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Improving the Dutch Bros Website Experience
Issue 1: Icon Labels
Conducted usability testing and journey mapping to identify navigation and interaction issues on the Dutch Bros website. Based on user feedback, I proposed design improvements focused on clearer icon labeling and improved color states for interactive elements.
The most significant usability issue was difficulty navigating the site due to unlabeled icons. During testing, 3 out of 4 participants struggled to find the store locator, despite its prominent placement in the navigation bar. Users expected a text label rather than a pin icon to indicate the store locator.
“It would be nicer if there was an actual label for the store locator or locations link.”
- Participant 2
Issue 2: Color Selection
Based on their feedback, I added labels beneath the store locator and menu icons and increased their size to improve visibility, clarity, and navigation.
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One participant encountered a visibility issue while selecting a quantity of single-serve K-Cups in the Dutch Bros. online shop.
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When a quantity was selected, both the box and text turned white, making the selection difficult to distinguish against the page background. The selection only changed to the intended blue state after clicking elsewhere.
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To improve visibility and provide clearer feedback, I recommend applying the blue selected state immediately upon interaction, with white text for contrast.
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