UX Design
Research
Visual Design
Customers prefer in-store visits due to concerns about temperature and quality when ordering online.
While customers are interested in a rewards program, they find physical cards inconvenient and dislike complex tracking methods.
Decisions to visit the café are often affected by distance and cozy atmosphere.
Through a Venn diagram, I’ve analyzed the web service in three categories:
I’ve created three personas based on the coffee lovers in the East Village neighborhood and those I interviewed. These personas represent the diverse range of users who visit Amara Coffee Shop, each with unique needs and preferences.
Based on user interviews and empathy mapping, I identified a key opportunity: increasing customer loyalty through a more seamless digital experience.
Users often lose or forget physical rewards cards, so I proposed a mobile-friendly digital rewards card to track points and offer discounts.
To reflect Amara’s creative, community vibe, I also introduced a Memphis-style visual identity with a modern Italian twist, carried through a responsive digital menu.
Before working on the distinctive visual identity, I focused on validating core functionality through low-fidelity wireframes. I designed and tested a desktop prototype with key tasks in mind—such as browsing the menu and accessing rewards card—prioritizing usability and user flow.
I asked 8 users to complete two main tasks:
1. Find and select an Americano from the menu.
2. Locate rewards card.
All participants were able to complete the tasks easily, describing the interface as intuitive. A few suggested adding collapsible sections to organize extended menu items and make navigation feel more spacious. The concept of a digital rewards card—activated through a quick phone number sign-up and displayed with a QR code—was well-received. Users appreciated the simplicity and the idea of eliminating the need for a physical card. This initial prototype was created in desktop format, and based on positive feedback, I moved forward with adapting the experience for mobile-first usage.
After analyzing the low-fidelity results and identifying the core features, I transitioned the layout to a mobile-first format. This decision was based on the primary use case—customers accessing the digital rewards card via QR code and browsing the menu on their phones.
To reflect Amara’s contemporary Italian roots and align with the artistic spirit of the community, I incorporated visual elements like patterns and shapes inspired by the Memphis design movement. I also introduced a gallery section with a carousel to showcase local art, and used cozy, handwritten-style fonts on landing page banners to evoke a more personal and welcoming feel. Based on user research, I also added item thumbnails with selectable size buttons (S, M, L) that reveal pricing directly—allowing users to check prices without navigating to a new page. These visual and functional choices were designed to work seamlessly across both desktop and mobile formats
Through research, I discovered that coffee shop customers preferred in-person transactions over online ordering, which led to the removal of the "Order Now" feature. Instead, I focused on designing an engaging, interactive menu with detailed product descriptions and features like size-based price previews to encourage exploration. During interviews, I also found that many users frequently lost their physical reward cards, prompting me to introduce a digital rewards system with a QR code for easier tracking. Additionally, I enjoyed incorporating the Memphis design movement, adding a fresh, creative touch to the project while maintaining a user-friendly approach.
