Role: UI / UX Designer, Developer

Tools: Figma, Figjam, Wordpress

Analog, one of Denmark's highest-rated coffee houses, sought to expand their customer base through a digital solution. The solution was a website that provides customers, both potential and current, with a way to engage with the brand and access information.

I served as the lead developer and one of the designers for the website during an academic project.

To grow their customer base, it was crucial for Analog to strengthen its brand identity by presenting it on a webpage and social media. Analog is a local company with little internet presence, so branching out to new platforms and increasing its exposure was essential. Analog is different from large chains like Starbucks, as they focus on forming a local community in a cozy and homely space with hints of masculinity. They wanted to convey this atmosphere in the digital space.

🧒 User: Gain instant access to Analog's offerings and community

🏢 Business: Create a strong brand identity and strengthen customer relations

📦 Product: Boost exposure and convey information

Building a strong brand identity is challenging, as it involves more than just a logo. The design team had to understand what Analog meant to its customers and how to communicate this message in the digital space. We helped Analog create visuals that matched the cozy atmosphere they wished to express on their website.

To understand Analog, we began by gathering thoughts from customers on how they would define the coffee house. We used these insights to create a design persona that embodied Analog, serving as a starting point for further design development.

Analog is more than just a coffee house. The company wanted to underline this feature on all of their platforms, so we emphasized the brand's community-driven events and down-to-earth, honest, and joyful image on their website. To ensure the page reflected Analog's values, we subjected the design to various user tests, such as preference testing and think-aloud research methods.

The results showed a disconnect between Analog and the masculinity it embodies, as none of the design prototypes evoked this image. The design prototype underwent a rework, incorporating darker colors and more wooden accents to the web design aesthetic.

To emphasize the fun customers could have, we included a short photo op to show the homeliness and joy of the place. Fun imagery can be an impactful driving force for internet surfers looking for their next adventure or decision to visit.

Rather than choosing mass-produced icons, the design team created in-house illustrations to reflect the masculine undertones Analog is associated with.

The imagery used throughout the page had a significant impact on user retention. Eye-tracking tests performed on the page showed users scanned people's faces to interpret their feelings while they participated in the diverse activities Analog offers.

Analog's temporary takeover resulted in an increase in the quality of social media posts, user engagement, and followers, based on Instagram and Facebook analytics.

The website matched the identity Analog wished to convey on the internet, and they were interested in taking over the design files and publishing the website in the near future.