Coffee On Cue


Coffee On Cue

My role

UX Design


User Research, Competitive Analysis, Stakeholder Interviews, Personas, Journey Mapping, Ideation, Wireframing, Prototyping, Information Architecture, Visual Design, Usability Testing, and Design Handoff

Rethinking the Coffee Experience during a Global Pandemic

Domani Coffee, a premier provider of coffee cart services for events in Sydney and Melbourne, sought to adapt its business model in response to the COVID-19 lockdown. Recognising the necessity to pivot, the company aimed to drive conversions and enhance user retention through a robust B2C coffee subscription offering. 

Our proposal involved a strategic optimisation of the existing subscription page to significantly increase conversion rates, strengthen brand identity through compelling storytelling, and personalise the user journey to facilitate the discovery of the perfect coffee subscription. 



Understanding the coffee experience during a Global Pandemic

The team conducted comprehensive research to understand how the coffee experience was impacted during the global pandemic. This involved collecting data through surveys, interviews, and observational studies to capture chaning behaviours, preferences, and challenges faced by coffee consumers. 

We alaysed trends in home brewing, shifts in consumption patterns, home brewing, and the rise of contactless delivery services. 

104 Survey Responses
Findings and Insights

High Prevalence of Home Coffee Making 

  • 84% of users already make coffee at home, with 35% owning an espresso machine.
  • Most users are accustomed to brewing coffee at home, with a notable portion investing in espresso machines, indicating a well-established habit and a potential market for advanced coffee-making equipment and accessories. 

Interest in Cafe-style Coffee Skills 

  • 57% of users are interested in learning how to make cafe-style coffee at home.
  • There is a strong demand for educational resources and training that enable users to replicate cafe-quality coffee at home, suggesting opportunities for offering classes, tutorials, and specialised equipment. 

Cost Effectiveness as a Key Motivator 

  • 65% of users make coffee at home because it is cost-effective, 
  • Financial savings are a primary motivator for users, underscoring the importance of positioning home coffee brewing as a budget-friendly alternative to cafe visits. 

Quality and Taste as Primary Considerations 

  • 75% of users consider quality and taste when buying coffee beans. 
  • The majority of users prioritise the quality ad taste of coffee beans, highlighting the need to emphasize these attributes in product descriptions, marketing, and brand messaging to meet user expectations and preferences. 
There’s no better way to understand the hopes, desires, and aspirations of those you’re designing for than by talking with them directly.
Findings & Insights

Need for variety in Coffee Beans 

  • 11 out of 16 users expressed a need for variety in their coffee beans. 
  • Users value having multiple options and flavours to choose from, indicating a preference for diverse coffee selections to enhance their at-home coffee experience. 

Cost Savings as a Primary Motivation 

  • 10 out of 16 users make coffee at home primarily to save money.  
  • Cost-effectiveness is a significant driver for users' options to brew coffee at home, suggesting that price sensitivity and affordability should be key considerations in product offerings and marketing strategies. 

Preference for Purchasing from Cafes and Roasters

  • 10 out of 16 users purchase their coffee beans from cafes or coffee roasters.
  • Users trust and prefer the quality and expertise provided by cafes and roasters, highlighting the importance of perceived quality and brand reputation in their purchasing decisions. 

Desire for Improved Coffee-making Skills

  • 9 out of 16 users want to learn how to make better-tasting coffee at home. 
  • There is a strong interest in educational resources and skill enhancement, indicating an opportunity to offer tutorials, workshops, and content focused on improving home coffee brewing techniques. 
Primary Persona

The primary persona is an outcome of extensive research and encapsulates the key traits, needs, and objectives of our pivotal customer segment.

It is developed through comprehensive research and data analysis, offering a lucid understanding of the user's demographics, behaviours, motivations, and pain points.

Customer Journey Map

A visual representation of the end-to-end experience that customers have with Domani Cofee. It details every interaction and touchpoint from the initial Anticipation stagethrough to post-purchase experience.

By mapping out this journey, we gain valuable insights into customer behaviours, emotions, and pain points, allowing us to identify opportunitiesfor improvement. 

User Storyboard

The user storyboard visually narrates the journey of Mel, a new expresso machine owner navigating her path from initial purchase to becoming an advocate.

This storyboard complements the customer journey map by bringing Mel's experiences to life, illustrating her interactions, needs and wants at each stage. It effectively communicates complex user journeys in an engaging, user-centred way.


With a 35% adoption rate of personal espresso machines in Australian households due to rising costs, users spending $60 weekly on cafe coffee struggle to achieve satisfying cafe-style quality at home. 

By providing accessible, high-quality coffee beans and comprehensive education resources, we aim to enhance home brewing experiences, bridging the expertise gap and improving overall satisfaction. 

Rapid Prototyping

Low-fidelity wireframing was a great technique for testing ideas early in our design process. We tested our design concepts and got feedback on the flow and functionality of the website.

Learnings from User Testing

6/6 users only saw Coffee On Cue as an event hire business

It took too many clicks to reach the subscription page and users were confused about whether or not they could buy coffee beans as a consumer. 

We designed the home page to highlight the coffee subscription, explaining how it works step-by-step.  

“They bring coffee to events.”

“Do they also sell to consumers?"

“I didn’t notice that you can buy coffee.”

“The website feels like they’re just doing trade shows.”

63/87 people make coffee at home to save money

We included an indication of pricing on the home page to show users how much they can save by subscribing.

A savings calculator shows users how much money they can save by subscribing. 


5/6 users preferred to shop all products at a glance

The shop page provides a sense of choice and control in the way users prefer to shop.  

Quick-Shop allows for order customization without accessing the product page. Users can quickly purchase and checkout with minimal friction.


Need for customisable subscriptions

After speaking to existing subscribers of Coffee on Cue, we found that it was impossible to tailor their coffee subscriptions to their needs.

Users were able to order a single 2kg bag, but couldn’t separate this into individual 500g bags or order more than 3 bags.

We met the need for flexible customization with a new subscription page. Users can now tailor bag sizes and quantities as they please. 

All the information you need about the coffee is displayed on a single page.


49/86 users want to learn how to make cafe-style coffee at home

6/6 users would take part in the Master Class

3/3 of existing subscribers haven't taken the Master Class due to timing

We gave users access to pre-recorded classes so they can learn on their own when it suits them. 

We presented the Master Class in a series format with different levels of proficiency. 

For users who preferred an infographic format of learning, we included step-by-step brew guides for any home or office setup.  



Home Page 


Shop Page


Master Class Page


Product Detail Page



Visualising Service Design

Service Design Concept Posters bring innovative ideas to life, visually showcasing key elements of the design process. These posters serve as dynamic tools to communicate, inspire, and align stakeholders around the strategic vision and creative solutions. 


Get in touch

Get in touch

error: Content is protected !!