Coffee Heroes
Website for a new coffee shop
My role:- Gathered requirements, conducted competitive analysis and performed user testing
- Designed the logo and website design
Year: 2020
Time frame: 1 month
Target group: 20-50 years old, living in big cities
My objective was to craft a cohesive brand identity and a seamless digital shopping experience. I led the end-to-end design of the platform.
Research & Strategy
An early and crucial step in the project was intentionally picking a specific target group. Working closely with stakeholders, I gathered requirements to understand the business goals. I then conducted competitive analysis of other premium coffee brands and noticed a gap in the market: many competitor websites were cluttered, making the search for a specific coffee a slow and frustrating process.
Based on these insights, I guided the decision to go for a particular target group: the "convenience-driven coffee lover"—everyday specialty coffee drinkers who know what flavors they like and value a fast, highly efficient and seamless shopping experience.
UX Challenge: Overcoming Selection Friction
Because we targeted users who value a fast and seamless experience, a significant problem I came across was friction on the Product List and Coffee Details pages. When presented with multiple necessary options like grind settings, roast levels, and taste notes, users could easily get bogged down by clunky dropdown menus and long text lists, which slowed down their purchase.
