Cheeky’s Cannabis
Providing novice cannabis consumers with a digital shopping experience that is similar to shopping in-store.
This project spanned three weeks and was part of an interaction design course at Simon Fraser University. Our task involved conducting research to discover a company that presented potential for a digital intervention. I contributed to our user research and assisted in implementing our visual design to the final prototype.
Disclaimer: This project has no official affiliation with Cheeky’s Cannabis. It was conducted as a case study for an academic project.
01
Overview
Role
UX Researcher, UX Designer
Team
Christina Raganit, Michael Dresler, Brianna Mei, Medeline Ho
3 Weeks (Spring 2023)
Tools
Figma, Photoshop
Duration
We were assigned to do preliminary secondary research and select a company that had a potential for a small digital intervention that could be developed into form. With a little bit of looking around on the internet, the team settled on Cheeky’s Cannabis as we believed our approach would align with their core values of educating cannabis consumers and ensuring accessibility.
02
Initial Prompt
Research
03
“it felt like the wild west”
—Research Study by UBC School of Nursing
Our research on the cannabis market revealed that participants felt lost in the absence of guidance from their doctors while navigating the use of cannabis on their own . However, during their first visit to a cannabis dispensary, participants reported that staff members explained product options, asked about preferences and situation, suggested alternatives, and provided dosage guidance.
67% of Ontarians believe retailers should educate consumers on local cannabis, online, and in-store.
—Survey by Responsible Cannabis Use (RCU)
Our further secondary research revealed that a significant majority of Ontarians, hold the view that retailers have a responsibility to educate consumers about local cannabis products. This highlights the importance of an informed customer journey and suggests that retailers who invest in educational efforts may be better positioned to meet consumer expectations and foster trust in the emerging cannabis market.
How might we provide novice cannabis consumers that prefer to shop online with a digital shopping experience that is as equally accessible and inviting as it is for those who shop in-store?04
The Problem Space
Our research led us to understand that novice cannabis consumers entering the market may lack understanding and feel overwhelmed with information. While in-store consumers are supported by knowledgeable and friendly budtenders, those who shop online miss out on the same depth and breadth of guidance.
Our solution is a messenger feature which connects budtenders and online shoppers. This resource combines the human interaction of an in-store experience and the privacy of the digital realm. Ultimately, it aims to support novice consumers by providing a safe space for them to learn from friendly and reliable budtenders.
Out of 1,000 surveyed, 86% prefer to interact with human agents.
—2019 CGS Customer service chatbots & channels survey
Our solution was driven by the Dr. Min Chung Han, professor at Kean University and researcher in e-commerce, who explains that social presence in e-commerce “provides human warmth in an otherwise impersonal domain” and enhances the reliability, personalization, and enjoyment of the online shopping experience.
Outcome - Final User Flow
05
Given the limited scope and time constraints of the course, our approach primarily relied on secondary research and necessary assumptions. While we recognize that this isn't the ideal scenario for comprehensive research, it was adequate for this project's focus on user interface design. I believe the project was successful, demonstrating effective design practice and the ability to surface insights and content within the given limitations.
This project has taught me the importance of secondary research to gain a better understanding of a topic and for surfacing insights that can be framed and drive a project. I've also learned the importance of designing not for personal preferences, but for the needs of consumers and stakeholders. Additionally, I've realized that every design decision should be backed by at least two justifications, emphasizing that the merit of a design lies not just in its aesthetic appeal, but in the rationale behind it.
If given the opportunity to revisit the project, I would try to conduct usability testing which would be beneficial for our design process since our solution was only evaluated based on our instructor’s feedback.