DESIGNING A COFFEE BRAND ROOTED IN PASSION & PURPOSE
Driven by passion and purpose, I designed a coffee brand that transforms specialty coffee into an approachable and engaging experience through storytelling, lean UX and strategy.
COMPANY
CIBC
ROLE
UX Research / UX Design / UI Design / Product Design
PRODUCT
Specialty Coffee Brand
SITUATION
Overview
In the winter of 2022, driven by my love for coffee and a desire to bring something uniquely personal to life, I embarked on a journey to create a specialty coffee brand from scratch. I began with the intentions of a downtime passion project into something much bigger. I thought to look for a model similar to dropshipping where I wouldn’t have to worry as much about the supply chain.
The search for the right partner was critical. I needed a roaster who could not only meet specific specialty coffee standards but also provide expertise and support as I navigated this new venture. After exploring countless options, I found a partner with over 20 years of experience in the industry, and a comprehensive offering. The were willing to handle logistics, printing and packaging coffee with my designs, and providing the tools I needed to establish a compelling online presence. Wow.
and so the journey began…..
Opportunity
The specialty coffee market is expanding rapidly, yet it often alienates newcomers with complex jargon and a reputation for elitism, leaving a gap for more inclusive and educational experiences. Like wine and craft alcohol, there’s growing demand for accessible, high-quality products. However, unlike those industries, specialty coffee requires more effort from consumers, as brewing plays a central role in the experience.
The challenge wasn’t about lowering the entry point but rather finding ways to make this hands-on involvement feel rewarding and enticing, transforming what might seem like extra effort into a valued part of the journey.
QUICK EXPLANATION
what is specialty coffee exactly?
Specialty Coffee = Quality + Traceability + Involvement
Specialty Coffee
Higher-quality beans celebrated for their terroir, processing, and farming methods, designed for precise brewing techniques like pour-over or French press. Typically found in specialty coffee shops, roasteries, or curated online marketplaces.
Commodity Coffee = Quantity + Uniformity + Convenience
Commodity Coffee
Lower-grade beans optimized for consistency and affordability, suited for convenient brewing methods like drip machines or instant coffee. Commonly found in supermarkets, convenience stores, and large retail chains.
ACTION
INITIAL ROADMAP
I started building the foundation of the business with a UX design thinking approach, utilizing the guiding process we all know so well. The main difference here was that I had to divide the research into the different functions of the business, ie. digital product, physical product, branding and marketing, operations… and etc.
I used the design process as a guiding principle across all aspects of the business, from defining the product line to developing advertising themes.
DOMAIN RESEARCH
INDUSTRY TRENDS
I started off by researching and trying to answer some of the foundational questions that would help me deicide what type of coffee I should include in my product offering and later develop the brand for it.
GROWING MARKET
Global coffee consumption grew by 1.7% from 2021 to 2022, highlighting the rising demand for coffee, particularly specialty coffee. This growth supported the decision to launch a brand focused on simplifying and educating consumers about specialty coffee, tapping into the expanding market of curious coffee enthusiasts.
ARABICA DOMINANCE
Arabica coffee makes up the majority of specialty coffee production (98,559 vs. 72,709 for Robusta in 2022), which supported the choice to focus exclusively on Arabica beans.
REGIONAL INSIGHTS
South America is the top producer of Arabica coffee, so it’s clear I need to look deeper into the beans available from the region.
SUPPLY & DEMAND INBALANCE
The coffee market’s supply-demand gap, with demand outpacing supply by 7,266, presents both challenges and opportunities for Code Hein Coffee Co. While sourcing beans requires a strategic approach, it also opens the door to offering higher-quality, specialty coffee beans. These exclusive batches can not only meet strong demand but also embrace the specialty coffee culture of scarcity, adding to the brand’s appeal and perceived value.
CONSUMPTION TRENDS
Coffee-importing countries, like Canada, saw a 1.3% jump in consumption in 2022, making it a great time to start this business. The growing demand is the perfect chance to introduce more people to the world of specialty coffee.
Source: International Coffee Organization
COMPETITIVE/COMPARATIVE ANALYSIS
My indirect competitors included breweries and wineries, which allowed us to explore the parallels between specialty coffee and the alcohol industry. We found that specialty coffee marketing is increasingly adopting trends from craft beer and premium alcohol, mirroring their strategies for creating unique, high-quality experiences.
Extract of Competitive/Comparative Analysis
Extract of Competitive/Comparative Analysis
I discovered that while some specialty coffee sites offered educational content on brewing, it often leaned too technical and wasn’t as accessible or engaging for those new to specialty coffee.
USER RESEARCH
I conducted research to understand the coffee industry, culture, consumers, and sellers to lay the groundwork for my physical product (selecting the type of coffee beans to sell), digital product (a website to sell the coffee), branding and later, the marketing strategy.
USER INTERVIEWS, SURVEYS & OBSERVATIONAL STUDIES
To shape my brand’s strategy, I used a mix of methods to gather both qualitative and quantitative insights. I interviewed café owners, suppliers, friends, and family for industry perspectives, and ran surveys on platforms like Reddit and coffee forums to collect data on preferences and habits. Coffee cupping sessions allowed participants to sample and evaluate beans, offering direct feedback on marketable options. Combined with secondary research into market trends, this approach informed both the product and digital experience.
*Cupping session
*Above: Tasting samples in packing preparation
Below: Tasting package
PERSONA
Stephanie concerns about waste and practicality suggest offering smaller, curated options with approachable guidance. Her interest in culture and individuality means storytelling around coffee origins and craftsmanship would resonate.
Stephanie served as the starting point for this brand as someone new to specialty coffee but eager to learn. Focusing on a single persona helped simplify my strategy and made the most of limited time and resources, with the option to explore additional personas as the brand grew.
CUSTOMER JOURNEY
Taking a journey-centric approach, rather than a product-centric one, helped align all areas of the business by using the customer journey as a guiding framework. From design to financial decisions, every aspect referred back to this framework, ensuring cohesion, meeting user needs, and supporting business objectives to build a unified brand.
Prioritization is important in providing any initiative drive and momentum but what we often forget is to prioritizing time to prioritize.
INITIAL APPROACH & DESIGN PROCESS
Building this business alone required a clear framework, not as a rigid set of rules but as a loose guide to anchor my processes while staying flexible and adaptable. I took on multiple roles—UX, development, marketing, finance, and operations—balancing priorities across all functions. This approach enabled quick decision-making without hierarchical barriers while also challenging me to learn new skills, address knowledge gaps, and adapt to changing needs.
HYPOTHESIS #1
If we create educational elements throughout our our website about the terroir, process, and properties of specialty coffee (IV), then users aged 25-45 will spend more time on the website and show increased willingness to pay a premium for specialty coffee (DV) because they will have a better understanding of its value and uniqueness (Rationale).
HYPOTHESIS #2
If I market my coffee based on pop culture references that resonate with my target audience aged 25-45, then they will be more likely to purchase the coffee because they will perceive it as culturally relevant and appealing to their interests and preferences.
INITIAL PRODUCT OFFERING
From a choice of more than 20 different types of coffee, I struggled to whittle down the options to decide what the best product offering and how many products I should launch with. My priority was to launch a product offering that would be enticing to specialty coffee newcomers, have enough options for them to see the distinct differences in flavour profiles, and for the flavour profiles to help them understand how different properties play a role in the taste profile. The struggle was also developing a brand story, narrative and value proposition that was clear enough without overextending my branding design efforts since there were many more iterations to come and perfect.
BRAND NARRATIVE & VALUE PROPOSITION
In developing a brand narrative, I drew inspiration from the Funko Pop model, aiming to create a specialty coffee brand tied to pop and sub-cultural references in entertainment. The intent with this model was to diversify risk by targeting multiple markets.
To refine the concept, I conducted research with a focus on Toronto, Canada, as the launch location, ensuring local relevance. Each type of bean was paired with a metaphorical name tied to its characteristics, like “It’s a feeling, a heartbeat,” inspired by Dirty Dancing. This name guided marketing initiatives aimed at fans of the film, particularly Gen X and millennials.
Funko Pop Los Angeles Store Front
The challenge was designing branding and products that referenced pop culture without overstepping legal and licensing boundaries.
The first round of labels was designed to make specialty coffee more accessible for ages 25-45, focusing on educating users about the beans and brewing methods. The goal was to reduce barriers and uncertainties, especially since the only sales channel was online. At this stage in the customer journey, users had already purchased but were evaluating whether the product met their expectations.
Once customers received their coffee, the next step was brewing it—a chance to provide educational content that deepens their understanding of the flavors they selected. Research showed that flavor profile was a top factor in coffee purchases, so the labels prioritized this insight to enhance the customer experience and appreciation for the product.
First round of Code Hein Coffee bags and labels (front & back)
INITIAL WEBSITE
For my MVP, I prioritized my focus on including aspects that would help convert newcomers to specialty coffee since the vision was to build a brand that opened up the specialty coffee world to a broader audience and to reduce the barriers to specialty coffee knowledge and culture.
Low-fidelity wireframe of Code Hein website (first round)
*Educational section on homepage
While not originally intended for this context, Lovecraft’s quote perfectly captures our findings. Participants often avoided specialty coffee due to a lack of understanding about its terminology and what makes it “specialty.” This lack of knowledge led to misconceptions about the product and skepticism toward its premium price point.
To address this, I focused on demystifying specialty coffee across product pages and other touchpoints. I highlighted that its distinctions go beyond light or dark roasts, showcasing the many factors that define its unique taste and aroma. This approach emphasized both the extrinsic and intrinsic value of the product, helping to bridge the gap in understanding and reduce hesitation rooted in the fear of the unknown.
Suggestions on purchase sizes available
EDUCATION
Based on insights from interviews and usability testing, a lack of education repeatedly emerged as one of the main barriers discouraging newcomers from exploring specialty coffee.
Our initial approach centered on identifying the specific gaps in knowledge that created this hesitation. The research aligned with a famous quote:
“The oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown.”
Expandable descriptions clarifying jargon or product related details
To ease the intimidation often associated with specialty coffee culture and jargon, I incorporated expandable descriptions and bite-sized educational elements throughout the site.
INITIAL MARKETING EFFORTS
I attempted to tackle as many channels as I could, from experiential marketing at events, giving presentations at local coffee enthusiast meetups in the city, to creating online content.
Marketing initiatives focused on targeting channels to build my social proof for the product. I sent out PR packages to artists, musicians, thought-leaders, CEOs and people that I narrowed down that I thought would find an appeal for a specific type of bean or the pop-culture reference behind that specific type of bean.
INITIAL FEEDBACK
HIGH SHIPPING COSTS
Through iterative testing, I identified that the highest abandonment rates on my website occurred during the delivery options stage, primarily due to high shipping costs. This aligns with industry findings, where unexpected costs are a leading cause of cart abandonment.
“I love the sleek branding, it’s piqued my interest in learning more about your brand and even trying all these cool flavours.”
“The educational stuff was interesting but the pop culture bits felt out of place with the whole learning vibe.”
CONVOLUTED BRAND NARRATIVE
Visitors appreciated the website's minimalist aesthetics and found the educational content engaging, which made trying the coffee enticing. However, they felt that the pop culture references didn't align with the brand's educational focus.
Others that enjoyed the pop culture references felt that they were undeveloped due to my efforts to avoid any copyright issues.
WEBSITE PERFORMANCE ISSUES
Visitors reported frequent crashes and extremely slow loading times on the website, issues primarily caused by the WordPress builder and outdated, buggy plugins that my roasters were unwilling to replace.
Then there was a pivot…
In the months leading up to the website launch, my roasters insisted on using their proprietary WordPress third-party builder, which limited the implementation of optimal UX principles in designs and led to frequent technical issues. This also made iterative testing a challenge, as customizations were limited and my roasters were hesitant to inject custom code.
Additionally, they faced challenges in maintaining agreed-upon operational costs and meeting order demands.
These factors compromised my brand's reliability and quality, prompting me to end the partnership.
Consequently, I had to independently reestablish logistics and supply chains.
So what changed?
Assuming responsibility for distribution, fulfillment, packaging, and printing from my previous roasters allowed me to implement vertical integration within my operations. This strategic move enabled better cost management and enhanced quality control, ultimately improving operational efficiency and strengthening the brand's reliability.
FIRST PIVOT
I was on a time crunch. I didn’t want to lose momentum from my initial launch but a lot of issues and variables had to be addressed. I viewed this as a chance to develop the MVP as originally intended, focusing on refining one element at a time.
Feedback indicated a disconnect between the pop culture themes and the educational content, though the educational direction was well-received. Therefore, I chose to first enhance the brand's educational aspect, postponing thematic adjustments for future iterations.
I partnered with a new roaster who managed fulfillment and I also sourced cost-effective packaging from a Chinese printer, as well as a local printer near the roaster for labels. This approach significantly reduced expenses and gave me greater control over the supply chain. Although it increased my responsibilities, it facilitated more comprehensive iterative testing by allowing me to assess a wider range of variables.
REFRESH, RESTART
I was on a time crunch. I didn’t want to lose momentum from my initial launch but there were so many outstanding issues and variables. I viewed this as a chance to develop the MVP as originally intended, and I had to focus on one variable at a time.
Feedback indicated a disconnect between the pop culture themes and the educational content, though the educational direction was well-received. Therefore, I chose to first enhance the brand's educational aspect, postponing thematic adjustments for future iterations.
Product page with control over visual elements for iterative testing
PRODUCT RECOMMENDER
One of the core features I was unable to implement on my previous version of the site due to its limitations, was a product recommender. To help demystify specialty coffee for newcomers, this quiz would help explain and decide most suitable flavours for our visitors.
Of course this on its required a lot of iterative testing to refine but four out of five specialty websites that I analyzed had some form of a quiz that assisted customers on picking out flavours.
MORE CONTROL OVER ITERATIVE TESTING
Implemented changes based on research focused on visual elements that were not possible on the previous website builder. Now that I had control over building the site, I had so much more room for development and iterative testing.
Expandable descriptions clarifying jargon or product related details
3 months later…
FINDINGS FROM FIRST PIVOT
The turnout and post-launch research were satisfactory but fell short of my expectations. Nonetheless, it was a valuable learning experience that clarified the underlying issues.
HYPOTHESIS #1
If we create educational elements throughout our our website about the terroir, process, and properties of specialty coffee (IV), then users aged 25-45 will spend more time on the website and show increased willingness to pay a premium for specialty coffee (DV) because they will have a better understanding of its value and uniqueness (Rationale).
VALIDATED
From observing and interviewing visitors and customers, there was more time spent on sections and pages with educational elements. The feedback I received also indicated that educational elements lead to purchases.
Sales increased by 300% since the launch of the second iteration of the site. This was also partly due to improved website stability, and the introduction of a faster, cost-effective local delivery option.
HYPOTHESIS #2
If I market my coffee based on pop culture references that resonate with my target audience aged 25-45, then they will be more likely to purchase the coffee because they will perceive it as culturally relevant and appealing to their interests and preferences.
DEBUNKED
My initial use of broad pop culture references failed to deeply connect with my audience, as they only skimmed the surface of their interests.
Additionally, my brand voice lacked distinctiveness and needed work, prompting me to consider whether to refine a single concept to establish a unique identity before expanding into other areas, or to continue with a wide range of pop culture references.
Another pivot…
Another pivot…
SECOND PIVOT
It was clear that I was still misaligned with my target audience. The quantitative and qualitative data was not enough for me to build a case around a marketing strategy that was enticing enough to make a splash.
I spent the next 6 months taking marketing courses and reaching out to more specialty coffee industry professionals and experts to learn more about their story, journey and process.
EMPATHY MAP
The research from my last iteration signalled a positive reaction from users when the pop-culture but also a disconnect from the educational aspect. This highlighted the need to revisit and refine our initial user personas to ensure alignment between the brand's story and its design elements.
Revised persona
RETHINKING GO-TO MARKET STRATEGY
The initial MVP provided valuable insights, highlighting the need to refine our go-to-market strategy. My value proposition lacked clarity and emotional resonance, signalling me to deepen my understanding of the target market beyond statistical data when I develop the narrative behind my products.
This effort extended to developing a distinctive brand voice and narrative to foster brand loyalty. With enhanced control over a cost-efficient supply chain, I was also able to focus on Code Hein's omnichannel presence and marketing tactics.
“If you don’t love what you do, you won’t do it with much conviction or passion.”
PASSION PROJECT?
In launching my business, I realized that while data analysis is invaluable for narrowing down options and guiding decisions, it's equally crucial to be passionate about the venture. Data can streamline decision-making, but personal interest and enthusiasm are vital components of success. Viewing myself as a key stakeholder, rather than just a business entity, was essential.
This perspective shed light on why my initial brand narratives and marketing efforts underperformed. I had relied heavily on data to choose pop-culture themes for the brand, leading me to select topics I wasn't deeply passionate or knowledgeable about. To create a compelling brand, I needed to find the intersection of my passions, thorough research, and my expertise in coffee.
By aligning my personal interests with business decisions, I aimed to develop a brand narrative that was both authentic and engaging, fostering a deeper connection with my audience.
REFINED BRAND NARRATIVE
My efforts began with researching and understanding the business and competitive landscape for topics I was genuinely passionate about so that I could make an informed decision on what specific topic(s) I could build my brand on.
RED Box office revenue for horror films, showcasing significant growth
BLUE Streaming hours for horror content, highlighting increased viewer engagement
GREEN Number of active true crime shows, reflecting the genre's expanding presence
STREAMING PLATFORMS & AUDIENCE EXPANSION
The growth of streaming platforms has played a critical role in expanding access to niche genres. Services like Netflix, Shudder, and Hulu have introduced a wide range of horror content, from indie gems to big-budget productions, significantly boosting viewership during and after the pandemic.
BOX OFFICE GROWTH
Horror movies have consistently outperformed in recent years. In 2023 alone, films like M3GAN, Scream VI, and The Nun II grossed upwards of $95M, $108M, and $86M domestically, respectively. This is part of a broader trend, with modern hits like It (2017) and Get Out (2017) also achieving critical and commercial success. Comparatively, earlier decades saw lower box office returns when adjusted for inflation, except for classics like The Exorcist and Jaws, which remain among the highest-grossing of all time
TRUE CRIME BOOM
Podcasts and docuseries focusing on true crime have surged in popularity. Series like Making a Murderer and The Staircase have attracted millions of viewers, capitalizing on society's growing fascination with real-life mysteries and macabre stories.
NEW DIRECTION, NEW BRANDING, NEW COFFEE
After developing a more cohesive brand strategy and narrative, I launched two new coffee varieties that embody this refined direction:
OBSIDIAN RITUAL
I noticed that most specialty coffee fans lean towards medium to light roasts. However, I decided to kick things off with a dark roast. My goal was to create a welcoming entry point for those new to specialty coffee, offering a familiar taste to ease their transition.
Dark roasts are often perceived as bold and robust, characteristics that can appeal to newcomers seeking a strong coffee experience. By starting with a dark roast, I intended to bridge the gap between conventional coffee drinkers and the specialty coffee market, making the introduction smoother and more inviting.
FINAL GIRL FURY
This is a light/medium roast that draws inspiration from the Final Girl trope in horror films—the resilient character who survives against all odds. Similarly, this coffee is made from beans grown at high altitudes under challenging conditions, requiring a robust and resilient farming approach.
This particular bean stood out as the strongest choice for my lineup, appealing to both seasoned specialty coffee enthusiasts and newcomers eager to explore and learn about the world of specialty coffee.
THE ALL NEW “RISK-O-METER”
Positioning Code Hein solely for newcomers presented challenges. While the approachable explanations effectively demystified specialty coffee and made it less intimidating, this initial appreciation often faded. As newcomers gained knowledge, they tended to seek out brands with deeper, more intricate coffee expertise. At the same time, focusing only on newcomers risked alienating seasoned coffee drinkers, potentially undermining the brand’s credibility. Regaining trust from this audience would require significant marketing efforts.
To address this, I introduced the “Risk-O-Meter,” a scale designed to appeal to both newcomers and seasoned enthusiasts. The Risk-O-Meter spans two ends: "Daily Driver" for more conventional, approachable flavors familiarity, and "Daredevil" catering to those seeking more adventurous and unique tasting notes. By categorizing coffees based on a willingness to explore rather than expertise, the Risk-O-Meter bridges the gap between different levels of coffee experience, creating a more inclusive product offering.
THE NEW WEBSITE
SOCIAL PROOF
The second effort focused on social proof. I needed to establish rapport within the community allowing others to vouch for your product's legitimacy and appeal. I strategically placed elements across pages to tell a cohesive brand story, reinforced by live feed reviews and ratings. This approach not only boosts credibility but also signals to customers that the brand is active and engaged.
GOING ALL THE WAY
From my earlier attempts at integrating pop-culture themes, I learned that subtlety didn’t resonate. This time, I made it a priority to weave elements of the brand story into every aspect of the product.
“going an inch wide and a mile deep”
I embraced this quote as a guiding principle for presenting ideas through my brand, products, and the messages Code Hein conveyed. The previous half-baked, play-it-safe approach failed to capture attention or resonate deeply—something further validated during online ad testing.
A CLEAR VALUE PROPOSITION
The first priority was creating a clearer and more compelling value proposition, which turned out to be a simple yet significant improvement. Usability tests revealed that users couldn’t immediately identify what the website was offering and were unaware of the thematic brand narrative, failing a key function of a landing page.
MESSAGING MATRIX
In this iteration, I focused on developing a detailed messaging matrix to ensure consistency across marketing materials and products. The brand voice was crafted to be cheeky, educational, designed to strike the same chord as the compelling and evocative nature of horror movies and true crime, leaving a lasting impression.
“50% of people said they buy from a marketing email at least once a month.”
EMAIL MARKETING STRATEGY
With a more cohesive brand narrative in place, I could design intentional campaigns. Striking the right balance between staying top-of-mind and not overwhelming potential customers was a challenge—especially as a small business eager to remain visible. My clarified brand narrative and value proposition became the foundation of my email marketing strategy.
To make email subscriptions worthwhile, I focused on delivering value at every step. This meant ensuring subscribers a) had a compelling reason to sign up, b) wanted to stay subscribed, and c) felt inspired to return to the website and consider making a purchase after reading my emails.
Each email provided tangible value, whether it was transactional, tied to the brand’s identity, or focused on coffee insights, horror movie trivia, or true crime stories. This approach kept the content engaging while driving both loyalty and conversions.
THE POWER OF STORYTELLING
Storytelling was at the core of my email marketing strategy. I crafted emails with a clear story arc, strategically delivering value at every step to engage readers and encourage action.
Each email offered tangible value—whether it was a transactional attribute, brand insights, or captivating content like coffee tips, horror movie trivia, or true crime stories. The goal was to create a habit-forming feedback loop, where subscribers looked forward to my emails for the consistent, engaging value they provided.
ITERATIVE A/B TESTING
To optimize engagement and drive purchases, I conducted an iterative A/B testing process, experimenting with subject lines, email copy, headers, and CTAs. Testing subject lines revealed that shock-factor phrases led to a 15% increase in open rates. In refining email copy, I compared concise messaging with storytelling approaches, finding that storytelling improved click-through rates by 75%. Image-heavy headers outperformed text-focused ones by 10% in engagement. However, the most significant impact on driving purchases came from optimizing CTA placement, color, and wording. Action-oriented CTAs, like “Shop Now,” contributed to a 30% increase in purchases.
OVERALL RESULTS
These optimizations collectively resulted in a 30% increase in open rates over a 3-month period, driven in large part by optimized subject lines and compelling copy. While these elements helped boost engagement, it was the strategic adjustments to the CTAs that led to a 5% increase in email-driven purchases. Although subject lines, copy, and header design played important roles in overall engagement, the action-oriented CTAs were the key driver of conversions, demonstrating their critical role in encouraging purchases.
OFFLINE MARKETING
BRAND PARTNERSHIPS
During this period, I formed brand partnerships and secured shelf space with coffee and non-coffee businesses that aligned with my pop-culture themes.
EXPERIENTIAL MARKETING
I hosted booths at local markets that aligned with themes of horror, true crime, oddities, and curiosities.
FACEBOOK ADVERTISING
This project marked my first experience with Facebook advertising and A/B ad testing, which I found to align closely with the principles of iterative testing in UX design. I structured the visuals and copy into distinct variables to test and refine the ads systematically.
The main goal was to resolve customer uncertainties, answer their questions, and eliminate doubts to encourage purchases. I categorized offers into four key attributes and structured each ad with a hook, followed by in a sequence arranged according to testing insights. This method ensured the ads resonated with the audience across all areas of their decision-making process.
EXPANDING CODE HEIN’S PRODUCT OFFERING
With steady sales growth and positive customer feedback on my marketing and design strategy, I decided to expand my product line. I partnered with a chef to create chocolate-covered coffee beans, collaborated with a woodworker to design handcrafted pour-over coffee stands, started my cold brew line and added branded merchandise like hats, T-shirts, and stickers to the lineup.
KEY TAKEAWAYS
ADAPTABILITY
One of the main lessons that I learned was to not be tied down to frameworks, models and processes. Especially having to design the business from the ground up on my own, time was of the essence and understanding what methods were most effective and being realistic with not having to complete every single UX initiative to move forward. I learned that these are guiding principles but not mandatory tasks for successful outcomes.
MAKING SENSE OF DATA
Extrapolating data and making sense of individual metrics is one thing but in reality, single metrics don’t provide a lot of direction. And neither should we be perceiving metrics as the guiding light for our decisions making process. Metrics should help us narrow down our assumptions and options so that we can use our own agency and judgement to make these decisions. The challenge here is learning to understand the more significant big picture findings that are formed by understanding the correlation between all these quantitative metrics in addition to understanding the wide scope of the situation from qualitative findings.
BALANCING INTRINSIC VS EXTRINSIC VALUES FOR SPECIALTY COFFEE
Targeting both newcomers and people that are already immersed in the specialty coffee culture is challenging due to factors that they value when considering a purchase. Newcomers value the WOW factors in packaging and any form of information presented to them. On the other hand people that are already interested in specialty coffee find the more technical and specific details about coffee to be engaging. This was a constant effort of re-evaluation making sure I was satisfying both parties without leaning too far deep into either side.
CONCLUSION
Looking back, this journey taught me things I’d never learn in a UX design course. One big lesson was figuring out how to make solid decisions by balancing research with context. Metrics are great, but they don’t always tell the whole story. I realized how important it is to dig into qualitative research to really understand problems and approach them more effectively.
Storytelling was another huge takeaway. It’s not just about presenting a deck to clients—it’s everywhere in UX design. From breaking down metrics and making sense of data to creating ads and email campaigns, storytelling helped me connect with my audience and make everything feel cohesive.
The hardest lesson? Learning to prioritize. Working alone meant it was easy to get pulled in a million directions by ideas that seemed exciting but didn’t really move the needle. Over time, I realized saying no to some things made room for better opportunities. Prioritizing is like a muscle—you have to keep working at it to get better. It’s all about understanding what really matters and letting the rest go.