Redesigning Blue Tokai's Web expereince
I’ve always loved how Blue Tokai tells stories from farms to cups. But I also noticed that for someone just starting out, those stories can feel hard to access.
Why this project?
As a design student and a curious coffee drinker, I saw a gap:
Too many choices, not enough guidance
A beautiful brand that still felt intimidating to newcomers
Great coffee, but sometimes hard to discover or connect with online.
So I took this is an opportunity to redesign the website experience in a way that:
Simplifies information without diluting quality,
Invites new users into the world of specialty coffee with warmth and clarity, and
Strengthens Blue Tokai’s unique identity as both premium and approachable.
Discovery becomes intuitive, not overwhelming.
This project is my attempt to make Blue Tokai’s packaging and website more welcoming, helping users understand, choose, and enjoy coffee more confidently. Clearer design can build trust, boost engagement, and make the experience more personal and memorable.
To explore the problem in depth, I followed Primary research methodology by surveying 9 coffee drinkers
🔍 Summary of Key Insights
Familiarity with Brand: Most users have heard of Blue Tokai but haven't tried it.
First Impressions: Users notice coffee names/types and design/illustrations first.
Ease of Selection: The majority find it a little confusing or manageable but think it could be better.
Coffee Behavior: Users are curious but feel overwhelmed or unsure due to lack of guidance.
Needs: A short flavor quiz, clearer flavor notes, and beginner-friendly storytelling were popular suggestions.
Last Thoughts: Common themes: love the vibe, but more clarity and storytelling needed.
Survey Insights
To better understand what users were struggling with, I turned my research into two relatable personas. This helped me clearly see their needs and frustrations, so I could start thinking of ways to make their experience smoother and more enjoyable.
This helped in defining challenges.
Why is it important to simplify the process and guide the development of 'How Might We' statements for solution-focused thinking?
How might we simplify coffee discovery for first-time users so they feel confident and excited about choosing their perfect cup?
Website Experience Gaps
Overwhelming to new users: No onboarding for first-time buyers unfamiliar with specialty coffee.
Lack of personalization: No quiz, flavor finder, or guided recommendations.
Too much information, very little understanding: Information looks very technical and not easily understandable.
Project Goals
Simplify navigation and product discovery using clear categories, filters, and taste profiles.
Add a coffee quiz or guided product selector for new users.
Improve subscription onboarding and management with a fun, clean UI.
Provide a more emotional, engaging brand story across the site.
Connect packaging with digital through scannable codes that lead to custom content.
Click below to interact with the prototype
