YouBetcha! Box
“It’s not about ideas. It’s about making ideas happen.” – Scott Belsky

Client

You Betcha! Box

You Betcha! Box is an eCommerce website founded in 2017 that focuses on gift box purchases. The mission is to make it easy for people to discover, enjoy and share exceptional products made right here in our home state by small Minnesota businesses. The contents of each box are thoughtfully curated and a perfect gift for family, friends, clients, business associates, employees, or to just treat yourself! You Bethca Box strives to represent and showcase the full diversity of Minnesota products and people.

Project Overview

  • You Betcha! Box hired me as a UX Designer and Researcher, with support from the Prime Digital Academy's UX Design and Research program, to help Youbetcha! Box pivot more towards selling to business clients (ie, B2B). Youbetcha! Box needs to make custom ordering as seamless and efficient as possible for their busy customers, both business and individuals. The goal was to research and design new features to add new functionality based on key focus areas. I was asked to present my findings in the form of a multipage pdf highlighting annotated wireframes for YouBetcha! Box stakeholders.


    Key User Tasks

    • Self-serve-build custom boxes on the website

    • Allow business customers to add custom branding and logo options to their boxes

    • Allow business customers to order in bulk

Primary User Groups

  • Business Customers looking to recognize and care for their clients, and/or increase employee retention and motivation by showing their appreciation through culinary collections of locally-made items chosen specifically by the customer and delivered to their clients or employees in turn.

Competitive Landscape
Direct & Indirect Competitors or Comparators

  • Minny & Paul

  • Giften Market

  • Mouth

  • Harry & David

Story of Approach

I had the opportunity to work on a project for the eCommerce website, You Betcha! Box, in partnership with Prime Digital Academy's UX Design and Research program. My UX role was to assist in researching and designing new features that would help the company pivot towards B2B sales. To kick off the process, I collaborated with the Commerce Technology Specialist to create a Client Overview that encompassed the history, current state, and future plans of You Betcha! Box. This overview involved gaining an understanding of the organization, its purpose, the product being worked on, its target audience, key user tasks, competition, and any relevant resources.

After gaining a comprehensive understanding of You Betcha! Box, I performed a Competitive Audit of the eCommerce website. I recorded all the information obtained during the audit and then held a stakeholder interview. Subsequently, I created a current user journey map to establish a starting point for the project. The data and insights gathered during the project were used to develop feature concepts that were evaluated through a Kano Analysis. This analysis helped identify the more and less successful features. With the more successful features highlighted, the next step was to address the gaps in order to bring You Betcha! Box closer to its goal.

The project culminated in the creation of an annotated wireframe presentation that was presented to the stakeholders of You Betcha! Box. This presentation was based on the results obtained throughout the project.

My Role

As a designer & researcher for this project, professional goals were:

  • Conduct research to understand similar solutions/offerings

  • Present design documentation that illustrates interactions within a complex problem space

  • Propose design solutions through rapid prototypes

  • Refine prototypes through rapid evaluation methods

  • Adjust design decisions based on project constraints

  • Visually present design recommendations that support key goals

  • Prototype meaningful changes to the functionality, interactions, and/or visual design of a digital product

  • Follow up goal, to present a professional portfolio showcasing my UX process and resulting work.

Design Toolkit

Notion - Tracking Projects & Sharing Documents
Figma - Wireframing & Prototyping Web Layout
Adobe Creative Cloud - Photoshop & Creating PDF’s
Apple MacBook Pro - Case Study Computer
Zoom - Online Meetings
Google Suite - Scheduling & Meeting Coordination, Internet Data Searching, File Collection, Text and Script origination, Emailing & Participant Communication

Competitive Audit

You Betcha! Box Competitive Audit

Approach:
As part of the UX design process for YouBetcha! Box, a competitive audit was conducted to evaluate similar products or services in the market. The goal of this audit was to gain a comprehensive understanding of the competition's strengths and weaknesses, which would inform design and development decisions for the client's product. The audit involved comparing YouBetcha! Box to 5-7 similar tools, analyzing their features, workflows, processes, and visual design elements.

Outcome:
The competitive audit identified strengths, weaknesses, and opportunities for improvement in the market, informing the design and development decisions for YouBetcha! Box. It also revealed variations in offerings, design, and customer experience among competing websites, highlighting opportunities for YouBetcha! Box to differentiate itself and provide unique value to its users.

Stakeholder Interview

Stakeholder Interview

Approach:
To gain insights from key stakeholders, the UX case study conducted stakeholder interviews. This included a 1-on-1 interview with the Commerce Technology Specialist at YouBetcha! Box. The aim was to understand stakeholder needs, goals, and expectations, covering topics such as the target audience, current pain points, and project goals.

Outcome:
The insights collected from the stakeholder interview were instrumental in shaping the design and development of the recommended product features. This approach ensured that the final product met the expectations of the stakeholders and provided an effective and valuable solution. Additionally, the interview offered valuable insights into the project's organizational dynamics, enabling effective collaboration and navigating the project with ease. Conducting stakeholder interviews proved to be an invaluable method to collect crucial information and guide the design and development of a successful product.

Current User Journey Map

Current User Journey Map

Approach:
To gain a deep understanding of the user's experience with a product, I created a visual user journey map by incorporating information from stakeholder interviews and competitive analysis. The map depicted the flow of events and interactions, enabling me to identify areas of improvement and effectively communicate my understanding of the process to all stakeholders. The user journey map also served as a valuable tool for future reference and analysis.

Outcome:
By mapping out the user's interactions and emotions and exploring areas of the user experience that were particularly enjoyable or valuable, I was able to identify and improve areas of the product that were confusing, frustrating, or lacking. This led to a more positive and memorable experience for the user, enhancing the overall quality of the product. The user journey map also enabled the project team to stay focused on goals and objectives and served as a valuable tool for future reference and analysis.

Feature Concept

Feature Concepts for You Betcha! Box

Approach:
To create a successful feature concept for You Betcha! Box, I first generated 5 low-fidelity wireframes that reflected the company's current goals and incorporated insights from the competitive audit and user journey map. I then collaborated with the Prime design team to develop 75 additional sketches, forming a comprehensive collection of design concepts. To ensure each concept received sufficient development time, the commerce technology specialist allocated time to each sketch.

Outcome:
By utilizing low-fidelity wireframes and allocating development time to each concept, You Betcha! Box was able to explore a variety of design features and create a final product that met the needs and expectations of the target audience. This process played a crucial role in helping the company realize its vision and reach its goals, resulting in a successful feature concept.

Kano Analysis

You Betcha! Box Kano Analysis

Approach:
To ensure that You Betcha! Box's product met the needs and expectations of its target audience, we employed the Kano Analysis method. This model is a customer satisfaction model used in UX design and research to prioritize features and understand customer needs and expectations.

Outcome:
By using the Dot Voting method to narrow down 80 feature ideas to 13, we were able to evaluate the significance of each feature's impact on customer satisfaction and overall product functionality using the Kano Model. Six You Betcha! Box users participated in the analysis, providing us with valuable insight into the value each feature held in the eyes of the users. This analysis allowed us to make informed decisions about the future development of the product, ensuring that it continues to meet the needs and expectations of its target audience.

Future User Journey Map

You Betcha! Box Future User Journey Map

Approach:
To evaluate the effectiveness of design changes, a Future User Journey Map was created to provide a before-and-after comparison. This comparison helped identify areas of the user experience that needed improvement and enabled us to assess the success of the changes in enhancing the user's experience.

Outcome:
The use of a Future User Journey Map enabled us to effectively validate the impact of our design efforts and showcase them to stakeholders. By comparing the before and after maps, we gained a clear understanding of the impact of the changes made, and were able to make informed decisions for future product development to ensure a seamless user experience.

Annotated Wireframe Presentation

Annotated Wireframe Presentation
Title Slide

Annotated Wireframe Presentation
Table of Contents

Annotated Wireframe Presentation
Feature Recommendation #3

Approach:
To effectively present the proposed features to the YouBetcha Box stakeholders, I developed a detailed presentation deck that showcased the outcomes of my research and prototyping. The deck featured annotations that provided relevant information and guidance to demonstrate the value of the proposed components to the B2B customers.

Outcomes:
By utilizing a clear and concise format, I was able to provide a comprehensive understanding of the proposed designs and their potential effect on the B2B customer experience. The presentation deck was well-received by the stakeholders and played a critical role in securing their buy-in and approval for the proposed designs.

Various Recommendations For YouBetcha! Box

You Betcha! Box Feature Recommendation #1

You Betcha! Box Feature Recommendation #2

You Betcha! Box Feature Recommendation #4

You Betcha! Box Feature Recommendation #5

Next Steps

I strongly recommend implementing the new features outlined in the annotated wireframe multipage PDF presentation. These new features are guaranteed to improve the overall user experience and align with YouBetcha! Box's objective of adding functionality that focuses on making B2B purchases.

I suggest conducting several rounds of user testing with our main target audience prior to launching the updated version. This will provide us with valuable insight into the impact of the changes and gauge users' reactions to the updates. Through this process, we can make any required tweaks and refine the product to ensure its quality before it becomes available to the public. The ultimate goal is to deliver a product that satisfies the needs and expectations of our primary users.

Personal Growth

New skills learned:

  • From a personal growth perspective, conducting my first Kano Analysis was a highly enriching learning experience. This activity gave me a deeper understanding of the importance of certain features from the user's perspective. Additionally, it prevented me from wasting time and resources on features that wouldn't meet customer expectations or evoke a neutral response.

Conclusion

You Betcha! Box is poised to create valuable partnerships with other businesses by offering its unique, curated selection of exceptional Minnesota-made products from small businesses. The "Meet a Maker" profiles in each box demonstrate the company's focus on more than just profits, as buying a box supports local entrepreneurs and contributes to community growth. 

You Betcha! Box is now positioned for success in building business relationships, thanks to its newly found researched features and carefully curated products.

File Index

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