First Coffee

Mobile app and website experience for a specialty coffee brand, merging commerce, community, and lifestyle into one cohesive ecosystem.

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Services

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Experience design

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Product Design

Objective

Design a cohesive, cross-platform experience that drives growth, engagement, and brand affinity for First Coffee.

  • Build a unified journey across website and app, aligning discovery, purchase, and post-purchase experiences

  • Drive brand awareness and revenue through a high-performing web commerce experience for specialty beans and merchandise

  • Leverage the app to increase retention, engagement, and loyalty through repeat interactions and value-driven features

  • Establish a distinct, aspirational brand identity tailored for Gen Z, using culturally relevant storytelling, puns, and bold graphic expression

Solution

Designed a cohesive, narrative-led ecosystem where neighbourhood coffee culture meets commerce, enabling scalable engagement across web and app.

Website (Acquisition & Commerce)

  • Built a conversion-focused experience that seamlessly blends storytelling with commerce, driving discovery of specialty beans and merchandise through a smooth content-to-checkout journey

  • Strengthened consumer trust and brand aspiration through rich, transparent storytelling, showcasing sourcing, craftsmanship, and the end-to-end coffee journey while deepening community connection

App (Retention & Loyalty)

  • Created a high-frequency engagement layer integrating ordering, rewards, and community interactions to drive repeat usage and long-term loyalty

  • Developed a flexible design system to support frequent campaign drops and evolving brand narratives without compromising consistency

  • Introduced reusable interaction patterns and content frameworks, balancing expressive storytelling with intuitive usability

  • Aligned brand, product, and engineering through clear systems and guardrails, enabling faster execution and scalable growth

Impact

Structured design systems turned complexity into clarity, improving speed and accuracy at scale.

  • Increased repeat engagement by 45% by unifying ordering, loyalty, and merchandise into one seamless flow.

  • Cut campaign rollout time by 50% with a modular system that enabled faster drops and iterations.

  • Improved conversion by 25% by simplifying journeys and aligning storytelling with clear actions.