Sightglass Coffee
Starting Your Research
Visual Design:
- Weird colors that don’t scream coffee shop.
- Weird font choices that clash with one another
- Very nice circular logo that is minimalistic and identifiable
- Subpages have the same colors as the main page but reversed; kind of confusing.
Content:
- The wording of the text on the site is off; its not grammatically correct nor does it have a good reading flow for the user.
- Lots of different types of content (experience, online shopping, to-go orders) that makes the site very confusing and messy.
"Call to action" on home page:
- Shop Now on the main-page.
- Drop down header has a few CTA with “Shop” and “To-Go Orders”
Navigation:
- Navigation is visually unappealing and you need to click “Menu” for the header to drop down.
- Too many navigations within the subpages that makes the user feel as if they’re going down an endless rabbit hole.
Functionality:
- There are many different types of users who would be visiting this site since this site has a lot of different functions.
Community Building (social media):
- Facebook, Twitter, and Instagram in footer of the site.
Goals & Target Audience
Goals
- Sell coffee online.
- Promote locations in San Francisco and Los Angeles.
Target Audience
- Younger coffee drinkers who enjoy trendy places
- Avid coffee drinkers who want to support smaller companies.
- Coffee drinkers who like more unique and different coffee flavors
What questions need to be answered in order to complete this project?
- What makes Sightglass Coffee unique compared to the many other coffee locations in L.A.?
- What are a few words you’d use to describe Sightglass Coffee?
What tasks do we need to complete in order to successfully design this website?
- We need to fix the type choices of the website and clean up the wording.
- We need to find better images of the store to show on the main page, as well as alter the color scheme of the site to better reflect Sightglass Coffee's aesthetic.
What issues need to be solved?
- We need to implement more promotion for the L.A. location because the subpages on the site still act as if the only location is in San Francisco.
- We need to make a clear distinction between the site's online shopping function and the ordering ahead at stores function.
What is our schedule?
- In the first week, we need to redesign the overall layout of the site. Then, we need to reword the wording and tidy up the syntax to make it seem more welcoming for the user.
Competitive Analysis
Visual Design:
- Very minimalistic.
- Not many colors (mostly black and white).
- Labels change color when hovering over it (nice touch for clarity)
Content:
- Text heavy.
- Diction and syntax of text is simple and welcoming.
"Call to action" on home page:
- "Order beans" seems like a CTA but it doesn't stand out compared to the other labels.
- "Order and Pick Up!" CTA but the user needs to scroll down to see the buttons.
Navigation:
- Clear labeling on header.
- No search button.
Functionality:
- Simple and accessible.
- You aren't left guessing where you need to go or what a button does.
Community Building (social media):
- "Cog Bulletin" with email signup.
- Revolving Instgram posts at bottom of the home page.
- Instagram is also linked in the header.
Visual Design:
- Very unique and distinguishable icon
- Sleek theme with sans serif fonts.
- White and neutrals color palette; seems very modern and clean.
- A little unwelcoming and "uncozy" for a coffee shop
Content:
- First visual picture the user sees doesn’t look like a coffee shop (the photos at the bottom of the page are much nicer than the first one and give more context to the brand).
- Very little content on the whole website, but that’s not necessarily a bad thing because it’s concise.
"Call to action" on home page:
- No CTA… maybe “store menu”?
Navigation:
- Only two navigation labels (interesting?).
- No online ordering for their store.
Functionality:
- Mostly only made to see the store menu; very little functionality besides that.
- Clear and understandable, but lacking any info on the company itself or its community.
Community Building (social media):
- Buttons for Facebook, Twitter, and Instagram in the middle of the home page.
- Provides email for contacting.
Visual Design:
- Logo gives off coffee shop vibes automatically.
- The sans serif font for the Seasonal Blend on the homepage does not fit the overall design.
- Very long scroll for the homepage.
Content:
- Main homepage is mostly selling their blended coffee roasts.
- Not much background of the company unless you dive the site for it.
- A lot of content on the site which may overwhelm or confuse users.
- Site seems more like it’s for online coffee shopping rather than a website for their chain locations.
"Call to action" on home page:
- “Shop Now” for the Larrea Seasonal Blend Coffee Set.
- Navigation has an “Order Ahead” label but no distinguishable features that make it stand out.
Navigation:
- Header navigation has a few labels that have a sub-navigation bar that pops up
Functionality:
- The purpose of this site seems to be split between online ordering ordering at one of their stores, which makes it kind of confusing for first-time website visitors.
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Community Building (social media):
- You have to scroll all the way to the bottom of the homepage to find a collage of their Instagram posts.
- The footer all the way at the bottom of the page has several links to their social media (Instagram, Facebook, Twitter, Pinterest, Vimeo, Youtube).
Visual Design:
- Very difficult font to read (specifically the serif one)
- Lots of different fonts and colors going on.
- Format seems a little outdated and messy, with one big picture and three smaller ones at the bottom of the homepage.
- Header navigation has a nice, clean font compared to the rest of the type.
- Very visual-heavy website.
Content:
- There’s not much background behind the store other than what is listed on the main homepage.
- The “Trip to Coffee Origin” page has no explanation as to what the user is looking at.
"Call to action" on home page:
- “Order Now” button in the header.
- Subpage in navigation labeled “Order Online”
- “Order Now” in the center picture on the homepage
Navigation:
- “Trip to Coffee Origin” doesn’t give much clarity to what the page entails (even the page itself doesn’t give much context).
- Site has a search function.
Functionality:
- It’s clear that the site is pushing for the user to order online.
- Everything else on the site is kind of random.
- Buttons are distinguishable and there’s no outdated pages.
- Search feature is a plus.
Community Building (social media):
- Has a page specifically to show their Instagram posts (labeled “Instagram”).