Capuli Club
A true northwest original, Capuli Club was founder in 2016 by two local entrepreneurs, Gabriela and Lourdes. Inspired by an appreciation of healthy and beautiful moments revolving around fruit treats in their home, they set out to share these moments with the world.
They knew that sustainability was the key to this venture and after spending some time at the farmers market they had come up with a plan to preserve the summer months of the northwest far into the fall and winter. By taking the imperfect produce that many farmers would throw away, Gabriela and Lourdes could dehydrate the fruits, package them away, and then later infuze them with water to bring them back to life! And thus, they had found their way to share their healthy moments with the world and Capuli Club was born!
Role
Duration
Task
User Researcher
Two Weeks
Identify brand persona and develop a user journey for subscription process
"His data-driven approach in conjunction with a qualitative sensibility helped us gain a holistic understanding of our customers and our strengths as a brand."
-Gabriela Alban Hidalgo, Co-founder of Capuli Club
Brand
Capuli Club's infusion drinks take imperfect fruit and up-cycle it to a no-added-sugar healthy drink encompassing every season of the northwest.
Problem Statement
To create a community of loyal, health-conscious patrons, Capuli Club needs to better understand of who their customer is and how their needs may be met.
(geared toward a subscription service)
Solution Statement
How might we create a robust persona that helps Capuli Club understand their customer better by understanding their reasoning, behavior, and actions behind their purchasing patterns. In particularly behind their subscription purchase patterns.
Research Methods
There were three main methods of research that I used to in the discovery process: screener survey, user interviews, observational research (see methods listed below in detail). These methods collected both quantitative and qualitative data. Through this data I was able to identify key characteristics, feelings, habits and purchasing patterns of the typical Capuli Customer.
Screener Survey
(Quantitative)
User Interviews
(Qualitative)
Observational
(Qualitative)
Method 1: Screener Survey
I began with creating a screener survey to collect a vast amount of demographic information. I created a twenty + question survey that provided information behind gender, age, economic status, purchasing patterns, drink preferences, and how ept they were to use subscription services. This survey was sent out to a mailing list provided to us by Capuli Club and was also posted on several social media sites for local shops in the Seattle area. This survey gave me a good idea of the superficial aspects of the persona. I received 80+ results from the survey and from there was able to narrow their target customer down to a select 30 results.
The 30 participants were selected based on the screener question of which drink they preferred. Those selected for were those that preferred infusion drinks, water drinks, or tea drinks. This was based off of online research that those drinks were the most similar to the infusion drinks that Capuli Club produces.
Method 2: User Interviews
From the 30 participants that screener survey provided I reached out and requested user interviews from all 30. As an added incentive, Capuli Club offered a free Tasting Box to all participants that agreed to be interviewed. From these 30 initial respondents I was able to get 13 participants interviewed.
I set up and interviewed 12 of the 13 participants (one was interviewed by my colleague). Questions in this process included clarifying questions based on answers given in the screener survey and additional qualitative questions to further understand their drink selection and purchasing habits.
I set up each participant with the statement that "The previous survey was to help us understand the "what" of the typical Capuli Club customer. These new set of questions that you are about to be asked is to help us understand the "why" of the customer. Please be as descriptive as possible."
From this statement I received some truly wonderful results. With little exception, each participant was willing to be candid and detailed with their responses.
Method 3: Observational Research
As the final portion of our research Capuli Club hosted a tasting even where they invited all participants to a local venue to participate in product testing. While there we were able to mix and mingle with the Capuli Club customers as they interacted with the product. We observed how they used the product, how they spoke about it with their friends, and how they used it in a social setting.
Everything about their interaction with the product seemed to be done with overt or subconscious motives. Whether it was the way it was poured (slowly and meticulously, getting the right amount of water as if it was a science), how it was held (both hands as if it served a duel purpose of warming hands, out in front as if they were showing it off), or how they spoke about it (choosing words carefully to try and describe the exact essence of how it made them feel), each step, word, and action was done with purpose.
The overall observation made though was that Capuli customers didn't want to experience the product alone. They wanted to create a supportive community network.
Creating a Persona
From the 30 quantitative surveys (drilled down from the 80 received), 13 qualitative interviews, and our observations we made at the tasting event, I was able to come up with a robust persona that narrow down the demographic, attitudes, behaviors and needs of the typical Capuli Club customer.
This was done by taking the results and putting them into an affinity map that narrowed down the hundreds of responses to ten-plus key indentifiers of the user persona, "Angela West." Within these categories we identified goals and needs, pain points, brand affinity, feelings about subscription services (a particular concern for our client). Below are our findings:
Persona
Angela West | Female | 45 years old
Angela is certain of her likes and dislikes and this is reflected in her purchase choices. She shops local because she cares about her community. Surrounding herself with a supportive network of friends is key to her sense of belonging. She is conscious of her health and makes time for self-care. Meeting her daily water goal is important to her and she struggles because she finds water "so boring" and the alternatives typically have added sugars and caffeine (both of which she tries to avoid).
Deliverables
All findings were compiled into severable deliverables: presentation deck, findings report, and initial sketches and low-fi mockups of a site map and user flow (created by interaction and visual designers).
All findings were presented to the client and their stake holders in a presentation that highlighted key findings in the research. A deck was prepared that the client could review and present to future potential stake holders. Finally, a 30+ page findings report (complete with charts, graphs, analysis, and next steps) was compiled and delivered to the client in the form of a PDF (actual report not available due to proprietary information).
Synopsis
Through user research I was able to identify the Capuli Club customer persona. Enveloping several methods (screener survey, user interviews, and observational research) that included collecting both quantitative and qualitative data I was able to identify key attributes, behaviors, buying patterns and price points that the typical Capuli Club customer has. The findings report was able to help our team combined our discoveries into one succinct document that we delivered to the client and could then be distributed to stake holders within the Capuli Club network.