibility and fragmented flows, resulting in low membership registration, coupon usage, and group deal participation; different user groups have distinct needs, and optimizing homepage exposure, streamlining flows, and clarifying information layout can improve conversion and retention.

solution

User Interview Segmentation

Competitive Analysis: Coffee App Homepages

The key takeaway is to combine clear task guidance, visible promotions, and straightforward navigation to optimize homepage usability and conversion.

Scheme design

Homepage & Flow OptHomepage & Flow Optimizationimiza

Integrate key functions—Membership, Coupons, Group Deals, and New Products—prominently on the homepage, and streamline the user flow so registration, coupon claiming, and group deal participation are seamless and efficient.

Experience & Visual Enhancement

Provide clear feedback, reminders, and visual cues for promotions and rewards, maintain a clean layout, and ensure intuitive navigation and interaction for all key tasks.

Homepage Layout

“The homepage integrates key functions including Membership, Coupons, Group Deals, and New Products in a clear, accessible layout.”“Users can easily locate and access promotions and key tasks without scrolling or searching.”