Crafting a platform to inspire, inform, educate and engage for Baristas.

The Challenge

Many get introduced to dairy alternatives for the first time through coffee and it really tackles a lot of the misconceptions consumers have about plant-based and the way it tastes.

So 1 cup of coffee could change your life! This made it crystal clear to Alpro the need and opportunity to intensify their engagement with the Barista community. Only through them adopting plant-based in their 'portfolio' can it find its way to the consumers' mouths. The barista community is also a wonderfully diverse and creative community and they have helped Alpro tremendously, improving their product and keeping up with the latest trends.

What we did

Coffee is big business but you need to understand it from the expert's point of view. Plant-based products are frequently tried initially by coffee drinkers, so we wanted to find out how the rise of plant-based products has changed and challenged the Barista’s day-to-day life.

Recruiting Barista’s for 1-2-1 interviews we spoke to them about their daily needs, where they currently go for information, and how they learn about their craft, coffee, and issues around the business like sustainability.

Based on user needs, we created some hypotheses to test. Developing a couple of prototypes we tested for desirability, discoverability, usefulness, and their preference towards branded and non-branded content.

Key points of focus

— User focussed

With a focus on education, our aim was to understand user need from trainee to master Barista.

— Key content

User testing gave us the key insights to understand which topics Barista's liked and what formats were preferred. Using our findings enabled Appnovation to recommend a content strategy for the MLP rollout.

— Smart data

Tracking what works is really important for any product and especially a new product. Continually listening to your audience's needs is key. To do so, we set up an in-page voting experience for Barista's to tell us what new content they want to see on the site. We also monitor their consumption of the existing content to gain further insights to better serve their needs and motivations.

— Unbiased

Observing Barista's reaction to branded and unbranded content revealed a strong preference for the unbranded, it was deemed as a more trustworthy source.

Unbranded Route

Branded Route



The Final Product

A variety of components from the final approach.



Thoughts from our client

We discussed the project with key stakeholder Ralph Urmel (Digital Experience Manager at Alpro) to get his thoughts on how he found the process of working with us and of course the end result.

Amanda Glasgow, Creative Director EMEA: How did you find the experience - is it something you’d recommend to others going through a similar challenge.What were the biggest surprises from this research?
Ralph Urmel, Digital Experience Manager at Alpro: “It was definitely the right approach. As I mentioned, there were a lot of ideas within the business, some based on exchanges with baristas but others based on gut feelings. So being able to hear from the community first hand and playing that back to senior stakeholders really gave the project the necessary traction and backing. At Alpro we like to move FAST but I'm glad we took our time for this part.”

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Crafting a platform to inspire, inform, educate and engage for Baristas.

Coffee is big business but you need to understand it from the expert's point of view. Plant-based products are frequently tried initially by coffee drinkers, so we wanted to find out how the rise of plant-based products has changed and challenged the Barista’s day-to-day life.

Feel free to get in touch

We'd love to chat

Appnovation

Andrew.dunbar@appnovation.com