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Maverick & Farmer Coffee
Enhancing Farm-to-Cup Coffee Discovery Through User-Centered Design
Scope
Website Design
Approach
Strategic Design
UI-UX
Strategy
UX Research
Moderated Usability Testing
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8 participants (coffee enthusiasts aged 25-45)
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45-minute remote sessions via Zoom/ In person
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Tasks: Find specific roast types, understand farm story, complete purchase
User Interviews
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8 participants (existing and potential customers)
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Semi-structured interviews focusing on coffee purchasing behaviour
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Discovery of pain points and emotional motivators
Competitive Analysis
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Analyzed 6 premium coffee e-commerce sites
Benchmarked against Blue Bottle, Stumptown, and local competitors
KEY PERSONAS
The Coffee
Connoisseur
The Gifting
Enthusiast
The Busy
Professional
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