Eaze

Highly calculated cannabis delivery

Visit Eaze

My role

Lead Product Designer

Engagement type

In-house

Responsibilities

User research
Wireframes
Product design
Prototyping

Tools

Figma
Miro

Overview

Eaze is an online marketplace and technology platform that helps provide legal access to cannabis through safe and convenient delivery.

As a team member of Eaze, I led design for the 6 person consumer team on Eaze.com, the driver app, inventory management system, and all mobile shopping apps. I was tasked with defining what the future of cannabis delivery should look like, bringing ease of use and modern shopping patterns to this newly digital marketplace.

Discover

Eaze was looking to revolutionize the online cannabis shopping experience. I began the project by pairing with a product manager and interviewing domain knowledge experts within the company, Eaze users, and more general cannabis users. We wanted to know what criteria people were using to shop for products, what they were shopping for, and anything that made them hesitate to purchase in the past.

Define

I found that, ultimately, users wanted an experience that felt safe, simple, and friendly. I decided on an approach to make cannabis shopping as similar and fresh as browsing Instacart or shopping on Goop.

Ideate

With the direction defined, I surveyed the landscape of online shopping, pulling down examples of experiences from all over. I took the building blocks from disparate sites, reduced them down to the basics, and combined them into multiple prototypes. These were taken out into the field for quick coffee research, trading a free coffee for 5 minutes of an interested customer’s time. This rapid prototyping helped to quickly hone my design focus and the patterns that would be the most successful.

Design

The design was approached as a shopping and delivery experience first, cannabis just happened to be the product. Once initial designs were wireframed, I began to insert the product itself and see where additional design needs existed.

Validate

I shared these hi-fidelity concepts with users and immediately received greater openness from non-cannabis users to the potential to browse the site due to its clean and friendly aesthetic. I did need to further explain cannabis terms to users, so I went back into the office and examined the user experience for touch-points where cannabis knowledge could be shared, or specific qualities of a product (THC content, terpenes, etc) could be shared and explained.

Iterate

I incorporated the additional cannabis and product-specific information into my designs, and users felt that it was a night-and-day improvement in the feeling of accessibility to the cannabis space.