UX designer
2 Weeks
1 UX Designer
1 UI Designer
Figma
User Research (Interviews, Affinity Diagram, Empathy Map, Personas, HMW questions, Hypothesis)
mid-fi Wireframe
Testing
hi-fi Prototype
not applicable
Kaffe La Finca has already established a beloved presence at local weekly markets, where their coffee often sells out before the day ends. Their recognition among customers is a testament to their popularity and the quality of their products. During an enlightening Interview with one of the founders, it became clear that their mission was to deliver not just coffee but an experience grounded in fairness and transparency. They are committed to offering only fair trade and ecologically responsible coffee to their European customers, emphasising transparent sourcing from the farms.
Despite their success, Kaffe La Finca's digital presence was not fully capturing this essence. Their existing website featured specialty coffee and promoted fair trade, but it lacked effective engagement tools. Crucially, the homepage had no clear call to action, and there was scant information about the coffee farms and the farmers who are the backbone of their business. Our goal was to transform their website into a platform that not only represents their brand authentically but also educates and engages their clients more deeply. This meant redesigning the site to include compelling calls to action and detailed stories of the farms and farmers, thereby connecting consumers more closely with the journey of their coffee from bean to cup.
The user persona we created was Lucas, a 36-year-old IT Specialist from Berlin.
"I care a lot about the environment and look for brands that show me they are sustainable."
"I have a busy week, and I love to enjoy a special coffee on the weekends. I don’t mind spending more when I feel I’m contributing to a cause."
"When I wake up I need a good cup of coffee to have the energy to start the day"
1. "Users need to understand the relationship between the farmers and the brand to ensure the fairness of the price they pay."
2. "Users need a clearer process for purchasing coffee on the website, as the current method is not straightforward."
1. "We believe that by improving the website content hierarchy, we will foster greater trust between the brand and its users. We will confirm our success when we see increased sales on the La Finca website."
2. "We believe that enhancing the buying journey on the La Finca website will increase sales. Our success will be evident when we observe a rise in sales and a reduction in the number of drop-offs."
Fair Trade
Echo approach
Transparency
Our design decisions were informed by interviews with both stakeholders and users. The 'Kaffe La Finca' owners wanted to retain their style and colours. To validate their preferences, we conducted a survey featuring two mood boards. Out of 62 participants, most favoured the mood board that maintained 'Kaffe La Finca's' original colours and logo. This board, which captured the essence of our client, was seen as best representing their key attributes: fair trade, transparency, and engagement. Consequently, we preserved the logo and continued to use their foundational gold and blue colour scheme.
Our user lands on the homepage, immediately greeted by a prominent cover featuring a CTA (Call to Action) button that offers a direct purchase option or redirects to the e-commerce page. From there, the user can choose to visit the online shop or stay on the welcome page to explore detailed information about the three main coffee-producing farms: Corinto, Esmeralda, and Laguito. Each farm description includes a dedicated CTA button, enabling users to easily purchase coffee directly from these sections.
In redesigning the e-commerce platform for 'Kaffee La Finca,' we prioritised showcasing the three distinct types of coffee, emphasising their unique ties to the corresponding farms. Key details such as altitude, region, and roast type were brought to the forefront to enrich the buying journey.
Users previously expressed concerns about the authenticity of fair trade claims and faced challenges locating such products online. Knowing that speciality coffee buyers are often deeply concerned about environmental impact, it was vital to ensure that packaging information was clear and comprehensive. We aimed to revolutionise the shopping experience at Kaffee La Finca by making these elements prominent and accessible. Feedback from our stakeholders confirmed that we significantly enhanced the customer journey, culminating in a design project that was wholly user-centered and well-received upon delivery.
