UX designer
2 Weeks
1 UX Designer
1 UI Designer
Figma
2021
100%
The old website from Kaffee la Finca lacked clear Calls to Action (CTAs) and failed to effectively communicate the brand’s core ethical value of Fair Trade.This put behind the trust and sales potential. We worked as a cohesive 2-person team (UX and UI) to ensure stakeholder buy-in for the redesign.
Users expressed concern about the authenticity of Fair Trade claims, and the existing purchase process was confusing.
Through targeted User Research (Persona: Lucas), we confirmed that transparency and sustainability were the main pain points.
Improving content hierarchy would boost trust, guiding the design to ensure environmental and ethical information was clear, prominent, and easily accessible.
The old website from Kaffee la Finca lacked clear Calls to Action (CTAs) and failed to effectively communicate the brand’s core ethical value of Fair Trade. This put behind the trust and sales potential.
We validated design decisions (colors, logo, style) using a survey with 62 participants. This collaborative and data-driven approach ensured the final design was not only user-centered but also maintained the brand's identity, leading to high client satisfaction and successful project adoption.
Project Success: In a focused 2-week sprint, we delivered a Minimum Viable Product (MVP) that transformed the e-commerce experience. The MVP's user-centric improvements directly impacted the bottom line: The client reported a remarkable 40% increase in sales since activating the new e-commerce design. This outcome validates our ability to turn research into measurable business value.
We redesigned the content hierarchy, prioritizing farmers' stories and transparency. This resulted in a streamlined purchase flow directly from the homepage, successfully aligning the brand's mission with the user experience.
To explore the Kaffee La Finca e-commerce platform: Go to Kaffee La Finca
