A visual overhaul for Dutch Bros
Crafting a new online presence for a coffee giant
Client: Dutch Bros - a nationwide drive-thru coffee chain
Role: Lead UX Designer, Co-Lead UI Designer
The Challenge
Dutch Bros’ digital and drive-thru experiences needed a major rethink. On the UX side, customers had to rely on a single, physical menu board - only visible once they reached the ordering window - leaving little time to explore options or customize drinks. This often resulted in rushed, frustrating experiences, especially during busy hours.
At the same time, their existing interface was overdue for a visual refresh. While Dutch Bros had strong brand guidelines, the product UI lacked clarity and hierarchy. We were tasked with partnering closely with their internal design team to deliver a full visual overhaul—one that modernized the look while staying true to their bold, energetic personality.
What I Did
I led the UX and co-led UI alongside Dutch Bros’ in-house team. After identifying the bottleneck in the drive-thru experience, I prototyped and tested a mobile-friendly menu interface that customers could browse while still in line. I personally field-tested this at a Dutch Bros location - pulling up the prototype from my phone to simulate a real user journey.
Visually, I collaborated on the product’s complete UI overhaul. Within the guardrails of Dutch Bros’ strict brand guidelines, we refined navigation, layout, and the use of product imagery to enhance clarity and consistency throughout.
Key Outcomes
The update launched in 2021 and is still in use today. While the team wasn’t given access to post-launch data, the client retained the design long-term - strong anecdotal validation of its impact. The new experience offered customers more control, especially when ordering from a vehicle, and brought the interface visually up to par with Dutch Bros’ high-energy brand.
Reflection
This project reminded me how crucial real-world testing can be. Visiting the drive-thru in person helped uncover the true user pain points - something a screen can’t always reveal. I’d love to do more of this kind of field research, though it’s not always feasible. Still, when possible, stepping into the user’s shoes delivers insights that shape more thoughtful, effective design.