Rethinking the coffee experience during a global pandemic

The Challenge

Coffee on Cue brings top-quality coffee carts to events throughout Sydney and Melbourne. After the Covid-19 lockdown laws were imposed, they knew it was necessary to pivot, increase conversions and user retention through a B2C coffee subscription model.


The Proposal

We proposed optimizing the current subscription page to increase the conversion rate, tell a vibrant story to boost brand identity, and help users find the perfect subscription by personalising the experience.

The Team

Anh Le - UX Design

Jerry Tian - UX Design 

Daniel Mallia - UX Design 

Shoaib Bilal - Service Design


2 week sprint

Product Strategy & Research

17 One on One Interviews

104 Survey Responses

Key Insights

⦿ 87/104 users were already making coffee at home and 36% currently own an espresso machine. 

⦿ 57% were interested in learning how to make cafe-style coffee at home so this is where we can add value for the user. 

⦿ 65% of users make coffee at home because it's cost-effective so highlighting the savings would be useful. 

⦿ 75% consider quality and taste when buying coffee beans so we need to find ways to convey quality and taste via a digital platform.

Primary Persona

Our primary persona was born from our research.

Melissa puts a human face on our analytics data and research findings, putting the user at the heart of the design process.


Journey Map

The Journey Map fleshes out the user's journey in greater detail, it helps prioritise what's important and cut out a lot of unnecessary work.

Identified Opportunities

⦿ A landing page that highlights coffee subscriptions.

⦿ A user-friendly and flexible subscription page. 

⦿ A personalised purchasing experience. 

⦿ Fostering a community of coffee lovers. 

⦿ Incentivize word of mouth. 


Problem Hypothesis

Australians are spending on average $60 a week buying coffee from cafes. To save money, around 35 percent of households in Australia now have a personal espresso machine.

Users want to have cafe-style coffee at home but they lack the skills and knowledge, so how might we solve this?

Design Thinking Workshops

We facilitated an Ideation workshop with the client team to generate as many ideas as possible within the given timeframe. 

We gained an understanding of what's important to the client and realized how we can best help the user with the time we had remaining to design, test, and validate.


UX Design

Wireframes for Rapid Prototyping

Low-fidelity prototyping 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.

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 in a step-by-step format.  

“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.  


Personalised service is valued.

To make subscribing a truly tailored experience, we created a coffee quiz to help potential subscribers find their perfect blend, weight, and frequency. 

6/6 users enjoyed taking the coffee quiz for recommendations.

Email marketing is up to 40x more effective than social media.

I designed a newsletter pop-up with a sign-up call to action to collect emails. Users respond better to pop-ups if they see true value from the interruption.

An attention-grabbing GIF and a special offer to surprise and delight users.

Concepts to Explore

Aussies spend $20 billion on gifts

We conducted market and competitive research and saw an existing market for coffee subscriptions as gifts. In 2020, Australians spent $20 billion on the gifting industry, however, to validate this assumption, we need to conduct more research. 

If you drink coffee at home, you're probably drinking it at work

Several coffee roasters currently offer coffee subscriptions targeted at the workplaceThe same product can be targeted to a new market segment with low effort, so I would consider exploring this concept. 


My main takeaway from this project is that user research provides an essential foundation for design strategy and impacts product strategy. So to have good design, you need to start with good research. 

Though we received 104 survey responses and interviewed 17 people, the most impactful insight came from the 3 existing Coffee On Cue customers we spoke to. They shed light on real problems that real customers were facing today—this was the need for flexible customization of subscriptions. Their feedback enabled us to create designs that are valuable to real users and efficient to use.

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