Portfolio

Product design that solves real problems.

Product design that solves real problems.

Dutch Bros Redesign (Case Study)

Dutch Bros Redesign (Case Study)

Dutch Bros Redesign

(Case Study)

Overview

A usability-driven redesign of the Dutch Bros Coffee website aimed at simplifying

navigation, improving the ordering flow, and enhancing trust and clarity for customers.
Role: UX Designer & Researcher (Team Project) | Tools: Figma, Zoom, Google Forms
Conducted usability testing and data analysis in collaboration with a 4-person team.

Personally responsible for synthesizing research insights and solely redesigned the final result.

Overview

A usability-driven redesign of the Dutch Bros Coffee website aimed at simplifying navigation, improving the ordering flow, and enhancing trust and clarity for customers.
Role: UX Designer & Researcher (Team Project)

Tools: Figma, Zoom, Google Forms
Conducted usability testing and data analysis in collaboration with a 4-person team. Personally responsible for synthesizing research insights and solely redesigned the final result.

Overview

A usability-driven redesign of the Dutch Bros Coffee website aimed at simplifying navigation, improving the ordering flow, and enhancing trust and clarity for customers.
Role: UX Designer & Researcher (Team Project)

Tools: Figma, Zoom, Google Forms
Conducted usability testing and data analysis in collaboration with a 4-person team.

Personally responsible for synthesizing research insights and solely redesigned the final result.

Problem

User testing revealed that customers struggled to find key actions and information.

  • Hidden “Order Ahead,” “Sign Up,” and “Rewards” options

  • Missing value proposition on the home page

  • No search bar or FAQ

  • Unclear icons and misplaced “Gift Card” link

  • Phone numbers and help information difficult to locate

Research & Insights

• 8 participants, ages 18–34

• Assignment 5 Data Analysis and …

• Tasks: order a drink, find store info, locate FAQ, etc.

• 75% said the site was difficult to navigate.

• 100% failed to sign up for rewards via web.

• Top user quote: “Make it easier to find what I need without being so lost.”

Research & Insights

• 8 participants, ages 18–34

• Heuristics, User Research, Data Analysis

• Tasks: order a drink, find store info, locate FAQ.

• 75% said the site was difficult to navigate.

• 100% failed to sign up for rewards via web.

• Top user quote: “Make it easier to find what I need without being so lost.”

Design Solutions

  • Streamlined nav: Menu | Rewards | Order Ahead | Locations | Log In

  • Added homepage value proposition + search bar

  • Introduced chatbot and FAQ section

  • Improved “Order Now” CTAs and phone number visibility

Impact

  • Cut average task completion time from 5→2 minutes (est.)

  • 100% of users could now locate help/contact info

  • Positive feedback on improved clarity and ordering flow

Takeaways

  • Reinforced key heuristics: visibility of system status, error prevention, help & documentation.

  • Validated research-to-design workflow.

  • Showcased UX process for a real, recognizable brand.

Dutch Bros Analysis

Dutch Bros Redesign

Kei's Vegan Eatz (Case Study)

Kei's Vegan Eatz

(Case Study)

Overview

Evaluate the usability and accessibility of the Kei’s Vegan Eatz restaurant website to improve ordering flow, navigation clarity, and visual hierarchy for online customers.

Methodology

Two participants completed remote desktop usability tests in a controlled home setting.
Each session included a pre-test questionnaire, two task-based scenarios, and a post-test survey. Screen recordings and timed observations captured navigation paths and error points.

Scenarios & Tasks

Find a menu item containing “Kei’s Meat” and add it to the cart. Order a BBQ Sandwich and request the bun on the side. Both tasks reflected typical customer goals for online ordering.

Findings

  • Redundant and confusing navigation between “View Menu” and “Order Online.”

  • Missing feedback on restaurant status (users didn’t know it was closed).

  • Blurry images, weak contrast, and cluttered layout created visual noise.

  • Ambiguous language (“Kei’s Meat,” “bakon”) confused first-time visitors.

  • Pop-ups and misplaced social links broke flow.

Recommendations

  • Display open/closed status clearly to prevent user confusion and support error recovery.

  • Unify menu and ordering flows so users can browse and add items without switching pages.

  • Replace low-resolution images and ensure proper color contrast to meet WCAG AA–AAA accessibility standards.

  • Add legend icons or labels (for example, vegan or spicy) to clarify menu terminology.

  • Remove intrusive pop-ups and standardize footer layout to align with common web conventions.

Impact & Reflection

Even with two participants, the study uncovered critical UX issues affecting ordering completion and brand credibility.
The project reinforced my skills in heuristic evaluation, WCAG compliance, and error-recovery design for small-business sites.

Kei's Vegan Eatz Usability Analysis & Report

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