The Challenge

The Dutch Bros website had a strong visual brand, but usability issues were disrupting the user experience. Users had difficulty:

• Locating the rewards program and account login

• Navigating the menu structure and store finder

• Accessing key features quickly on mobile

These friction points weakened engagement with loyal customers and missed opportunities to convert new visitors.

 

Project Goals

• Improve information architecture to surface key actions earlier in the user journey

• Reduce friction in accessing the Dutch Bros™ Rewards program

• Deliver a more intuitive layout and navigation model

• Suggest UI updates while preserving the brand’s energetic visual identity

 

UX Research

I conducted a quick heuristic evaluation and performed card sorting with 3 participants to test content grouping. I also analyzed competitors in the quick-service industry (e.g., Starbucks, Dunkin’) for insights on:

• Rewards accessibility

• Menu browsing efficiency

• Store locator usability​

​

UX Process

Information Architecture Fixes

• Reorganized navigation to prioritize: Rewards, Locations, Menu, and Log In

• Consolidated overlapping or redundant links into clearer categories

Wireframes & Recommendations

• Designed low-fidelity wireframes in Figma to visualize a simplified homepage and header

• Proposed a sticky nav bar with bold, high-contrast CTAs for mobile and desktop

• Refined typography and spacing for legibility and scanning

Brand Consistency

• Maintained Dutch Bros’ bold aesthetic while improving layout rhythm

• Suggested subtle UI enhancements (e.g., hover states, clearer icons) without compromising the brand personality

​

Outcomes

• Created a redesigned navigation model that reduced homepage decision points by 40%

• Improved findability of rewards/log-in flow based on testing with 3 users

• Delivered a focused redesign that preserved brand tone while boosting usability

• Shared visual and UX recommendations for future iterations with internal stakeholders

​

Reflection

This project helped me explore the balance between brand personality and user-centered design. I learned how to communicate UX improvements through both structural clarity and visual refinement—without losing the energy that defines a brand like Dutch Bros.