Axial Coffee

For this project, myself and my team were assigned to build a coffee roasting brand. The project focused around bringing more customers into online shopping in a category that struggles to fullfill that- namely, coffee.

Our entire process took us from research- domain, competitor, and survey research to create an affinity diagram and narrow down our main features as well as create our ideal user persona. We then moved on to maping out our site by creating user flow diagrams and site maps, as well as building out our branding and style guide. Following that we built paper prototypes and conducted user testing before building out our final website which focused on our one main feature of recieving a free sample with your first purchase upon becoming a member.

Throughout the entrie process we kept the user at the fore front of our mind. We wanted to create a feel good brand, modern and lively, to create a friendly and welcoming feeling to those new to the specialty coffee world, but still maintain a level of detail and in-depth information for the super nerdy coffee lovers too.

Influenced by our extensive research, the main features we wanted to include in Axial Coffee were detailed coffee bean profiles, subscription options, sample size products, community building through classes and workshops, and reliable speefy shipping and delivery services.