A designer’s role involves more than simply improving visual design elements. A key part of the process is to understand the user and to design for the overall experience. This project challenge involves redesigning a Bigelow tea package in order to create a better user experience for the company’s customers. Interviewing potential customers, building a story matrix and developing a persona that represents a particular user group are interwoven into the design process. Through this process I am able to grasp what is essentially wrong with the original packaging and identify opportunities for improvement. Narrowing down the most important information and details is crucial when thinking about the user experience.