PROJECT

Optimizing the digital nomad experience:

Optimizing the digital nomad experience:

How strategic UX redesign reduced signup abandonment by 27% and coffee shop saves by 120%

UI Refresh

UX Research / Testing

Prototyping

cliff notes

Overview: Koffie empowers digital nomads and travelers to discover unique coffee shops through an intuitive mobile experience that connects them with local coffee culture wherever they go.


Challenge: Users needed a reliable way to find quality, unique coffee shops while traveling, but existing solutions lacked comprehensive information and local insights.


Solution: A research-driven app redesign with improved usability, refined design system, and new features that enhance coffee shop discovery and evaluation.


Impact: Enhanced user experience through strategic UX improvements and valuable feature additions that better serve the digital nomad community.

DATE

November 1, 2024-



January 5, 2024

November 1, 2024-



January 5, 2024

MY ROLE

Lead Product Designer

Lead Product Designer

TOOLS AND TECH

  • Figma

  • Adobe Illustrator

  • Jira

  • Figma

  • Adobe Illustrator

  • Jira

CORE TEAM

1 UX Designer

1 Developer

1 Strategist

1 UX Designer

1 Developer

1 Strategist

A peek into the impact of this project:

A peek into the impact of this project:

Sign-up Abandonment

0

%

decrease

Filter Task Completion

0

%

increase

Saved Shops

0

%

increase

step 1: define the problem

Making it easier for digital nomads to find their new favorite "office."

Making it easier for digital nomads to find their new favorite "office."

Making it easier for digital nomads to find their new favorite "office."

Koffie is an app designed for digital nomads and remote workers, helping them find coffee shops that are perfect for working on the go. Users can search, discover, and save coffee shops across various cities, filtering results by criteria tailored to the needs of remote workers.

While users have enjoyed the app, our user testing revealed opportunities to further improve the experience and deliver even greater value. This feedback guided our efforts to refine and improve the app.

User Problem

Digital nomads traveling to new cities face challenges in quickly identifying coffee shops that meet their needs for work-friendly environments. This results in wasted time, increased stress, and a less productive experience.

Step 2: research

User research revealed critical usability gaps.

User research revealed critical usability gaps.

User research revealed critical usability gaps.

I conducted a comprehensive UX audit to identify usability gaps and improvement opportunities.

Log-in and Sign-Up:
Poor information architecture and unclear CTAs were hindering user onboarding

Input Boxes:
Small input fields violated touch target guidelines, causing user errors and abandonment

Profile Pages:
An underdeveloped profile section limited user engagement and failed to leverage personalization for retention

Then I conducted user testing.

Building on insights from our app audit, we conducted user testing to gain a more holistic understanding of what was working well and where the app fell short. This allowed us to gather valuable feedback directly from users and uncover deeper insights into their needs and pain points.

Survey

Participants:

0

We surveyed 20 digital nomads and remote workers.

We surveyed 20 digital nomads and remote workers.

We surveyed 20 digital nomads and remote workers.

We surveyed 20 digital nomads and remote workers.

User interview

Participants:

0

We conducted interviews with 15 digital nomads and remote workers.

We conducted interviews with 15 digital nomads and remote workers.

We conducted interviews with 15 digital nomads and remote workers.

We conducted interviews with 15 digital nomads and remote workers.

Location

Countries:

0

Of the users we interviewed, they were living and working in 5 different countries.

Of the users we interviewed, they were living and working in 5 different countries.

Of the users we interviewed, they were living and working in 5 different countries.

Of the users we interviewed, they were living and working in 5 different countries.

Two key user types emerged from our research

Hayden

Hayden is a software engineer currently based in Southeast Asia, with previous experience living and working in Costa Rica, Argentina, Spain, and Germany. A true thrill-seeker, he enjoys surfing and engaging in adrenaline-fueled activities like skydiving, base jumping, and bungee jumping. Professionally, Hayden is driven, organized, and thrives in the autonomy that remote work provides.

Age:

32

Profession:

Software Engineer

Current location:

Thailand

Kami

Kami is a skilled graphic designer living the digital nomad lifestyle for the past two years. Although Rotterdam is her home base, she frequently takes weekend trips across Europe. While traveling, she enjoys discovering local bookstores, cafes, wine bars, and art galleries. A fan of unique stays, she often chooses distinctive Airbnbs that let her immerse in the local culture and cuisine. Professionally, Kami is a creative problem solver with a focus on working with clients in the consumer packaged goods industry. She is known for being both professional and punctual.

Age:

27

Profession:

Graphic Designer

Current location:

The Netherlands

Users shared some compelling insights

User 1

"It’s so frustrating to find a coffee shop I think will work, only to arrive and realize I can’t get anything done there. It feels like such a waste of time—time I could’ve spent being productive."

"It’s so frustrating to find a coffee shop I think will work, only to arrive and realize I can’t get anything done there. It feels like such a waste of time—time I could’ve spent being productive."

User 2

"I usually rely on Google Maps to find good work spots, but it’s hard to know if they allow laptops or have tables big enough to work comfortably."

"I usually rely on Google Maps to find good work spots, but it’s hard to know if they allow laptops or have tables big enough to work comfortably."

The user feedback revealed interesting patterns

Discovery Methods:
Most digital nomads relied on social media or Google Maps to find coffee shops while traveling and working.

Lack of Organization:
Participants generally lacked a structured method for saving or organizing their coffee shop discoveries.

Key Priorities:
When choosing a coffee shop, top priorities included Wi-Fi availability, convenient location, and access to power outlets.

step 3: ideate and prioritize

I mapped user motivations and jobs-to-be-done, then prioritized feature improvements based on user value and business impact

I mapped user motivations and jobs-to-be-done, then prioritized feature improvements based on user value and business impact

I created a comprehensive user journey map highlighting pain points and opportunities.

I created a comprehensive user journey map highlighting pain points and opportunities.

We began by outlining Koffie’s user journey and identifying the key motivations driving users to the app. This included mapping the typical path a user might take to discover the app, the frustrations we aimed to address, and the core functionalities that would provide the most value.

We began by outlining Koffie’s user journey and identifying the key motivations driving users to the app. This included mapping the typical path a user might take to discover the app, the frustrations we aimed to address, and the core functionalities that would provide the most value.

Using a prioritization framework, I balanced business goals with user value

Using a prioritization framework, I balanced business goals with user value

I developed a prioritization framework that scored features on user impact, business value, and development effort. This matrix enabled stakeholder alignment on which features would deliver maximum value within our resource constraints, creating a focused roadmap for the development team.

I developed a prioritization framework that scored features on user impact, business value, and development effort. This matrix enabled stakeholder alignment on which features would deliver maximum value within our resource constraints, creating a focused roadmap for the development team.

step 4: ui and visual design

Building a Cohesive Design System

Building a Cohesive Design System

Before developing new features, I conducted a comprehensive brand audit to establish design consistency across the app. The existing visual identity suffered from color proliferation (14 colors) and inconsistent typography that fragmented the user experience.


I streamlined the color palette to 5 strategic colors that better reflected the brand's core identity, then established a scalable typography system with clearly defined text styles. This foundational work ensured that all future feature development would maintain visual coherence and strengthen brand recognition throughout the user journey.

Before developing new features, I conducted a comprehensive brand audit to establish design consistency across the app. The existing visual identity suffered from color proliferation (14 colors) and inconsistent typography that fragmented the user experience.


I streamlined the color palette to 5 strategic colors that better reflected the brand's core identity, then established a scalable typography system with clearly defined text styles. This foundational work ensured that all future feature development would maintain visual coherence and strengthen brand recognition throughout the user journey.

Simplified Logo: Mark only


  • We put together this simplified logo that included only the icon for situations where the product name would not be necessary.

Simplified Logo: Mark only


  • We put together this simplified logo that included only the icon for situations where the product name would not be necessary.

Simplified Logo: Mark only


  • We put together this simplified logo that included only the icon for situations where the product name would not be necessary.

Simplified Logo: Mark only


  • We put together this simplified logo that included only the icon for situations where the product name would not be necessary.

Simplified Logo


  • This logo is to be used in the app store, and when speaking about the overall app.

Simplified Logo


  • This logo is to be used in the app store, and when speaking about the overall app.

Simplified Logo


  • This logo is to be used in the app store, and when speaking about the overall app.

TYPOGRAPHY

H1

Instrument Sans Bold

24/30

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H2

Instrument Sans Bold

18/22

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H3

Instrument Sans Medium

18/22

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H4

Instrument Sans Bold

16/20

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H5

Instrument Sans Medium

16/20

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore

Body

Instrument Sans Regular

12/16

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Descriptor

Instrument Sans Regular

10/14

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color palette

component library

By examining the existing designs, we identified key reusable components that could be developed for use across multiple screens. This approach allowed us to streamline the design process and ensure consistency throughout the app.

By examining the existing designs, we identified key reusable components that could be developed for use across multiple screens. This approach allowed us to streamline the design process and ensure consistency throughout the app.

step 5: high fidelity designs

The Final, Transformed Experience

Based on UX audit findings and user research insights, I developed a strategic roadmap targeting critical usability barriers and feature gaps.

Conversion Optimization: Redesigned onboarding flows to reduce friction and improve signup completion rates

Accessibility & Mobile Usability: Expanded touch targets for form elements to meet platform guidelines and reduce user errors

User Engagement: Enhanced profile functionality to create product stickiness through personalization and user investment

Discovery Experience: Implemented intelligent filtering to help nomads quickly identify work-friendly venues based on their specific needs

Information Architecture: Redesigned global search with consistent placement and improved discoverability across the app

Social Validation: Added community-driven reviews to leverage peer recommendations in venue selection decisions

To reduce onboarding friction and improve conversion rates, I redesigned the authentication flow with these key improvements:

  • Smart Navigation: Added seamless toggle between sign-in and sign-up modes to reduce cognitive load and eliminate dead-end experiences

  • Reduced Friction: Integrated social authentication (Google, Apple, Meta) to offer one-tap access and reduce abandonment from lengthy form completion

  • Visual Modernization: Redesigned authentication interface with contemporary styling that builds user trust and reflects product quality

  • Real-Time Validation: Implemented progressive error feedback that guides users to successful completion instead of frustrating post-submission failures

I redesigned the home screen to reduce cognitive load and improve task completion based on user behavior insights:

  • Improved Content Discovery: Replaced vertical scrolling with horizontal category navigation to increase content visibility and reduce decision fatigue

  • Streamlined Information Architecture: Removed redundant map access point after analytics showed 80% of users preferred the persistent bottom navigation

  • Optimized Information Hierarchy: Simplified coffee shop cards by surfacing only the most decision-relevant information identified through user testing

  • Enhanced Interaction Design: Increased like button touch targets to meet accessibility standards and reduce interaction failures

  • User-Centered Prioritization: Restructured card content based on testing insights showing users prioritize [specific info like WiFi quality, noise level, etc.] over secondary details"

User testing revealed critical usability barriers in the filter experience that were preventing successful task completion:

  • Filter Relevance: Redesigned filter categories based on user research showing that nomads prioritize workspace features (WiFi strength, power outlets, noise level) over traditional cafe attributes

  • Accessibility Compliance: Increased touch target sizes for interactive elements to meet WCAG guidelines, reducing interaction errors and user frustration

  • Improved Discoverability: Enhanced the dismissal interaction by adding visual depth cues and expanding the gesture area, making the swipe-to-close behavior more intuitive and learnable

  • Navigation Recovery: Redesigned the back button with increased visual prominence and consistent placement, preventing users from feeling trapped in the filter state

Redesigning Coffee Shop Pages for Faster Decision-Making:

Drawing from insights gathered through both our app audit and user testing, we compiled a list of prioritized updates for our team to implement:

  • Simplify and improve the login and signup screens for a smoother user experience

  • Increase the size of input boxes and radio buttons to make them more accessible for touch interactions

  • Enhance the profile page with additional features for a more personalized experience

  • Improve the map page by adding smart filters to streamline coffee shop discovery

  • Rework the search bar to make it more easily accessible across all pages

  • Add a reviews section to coffee shop pages for user feedback and ratings

  • Decision-making friction: Users struggled to quickly assess coffee shop quality without scrolling through lengthy reviews. I addressed this by implementing prominent star ratings and curated experience summaries for rapid evaluation.

  • Location accessibility gaps: Users frequently mentioned difficulty finding location details when planning visits. I redesigned the information hierarchy to make address and proximity data immediately visible.

  • Navigation confusion: User testing revealed that 40% of participants had trouble returning to search results. I enhanced the back button's visual prominence and positioning to improve navigation flow.

Enhancing Map Navigation and Filter Functionality

  • Filter usability barriers: Users struggled to locate and apply relevant filters (price range, ratings, hours), often abandoning their search when unable to narrow results effectively. I redesigned the filter interface with clearer visual hierarchy and intuitive categorization to streamline the refinement process.

  • Exit flow confusion: Testing revealed that users frequently got trapped in map view, unable to find a clear path back to the main navigation. I implemented a more prominent exit control and added breadcrumb navigation to provide clear wayfinding back to the home screen.

Redesigning Profile Navigation and Introducing Discovery Management:

  • Information architecture breakdown: Users struggled to locate essential account information due to poor visual hierarchy and unclear labeling. I restructured the profile layout with improved categorization and prominent section headers to create intuitive information pathways.

  • Missing discovery workflow: A critical insight emerged that users lacked a way to capture and organize coffee shops for future visits—a key behavior in the discovery-to-visit journey. I designed and implemented a dual-system approach with dedicated Favorites (visited and loved) and Wishlist (want to try) sections, enabling users to build personal coffee shop collections.

step 6: iteration

Measuring Impact: Validation Through User Testing

Measuring Impact: Validation Through User Testing

Proven Results: Successful Design Interventions

  • Enhanced task completion: Users demonstrated significantly improved success rates when filtering search results and navigating between core app sections, with reduced task completion times and fewer user errors.

  • Streamlined discovery management: The new Favorites and Wishlist functionality tested successfully, with users easily locating and organizing saved coffee shops without assistance—validating our hypothesis about collection behavior needs.

  • Improved interaction design: The redesigned heart icons and radio buttons received positive usability feedback, with users reporting more intuitive interactions and increased engagement with core features.

  • Elevated overall experience: Users consistently described the updated interface as more "breathable" and enjoyable, indicating successful improvements to visual hierarchy and information density.

Unsuccessful Solutions and Key Insights

  • Advanced collection management: Users expressed a desire for location-based wishlist organization, indicating that geographic context plays a key role in their coffee shop planning behavior—particularly for users who travel frequently or live in multiple neighborhoods.

  • Integrated map experience: Testing revealed friction in the current list-to-map transition, with users requesting a more fluid way to visualize search results spatially without losing their filtering context or search progress.

  • Live venue intelligence: Users consistently requested real-time operational data (crowd levels, seating availability, connectivity quality) to make more informed visit decisions—highlighting an opportunity to differentiate from competitors through dynamic venue insights.

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© 2025 Sara Duval