Okay but wait, can you please recall the smell of coffee? oh my my, it’s so good. Yup after you do that, just let me know! I am waiting, obviously.
A chunky glass of coffee after a long day at work is incredibly peaceful. My friends and I make it a ritual after particularly hectic days. Before the Thirdwave era, our go-to place was Starbucks, but I hated the coffee they served. Thirdwave for the win. Just saying!
I try!
I’ll obviously indulge in a lot of assumptions, a lot of it is based on my everyday observations! I love analyzing products that do something new! Thirdwave is exactly an example of the same.
Chaos vs. Dukaan experience
Nowadays, many digital products have this metaphorical representation of a Dukaan for the homepage. This behavior of laying out elements in a slightly chaotic manner is somewhat special to APAC countries.
Dharmesh Ba on Indian Interfaces
I agree with this, but I feel the keyword chaotic is the wrong representation of the functionality we Indians usually like!
Let’s talk about the functionality we like.
What is a Dukaan-like experience?
Firstly, What is Dukaan?
Most actions performed by users are placed on the home page! It’s just like a dukaan, you ask for something, and you get it.
However, you need to control chaos. Which is supremely important. You can’t add 50 entry points on the home page and get away with this supremely difficult-to-pull-off Dukaan-like experience.
A classic example of [flat] + [hub and spoke] navigation.
Indians generally prefer upfront information—let's get to what I want quickly. The JTBD is extremely important here.
Let’s look at the homepage
Thirdwave App - Home Page
In my opinion, Third Wave's app is a good example of pulling off the Dukaan-like experience.
Why are they able to pull it off?
The most practical reason is that they wouldn’t have multiple PM’s fighting for a seat on the homepage!
For other fintech products, it might be difficult to compromise resulting in chaotic products most of the time.
Most of the third-wave users would download the app to get rewards or that most famous free coffee! As you see, the entry points 1 & 2 are exactly what a user expects! It’s like taking the users closer to their aha moment!
I really love Brijesh Bharadwaj’s YouTube video on aha moment & activation!
What is Aha Moment? The aha moment is basically jobs to be done properly executed and enjoyed by the user. This JTBD will be the job they want to get done at that particular moment while onboarding. To make things simpler, it’s like having a contextual JTBD.
Did the action give them the value that they were looking for? → That’s AHA and it usually takes longer!
Aha moment in Thirdwave’s case - would be to get a discount or get a free coffee for which you downloaded the app! & Obviously, the coffee should be great!
What gets my attention? - Big Saver Packs
I think this might be a moat for Thirdwave over starbucks. To understand this moat better, let’s backtrack a little. As I mentioned earlier, our go-to place for chilling was starbucks, although the coffee was mediocre, the vibe was really good & peaceful.
Thirdwave gained popularity in Bengaluru! At one point, there was a running joke: 'You can easily find your next startup idea by eavesdropping at Thirdwave.' As a Mumbaikar, I saw Thirdwave as “the startup cafe”
The user for big saver packs!
Meet Raghav - Thirdwave is my second home!
Now when we compare Starbucks & Thirdwave - Raghav might be a power user for all cafes.
Why are users like Raghav so important?
Comes back again & again. Regularly, daily
Tries new things
They talk about what they tried!
Spend a lot of time & money!
Get what they want - Baristas know their taste and can be easily personalized.
Now comparing starbucks and Thirdwave! Starbucks does not have any great value-driven offerings for power users like Raghav. Which is brilliantly taken care of by Thirdwave Coffee!
Diving deep into Big Saver Packs
Saver Packs Cards on the Home Page
Some observations about the Saver Packs card on the homepage!
Copy for “15 Product Variations” could be simpler!
They keep the same hierarchy for "Per Item Price" and "Starts Price" because it's the best way to show users why they should go for the big saver pack – by displaying the discounts on individual item prices.
However, I think the upfront payment should be presented differently. After all, you can't pay less than the "Starts at price" in the end.
Subtle use of social proof to build trust! [33+ people bought in this month]
“Packs” page via the Tab Bar
Packs Page Analysis
The top section is all about value proposition, the benefits & teaching users different use cases for packs.
However, the user education section misses an important aspect of pausing the subscription at any time! I would place it up front!
Explor packs cards are slightly disappointing. The hierarchy seems to be missing leading to clutter.
I tried restructuring the card. What are your thoughts?
Redesigned Explore Pack Cards
Product Details Page
Explore Pack Product Details Page
In my opinion, “Pause Available” is supremely important for the users to make the final decision to buy the subscription.
I would rather add the pause anytime as a part of the User Education on the Packs Page. It would have been a great mix for the value proposition offered.
Added “Pause Anytime” to the User Education Section
Parting Thoughts
The Big Saver Packs offer a unique value proposition that sets them apart from other coffee chains like starbucks, and the attention to detail on the Packs page show is simply insane.
I would love to look at the metrics of this product, It would be exciting enough to know if people actually buy packs or not!
In my opinion, this would be a supremely valid and valuable offering for a tech guy who spends a lot of hours at Thirdwave!
Bullish on Thirdwave
I think Thirdwave is to be here for a very long time, they have innovated a lot on what they offer and provided better products at reasonable price points. Especially when you compare it to Starbucks.
I see many Thirdwave cafes opening near Starbucks outlets, and guess what, the thirdwave outlet always has more people than the starbucks. At least in Mumbai for that matter.
I trust Thirdwave is going to do great stuff ahead!
