Tiny Footprint Coffee
Designing Trust In Every Cup
Where Design Meets Direction
I redesigned TinyFootprint’s entire digital ecosystem, from packaging to website, creating a cohesive experience where every interaction reinforces the brand’s mission: “Drink Coffee. Plant Trees.”
A Mindful Pour
Tiny Footprint Coffee, the world’s first carbon-negative coffee brand, had a bold mission, but its digital experience didn’t reflect it. Users struggled to see the real impact of their purchases, subscriptions felt cumbersome, and the brand’s sustainability story was lost across touchpoints.
The experience needed to make sustainability feel intuitive, personal, and rewarding, something users could live, not just read about.
Key Outcomes
Conversion increased 38% · Bounce decreased 27% · Trust increased 21 pts · Subscription sign-ups increased 36% · Checkout completion increased 25% · Average order value increased $11 · Customer acquisition cost decreased 26% · Lifetime value increased 60% · ≈ $260K projected revenue (Y1)
Metrics were derived from 85 survey responses, 10 user interviews, 16 usability tests, and 3 months of analytics review. Surveys informed trust and satisfaction scores; usability tests measured task success, subscription completion, and checkout completion; and analytics provided conversion, bounce, AOV, CAC, LTV, and revenue trends. Completion rates, time-on-task, and post-test surveys were used to quantify behavioral and attitudinal improvements
My Role
Product Designer — UX/UI · Design System · Brand Integration
Team
Solo Designer
Stakeholder Critiques
Peer Critiques
Timeline
4 weeks
Tools
Figma, FigJam, Illustrator, Photoshop,
Defining the Opportunity
TinyFootprint Coffee’s mission was inspiring, but the digital experience didn’t make it feel real for users. Connecting purpose to action presented a chance to create a meaningful, seamless experience that aligned brand, product, and sustainability.
Pain Points
Impact metrics were buried and hard to find
Multi-step checkout discouraged subscriptions
Inconsistent visual and tonal language
Brand story and product hierarchy unclear
Intent
Transform a fragmented brand into a unified, intuitive, and rewarding experience. Make sustainability visible, actionable, and effortless while keeping TinyFootprint’s playful personality.
User Flow
Listening Before Designing
How We Learned
85-person online survey · 10 in-depth interviews · 16 moderated usability tests · 4 A/B prototype trials · 6 competitor audits · 3-month analytics review
What We Heard
What It Meant
“It doesn’t feel like one brand.”
“I want to see my impact immediately.”
“Checkout takes forever.”
“I got lost before buying.”
Unify tone, type, and story.
Surface carbon metrics upfront.
Simplify the path to purchase.
Prioritize clarity over cleverness.
Takeaways
Users wanted meaningful convenience, to do good without friction. Each iteration balanced clarity, conversion, and storytelling through real feedback loops and A/B testing.
From Fragmented Brand to Unified Experience
Mapping the Moment
Audited all touchpoints from packaging, website, and email to trace inconsistencies and friction points. Mapped the full user journey to connect storytelling, metrics, and purchase flows.
UX Goals & Design Decisions
-
Streamline subscription and checkout flows
-
Surface carbon-impact metrics early, reinforce post-purchase
-
Create consistent typography, color, and component language
-
Test dashboard layouts, reward indicators, and CTAs for comprehension and conversion
Testing & Iteration
Prototyped and tested flows with 16 users across 3 iterations:
-
Moved dashboard metrics for faster recognition
-
Simplified subscription flow → fewer steps, clearer hierarchy
-
Refined checkout CTAs for visibility and confidence
Impact
Checkout completion increased from 68% to 93%. Trust score increased by 21 points. Subscription sign-ups increased by 36%.
Product Detail Page
The Ecosystem Behind the Experience
Hierarchy of Reuse
Connecting brand, product, and sustainability into one living system.
Governance
A centralized Figma library with brand tokens, responsive rules, and stakeholder review loops ensured that every new page, campaign, or package reinforced the same visual and emotional core, good coffee that does good.
Making Sustainability Effortless
How Small Tweaks Turned Purpose into Measurable Growth
Takeaways
These metrics confirmed that small usability improvements had a big impact. By reducing friction in the checkout flow and making trust cues more visible, users moved faster, felt more confident, and returned more often. This translated directly into better business performance: higher conversion, lower abandonment, stronger retention, and a healthier LTV. Overall, the changes validated that clarity and speed matter just as much as sustainability in driving meaningful behavior.
Reflections
Guiding Beliefs
-
Brand consistency builds trust
-
Simplicity creates clarity, not emptiness
-
Sustainability should feel like progress, not effort
-
Iteration and trade-offs are essential in balancing usability and storytelling
Next Experiments
-
Gamified impact streaks for subscribers
-
Personalized carbon insights by region/farm
-
Extend design system to retail kiosks and partner cafés
Request a Deeper Case Study
Want to learn more about this project?
Get in touch to request a deeper case study.
Next Projects
