Dutch Bros
Background
Dutch Bros is a well-known drive-thru coffee franchise in the United States. It’s recognized for its excellent customer service, lively branding, and a strong focus on community. Established in 1992, the company has gained a loyal following, especially among the younger demographic, by offering a wide variety of customizable beverages. As the brand expands throughout the U.S., its digital platforms are essential in delivering the same level of energy, personality, and convenience that customers expect in person.
Problem
Users have been facing confusion and obstacles when attempting to perform common tasks such as locating a specific drink, ordering in advance, or finding diet-friendly options. From the brand’s viewpoint, this resulted in missed opportunities to engage with their audience online effectively. In the absence of user-friendly navigation, useful filters, or visibility of essential features like “Order Ahead,” the site was failing to meet the standards set by competitors and customer expectations.
Process
To identify the most critical needs of customers, our team conducted a user survey focused on their motivations, frustrations, and expectations regarding coffee-related websites. We later transformed those insights into two user personas to inform our design choices.
Following that, we performed a heuristic evaluation to evaluate the site's usability. This process uncovered issues related to navigation, content organization, and feature discoverability. To test our observations, we conducted usability testing with multiple participants. They carried out tasks related to real-life scenarios, like searching for dairy-free beverages or finding a store that provides mobile ordering. We monitored task success, time spent on tasks, and frequent difficulties encountered.
After going over our test results, we implemented several key changes, including:
● A search bar incorporated into the top navigation for convenient access
● Local navigation and filters on the “Menu” page to show drinks by type, dietary need, or caffeine level
● A new “Order Ahead” section has been introduced, along with a “Features” area on the “Locations” page to clarify the availability of services
Results
For users, navigating through the menu became quicker and more user-friendly due to the availability of filters and categorized navigation. They are now able to easily discover beverages that meet dietary needs and find services such as “Order Ahead, ”boosting both satisfaction and efficiency.
Digital interaction is also enhanced by simplifying tasks like browsing the menu, placing mobile orders, and finding stores with specific offerings. This streamlined approach reduces confusion and builds user confidence, positioning Dutch Bros as a beloved coffee brand that truly understands its customers online.