Ad Astra lacks an online presence that showcases vital information to customers. They have been in business for over 12 years. I need to ensure the product fits with their current logo and image.

Users' state frustrations in looking up coffee shops stems from being unable to locate key information such as photos of the business, menu, hours and location.

The design solution provides valuable information for existing and new Ad Astra customers. The goal is to promote Ad Astra new building and drive traffic to their social media sites.

I outlined a research plan about my goals, methodologies, and participants. The focus was to gather key insights from the users.

I used the following research methods to better understand what users value.

I conducted research with 3 coffee franchises to understand what is offered to consumers in the current market.

I surveyed over 36 participants who have visited coffee shops to understand what users value and how they look up information.

I conducted 5 remote and 3 in person interviews with participants who visit coffee shops to understand their motivations and needs.

Questions asked to users:

3 User personas were developed from the primary research to be representatives of user voices. They were referenced through the design process to ensure the solutions aligned with user goals.

By assessing users’ goals in searching coffee shops and evaluating the business’s goals of increasing online presence, I was able to identify 3 project goal objectives.

I ran a card sorting exercise with 12 participants through Optimal Cardsort to understand how users organize and group information. The results helped group information for the site map.

The wireframes allowed me to layout the pages, receive feedback, and make any alterations quickly and efficiently.

Adhering to the business’ original logo and colors, I added maroon red with beige to reflect the user and business needs.

I conducted remote usability testing with 16 participants using Zoom and Maze.

Concern: Users overlooked the menu tabs.

Concern: The location wasn’t clearly displayed.

Concern: Users were unsure if they would get a receipt for their purchase.

The final design contains iterations from the usability testing to improve user experience with menu navigation and cafe location.e

As I reflect on my work, one of the obstacles I faced was implementing the colors from the original company logo into the web page design cohesively.

Integrating both user and business goals, the designs showcased Ad Astra's new location, menu and social media sites. Moving forward, I would gather data on KPIs to ensure strong engagement with customers.