about time coffee website redesign
Problem Statement
“How might we increase the usability and functionality of about time coffee’s website that introduces its mobile-focused technology, menu, and philosophy in an accessible and informative way?”
My role: Product manager and web designer
Process
Problem Statement
“How might we increase the usability and functionality of about time coffee’s website that introduces its mobile-focused technology, menu, and philosophy in an accessible and informative way?”
My role: Product manager and web designer
Research
As a coffee, matcha, and tea enthusiast, I stumbled upon About Time coffee shop while cafe searching on Google Maps.
My team and our user testers found About Time’s website to be too wordy, difficult to navigate, and lacked essential information such as a menu and their store location and hours. Thus, my team and I redesigned their website to be not only aesthetically pleasing but also optimized for user experience.
User Surveys & Interviews
We sent out a user survey focused on what people want to see on a coffee brand’s website and compiled the responses into dissectable data.
Moreover, we interviewed About Time’s staff to grasp their philosophy and what they want their customers to be attracted to and do when visiting their website. The main purpose of their website was to get customers to download their mobile app.
Software used:
Procreate - sketches
Wix.com - website designing
We implemented many changes:
from one scrollable page to a website with a main page, menu page, and about page
from one store location without store hours displayed to all five NYC store locations with hours
from wordy philosophy paragraphs to short, quotable phrases
from one mobile app QR code at the bottom of the page to the QR code (and a clickable button) in the header as well as the middle and bottom of the main page
from no menu or product prices to a menu page showcasing popular drinks (highlighting seasonal and tea drinks alongside coffee for non-coffee drinkers) with prices
We did keep some things the same:
About Time’s font and aesthetic
Pictures emphasizing their sealable, to-go containers
Photos of the mobile app visuals
Their philosophy
