Project Overview

Nerve is a local coffee shop website that needed improved usability and structure. This project focused on identifying key usability issues and redesigning core user flows to create a more intuitive and engaging digital experience.

The Challenge

The existing website lacked clear structure and usability, making it difficult for users to:

  • Find essential information (hours, location, menu, events)

  • Navigate efficiently, especially on mobile

  • Complete basic tasks without confusion

The challenge was to improve usability while maintaining the brand’s creative and community-driven identity.

TARGET AUDIENCE

The experience was designed for:

  • Young adults and college students

  • Coffee lovers and creatives

  • Users looking for a place to study, work, or socialize

This audience prefers:

  • Clean, intuitive interfaces

  • Mobile-first design

  • Visually engaging, authentic experiences

VALUE PROPOSITION

The experience was designed for:

  • Young adults and college students

  • Coffee lovers and creatives

  • Users looking for a place to study, work, or socialize

This audience prefers:

  • Clean, intuitive interfaces

  • Mobile-first design

  • Visually engaging, authentic experiences

UI DESIGN & VISUAL SYSTEM

Color & Hierarchy

  • Warm neutral palette (browns, creams, sage tones)

  • Clear contrast to improve readability

  • Consistent typography to guide scanning

Imagery & Layout

  • Visual emphasis on the physical space, drinks, and events

  • Clean, structured layout to reduce clutter

  • Content organized to prioritize key user needs first

Interaction & Conversion Design

Key improvements were designed to support usability:

  • Simplified navigation for faster access to key pages

  • Clear presentation of hours, location, and menu

  • Improved mobile layout for smoother interaction

  • Streamlined flows for common tasks (e.g., checking hours or events)

Landing Page Optimization

  • Prioritized essential information above the fold

  • Improved content hierarchy for easier scanning

  • Reduced friction in key user journeys

Results / Key Takeaways & What I’d Improve

  • Identified major usability issues through testing

  • Improved task completion and reduced user confusion

  • Created a more intuitive and mobile-friendly experience

  • Balanced aesthetic design with functional usability

  • Conduct additional rounds of usability testing

  • Expand redesign to more pages and flows

  • Refine accessibility (contrast, readability, responsiveness)

  • Validate design decisions with more user data