Key Takeaways
Testing Methods
Think Aloud Protocol
User Interviews
A/B Testing
System Usability Score
Goal
The goal of this project was to understand and apply principles of information architecture to redesign Gallery Espresso’s digital presence. By analyzing user needs, organizing content, and structuring navigation, we aimed to create a website that communicates clearly, guides users seamlessly, and reflects the café’s identity both as a cultural hub and a coffeehouse.
Product Page Variations
Homepage Variations
Findings
The users found the website to be intuitive and easy to understand.
They noted that they didn’t know a lot of things about Gallery Espresso.
They liked the colour scheme and thought it depicted Gallery.
Suggested minor changes in the overall sizing of the design elements.
From Bean to Blueprint
To visualize the structure of the site with a focus on improving clarity, especially around missing content like art show details, brand story, and shop offerings.
What we proposed
One-stop Hub
Combine coffee, merchandise, art, and events into a single, easy-to-navigate platform.
Clear Communication
Structure content to highlight offerings and reduce confusion.
Experience-led Design
Reflect the café’s cozy, creative vibe in both visuals and interactions.
Extensive Image Overlay
Overuse of text on top of images created readability issues and visual clutter.
Poor Image Usage
Low-quality or irrelevant visuals failed to enhance storytelling or user engagement.
Heavy Page-Level Navigation
Users had to jump across multiple disconnected pages, disrupting flow and discoverability.
Interviews and Surveys
6
Local
Customers
5
First-time Visitors
1
Gallery Espresso Manager
Observations from Competitor Analysis
Specialty Coffee as a Core Identity
All cafés emphasize high-quality, specialty coffee as a defining feature of their brand and offerings.
Diversified Menu Enhances Appeal
Many cafés go beyond coffee, offering items like pastries, cheese boards, wine, and beer to attract a broader audience.
Authentic & Unique Experiences Matter
Establishments like Café Taureau focus on delivering culturally rooted experiences (e.g., authentic French café ambiance), which differentiates them in a competitive market.
Our Mission
To bring Gallery Espresso’s cozy, creative café experience online by creating a warm, accessible platform that celebrates coffee, supports local artists, and connects the community through stories and events.
Poor Navigation
Users found the website difficult to move through, with no clear hierarchy or direction. Key pages like the menu, events, or shop were hard to locate, causing frustration.
Lack of Key Information
Basic details such as hours, featured products, and ongoing art exhibitions were missing or buried. This left visitors uncertain about what the café offered beyond coffee.
Low User Engagement and No Community Growth
The site lacked interactive or community-driven elements like events, artist features, or customer stories. As a result, it failed to encourage return visits or deeper involvement.
Current Website
Team
Navyaa Taneja | Sanskruti Deshpande | Hailin Chen | Rachana Rachaprolu
Role
UX Research, UX Design, Usability Testing
About Gallery Espresso
Gallery Espresso is Savannah’s oldest coffeehouse, a cozy hub for coffee, art, and community. While its in-person experience is beloved, the existing website lacked clarity, emotional appeal, and ease of use. Our goal was to bring that warmth and character online.
Roasting Expertise as a Brand Strength
Foxtail Coffee’s reputation is built on its in-house roasting capabilities, positioning it as a destination for coffee connoisseurs.
Modern, Functional Websites Add Value
Cafés like The Mate Factor and Origin leverage user-friendly, informative websites to enhance customer experience through features like online ordering and event updates.
Aesthetic Cohesion is Crucial Online
While some websites offer smooth navigation, like Savannah Coffee Roasters, a lack of visual appeal or depth can diminish the overall digital experience.
Brewed with feeling.
User Needs & Primary Research
Poured With Precision: Usability Testing
To validate the effectiveness of these designs, we conducted user testing with a representative sample of Gallery Espresso’s target audience. The feedback gathered from these tests guided the final adjustments and improvements to ensure the website delivers an intuitive, engaging, and visually appealing experience.
