Updating the TV menu of a coffee shop. The goal is to swiftly inform the customer in making a choice, and enhance the business transaction flow.

- text does not conform to the current branding (font or colour scheme)

- text lines lack vertical spacing, making it hard to read

- pricing information overwhelming and unclear

- background too busy, competing for attention with the foreground

- bottom images steal focus, too busy

- overall confusing

In order to save time and resources in redesigning the TV menus, I have devised a simple 3-step plan:

1) Implement a quick fix for the obvious issues

2) Perform market research

3) Provide suitable long-term solutions

I drafted a new and updated menu that respected the brand font and colour scheme, with a cleaner and spacious layout, more legible than its predecessor.

The research I have conducted during several months included personal interviews on the street, and anonymous feedback flyers at the counter. Additionally, staff has contributed with direct comments and tacit information received during their daily interaction with customers.

The typical pain points for customers were:

- not knowing the menu terminology, therefore not ordering anything unknown

- judging the product by its price at first contact with the menu, not knowing its attributes

- ordering an item and expecting it to conform to their own personal expectations

As an example, a simple question such as "What is a cappuccino?" would give a myriad of results, depending on who you ask.

The results were in. It was clear to me that the menu plays an important role in communicating the type of product to be expected. Part of a memorable experience is a smooth purchasing process.

The majority of the business' customers falls into one of the following categories:

- local Spanish between 25 and 45 years old

- students, both local and international exchange

- tourists and expats, mainly from Northern European countries

Based on their personal experience and contact with the international scene, each subgroup had its own expectations in terms of ingredients, quality, presentation and pricing. As a contextual note, the concept of the establishment was already very different than the average local profile.

As an experienced visual communicator I can confirm that an image is worth a thousand words. Taking into consideration all factors (specialty product, customer profile, communication medium, market position), I have concluded that images of key products could be an asset to the TV menu, as long as implemented smart, and not intrusive.

The aim is to raise the customer's interest, attract and invite, and also provide an idea of what to expect. I chose bare-bone product imagery, without backgrounds or text that distracts.

Additionally, I have restructured the information for better legibility, applying design choices that maintain brand continuity.

With most images gone, the space could now be dedicated to feature a short description for most items. This ensured that the customer can easily find out what each product contains (access to quick info), focusing the dialogue with the staff on other sales points (time saver). A win-win situation for all!

Thank you for your interest!