Dunkin' redesign
Dunkin' redesign
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Dunkin' is one of the most popular (and my personal favorite) coffee and donut chains around the globe. I wanted to revamp their current design into something more modern and as pleasing to the eye as it is to the taste buds. I chose to redesign their app, website, and even develop mockups for a new promotional poster.
Scroll below to see the process and outcome!
Focus
Dunkin' Donuts
Team
Individual Project
When
March 2021
Role
Strategist (brand audit, competitive analysis, research, etc.)
Visual Designer (moodboard, style guide, sketching, Iterating, prototyping, mockups, etc.)
Tools
Figma
Adobe Photoshop
Overview
Overview
The earthy, modern redesign for Dunkin' was used to promote homeyness and productivity through the use of stark typographies, neutral color schemes, abstract shapes, and mixed media images while maintaining aspects of the current brand.
I drew three key points from the company's mission from which I concluded that Dunkin' hopes to:
Be the desired place for great coffee and highest level of quality product
Prioritize what you need
Invoke a convenient, relaxed, and friendly environment
These were core company values to keep In mind throughout the design process and helped shaped the overall strategy of the redesign.
I redesigned two digital experiences, a mobile application and the website interface, which contrasted in the size and user experience that customers would be facing in addition to one non-digital creation, a poster advertisement. I executed a heuristic audit to strategize the visual improvements that could be made to the brand which led to the overall design language that was created and applied to each of the prototypes, including a clickable online site experience.
Strategy
Strategy
Conducting a brand audit was the first step in the strategy and helped establish three main goals of the redesign with reference photos of the current brand that needs improvement.
Goal #1: Design a layout that encourages productivity
Develop a space that simultaneously sparks relaxation and productivity so that users feel empowered and motivated to go to a coffee shop and do work
The layout is fairly blocky and organized; lack of movement in logos and overall design
Images do not creatively advertise food in an outstanding manner
Not many organic or unique shapes/designs
Goal #2: Invoke a sense of comfort
Create a welcoming and safe environment to draw friends and family to sit and enjoy coffee together.
Colors are bright and harsh rather than warm and welcoming
Typography is loud and bold with nothing to balance it out
Overall design does not flow from one section to another
Goal #3: Draw attention to quality and care for the customer
Dunkin’s well-known catchphrase is “America runs on you”; this means the interface should feel personalized to the individual using it and put a heavy emphasis on their needs, but the current design does not put much focus on the user and their coffee needs.
Lack of word choice and suggestions that feel catered to the user
Not many personalization or customization app options for the user to choose from
Colors and images do not represent inclusivity or showcase personalized beverages and bakery products as you choose through them
Mood Board
Mood Board
A mood board helps set the stage by acting as a reference point for future sketches and prototypes to maintain consistency between pages and interfaces. This mood board consists of earthy tones and bursts of color to visualize homeyness and invitation with the drive to be productive. Abstract, organic shapes and images alongside real photography to draw attention to important images and invoke curiosity.
Visual design language with user walkthrough
Visual design language with user walkthrough
Common Coffee Shop Visitor
An avid coffee drinker who often visits coffee shops to sip and work sees this poster for the first time and is intrigued by the values and clean, earthy redesign and decides to check out the new opening of the nearby Dunkin’. He goes in and is immediately impressed by the new layout of the store and decides to do his work here rather than his usual spot.
Common Dunkin Visitor
While at the store sipping his coffee, he decides to download the app after seeing an ad for it in the shop as he thinks he might come back here regularly for a quiet place to do work. While scrolling through the app, he becomes drawn to the different coffee options and redeemable points.
New Dunkin Fanatic
The customer’s interest in Dunkin’s products leads him to the website to see what he might redeem with his future points and goes deeper into the site in the process.
To walk through the website prototype yourself, click the Figma link below!
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