Amoria Tea
Small Bubble Tea Catering Business
Project Brief
Amoria Tea is an up and coming environmentally conscious and experience oriented bubble tea shop in NJ. They place a big emphasis on what goes into their drinks. Their teas are imported straight from Asia, use in-season fruits, and organic dairy. Over the course the project, our team worked with Amoria Tea to design a website from scratch to establish their online presence and attract customers.
Timeline
January 2023 - May 2023
Role
UX|UI Designers
Introduction
Amoria Tea needed an online platform that reflects its vibrant brand and showcased its catering services for private events. The website was designed to provide an easy navigation experience and attract new customers through optimized content, without the need for a storefront.
Goals and Objectives
As a small business without an online presence, Amoria Tea relied soley on word-of-mouth. They needed a professional website that could introduce their brand, showcase their offerings, and generate leads through contact forms and SEO.
The goal was to create an engaging, user-friendly website that reflects the brand’s identity and encourages customers to visit to easily submit orders or inquiries.
Design Process
My design was divided into 3 phases. First was the initial research phase where I conducted evaluative research and synthesized my research. Second was the ideation phase of solutions to include in the website. I also tested my solutions before moving on to the prototype. And third was the prototyping phase.
Market and SEO Research (Competitive Insights)
- To inform the design direction, I conducted lightweight market research through:
- SEO Analysis via Google Search Console
- Identified top-performing queries like “boba tea catering”
- Local Competitor Scan
- Compared 3 nearby services to identify gap in navigation, mobile UX, and CTA clarity Insights:
- Most competitors lacked clear menus, service breakdowns, and mobile-friendly layouts [redo this sentence]
These findings guided the structure, content hierarchy, and call-to-action placements on the site.
Problem Statement
Amoria Tea lacked a professional online presence, relying on social media and word-of-mouth for visibility. The absence of a website hindered potential clients from easily finding their services and booking events.
Solution Statement
I designed a clean, mobile-responsive website that introduced the business, showcased its services, and enabled users to inquire about bookings. By focusing on simple navigation, engaging visuals, and SEO driven content, the site was crafted to elevate Amoria Tea’s online presence and drive business growth.
Usability Test
For our low fidelity prototype, we conducted 3 usability testings to see how users would interact with our flow. All 3 users had the same task of scrolling through the home page, navigating to the menu and getting to the contact form. The average time it took all 3 users to complete their task was about 2 minutes.
High Fidelity Usability Test
For our high fidelity prototype, we conducted 4 usability testings. All 4 users were pleased with the design and flow of the app, and it took an average of 30 seconds to complete the task.
We made some changes based on the feedback we received from our users and based on what we observed during the usability testings.
High-Fidelity Design
The final design focused on:
- Brand consistency: A color palette inspired by the brand’s playful and feminine tone, with soft pastels and engaging typography.
- Call to Action (CTA): Prominent CTA buttons for event inquiries were placed throughout the ste for quick access.
- Mobile-First Design: Given the target demographic’s mobile usage, the site was built to be fully responsive.
Final Product
The website launched in April 2024 with a focus on event inquiries, brand awareness, and SEO optimization. Key results included increased visibility with a 33.33% CTR on “boba catering in NJ”, and significant impressions through organic search.
