Yourgrind Review – From Signup to Cup – The UX of Everyday Things
User experiences don’t exist purely in the digital realm. In this series I take a lighthearted look at the user experience of everyday things. I will touch on marketing, product design and several other factors that combine to represent a complete user experience.
The other day I saw a tweet from someone on my timeline with a voucher code for a free bag of coffee from yourgrind.com. I decided to take the bait and discover that this was a company offering the finest and freshest coffee delivered straight to my door. The concept is extremely similar to Graze.com who deliver a selection of healthy snacks through your letterbox. Already being a subscriber of theirs I liked the sound of this idea.
NB – For the rest of this article I will be referring to coffee as coffay. For an explanation why I suggest you listen to this youtube video.
With a clever use of imagery and short, punchy copy I had a fairly decent idea that they were trying to sell me coffay. But selling me it every day of the week? I felt my finger drifting to my mouse wheel to learn more.
As you scroll down a little further the rest of the offering is explained in more detail. Freshness, more freshness and flexible delivery and subscription options are all presented in nice, simple colour slides.
To be honest I think Yourgrind.com should have bought the delivery information up into the main homepage hero. This along with with the whole ‘never run out’ subscription model are among their main USPs.
There is a little duplication of information about how fresh the coffee will be between the orange and teal slides and possibly they could have been condensed into one.
I’m being picky though. The design of the homepage lends itself to quick scanning and most users are likely going to get the jist pretty quickly and easily.
So lets sign up for this badboy and get my free beans. With clear calls to action all over the place I was in no doubt as to what I had to do. Onwards!
Sometimes companies try to make it as awkward as possible to enter voucher codes, so credit to yourgrind for making it nice and obvious in the sign up process.
In fact, the apply voucher button has almost as much visual weighting as the main ‘Lets do this’ button.
This has two effects to someone who doesn’t have a voucher code though. Firstly, they will definitely notice that it is possible to apply one, potentially leading to them going off-site to try and find one to use. This could result in a slightly lower conversion rate from this page.
Alternatively if they really don’t care about finding the code then it could cause some usability issues in deciding which button to click. Fortunately the page is fairly simple and I would suspect this would have a minor impact. Overall the impression I was left with was positive and a feeling like the company wasn’t trying to scam me with any nasty dark ui patterns.
Onto the next page and it asks for a few basic details. Nothing untoward so far. Yourgrind.com has opted to use inline form labels. These reduce space and make the form appear simpler but come with a host of usability considerations. Fortunately they have done a pretty good job of taking most of them into account, although it is not clear which fields are mandatory (turns out it’s all of them).
The order summary on the right is pretty nice too, and the “No commitment” line item instills confidence. They also confirm twice, through the banner at the top and in the order summary that my first bag is free due to my voucher code, nice. Not quite sure why they need my phone number for a postal service though? This could cause some dropout and could do with an explanation as to what it is used for.
Onto the next page. Delivery address, makes sense. Payment details….WHAT? I thought I was getting a free bag here. Some messaging to the right hand side and some text next to the main call to action go some way to explaining I won’t be charged – but having to provide my credit card details at this stage leaves a bitter taste in the mouth (get it??).
Update: yourgrind has posted an explanation of why they ask for this information on their blog.
Update 2: yourgrind has removed the need for billing details with the voucher code applied following this article. Good show!
I have to admit I spent at least 5 minutes looking at this screen before I decided to suck it up and actually provide my details. I took some time to reflect as to why this was. For a start I was only giving this unknown (at least to me) company a try because of the free bag and as such I wasn’t so happy about sharing my precious payment details with them just yet until I had assessed the quality of their service.
More importantly was that the form didn’t look secure. It has no visual emphasis that differentiates it from the other form fields. Building trust in the security of your checkout process is extremely important for conversion. I saw no padlocks, no mention of the word ‘secure’ or any visual cues that this was indeed a safe place for my 16 digit number to live. These psychological cues help users feel satisfied that they aren’t giving away their details to some 2-bit operation and yourgrind.com could use taking another look at this part of their otherwise painless checkout.
The final stage of the sign up process is to select what type of beans you are going to get. A simple three option panel lets you quickly set up your preference. The panel on the right updates to give you a clear and plain English description of exactly what you are going to get – great stuff.
All that remained was for me to see if this fresh fresh coffay turned up.
The point of this series is intended to show that in this multi channel world of ours we need to think about the complete customer experience from beginning to end. This will not always take place in the digital realm and may in fact come to their natural conclusion in your mouth via the postman. Ok, that sounds pretty wrong.
Anyyyyway.. a day or two later I was happy to see that my coffay had been delivered as promised. As expected it came in a postbox friendly package (pretty essential for this type of service) along with a nice little booklet with some info about the company and their coffay.
Being used to graze I wanted to see if the company had the same eco-creds with their packaging. I couldn’t find anything about vegetable inks or recycled cardboard on the packaging itself but I will attempt to clarify this from yourgrind to keep the hippies happy. (Further reading – Graze’s ethical referal scheme)
The one minor complaint I have is the packaging is quite large. As someone who likes to keep my beans fresh in the fridge it takes up a lot of real estate. A smaller bag included to transfer the beans into after delivery might have been a better approach. The valve built into the bag is quite nifty for keeping the coffee-ruining air out the way though.
The Coffee…I mean Coffay
This is really the ultimate test. After all that time invested in signing up and the heartache of parting with my credit card details was the coffay actually any good?
I got notes of rounded but broad-shouldered Cabernet Franc. Essenses of maple syrup, yellowed kalamata olive and strong-willed mint julip.
Ok, i’m no connoisseur but you can definitely smell the freshness and it smells GOOD.
I got my nose right in there and was pleased with what it uncovered. This is at odds with what normally happens when I stick my nose into things.
I’m not sure this is a standard coffee tasting test but it works for babies. The bean tasted beany. It also had a hint of face fattening about it.
I can confirm it wasn’t in fact made of gold.
Nice crema going on here. I usually have a long coffee but i’ll be trying this with a latte a little later on too to see how it fares.
The water fell towards the ground as predicted by Newton.
Took a little while to get going for me but became better the more I drank. Of course everything takes better out of my Sonic The Hedgehog cup.
Caffeine hit was solid but not too intense (I have a famously low tolerance to it). All in all a mighty fine brew.
Aside from a few small checkout issues and slightly impractical packaging yourgrind.com gets a solid 9/10. They have clearly thought about the end to end customer experience and for such a small company they have done a great job. Lets hope they can keep it up as they scale.