At restaurants, I’d ask, “Do you have anything spicy?” The answer was usually no.
From 0 to 1
I invented and launched Danger Snacks in September 2017 to improve my understanding of the entire buying journey (CX). It’s been an ongoing undergraduate lesson in optimizing e-commerce and mastering Customer Lifetime Value (CLV). I formulate, manufacture, distribute, and fulfill via Shopify (D2C).™
“The experience has transformed my approach to product design.”
It’s my secret sauce.
Responsibilities
Product Strategy & Decision Making, Recipe formulation, UX/Product/Food Research, Packaging, Team Collaboration, Photography, Landing Pages, Email Campaigns & Auto-Responders, Sales Funnels, Analytics, Paid Advertising, Figma UI, Affinity Designer (printed materials) Product & UX Copywriting.
Role
Lead Product Manager / Designer
Product Designer
Illustrator
Team
Figma
Shopify
Google Merchant Center
Google Analytics 4
Klaviyo
Platforms
The idea.
After years of delighting customers with pixels, I craved producing a consumer product I could hold in my hand.
I’m a foodie. Why not combine my two favorite flavors: spicy and sweet? I should invent a portable spicy candy I could carry with me wherever I go, powerful enough to fire me up when I’m burning the midnight oil for work—something exhilarating that still allows me to function.
Formulation and customer research
Picture this: I conceptualized the need for a unique confectionery product, formulated the recipe, and developed test batches (prototypes). As the owner/client, I felt I knew more about my product than anyone (ring a bell?).
I used to think spicy was a flavor. I was wrong. :/
When I put on my research hat and shared “Breaking Bad-style” test batches with friends, colleagues, and other designers, I learned that spiciness delivers much more than heat.
Doing customer research taught me the “why” behind the genesis of Danger Snacks (and I invented it!). The process deepened my appreciation of user experience, research, and testing.
“What do you put in there that wakes my ass up?"
Folks would say, "It helps me snap out of my post-lunch bonk" and "Keeps me alert on long drives.”
These future customers provided product feedback and, as a bonus, spoon-fed me my “Unique Selling Proposition.”
Target:
Males ranging from the ages of 25-45.
Example Niche Markets:
Students (studying late)
Long Haul Truckers (road safety)
Medical Workers (long shifts)
Law Enforcement (long shifts)
Recovery Centers (stimulate alternative)
eSports (staying up late)
I hired a nutritional scientist to do ingredient research to prove the hypothesis of what I learned from interviewing future customers.
After working with Anita Tee (Master of Science in Personalized Nutrition), I discovered that the compound that makes spicy peppers 'hot' triggers an endorphin release as a pain response. And it works every time!
I craved spice for the flavor, so I thought. No wonder the customers I tested felt more alert—spicy stuff provides an instant head change, like a first sip of alcohol.
Without customer and product research, this critical distinction may have slipped through the cracks.
Prototyping and Product development
Being spicy, each piece needed to dissolve quickly to deliver the perfect dose of heat. When prototyping piece sizes, I had to apply foundational design rules, including scale, shape, proportion, balance, texture, color, etc.
I learned customers wanted to pop these like mints, so the packaging needed to be easy to open and close with one hand, portable, and food-safe. I iterated until I found a “lipstick-sized” container that holds 30 4mm by 10mm pieces, each about the size of a pellet.
Now, I needed FDA approval, a commercial kitchen, a label, a safety seal, a brand vibe, and a Shopify store, and off I went.
“I invested in a drop candy roller, rented a local commercial kitchen, practiced the art, then converted my first customer.”
Visual Design
The product needed a name, brand identity, trademark, packaging, and other fun stuff to delight the customer. Not to mention a distribution channel (Shopify), marketing, landing pages, email auto-responders…
The name needed to be general enough to scale into new product lines, be memorable, and capture the brand's spirit. In addition, it had to be available on select channels. Sheesh, I had work to do.
Team Collaboration
As a UX design manager, knowing when to bring in specialized talent is important. I collaborated with illustrator/designer Leighton Hubbell on the identity and other complementary key brand illustrations.
Leighton illustrated the Hell Raiser flame, and I designed the typography criss-cross. We designed the logo to feel aggressive and dangerous. I think Police lines.
We lost Leighton and his one-of-a-kind talent in 2022. I love you, buddy. Ride in peace. #onyourleft
UX Research gets challenging when you’re looking for participants willing to put the product in their mouths.
An essential step in user research is knowing what to ask and what not to ask.
Most people would ask customers about the product, what they like or dislike, and how it might be improved.
As a product designer, I love to learn about what motivates customers. This usually uncovers something we can incorporate into our marketing, design, or product development.
I frequently do UX interviews with a random sample of customers over the phone and in person to gauge product perception, how it's being utilized, and why.
★★★★★
Results: conversions and stars
I’ve sold over 2071 orders and received hundreds of 5-star reviews.
I continue refining how to improve conversations, write compelling copy, build landing pages, market to niche audiences, craft effective auto-responders, and explore ways to better delight customers.
I encourage folks I collaborate with to push and take more creative risks. We have to test ourselves by stepping outside of our comfort zone. I hope you do the same. ⦿