Tropical Jam is a research-informed brand and digital experience strategy project.
that leveraged quantitative survey data and qualitative focus group insights to inform packaging, messaging, and digital touchpoint decisions. My role focused on Service Design, UX Research, and Brand & Digital Experience Strategy, translating user insights into research-driven design outcomes.
Before designing any brand or digital experiences, it was necessary to understand how people currently purchase beverages, their openness to online ordering, and the touchpoints they expect from a beverage brand.
Key unknowns included:
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How frequently do consumers purchase beverages like lemonade
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Whether users prefer in-store purchasing or online ordering
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Preferences around packaging materials and delivery methods
To reduce assumptions and ground design decisions in real behavior, I began with a quantitative survey to identify patterns at scale.
Note on terminology: In survey responses, “Delivery” refers to online ordering with shipping to the user’s home, not in-person delivery from a store. This distinction clarifies user preferences and guides the digital experience strategy.
REFRESHING
BLAST!
A quantitative survey and focus group was conducted to identify purchasing behaviors, digital adoption patterns, and packaging preferences that would directly inform product and experience decisions.
Insight 1 — Packaging Material Preference
Why This Mattered -
Packaging material influenced perceptions of quality and brand credibility. A clear preference for aluminum indicated that material choice could impact how users perceive the product before tasting it, making packaging a critical touchpoint in the overall experience.
Design Decision -
Based on this insight, Tropical Jam packaging was designed using aluminum cans to align with user preference and reinforce perceived quality, while still meeting mainstream beverage expectations.
“Aluminum just feels more premium — like a quality drink I’d actually want to try.”
Survey Insight -
A majority of respondents (61%) preferred aluminum beverage containers, compared to 30% who preferred plastic and 9% who reported no strong preference.
Insight 2 — Purchase Channel Preferences
Why This Mattered -
The evenly split behavior indicated that users do not rely on a single purchasing channel. While online ordering was viable, it was not dominant enough to justify a delivery-first or app-based experience.
Design Decision -
This insight supported an omnichannel strategy, prioritizing shelf-ready packaging alongside a low-friction digital experience that enables online purchasing without over-investing in delivery integrations.
Survey Insight -
Purchasing preferences were evenly split, with 48% of respondents preferring in-store purchases and 48% preferring online ordering, while only 4% favored delivery services.
Insight 3: Openness to Online Beverage Ordering
Why This Mattered -
Moderate openness combined with hesitation suggests that users may be willing to try online ordering, but are unlikely to adopt high-commitment digital solutions such as native mobile apps. Designing for flexibility and ease is critical to avoid creating friction for casual or first-time users.
Design Decision -
Based on this insight, Tropical Jam’s digital experience was designed as a simple, low-friction responsive website rather than a dedicated mobile app, enabling online ordering while reducing commitment barriers and supporting gradual adoption.
“I’d try ordering online, but I wouldn’t download an app unless I used it a lot.”
Survey Insight -
While 39% of respondents expressed high openness to ordering beverages online, 33% were neutral and 28% were hesitant. This indicates that although interest in online ordering exists, a majority of users are not fully committed to digital purchasing.
Survey data showed openness to online purchasing without strong delivery demand, while focus group feedback explained hesitation toward app adoption. Together, these insights informed the decision to prioritize a website over a dedicated mobile app, reducing friction for casual and infrequent users.
Insight 4: Branded Merchandise
Why This Mattered -
Branded merchandise functions as a brand extension and lifestyle touchpoint, reinforcing identity, signaling credibility, and creating lasting impressions. For an emerging brand like Tropical Jam, merch builds awareness and loyalty beyond core beverage sales.
Design Decision -
Tropical Jam merchandise, including totes, mugs, and tumblers; was designed as brand reinforcement tools, extending the Tropical Jam identity into daily life and strengthening long-term engagement.
“I might not buy the drink every week, but I’d wear the tote or use the mug if the brand felt fun.”
Survey Insight -
Respondents expressed 50% said branded merchandise would increase their interest in supporting a brand, 41% said “maybe,” and only 8% said no. This indicates that merchandise can meaningfully influence brand perception and engagement, even if it doesn’t drive immediate purchases.
Insight 5 : Newsletter & Social Media Engagement
Why This Mattered -
Users engage differently depending on the channel. A layered communication strategy ensures visibility without overwhelming users, balancing ongoing engagement via social media with more meaningful touchpoints through email newsletters.
Design Decision -
Tropical Jam’s communication strategy prioritized:
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Social media for discovery, personality, and daily engagement
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Email newsletters for product updates, storytelling, and exclusive promotions
This combination supports brand visibility, loyalty, and audience retention.
“I follow brands on Instagram, but I only open emails if it feels intentional or exclusive.”
Survey Insight -
Respondents expressed that 52% preferred keeping up with indie brands via social media, 35% preferred email newsletters, and 13% preferred other methods such as flyers or in-person updates. This indicates that digital channels are the primary way users discover and engage with brands, with social media as the dominant touchpoint.
What Was Executed :
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Service Design
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Brand Design & Identity
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Brand & Digital Strategy
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Mixed Method UX Research
