CHALLENGE + APPROACH

Wouldn't it be great if we could save the 6.5 million trees it takes to manufacture the 58 billion disposable paper cups we use every year?

Craft Carriage was created with that goal in mind. 

As project lead, I assembled a team to help develop the brand identity and go to market strategy. I planned and organized our research, facilitated our design sprints and created the prototypes and design.

 

TEAM

  • Jeff Eyet Business Analyst

  • Mateo Hao Fabricator

  • Patima Pataramekin Project Lead / Designer / Researcher

  • Peter Prato Photographer

  • Jasmine Probst Brand Strategist

  • John Provencher Graphic Designer

  • Margaret Seelie Copywriter

  • Ben Wasserman Graphic Designer


RESEARCH SNAPSHOT

Please contact me for the full case study report

 

HYPOTHESIS

We believe launching our product in various sizes will better suit the needs of our customer’s purchasing patterns.

 

METHODOLOGY

  • Day-in-the-Life Shadowing (2)

  • In-Depth Interviews (3)

  • Intercepts (80)

  • Diary Study (16)

  • Prototyping

static1.squarespace.jpg

DISCOVERY

 

DEVELOPING A PLAN

After mapping out the different stakeholders in our product's ecosystem, the team scheduled interviews with business owners and cafe patrons, shadowed baristas and conducted intercepts at a cafe.

I used the research the team conducted to shape the physical design of my product, develop our brand identity and establish a plan for launch. 

 

LEARNING in-context

By shadowing baristas at a cafe, the team noticed that on average, 3 out of every 10 customers brought their own mug. Large containers that didn't fit the espresso machine slowed the workflow as it required additional steps.

Conversations with cafe patrons provided insight on morning rituals and the implicit value of products consumers love.

static1.squarespace-2.jpg

IDEATion

 

SHARING THE VISION

When leading a cross-functional team, it’s important that we’re all on the same page.

I tackle this by taking the ideas we’ve generated and formalizing our work into a deck. I lean on my design communication skills to organize the information and excite the team for the road ahead.

 

TURNING INSIGHTS TO IDEAS

While synthesizing the research, the team identified behavioral insights and motivational segments.

From this, I developed personas that helped establish four guiding brand and product design pillars.


MATERIAL + FORM

 

choosing the material

I chose to use a combination of wood and glass — a juxtaposition that symbolizes emotion, utility and the passing of time. 

 

TESTING THE UTILITY

Prior to finalizing a design, I returned to the cafe to product test forms with baristas and consumers.


PRODUCT TESTING

 

Testing the usability

I narrowed the designs down to two sizes and ran two week-long diary studies.

The 16oz participants raved about the compliments they received and shared new use cases. The 8oz participants used their carriage 80% less and felt underwhelmed and dissatisfied.

 

HONING IN ON A SIZE

Returning to the cafe, the team conducted A/B tests to determine size preference and price point. 87% of our participants preferred the 16oz vessel. 

This feedback informed our decision to launch with the 16oz product size. 

IMPLEMENTATION

 

LAUNCH

In 2013 I launched Craft Carriage with a modest collection of 150 16oz carriages that I personally handcrafted.

In 2015 I partnered with a local business owner, Baylor of Lila B., repurposing the carriages to hold plants. That collaboration was featured in Better Homes and Garden in January 2015.


ACCOLADES + PRESS

Spark Awards Bronze Winner October 2013

Spark Awards Finalist October 2013

Better Homes and Garden in January 2015



© 2018 Patima Pataramekin