Peaks & Valleys
Peaks & Valleys is a coffee and beverage brand with a new type of service platform model. We offer an end-to-end beverage ordering experience that helps manage health and enhance daily experiences, ensuring that our products not only promote better health but also positively influence the mood of our consumers each day.
Problem
Many coffee and beverage brands offer products that are too sweet or stimulating, and their platform models are generally similar, in that they focus primarily on online ordering. They prioritize stimulating ingredients such as sugar and caffeine, without giving much priority to consumer health.
Consumer Opportunities
Consumers are often unaware of how much these beverages affect their health. Many consumers have become accustomed to ordering stimulating drinks and coffees, which negatively impact their health in the long term, leading to potential health issues.
Many coffee and beverage brands primarily offer stimulating products as their main offerings, and their products are not based on consumer health.
Solution
Peaks & Valleys is a new coffee and beverage service platform model. We recommend and provide optimized coffee, beverages, content, and other services based on consumers' changing emotions and health goals. Through our recommendations, we offer a personalized end-to-end beverage ordering experience tailored to each user.
Step 1
Stay healthy
Order your personal health fitted choice.
Step 2
Feel Better
Enjoy services tailored your emotion.
User Benefit
Live Good Life
Live a physically and mentally healthy life.
To pioneer innovative, data-driven beverage solutions that measurably improve our customers’ health markers and overall quality of life within one year of consistent use.
Goal
A world where every individual thrives through personalized neutrino, achieving optimal well-being and realizing their full potential.
Vision
Our mission is to revolutionize wellness through personalized nutrition, empowering individuals to unlock their full potential and thrive in every aspect of life.
Mission
“We're not just selling coffee; we're introducing a new way of thinking about daily beverage consumption that caters to the well-being of diverse customers’ needs”
Drinks tailored to your mood and well-being.
We value your emotion and health, offering coffee and beverages tailored to your needs.
Every day, based on your changing mood, health goals, and concerns, we recommend beverages and content that suit you best.
Your perfect drink, found in seconds.
If you're looking to find the perfect drink based on specific information, order through AI.
Quickly find the perfect drink optimized for you, through AI.
Content
For Enhancing Your Emotions
Enjoy content tailored to your emotional states.
Experience something new every day by exploring new messages, quotes, music playlists, and motivational videos that can help boost your emotions and health.
Your life in colors for tracking your daily changing emotions.
Every day, gather the emotions you've felt to embark on a journey of self-reflection. And over the course of a year, use this opportunity to create your very own piece of visual art, a unique expression of your emotional journey.
Choose a meaningful quote, phrase, or word to send to someone special. Or, leave a message that you've always wanted to share.
Every message you send will be conveyed through our unique cup packaging. (The recipient won't know the message you’ve sent until they receive their beverage.)
Share
Meaningful Messages with Others.
This is the product that the recipient will receive.
For Enhancing Your Health
Experience new health-related content.
Our app curates health-related content based on your needs.
Enjoy Curated Beverages Based on Your Work Out.
Enjoy coffee and beverages in partnership with fitness, yoga, and pilates studios, as well as other brands. (Order beverages from our mobile pop-up store that comes to you.)
Our Future Partners
We care about all of our customers
Spice up your regulars.
When you place a regular order, we'll randomly provide you with helpful quotes, music playlists, and motivational content to inspire and uplift you.
Through comprehensive research on various topics such as social aspects, modern technological aspects, economic perspectives, and environmental connections, as well as the coffee and beverage industry, I have gathered trends, people's interests, and societal perceptions, then synthesized key messages related to each topic. Following this, I further synthesized these insights with considerations from the coffee and beverage industry and the new platform business model.
Macro Research(STEEPX)
Synthesized Takeaways
Modern office workers, in the US tend to spend more on healthier foods and products to manage their health, appearance, body shape, and weight. They seek personalization, valuing a life that is spiritually, physically healthy, and meaningful.
High-income professionals in the United States aged 30 to 50 pursue a better, healthier life (both physically and mentally) by consuming healthy products(actual product,service model, and so on) even though the price is high.
Consumers tend to desire smart products and services that allow them to achieve their goals comfortably and easily without putting in much effort.
Many modern individuals suffer from mental issues such as depression and lethargy. Especially women consistently show higher rates of depression across all age groups. To address and heal these problems, various platform services and programs are emerging.
79% from 1500 customers say personalized service is more important than personalized marketing.
Source : Statistia - The recent Gladly 2020 Customer Expectations Report
In 2023, 29% of Americans report having been diagnosed with depression in their lifetime, while 17.8% reporting currently having depression.
Source : Forbes
36.7% of women report being diagnosed with depression in their lifetime, compared to 20.4% of men.
Source : Gallup
50% of US consumers now report wellness as a top priority in their day-to-day lives
Source : McKinsey
Competitive Analysis
Key Findings
Currently, most coffee and beverage brands are quite similar, with little to distinguish them apart other than slightly different flavors.
Many coffee and beverage brands focus more on creating stimulating, sweet drinks rather than healthy beverages.
Most of their app services are primarily for placing orders, lacking any unique features.
Through competitive analysis, I compared and analyzed major coffee and beverage franchise brands in the United States, such as Starbucks, Coffee Bean, Blue Bottle, and Peet's Coffee. I focused on identifying common denominators, the types of products they sell, and the nature of their service and platform models.
User Survey For Exploratory Approach
This exploratory approach aligns with UX best practices by starting with a broad question to uncover user thinkings and attitudes, which can later inform more specific design decisions or further research directions.
Health and Coffee & Beverage
There's a growing number of consumers with a strong health consciousness, and they are concerned about the health benefits of coffee and beverage.
HYPOTHESIS 1
Coffee and Emotion
Consumers consider the emotional aspect important when it comes to coffee and beverage brands and the products they consume. They seek emotional stability by drinking and consuming these products.
HYPOTHESIS 2
Functional Coffee
Beyond traditional coffee and beverage menu, consumers are interested in functional coffee and beverage, such as those that energize, relax, or provide additional nutrition.
HYPOTHESIS 3
I conducted interviews with 15 people with the goals of validating the findings from our user research, exploring consumer perceptions of existing brands, and uncovering any new insights from a different perspective.
User Interviews
"Honestly, I go to Starbucks often, but I don't think most of their products are good for my health. Sometimes, I even go twice a day, and I feel really guilty drinking these beverages because I know the calorie count must be enormous."
1. People often believe that the coffee and beverages sold in coffee shops are generally not good for health.
MAIN INSIGHTS 1
2. People want a greater variety of tasty and functional coffee and beverage options.
MAIN INSIGHTS 2
“Nowadays, to manage my weight and prevent obesity, I just order coffee or drinks with no added extras. I wish there were more delicious functional beverages that are good for my health, so I could have a wider variety of drinks to choose from.”
MAIN INSIGHTS 3
3. Consumers tend to desire newer experiences and services, and they want platforms and services that offer more emotional significance and enjoyment.
"I enjoy trying different coffee brands, but when I order through an app, it's the same process of selecting, ordering, and picking up. Besides the taste of the coffee or beverage, there's nothing that stands out. I don't really get a sense of 'Wow, this has a great vibe' from a service perspective."
New Opportunity Area
The direction of product development for Peaks & Valleys, as well as the development of our brand platform app and overall services, aims to enhance the physical and mental well-being of consumers. Our brand positions itself in areas where existing coffee and beverage brands do not, achieving differentiation from other brands through this approach.
new Business Model Design
Our revenue structure sets us apart from other coffee brands by creating a new income stream through partnerships with fitness brands on the Peaks & Valleys platform. This innovative approach not only diversifies our revenue sources but also taps into the growing fitness market.
Value Exchange
We also focus on developing coffee and beverages tailored to complement partner fitness programs. By aligning our products with fitness goals, we aim to enhance customer loyalty and carve out a unique niche in the competitive coffee industry, adding value for both our partners and consumers.
Potential Market Dominance
We believe that when consumers experience physical health improvements and enhanced mental well-being from daily consumption of our products, it can shift their beverage purchasing priorities. This transformation positions us to become a game-changer in the beverage and coffee market.
Target Area (Persona)
Ideations
From a service design perspective, we have developed service ideas tailored to each brand touchpoint that users experience: 1. Awareness, 2. Consideration, 3. Acquisition, 4. Service, and 5. Loyalty.
User Scenario
Images are generated by AI and edited with Photoshop
I conducted three rounds of user testing with a panel of five users, focusing on key aspects. These included understanding what kind of personally enjoyable content they were interested in, ensuring there were no usability issues during actual usage, and assessing how well engaging elements resonated with the users. Additionally, my emphasis was on ensuring users could comfortably use the service.
User Testing & Iterations
User generally found emojis more engaging and intuitive for expressing emotions compared to reading text. They also navigated to the next screen more quickly(AB Testing)
Key Change 1
<Average User Processing Rate : User Preference> A : 3.3 seconds (approximately) : 0 people B : 1.6 seconds (approximately) : 5 People
Users preferred the text format for specific health information, finding it more intuitive and clear. Conversely, using emojis to convey this information often hindered their intuitive understanding. (AB Testing)
Key Change 2
<Average User Processing Rate : User Preference> A : 3.9 seconds (approximately) : 1 person B : 2.4 seconds (approximately) : 4 People
Key validations
I gained the insight that users experience engagement through entertaining element (quote, music playlist, motivational video)
4/5 Testers showed their interest about their personalized content.
I’ve observed that presenting beverage products in a larger-than-life manner, rather than showcasing numerous options simultaneously, captures consumers' attention more effectively and makes them more inclined to make a purchase.
4/5 testers mentioned that large images of beverages made them more likely to want to drink them.
Testers found the idea of receiving new packaging based on different emotions refreshing and showed a willingness to share these emotion-based messages with others. Additionally, some interviewees expressed curiosity about the new messages they would receive next time, adding an element of anticipation and engagement.
All testers expressed interest in packaging that changes according to their mood on a daily basis
Reflection
Through this project, I've learned to address the challenges within the coffee and beverage industry from various angles and approach problem-solving with a fresh perspective. I've come to realize that it's possible to tackle issues by stepping back a bit from a one-dimensional mindset.
