Zencup is a specialty coffee subscription designed to reduce choice overload for coffee lovers. Users take an eight step quiz that generates personalised matches from more than forty European roasteries. Each bag arrives at its taste peak and a match guarantee removes the risk of trying new beans.

They target coffee drinkers who enjoy specialty beans but feel overwhelmed by the amount of choice. Many knew what they liked in broad terms (e.g. brew method or flavour profile) but struggled to translate that into the right purchase without guidance.

I was responsible for designing the website and user journey, including the quiz flow, product presentation, and checkout experience.

My approach focused on reducing decision fatigue and creating a guided path from curiosity to subscription. Clear hierarchy helped users answer one question at a time without feeling overwhelmed, while contextual badges, tasting notes, and social proof supported confidence around each recommendation. Guarantees were surfaced early to minimise hesitation, and the final checkout emphasised reassurance rather than pressure.