The BrewHouse is a cozy, neighborhood café nestled in the heart of Boston, Massachusetts. Specializing in imported coffees and artisanal teas, they curate the perfect blend to complement a selection of freshly baked goods. Whether you're grabbing a quick espresso or enjoying a leisurely tea break, The BrewHouse offers a warm, inviting atmosphere for all.

Project Overview

The Product:

The BrewHouse, a popular café franchise based in Boston, MA, is launching a comprehensive digital initiative to enhance customer engagement and streamline its services. The project involves the development of two key digital platforms:

  1. A user-friendly mobile app will enable easy order placement for pickup or delivery, with features like menu browsing, customization, secure payments, and loyalty rewards.

  2. A responsive website will serve as an informational hub, showcasing The BrewHouse’s locations, menu, and events, while capturing the café’s unique ambiance and community feel.

This dual-platform project aims to strengthen The BrewHouse’s online presence, enhance customer satisfaction, and support long-term growth in an increasingly digital market.

  • User Research

    Gathered insights into user behaviors, needs, and pain points through interviews, surveys, and observations to inform design decisions.

  • Wireframing

    Created low-fidelity layouts to map out core structures and user flows before visual design.

  • Prototyping

    Built interactive mockups to simulate user interactions and test functionality before development.

  • Information Architecture

    Organized content and navigation in a clear, logical structure to support intuitive user experiences.

  • Visual Design

    Developed polished, brand-aligned UI elements including typography, color schemes, and layout for a cohesive look and feel.

  • Usability Testing

    Conducted tests with users to evaluate design effectiveness and identify areas for improvement.

  • Accessibility Awareness

    Ensured designs were inclusive and compliant with accessibility standards (e.g., WCAG), enhancing usability for all users.

As The BrewHouse expands its café franchise across Boston, it lacks a cohesive digital platform to meet the growing demand for convenient ordering and strong online engagement. Customers face limited access to information, inconsistent ordering experiences, and no streamlined way to connect with the brand beyond physical locations, which impacts customer satisfaction and potential revenue.

To develop a seamless mobile ordering app and an engaging, brand-aligned website that together enhance customer convenience, promote The BrewHouse’s identity, and establish a strong digital presence to support long-term growth and customer loyalty.

Timeline

14 weeks

Tools

Figma

Photoshop

Role

UX/UI designer

Researcher

Key Responsibilities:

The Challenge:

The Goal:

Design Process

Emphasize

Define

Ideate

Prototype

Test

  • Cafe Industry and Culture

  • Prevalence and Consumption

  • Cafe Landscape

  • Consumer Behavior & Trends

  • Competitive Analysis

Market Research

Café Industry and Culture:

The café industry has grown into more than just a space for coffee—it's become a cultural hub that blends convenience, community, and creativity. Cafés today serve as informal workspaces, social meeting spots, and places of personal retreat.

With the rise of specialty coffee and a growing emphasis on experience, atmosphere, and authenticity, modern café culture values not just quality beverages but also design, ambiance, and connection.

As consumer expectations shift toward convenience and personalization, digital tools like mobile ordering and online engagement have become essential parts of the café experience.

Conclusion:

The U.S. café industry continues to thrive, driven by deeply ingrained daily coffee rituals, with over 60% of adults consuming multiple cups a day. With an annual revenue of $95 billion and over 33,000 cafés nationwide—more than half of which are independent—the landscape is both expansive and diverse.

Consumer behavior reinforces this growth, as millions of Americans visit cafés weekly, often pairing their coffee with food and prioritizing taste, price, and ambiance. As market projections rise and customer expectations evolve, the café sector remains a vital, culturally embedded part of American life and economy.

Competitive Analysis Findings:

The competitive analysis explored five key players in the café industry—Starbucks, Dunkin’, Paris Baguette, Black Lion Café, and Ben Gong’s Tea—to evaluate their positioning across branding, customer experience, product offerings, and digital presence. Each brand's core strengths, weaknesses, and opportunities were identified to understand how they engage with consumers and differentiate themselves in a competitive market.

  • Starbucks excels in brand reach and app convenience but lacks a local feel.

  • Dunkin’ offers speed and affordability, yet suffers from inconsistent quality and ambiance.

  • Paris Baguette stands out with premium bakery items and café vibes but needs stronger tech integration.

  • Black Lion Café, a local gem, shines in authenticity and community charm, though limited in digital tools.

  • Ben Gong’s Tea attracts with bold drink innovation but faces challenges with menu complexity and seating.


This analysis highlights clear opportunities for differentiation—particularly in ambiance, digital experience, and cultural connection—that can guide strategic design and business decisions for The BrewHouse or similar café ventures.

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