Navigation & Site Structure

Navigation was one of the most significant usability issues, as it impacted every page. I replaced the hamburger menu with a horizontal navigation bar, reducing interaction cost and improving discoverability of key actions.

To better prioritize user needs, less frequently accessed corporate content (e.g., Our Story, News & Events, Foundation) was moved into a collapsible sub-navigation, allowing primary tasks to remain prominent.

Additionally, I unified the previously separate online shop and main website, consolidating their content into a single, comprehensive footer. I also improved accessibility by increasing contrast in the header and introducing the full-color logo against a white background.

Homepage Redesign

The original homepage presented users with too many competing actions and unclear calls to action. I simplified the experience by focusing on the most goal-driven tasks:

• Ordering

• Menu & Nutrition

• Locations

• Retail

This reduced cognitive load and aligned the page with primary user intent.

To reinforce brand consistency, I standardized typography using Dutch Bros’ signature Peignot font and created a consistent call to action system using elongated blue buttons with white text, applied across the site.

Contact Experience

The original site lacked a clear way for users to get in touch. I introduced a dedicated Contact Us page, including:

• A simple feedback form

• Customer support email

• Customer care phone number

This addressed a major trust and usability gap and provided users with clear support pathways.

Locations Experience

The existing locations page did not meet user expectations, particularly around proximity-based search and ordering.

I redesigned this experience with:

• A side-by-side map and location list

• A clear indicator of the user’s current location

• Listings organized by nearest to farthest

This made it easier for users to quickly find and act on nearby stores.

Ordering, Menu & Retail Integration

The most extensive redesign focused on unifying the ordering, menu, and retail experiences into a single, cohesive system.

Key improvements included:

• Combining previously separate flows into one seamless experience

• Introducing tabbed navigation for easier browsing and discovery

• Enabling personalization through favorites and previous orders

• Adding a filterable sidebar for more efficient product exploration

• Integrating a cart system to clearly support purchasing actions

Interactive elements such as hover states were also introduced to improve affordance and clarify clickable areas.

Results

While this project was completed in an academic setting without access to live metrics, the redesign targeted high-impact usability issues that would likely influence conversion and engagement. Key improvements included reducing steps in navigation, consolidating the ordering experience, and prioritizing primary user tasks.

The work was evaluated with a perfect score, demonstrating strong problem framing, UX decision-making, and execution.

Reflection

Overall, this is a great beginning for improving the experience of Dutch Bros website; however, extensive effort should be put into revenue producing features such as the store and online ordering as well as an awareness of the customer experience which it seems is lacking based on the difficulty of trying to contact an establishment.