When Aesthetics Meets Functionality

Tools

• Figma
• Fig Jam

Role

• Designer
• Researcher
• Team of 5

Timeline

• Research: 8 weeks
• Design: 2 weeks

Problem

When analyzing the Dutch Bros site, I was initially struck by its vibrant colors, bold design, and strong personality. Upon trying to use the site, I quickly realized it had lacked functionality.

The Dutch Bros website is visually impressive, filled with lively colors and imagery that reflect the company's cheerful and exciting brand. However, the navigation was confusing and often left users feeling overwhelmed.

Why?

• Users will be able to find content more easily.
• Users will understand how to navigate the site properly without feeling overwhelmed.

Solution

Although the appearance of the site doesn’t seem to have usability issues, testing revealed a multitude of navigation problems.

Here are my solutions:

• Enhance the overall user experience.
• Improve the sites functionality, navigation and usability.

Research Process

The initial phase of the research involved conducting a survey to identify potential users. These users were most likely tech-savvy coffee drinkers who preferred ordering through an app or website.

Survey

The survey comprised a total of 19 questions, including demographic inquiries about educational background, age, and profession.

The other half asked questions about behaviors, preferences, and pain points:

• How often do you order from coffee shops?

• How often do you order from Dutch Bros?

• How often do you visit the Dutch Bros app or website?

Competitor Analysis

With this survey, I found that most users prefer using their phone to order coffee, occasionally or once or twice a week. Additionally, I discovered that 61.5% of users prefer to order from Starbucks while only 23.1% of users preferred Dutch Bros.

Why is this?

I decided to visit Starbucks official website, and analyze what they did well and what it may lack.