Roast Coffee

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Personal Project: Coffee Shop, E-Commerce Website

These are initial web designs that I came up with for this theoretical San Francisco coffee company. This is a personal project that I worked on, experimenting with techniques and navigation structure for desktop.

Audience & Goals Clarification: Remote customers attracted via social or influencer content. The three primary goals of the site are to:

1. Reinforce brand identity online
2. Draw customers into the shops by promoting store events, and conveying a positive, community atmosphere.
3. Sell branded merchandise of roasted coffee beans, which are organized by brewing method

Visual Design & Branding: The logo is taken from a Turkish ceramic tile, and is meant to be uplifting and warm with elegant detail, contrasted by the sans serif font. My aim was to design a logo with the capacity to be applied to the site in creative ways. The color on the site is primarily through featuring rich photographs, showcasing brewing rituals, baristas, the café experience and merch. The photos are offset by a rich dark-brown background which is intended to feel cozy, yet with whitespace to strike a balance. In combination, this is intended to reflect the café ambiance online—cozy, modern, and hip.

Target Users: The target users are loyal, local coffee enthusiasts, tourists who have visited and would like to purchase the coffee beans.

Information Architecture – Clear site structure:

• Home
• ‘Our Coffee‘ (E-Commerce)
  • Shop with ‘Categories’: Coffee, Bakery, Merchandise, Supporting Gear
  • Organized by ‘How do you brew?’ followed by brewing methods
• ‘Our Mission’ (About – story, values, roasters)
• ‘Visit Us’ (Our Cafés – locations, hours, maps, with featured events)
• ‘Contact‘

E-Commerce Experience:

• Product Filtering: by category, roast type, grind option, price, and best sellers.
• Product Pages: include photos (with packaging, logo to reinforce brand), detailed descriptions, tasting notes, origin, grind options, shipping/pickup info.
• Add to Cart + Quick View
• Checkout Flow:
  • Minimal steps
  • Guest checkout
  • Mobile-friendly payment (Apple Pay, Google Pay)
• Inventory Awareness: show availability, local pickup, and delivery timelines.

Location Integration – ‘Visit Us’:

• Location finder/map with directions and hours.
• Store pages with local flavor—photos, staff spotlights, neighborhood events.

Social Proof & Engagement:

• Events highlighted on Home page for cafe locations
• Possibly customer reviews in the form of stars on merchandise page (especially for coffee beans), and highlighting most frequently purchased beans
• “As seen on…” local press featured on ‘Our Mission’ page
• Instagram feed showcasing merch in real life
• Newsletter sign-up for coffee drops or events

Analytics & Optimization Readiness:

• Setup for tracking:
  • Conversion rates
  • Abandoned carts
  • Popular products/pages
• Integrate A/B testing tools for layouts, CTAs, and messaging.