OVERVIEW

Beard Papa’s App Redesign
— Infusing Brand Personality Into a Seamless Ordering Experience

When Beard Papa’s finally opened in Salt Lake City, I was thrilled—it’s my go-to puff brand from Hong Kong. But once I downloaded the app, that excitement quickly faded. The interface felt generic and disconnected from the store's fun and lively atmosphere. It worked, but lacked soul. I set out to redesign the experience—bringing back the joy, personality, and clarity that loyal customers like me expect from the brand.

Research
— Understanding User Needs

To better understand the problem, I conducted remote interviews and surveys with Beard Papa’s customers, including long-time fans and first-timers. Their feedback revealed three key gaps in the current digital experience:

Beard Papa’s Original App

Visual Appeal
The interface felt plain and uninspiring—lacking the playful energy and warmth customers associate with Beard Papa’s.

Product Transparency
Users were unsure about product details due to a lack of descriptions or allergen information.

Brand Connection
There was no emotional tie between the digital experience and Beard Papa’s warm, playful identity.

Competitor Analysis
I also analyzed digital experiences from Eva’s Bakery, Krispy Kreme, and Mister Donut. These brands taught me that:

Strong branding builds emotional connection.
Smooth flows reduce order friction.
Visual storytelling and loyalty programs increase repeat usage.

Competitor Analysis

Brand

1. Eva’s Bakery

2. Krispy Kreme

3. Mister Donut

Strengths

- Authentic, artisanal vibe: Showcases freshly baked breads, pastries, and a European café atmosphere.
- Quality-focused brand story: Emphasizes natural ingredients and craft.
- Local identity: Strong ties to Salt Lake City, appealing to the community.

- Strong brand recognition: Known worldwide for its signature glazed doughnuts.
- Online ordering & delivery: Offers a user-friendly digital platform for placing orders.
- Promotions & loyalty program: Frequent deals and a rewards system.

- International reach: Popular in various Asian markets, offering unique regional flavors.
- Clear, straightforward website: Easy to navigate with basic product info.
- Cult following: Fans appreciate its nostalgic appeal and classic doughnuts.

Weaknesses

- Limited digital presence: The website primarily provides basic info; online ordering is not prominent.
- Narrow product selection online: Doesn’t feature the full in-store menu or specials.

- Brand consistency can vary by region: Some stores and online experiences differ in design and functionality.
- Overwhelming homepage: Can be visually busy with multiple promotions.

- Limited U.S. presence: Lacks widespread availability in the U.S., which may reduce brand recognition.
- Minimal online ordering features: Website mostly showcases product info without robust e-commerce.

By translating the research into a detailed persona (like “Alexia”) and mapping her user journey, I uncovered the real-life frustrations and delights at each touchpoint—from app discovery to placing an order. This guided me to craft an experience that was not just functional, but empathetic to the user’s needs.

Alexia

Age: 26
‍Location: Salt Lake City, Utah
‍Occupation: Marketing Coordinator

“I love Beard Papa’s, but the app feels disconnected from their fun in-store vibe.”

Goals:

Enjoy a visually engaging ordering experience that reflects the brand’s spirit.
Easily customize and place orders with minimal hassle.

Frustration:

The app’s bland design and lack of visual cues undermine its appeal.
It fails to capture the energetic personality of Beard Papa’s

Bio:
Alexia is a self-proclaimed foodie who discovered Beard Papa’s through a friend. She loves the taste and atmosphere in-store but feels the app falls short of that same excitement. As a marketing professional, she notices when brand identity is inconsistent across channels, which makes her less inclined to order online.

Persona & Problem Statement & User Journey Map

Alexia is a 26-year-old marketing coordinator who needs a visually engaging order app because she finds the current design too plain and disconnected from the lively in-store vibe of Beard Papa’s.

ACTION

TASK LIST

FEELING

IMPROVEMENT OPPORTUNITIES

1. Discover

Downloads the app, expects a vibrant, engaging experience.

Curious but also hopeful that the app meets her expectations

Intro screen showcasing brand personality

2. Browse Menu & Order

-Explores product categories
-Selects items, chooses flavor options

Unsure about product details

Include detailed product descriptions and appealing images

3. Payment & Confirmation

-Enters payment details
-Waits for confirmation

Relieved the order is placed  Neutral about brand connection

Provide a visually branded confirmation screen

Design
— Refining the User Journey

Wireframes & Low-fidelity prototype
Using the original app as a baseline, I developed wireframes focused on minimizing friction—like simplifying navigation and highlighting product visuals early in the journey. These low-fidelity prototypes helped validate layout ideas that would guide users to their favorite puffs faster, with less confusion.

Homepage Wireframe Explorations

Visual Design
—A Visual Refresh That Connects

Brand-Driven Aesthetic
To capture Beard Papa’s playful personality, I crafted a vibrant visual system using the brand’s signature yellow (#FCD603) and deep navy (#2B3772). Yellow highlights guide attention to key actions, while navy provides a strong, reliable foundation. The typography—Alexandria for body text and All Round Gothic for headings—strikes a balance between clarity and warmth.

Visual Identity & Patterns
To reinforce the brand’s uniqueness, I designed a custom “bite mark” motif used subtly across buttons and headers. Combined with the color palette and typography, this adds a whimsical, ownable touch that brings the brand’s charm into the digital space.

#FAF7F7

#FCD603

#2B3772

Primary Font
Alexandria
Aa Bb Cc Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz0123456789 !@#$%^&*()

Title Font
All Round Gothic
Aa Bb Cc Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz0123456789 !@#$%^&*()

#2B3772

#FCD603

#2B3772

#FAF7F7

Layout & Interaction Feel
Soft curves, rounded elements, and layered card layouts introduced a friendly and modern flow. High-resolution puff images and intuitive category sections elevated scannability, making the browsing experience both delightful and efficient.