Fresh Squeeze

Developing a strategic brand platform and e-commerce experience for a juice startup

Challenge

Fresh Squeeze, a new juice startup, wanted to stand out in the competitive health beverage market. I created a website concept to showcase their unique brand personality and products. This project involves designing a vibrant, playful website that aligns with their target hip, health-conscious audience.

My Role

User Research User Experience Design User Interface Design Branding Visual Design

Research

Competitive Analysis

Millennials and Gen-Z in the US

To gain market insights, I distributed an online survey which received 57 complete responses from consumers matching our target demographic of US-based Millennials and Gen Z.

Health-conscious consumers who exercise frequently

A majority of survey respondents self-identified as health-conscious. Most of respondents place importance on health and fitness as part of a lifestyle, with more than half hitting the gym 3 or more times a week.

Seeking tasty yet affordable juices

Consumers value taste and reasonable pricing most when selecting juices. They also show interest in health attributes like ingredients and calories. There is opportunity for healthy juices priced competitively as everyday purchases.

Top 5 purchasing considerations

Taste (21%) Price (16%) Free from artificial ingredients (12%) Ratings and reviews (12%) Calories (5%)

Ideation

Brainstorming

Persona

Moodboards

Key Strategies

Wide Selection

To provide unique and intriguing new flavors that customers will love

Affordable Pricing

To price juices in the range of $5-7 to make them affordable

Transparent Info

To provide transparent information about ingredients and benefits

Juice Subscription

To offer a subscription service for the ease of getting juices at home

Accessibility

Vision Simulator

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Contrast Checker

Features

One-of-a-Kind Flavors

Offer 18+ juice blends with fun, intriguing names like "What The Melon" and "Kale Me Crazy" Categorize by mood like Beast Mode, Detox Yourself to guide customers

Wallet-Friendly Prices

Priced 30-40% below premium competitors like Smoothie King $5-7 price range makes daily juicing affordable

Ingredient Transparency

List all ingredients and relative amounts on bottles and website Call out health benefits and nutritional facts Share sourcing details for produce/supplements

Subscription Service

Choose weekly or monthly delivery based on consumption Discounts (15-20%) and free shipping provided for subscribers Pause/cancel anytime with no penalties

Reflection

Importance of Accessibility

Accessibility testing provided valuable insights into color choices It not only made the web accessible, but also made it visually pleasing

Empathizing with Customers

Must set assumptions aside Gathering direct insights from consumers is fundamental for creating a user-friendly product

Developing a Brand Personality

A distinct personality differentiates the brand from competitors Introducing a distinct brand personality helps form an emotional connection with users