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.
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
Please contact me for the full case study report
We believe launching our product in various sizes will better suit the needs of our customer’s purchasing patterns.
Day-in-the-Life Shadowing (2)
In-Depth Interviews (3)
Diary Study (16)
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.
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.
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.
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.
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