Digital Strategy & Experience Redesign
Me Oh My Coffee and Pie
Driving community engagement and online order growth through cohesive rebranding, user-centered design, and ongoing marketing campaigns.
My Role
UX Designer & Researcher
Duration
August 2024- present
Tools
Figma, Weebly, Square Online, Google Analytics, Google Search Console, Maze
Link
Overview
The Problem
Solution
Research
Design
Every decision traces back to a finding.
The research pointed to one core problem: users couldn't quickly get where they needed to go across a technically fragmented system. So the redesign focused on building a clear front door that absorbed the complexity so customers never had to feel it.
Working within the existing infrastructure.
Rather than migrating the owners off their Weebly homepage and Squarespace commerce sites, I redesigned the Weebly site to act as a clear entry point that oriented customers and routed them to the correct Squarespace site for their location. The owners kept every system they were already comfortable with. The complexity of navigating between platforms became invisible to the customer.
CTAs above the fold.
Direct links to each location's Square ordering site moved to the homepage hero. The most-used actions became the first thing users see, with no hunting required.
Simplified navigation for all users.
Addressed several WCAG 2.1 AA criteria directly: color contrast, descriptive alt text, non-color-dependent location cues (so the color-coded locations also carry a text label), descriptive link and button text, consistent navigation, and plain-language content shaped by interviews that included neurodivergent users.
Designed around the owner's reality.
Rather than building a dynamic menu system that would require regular staff updates, we made a strategic decision together: replace seasonal menu management entirely with a permanent Everyday Menu showcasing the core offerings that remain consistent year-round. That menu lives prominently on the homepage, giving customers immediate confidence in what's available. Seasonal and specialty items moved into a dedicated social and email marketing cadence, where they can be promoted with more context and creativity than a website menu update would allow anyway.
Results
Here's how it held up in the real world.
Online orders rose 38% in the months following launch, once the initial numbers settled. The first month alone saw orders more than double the month before; even after that spike faded, monthly orders never dropped back to the pre-launch level again.
Maze post-launch surveys confirmed the navigation decisions
A post-launch Maze study checked the redesign against real behavior: 50% of users engaged most with the newly surfaced Everyday Menu, confirming the navigation change and setting priorities for the next iteration.
