Coffee Shop UI/UX Project -

Coffee Shop Case Study

My UI/UX journey for Drip Coffee House starts with understanding our customers’ needs—how they interact with our brand both in the real world and online. We gather feedback, conduct usability tests, and constantly iterate to improve the experience. Features like personalized recommendations, easy reordering, and location-based services reflect our commitment to making each customer feel seen and valued.

Commercial Coffee Competitive Content Audit

Marketing Strategy: Dunkin’ has built its brand around the idea of convenience and community. Its iconic “America Runs on Dunkin’” campaign emphasizes how Dunkin’ fits into people’s everyday lives. The company also uses social media to engage with customers, often partnering with celebrities like rapper Travis Scott to reach younger audiences.

Product Innovation: Dunkin’ keeps up with changing consumer preferences by introducing new products like plant-based options (oat milk, vegan donuts) and health-conscious items. The brand also offers seasonal specials, such as pumpkin-flavored drinks in the fall, which creates excitement among customers.

Marketing Strategy: Starbucks has successfully used a combination of brand storytelling and community-building to connect with customers. The company’s “Starbucks Experience” is about more than just coffee; it’s a lifestyle brand that encourages customers to see it as a part of their daily routine. Starbucks has also built a loyal customer base through its rewards program, which offers personalized offers, free drinks, and discounts.

Product Innovation: Starbucks continuously adapts to consumer preferences with new products. The company is known for introducing seasonal favorites, like the Pumpkin Spice Latte, which generates excitement and anticipation every year. Starbucks has also embraced trends like plant-based options (oat milk, vegan food), healthier menu choices, and cold beverages like iced lattes and frappuccinos.

Commercial Coffee Competitive Content Analysis

Dunkin’ Donuts

Dunkin’ Donuts appeals to a wide audience, especially busy professionals and commuters who seek affordable, convenient, and familiar coffee and snacks. Known for its consistent quality, Dunkin’ offers reliable, everyday coffee and baked goods that satisfy without being high-end. The brand has a fun, approachable vibe, focusing on speed and friendly service, creating a welcoming environment for on-the-go customers. Overall, Dunkin’ strikes a balance between value and comfort, making it a popular choice for those looking for quick, satisfying options.

Starbucks

Starbucks targets a broad range of customers, from young professionals to urbanites, who value premium coffee, a comfortable atmosphere, and a personalized experience. Known for its high-quality coffee and specialty drinks, Starbucks emphasizes craftsmanship and innovation in its menu offerings. The brand exudes a sophisticated yet relaxed vibe, with cozy stores that encourage customers to linger and enjoy their beverages. With a focus on customization, community, and sustainability, Starbucks appeals to those seeking both a premium product and an inviting space to connect or unwind.

Target Coffee Shop Content Audit

Drip Coffee’s content strategy effectively targets employed individuals, students, and nurses by offering a friendly, welcoming tone and showcasing quality coffee. However, it can improve by creating more tailored content for each group, such as promotions for students, nurse appreciation events, or quick energy-boosting options for busy professionals. While the brand highlights its coffee and food offerings well, there’s room to educate customers about coffee quality and health benefits. Increasing user-generated content, interactive posts, and local partnerships can enhance engagement and create stronger emotional connections. By focusing on each audience’s specific needs, Drip Coffee can build deeper relationships and a stronger community presence.

Shot through Plants of Man Using Tablet for Planning Work at Table in Office Center Cafe

The target persona for Drip Coffee house focuses on students, working individuals, and those in the medical department.

When comparing the target whitespace involving different competitors, I was able to put together where my coffee shop should fall on the board. In comparison to Natalie’s Deli, who is the closest competitor, is a little more expensive than Drip Coffee. Mimi’s Cafe and Dunkin’ are the other two competitors closest. They focus more on the speed of the service over how expensive it is.

After organizing the pains, gains, and opportunities of my coffee shop, it allowed me to figure out what to change in my rebrand. Focusing on customer needs and areas where my shop was lacking gave me a well thought out value board.

Drip Coffee could improve by better tailoring its content to the specific needs of its target audiences. While it offers quality coffee and a welcoming atmosphere, it lacks focused promotions or products for each group, such as student discounts, nurse appreciation initiatives, or quick, energizing options for professionals. Additionally, the brand could enhance customer engagement through more interactive content, like polls or user stories, and provide educational posts about coffee quality and health benefits to position itself as an expert. More localized partnerships and community-driven content would also strengthen its connection with customers.

In order from top, middle, and bottom of my hierarchy map.

SWOT Diagram

SWOT Analysis

The SWOT has impacted my UCD project by letting me know which areas of whitespace I need to base my design around. It has showed me the strengths, weaknesses, opportunities, and threats of my chosen business, and helped me decide how to work around them. The competitive whitespace on my SWOT diagram includes the room to improve parking space and the grab-and-go experience with the current lack of a drive through. Fortunately, there are no other direct competition coffee shops around except Dunkin’.

The affordances in my SWOT are the convenient location (public places and near an urgent care), strong website that can engage customer activity and interest.

Some limitations I’ve featured in my SWOT is the lack of a drive through, a shared plaza, and the amount of people.

Target Revised Value Proposition

“Community, creativity, connections, coffee.”

My value proposition has been revised to focus on the key goals of this coffee shop. To build a strong community, enhance creativity and connections, and of course, coffee. The original value proposition I came up with was:

“At Drip Coffee, we’re more than just a coffee house. We’re a part of the Rhode Island community. Whether you’re starting your day or taking a mid-afternoon break, we’re here to fuel your passion, creativity, and connections, one perfect cup at a time.”

Which is significantly longer and harder to remember.