Maverick & Farmer Coffee
Enhancing Farm-to-Cup Coffee Discovery Through User-Centered Design
OVERVIEW
THE CHALLENGE
This was a 6-week project to redesign the digital discovery journey for Maverick & Farmer, a premium coffee brand in India. Maverick & Farmer is a premium farm-to-cup coffee brand operating a 140-acre estate in Pollibetta, Coorg, with daily roasting operations in Bangalore. The challenge was to redesign their e-commerce experience to better communicate their authentic farm story while improving product discovery and conversion rates.
How do you bring the richness of farm-to-cup coffee online, so every user feels like they’re part of the journey?
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Initial analytics revealed concerning user behaviour patterns:
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68% bounce rate on the homepage
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Low engagement with the brand story sections
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42% cart abandonment rate
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Difficulty in product filtering based on customer support tickets
RESEARCH
OBJECTIVES
Understand how users interact with the farm-to-cup narrative and product discovery flow.
QUALITATIVE RESEARCH
Moderated Usability Testing
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8 participants (coffee enthusiasts aged 25-45)
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45-minute remote sessions via Zoom/ In person
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Tasks: Find specific roast types, understand farm story, complete purchase
User Interviews
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8 participants (existing and potential customers)
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Semi-structured interviews focusing on coffee purchasing behaviour
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Discovery of pain points and emotional motivators
Competitive Analysis
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Analyzed 6 premium coffee e-commerce sites
Benchmarked against Blue Bottle, Stumptown, and local competitors
KEY PERSONAS
The Coffee
Connoisseur
The Gifting
Enthusiast
The Busy
Professional​
UNIQUE FEATURES
