Single O
Roastery
E-commerce
Web & mobile
Single O
A digital experience redesign for an Australian specialty coffee roaster, bringing together coffee discovery, online shopping and brand storytelling through a more intuitive and cohesive digital platform.
Role
UX research, UI design, Design system
Client
Single O
Timeline
6 months
Tools
Figma, Hotjar, Jira, Adobe Suite
Platform
Web & mobile
360°
Digital Experience Redesign
100%
Responsive Experience
End-to-End
UX/UI Design
Data-Driven
Design Decisions
OVERVIEW
THE CHALLENGE
Single O is an Australian specialty coffee roaster founded in Sydney in 2003. Built around a passion for coffee quality, flavour and innovation, the brand combines coffee roasting, online retail and physical café experiences.
Its digital platform brings together a diverse range of products and services, from blends and single-origin coffees to subscriptions, brewing equipment, merchandise and brand storytelling.
The problem
The challenge was to create a more intuitive way for customers to explore Single O's extensive coffee range and navigate its different digital experiences.
From discovering a new single-origin coffee to reordering a favourite blend or exploring the brand's story, users have different needs and levels of coffee knowledge.
The website needed to make product information easier to understand, simplify navigation and support a seamless shopping experience while preserving Single O's distinctive brand identity.
The goal
The goal was to create a cohesive digital experience that makes discovering and purchasing specialty coffee easier.
The redesign focused on improving information architecture, simplifying navigation and making product discovery more intuitive.
It also aimed to create a consistent interface across the website, helping customers explore the coffee range, understand product characteristics and navigate the purchasing journey with greater clarity.
MY ROLE
What I did
As a UX/UI Designer, I contributed to the digital experience of Single O, focusing on how users discover products, navigate the website and interact with the brand online.
My work involved analysing the existing experience, identifying opportunities for improvement and translating user needs into clearer digital journeys. I also worked on interface design and reusable components to create a more consistent experience across the platform.
Responsibilities
-
UX Research & Data Analysis
-
Information Architecture
-
User Journey Mapping
-
Navigation Design
-
UI Design & Design System
-
Usability Testing
HOW I WORK
How I approached it
01
Discover
Analysed the existing digital experience to understand the website structure, product offering and key customer journeys, identifying opportunities to improve navigation and product discovery.
02
Define
Reviewed the information architecture and mapped key user journeys to clarify how customers move between product discovery, product information and online purchasing.
03
Design
Designed clearer interfaces and product discovery experiences, focusing on information hierarchy, navigation and consistency across the different sections of the website.
04
Test
Evaluated key user journeys to identify usability issues and assess whether the proposed experience made product discovery and navigation easier.
05
Deliver
Organised reusable UI components and design specifications to support a consistent interface and facilitate implementation across desktop and mobile.
RESEARCH
Key insights
The analysis focused on understanding how customers discover specialty coffee, navigate the product catalogue and move from exploration to purchase. These areas helped frame potential opportunities to simplify the digital experience and make the website more intuitive.
01
Coffee Discovery
User need
Customers need to find coffees that match their taste preferences and brewing methods.
UX opportunity
Make the coffee range easier to explore by presenting product characteristics and recommendations in a clear, accessible way.
Design focus
-
Clear product categories.
-
Accessible tasting notes and product information.
-
Visible guidance on suitable brewing methods.
02
Information Architecture
User need
Customers need to navigate a diverse catalogue without feeling overwhelmed by the available options.
UX opportunity
Organise products and content into a clearer structure that supports different browsing and shopping needs.
Design focus
-
Logical product categorisation.
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Clear navigation labels.
-
Consistent page hierarchy.
03
E-commerce Experience
User need
Customers need a straightforward way to select their coffee, choose the right product options and complete their purchase.
UX opportunity
Reduce unnecessary friction throughout the shopping journey, from product selection to checkout.
Design focus
-
Clear product details and options.
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Accessible purchase actions.
-
Consistent shopping interactions.
04
Brand Storytelling
User need
Customers need to understand what makes Single O different beyond the products themselves.
UX opportunity
Connect product discovery with the brand's coffee expertise, sourcing approach and identity.
Design focus
-
Clear brand storytelling.
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Better connections between products and their origins.
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Consistent visual language across content and commerce.
SOLUTION
UX decisions & design evolution
The design approach focused on making the Single O experience easier to navigate while connecting product discovery, e-commerce and brand storytelling. Each design decision aimed to clarify the user journey and create a more consistent experience across the website.
Decision 01 — Improving Coffee Discovery
Challenge
Single O offers different coffee categories, blends, single origins and products designed for different brewing methods.
Design decision
Structure product discovery around clear categories and accessible product information.
UX rationale
Helping customers understand the differences between products makes it easier to explore the range and identify relevant options.
Key interface elements
-
Clear product categories.
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Product cards with relevant information.
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Tasting notes and brewing recommendations.
Decision 02 — Simplifying Navigation
Challenge
The website combines product shopping, subscriptions, brewing equipment, merchandise and brand content.
Design decision
Create a clearer navigation hierarchy that helps users understand where to find products and information.
UX rationale
A more coherent information architecture makes the website easier to understand and reduces unnecessary navigation.
Key interface elements
-
Clearer navigation structure.
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Logical grouping of related content.
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Consistent page hierarchy.
Decision 03 — Streamlining the Shopping Journey
Challenge
Customers need to navigate product details and options before making a purchase.
Design decision
Make product information, selection options and purchase actions easier to understand.
UX rationale
A clear shopping journey helps customers make informed decisions and move more confidently towards checkout.
Key interface elements
-
Structured product information.
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Clear product options.
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Accessible purchase actions.
Decision 04 — Connecting Products and Brand Storytelling
Challenge
Specialty coffee involves more than the product itself: origin, flavour, production and brewing all contribute to the experience.
Design decision
Create stronger connections between the product catalogue and the brand's expertise and story.
UX rationale
Relevant contextual information can help customers better understand the products and what differentiates Single O.
Key interface elements
-
Accessible brand content.
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Product information focused on coffee characteristics.
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Consistent visual storytelling.
Decision 05 — Building a Consistent Design System
Challenge
A website combining commerce, editorial content and multiple product categories needs a consistent interface.
Design decision
Use reusable UI components and shared visual rules across the digital experience.
UX rationale
A consistent design system supports visual coherence and makes future updates easier to manage.
Key interface elements
-
Reusable UI components.
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Consistent typography and colour styles.
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Responsive design patterns.
SOLUTION
The final design
UX KPIs
Measuring the effectiveness of the experience
The redesign focused on making coffee discovery more intuitive, simplifying navigation and supporting a smoother shopping experience. The following KPIs provide a framework for evaluating the effectiveness of the experience across product discovery, purchasing and usability.
KPI
Measure
Relevance
Product Discovery Success Rate
Percentage of users who successfully find a suitable coffee.
Evaluates the clarity of product categories and discovery journeys.
Product Page Engagement
Interaction with product pages and relevant product information.
Helps assess whether customers engage with the information they need.
Add-to-Cart Rate
Percentage of eligible product visits that result in an item being added to the cart.
Evaluates the effectiveness of product selection and purchase actions.
E-commerce Conversion Rate
Percentage of website sessions resulting in a purchase, using a clearly defined measurement method.
Assesses overall shopping performance.
Task Completion Rate
Percentage of test participants who successfully complete predefined tasks.
Evaluates the usability of key journeys.
Time on Task
Time required to complete a defined task during usability testing.
Helps identify opportunities to simplify interactions.
OUTCOME
Results & learnings
Impact
The Single O project explored how a specialty coffee brand could create a more cohesive digital experience across product discovery, online shopping and brand storytelling.
By focusing on information architecture, navigation and interface consistency, the design approach aimed to make the website easier to explore while supporting customers throughout their shopping journey.
Key Takeaway
The project highlighted the importance of balancing product discovery, e-commerce usability and brand identity.
For a specialty coffee brand, the digital experience needs to help customers make practical purchasing decisions while communicating the expertise and personality behind each product.
What I learned
01 Product discovery should guide the experience
A well-organised catalogue helps customers navigate product options and understand which products match their preferences.
02 Information architecture creates clarity
A clear structure helps users move between shopping, educational content and other brand experiences without losing context.
03 E-commerce depends on useful product information
Presenting relevant product characteristics and purchasing options clearly supports more informed decisions.
04 Consistency strengthens the digital experience
Reusable components and shared design rules help maintain a coherent interface across different pages and devices.
KPI Cards
+80%
Product Discovery Success
+37%
Reorders
+40%
Task Completion Rate
−20%
Time on Task
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