Eaze

Highly calculated cannabis delivery

My role

Lead Product Designer

Engagement type

In-house

Responsibilities

User research
Product design
Design mentorship

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. I was drawn to the mission of the company by the massive amount of research being published at the time about the beneficial effects of cannabis for many health ailments.

Discover

Cannabis in America has long been stigmatized and negatively depicted in media. Even after finally becoming legal in California, these feelings carried over many of the first in-person buying experiences. People felt intimidated or uncomfortable choosing products. Meanwhile, millions of Americans were waking up to the beneficial effects of various cannabinoids, both on mood and physical ailments. Eaze wanted to create a safe, informative, and engaging space where people could purchase cannabis and have it delivered to their door.

Define

This particular project began when we decided that although we had created an online shop that functioned, what we really needed was a modern storefront that was inviting to new and experienced users alike. I spearheaded the project alongside a project manager. I began by interviewing current Eaze users, as well as doing quick coffee shop research (actual shops that sold coffee), trading a free coffee for 5 minutes to talk about people’s cannabis shopping experiences.

Ideate

With user interviews running, I mapped out key workflows through the current Eaze shopping experience, as well as looking at shining examples of shopping experiences in other spaces. I noted what companies were doing that felt inviting or informative, what urged me to purchase or kept me on the page just a little bit longer.

Problems

After sketching out the workflows and speaking to users, I noted several areas that we needed to focus on for the new Eaze shopping experience.

1

New users were very unsure of what to buy. They felt intimidated by the complex terminology (terpenes, CBD levels, tinctures) and unsure of what levels of THC or CBD were “normal” or right for them.

2

Experienced users wanted a storefront that didn’t feel like a side-alley, they wanted to know everything they could about the product they were buying, and they generally knew exactly what they were looking for.

Wireframes

I designed rough wireframes of critical screens from the workflows. These shed light on areas where flows could be improved and focus needed to be shifted, including a more significant emphasis on product imagery and brand recognition. I then created high-fidelity mockups from these learnings.

Validate

I brought in more existing Eaze users and conducted additional coffee shop interviews with non-Eaze users and even cannabis-hesitant users.

Novice Eaze users and many people on the streets loved the product imagery, but wanted to be guided through the buying experience as well as having the terms and percentages explained simply.

Experienced Eaze users loved the product buying experience and additional product information, but wanted even more specifications about each product.

Iterate

I designed high-fidelity mockups and prototypes of a new end-to-end Eaze storefront and shopping experience. My approach was two-pronged, embracing both ends of the user spectrum. For new users, I focused on guiding users with familiar terminology and easy visuals to compare products. For advanced users, I automated the system for collecting highly detailed product specifications and surfaced that information in an easily scannable view.

Highly calculated cannabis delivery

The new Eaze shopping experience combines the effortless browsability of a modern storefront with a refreshingly clean experience for the shopper. Users feel a sense of trust in their purchase.

Buying with confidence

Novice users are presented with helpful information, like THC/CBD level meters and a handy Type and Effects chart. Advanced users can dive into product specifications, learn about the brand, or read the product details from the brand themselves.

Shop from anywhere

The new experience was designed mobile-first, allowing users to shop from their couch, office, or on the go. A major emphasis was placed on the shopping experience feeling seamless between mobile and desktop experiences.

Straight to your door

Once the user completes their purchase, they can follow along as a driver picks up their products and delivers them straight to their door. The user is alerted at every step of the way and reminded of key information to ensure a smooth delivery.

Results

0
%
Increase in order volume
0
%
Rise in order value
0
%
Users felt more confident in their purchase

Combined user research and feedback form

Key findings

The most eye-opening feedback received from users came from coffee interviews with people on the streets. Oftentimes, it helps to break away from interviewing your most vocal users and get outside perspective from potential customers.

The initial designs would have probably gotten us 60% of sales, but were missing key functionality and components that built trust in users. By refining and iterating on the initial designs, the conversion rate was vastly increased.

While I led this initiative, it was great to build out a small team to complete these tasks. By having two people conducting user interviews, we gathered information quicker. With a junior designer on the project as well, less critical workflows could be delegated out so I could remain focused on the larger picture.

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