My Sunrise Bakery and Coffee Shop Journey

Coffee Shop UX/UI Project

Original Sunrise logo with a purple background, a sun in a square.
Sun Rise Current Logo

The Coffee Shop Project let us use a real case scenario to mock up a rebrand that focused on user center design. We navigated through its strengths and weaknesses as well as its opportunities and threats. With each level of research and analysis, I was able to pin point where Sunrise could grow and become a better business by looking through the customers’ stand point.

Commercial Coffee Competitive Content Audit

Interior of Starbucks, showing the counter to order and a tree that hold gift cards that also represents where to start the line to order
Starbucks Interior
Dunkin’ interior showing the counter to order and the area to pick up right next to it.
Dunkin’ Interior

Starbucks and Dunkin’ was how we started off our research into coffee shops. It was really useful to see how a couple of the most popular coffee shops in the country was running and how their shops catered to their customers. From what I saw, Dunkin did a better job at way finding and adding nodes so that their customers instinctively knew what to do and where to go.

Commercial Coffee Competitive Content Analysis

Dunkin' Analysis. stickers on floor to guide to cashier
big hanging signs above pick up
sign at doorway to stop use of other exit
Dunkin’ Content analysis
Starbucks analysis
not much signage
mainly uses whitespace to navigate
one sticker at pick up area
Starbucks content analysis

Dunkin’s target person would be a 20-40 year old of any gender. Dunkin’s quality is pretty low, they focus more on conveniences and their vibe is pretty basic, nothing special. Starbucks’ target person is a more upscale coffeeshop with their target persona being a 20-45 year old woman. 

Target Coffee Shop Content Audit

Photo of freshly made traditional Portuguese custard dessert.
Sunrise Quesada De Nata

Sunrise’s target persona is a 30-65 year old woman. Their quality is much better than Dunkin’s because it is more fresh. Their current vibe is pretty boring and basic though; Just like any other coffee shop.

Target Persona

Value prop- Old world and timeless recipes
More female targeted
for ages 30+
Geared for lower to middle class
price range is $2.50-$8.00
Persona is Kitty forman
Target persona

The target person for sunrise is a 30-65 year old woman. They are in the low to middle class. They are also probably looking for something Portuguese on the menu that they know they can’t find at other coffee shops. 

Target Whitespace Analysis

Quandrant chart with top being highprice bottom being low price left being not tasty and right being tasty. All are in the bottom right quarterant expact for lollys which is is the top right. Lowest and furthermost left is dunkin  further to the bottom is daily made donuts. Right above daily made donuts is sunrise.  White space os cakes cupcakes alcohol and ethnic food.
Whitespace analysis

The surrounding coffee shops would be dunkin and daily made donuts who are both quick stops with nothing to special about it as well as lolly’s which is a more sit down type of coffee shop/ breakfast place. All of these places all coffee and breakfast foods. But none of them have the wow factor in their physical spaces that will draw in the customers and make them want to stay.

Target Value Prop Canvas

Breakdown of gains pains and jobs to be done as well as gain conductors ad pain relievers
Value prop canvas

Currently the brand is very uninspired and outdated. A solution would be taking it back to the original owners’ intent of an old world vibe and recipes. That will give a nice balance and unity to the brand the audience and services they offer. 

Target Value Prop Analysis

Photo of a order and pick up here sign to show that sunrise needs a better wayfinding system
Value prop analysis

Currently Sunrise has a pretty bad user experience. Mainly due to the layout of the place, and the lack if waypoints and nodes within the coffee shop. Once the renovations are done with the rebrand it will flow much better and customers will be able to navigate their way much easier. 

Hierarchical List

Hierarchical list of every product that sunrise offers ranging from drinks, breakfast, lunch, and desserts
Hierarchy

Currently at Sunrise, There is a large variety of products and services that range from typical breakfast and lunch food to their specialities. The categories are coffees, teas, sodas, specialty drinks, sandwiches, desserts, breads, soups, fish. The main category that would draw people in is the variety of Portuguese foods that they offer.

Target Persona Journey Map

Each step that the customer will take when using the sunrise mobile app to place an order.
Journey Map

Customer would walk in and get in line to order their meal. Once they get to the counter, a staff member will ask them if they’ll be dining in or taking out and what they’d like to order and they’d enter their order into the computer and then ask if that is all that the customer would like. Once the staff member gives the total amount due, the customer would then pay with either cash debit or credit. The customer would then be handed the recipe and their change is necessary and the customer would move in to the next line to wait for their food/ drink to be ready to pick up. If the customer is dining in, they would go to any open table and wait for their order number to be called out. 

SWOT Diagram

Breakdown of key drivers and weakness and threats of Sunrise
SWOT Diagram

Sunrise’s current weakness and threats stem from 2 main areas within the coffee shop. The first one being the staff’s bad listening skills and poor customer service at times. And the second one is the shops physical space since it has an outdated aesthetics, Confusing layout, and it is right next to Dunkin’. 

SWOT Analysis

Interior of sunrise bakery and coffeeshop showing that it is very outdated and needs to be renovated
SWOT Analysis

As I looked at the white space in the area of sunrise and its competition I noticed a huge gap in the quality of their physical spaces. With that I mind, I took that as an opportunity to grow market share. With sunrise having its food and drinks already diverse and distinct, all it needed was an inviting, immersive, and functional design and layout to further set itself apart from its competition. 

Target Revised Value Proposition

Old world and timeless recipes is the new value prop. The color is a type of navy blue and the font is better yesterday
VP Revision

The sunrise value proposition has evolved from a basic one dimensional phrase to a deeper more meaningful phrase that connects the products and services to the new aesthetic and target audience. The first value prop I chose was “wake up with a smile” because of the sunrise name and waking up with the sun. This slowly became “Old world and timeless recipes” because I wanted something that would have an impact on the customers and the fact that they are mostly older people from Portugal they could have a connection with the old world aspect as well as the family recipes that are being served. 

Target Logo Evolutions

Sketch of new sunrise logo with a mug and a sun coming out of it and the name on the mug. a second version is in color  with a red mug and a yellow sun with orange steam coming off the sun. Third version is the same but the sunrise above and "bakery and coffee shop" on the mug and a hole in the center of the sun to look like. a donut. The final versions. afire muted tones and a blue mug and with orange drink in the mug.
New Sunrise logo sketches

Target Logo Merch

a cream long sleeve t-shirt with the sunrise logo in the top right of the front of the chest.
Front of Merch
Back of cream long sleeve t-shirt. with breakfast foods in an arch with the value prop “old world and timeless recipes” underneath the arch.
Back of Merch

Target Mobile Website Wireframe

A wire frame of how the mobile app would look following each individual step from entering the app to signing in to placing the order and reaching the confirmation code.
Mobile Website Wireframe

Target Mobile Website Prototype

a hand holding a cellphone with the mobile app on it. showing the logo, value prop, and a call to action to order now.
Composite of home page on mobile device

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