Philz Coffee: Website
Role: Design, creative direction
Philz Coffee is on a mission to make everyone their perfect cup of coffee. When I met with Jacob (Philz CEO) over coffee he was so passionate about his company and the website project. I could really tell that he wanted to be known for more than good coffee—he wanted to create the perfect experience. He wanted to create an experience where people knew they could meet friendly baristas and get the perfect cup of coffee based on their personal taste. If you didn’t get the perfect cup of coffee, they’d remake it until you were happy. He wanted the in-store experience to translate into a real “wow” experience on the website.
I started the project by developing a mantra that expressed the Philz experience and how that translated into everything like the web usability, design, and messaging. I spent a day behind the counter at Philz to really learn hands-on what made Philz a truly stand-out experience. By seeing a mix of the different types of customers that visited the store I was able to develop user personas and match the needs of each persona to what was needed on the new website. From there, we developed the site architecture and planned out the content and functionality around our personas.
Company mantra
User personas
I developed four design concepts to guide the visuals and messaging. The Movement concept focused on the slow coffee movement and how Philz takes the extra time every day to make the perfect cup of coffee. The Cup of Love concept featured the Philz team and how every employee really goes the extra mile to make Philz the best experience. The Hand-Crafted Coffee concept highlighted how coffee making is an artform for Philz and how their baristas are masters of coffee mixology. And the #MyPhilz concept focused on a customer-centric approach to Philz success by showing how every customer is an advocate for the company.
The Movement website design concept
Cup of Love website design concept
Hand-Crafted Coffee website design concept
#MyPhilz website design concept
The concept we decided to move forward with was Cup of Love. It just made sense to focus the site design around the amazing team that makes your coffee every day at Philz.
Final web design