YouBetcha! Box Project Sprint
Project Overview
YouBetcha! Box is a company that provides food and beverage products created by Minnesota based makers. Our job was to propose well-scoped solutions that extend features and functionality to better serve their B2B customers that fit within their tech constraints and design guidelines.
My Role
UX Researcher and Designer, conducted various forms of research with my team and then designed the You Betcha! Box extended features concepts.
In This Case Study
OPPORTUNITY SPACE What features could be added to enhance the Business to Business user experience?
INSIGHTS & RECOMMENDATIONS What currently exists and how does that lead to recommendations?
SUMMARY 4 key new features to better support Business to Business clients:
1 — Streamline Custom Boxes
2 — Offer Curated Corporate Collections
3 — Include Saved Collections in Navigation
4 — Upgrade Address Book For Efficiency
What features could be added to enhance the Business to Business user experience?
OPPORTUNITY SPACE
Current screenshot image of You Betcha! Box website — main page
Current screenshot image of You Betcha! Box website — corporate gifts page
My job was to understand the needs of Business to Business customers and identify key areas for improvement, and visualize recommended extended features.
You Betcha! Box serves their customers by offering curated boxes filled with items from Minnesota makers, and by customizing boxes for corporate clients for a variety of occasions, including custom gift boxes for Mayo Clinic’s Residency program attendees, yearly appreciation custom gift boxes for realtors, and more.
But to better serve these Business to Business clients, You Betcha! Box asked my team of UX designers and researchers to produce high fidelity wireframes of extended features that fit within their technology constraints and design guidelines.
At the present moment, You Betcha! Box works with these B2B clients by directly working with them to create boxes. Clients have to submit a request on their website and wait to hear back from YBB to get the process started, which could take up to a few days. Then, the sales representative from YBB gathers relevant information from the client, including number of recipients, food or beverage preferences, addresses, and branding information and follows up with their client when they are ready to propose a custom box. The client has the opportunity to approve the box, and a sale would be made. YBB takes care of all the shipping, whether the client wants each box shipped to individual recipients or all sent to one place, and the process is complete.
The biggest space for opportunity here is to streamline this process for the client. We found, through stakeholder interviews and a kano analysis, that automation around this feature would be greatly beneficial to B2B clients.
METHODOLOGY
Users need a more streamlined experience when creating custom boxes, curated themed boxes for corporate needs, an area to save their custom templates, and a better organization method to manage a large address book.
As a team, we went through several cycles of the Evaluate-Identify-Prototype model. We learned more about our client’s company, the Business to Business clientele base they want to better serve, and ultimately I created 4 new user flows and features in the form of high fidelity wireframes with annotations for the client.
Methodology:
Competitive Audit which led us to discover that some competitors have a more streamlined experience for B2B customers to create custom boxes, but no one quite had a perfect solution.
Stakeholder Interview allowed our team to align our priorities with the stakeholders: to create features that bring automation into the user experience and make saving addresses into address books easier.
Current User Journey Map We found 4 main areas of opportunity, and they all lived under the customization and address book features.
Tech Estimation: We presented 80 feature cards to the development team. We were then given a time budget of 240 hours, broken down into personal time budgets of 40 hours.
Kano Analysis: The Kano Analysis was successful as 6 of the 7 anticipated participants completed the survey. Our team learned that some features, like Multi-Address Management was considered a Performative feature that they highly valued, and some features like having a rewards program or a customized help bot were considered Indifferent features that users neither needed or wanted but wouldn’t mind if they were there.
High Fidelity Wireframes were then built individually. I decided to focus my time budget on 4 of the most important features to Business to Business and Direct to Consumer clients.
Future User Journey Map: The difference is clear between the two maps, and adding in automation sequences into the user experience actually removed an entire step of their journey.
Annotated Wireframes Deck
Kano Analysis results depicted in a table and graph
The Current vs Future State User Journey Maps
Birds Eye View screenshot image of my high-fidelity wireframes
An example slide from the Annotated Wireframes Deck
Insights and Recommendations
What currently exists and how does that lead to recommendations?
EXTENDED FEATURE 1 — BUILD A BOX
Insight
Both Business to Business and Direct to Consumer customers need an automated way to build or modify custom boxes.
Design Rationale
For these two user flows, I wanted customers to be led through the experience of customizing their box. Not every customer wants to build a box from scratch, so I provided an alternate “Modify a Box” path.
According to an article by Shopify, the e-commerce store our client uses, the design of your store and how you offer your items to customers can either lead to higher conversions or to choice paralysis. To ensure my design met the needs of You Betcha! Box’s customers I included options like auto-populated recommendations based on the last item a user adds to their cart. Read the article by Shopify here.
Build A Box
Following 2 user paths, explore how I layered in dynamic elements of the user experience to streamline the customization process.
EXTENDED FEATURE 2 — CORPORATE COLLECTIONS
Insight
Business to Business customers would benefit from curated, themed boxes to support their business goals and needs.
Design Rationale
Consider the fields of realty, hospitality, or employee appreciation: each of these have unique clientele and needs. By curating boxes around these needs, businesses can quickly order a few dozen boxes without needing to contact a sales person or put together the box themselves, saving time and money. You Betcha! Box will benefit from this by increasing trust with their corporate customers, resulting in long lasting business relationships.
I designed this page to feel seamless and easy for the user. An updated drop down menu offers a familiar navigation experience, and the swim lane-style of categorization makes it super simple for corporate account holders to order in bulk.
Corporate Collections
This simple upgrade offers easy to navigate curated boxes.
EXTENDED FEATURE 3 — SAVED COLLECTIONS
Insight
Both Business to Business and Direct to Consumer customers need a way to save the templates of curated boxes to their account for future purchases.
Design Rationale
Adding a Saved Collections section to the navigation bar is an easy way to upgrade the user experience, and I chose to include this feature because if customers are coming to You Betcha! Box to send custom gift boxes to their friends, family, clients, or employees, then they should have a way to save those preferences.
I added an icon up in the navigation bar for quick access for the user. The collections themselves are then sorted with all relevant data and featured as cards.
Saved Collections
Following 2 user paths, explore how I layered in dynamic elements of the user experience to streamline the customization process.
EXTENDED FEATURE 4 — ADDRESS BOOK
Insight
Both Business to Business and Direct to Consumer customers need an easier way to upload, store, and sort their address books. The current method takes too much time and needs to include some automation.
Design Rationale
For this extended feature, I made sure to emphasize visual hierarchy. After ensuring all the functional elements were on the page that I planned for, I chose to work with the existing design and include my recommended updated features.
I opted to modify the existing buttons on this page to operate more efficiently. The Import Address button now offers a CSV Template for users to download, fill out, and then upload easily, allowing them to import an entire address book at once.
My plan for this feature was to make it as easy as possible to be a client with many addresses, so the design is simple and straightforward.
Address Book
Explore how a few simple upgrades to this address book section might make the user experience more streamlined.
Summary
4 key new features to better support Business to Business clients:
1 — Streamline Custom Boxes
2 — Offer Curated Corporate Collections
3 — Include Saved Collections in Navigation
4 — Upgrade Address Book For Efficiency
Appendix
Tech Constraints: 40 Hours
Feature 1 — Build A Box………………………….35 hours
Feature 2 — Corporate Collections….……1 hour
Feature 3 — Saved Collections…………..…2 hours
Feature 4 — Address Book……………………2 hours
