Background
Coffee Bean’s legacy website was built on a dated Drupal platform. While the site supported basic informational pages, it struggled to handle the dual needs of modern online ordering (for pickup/delivery) and a full-featured ecommerce storefront. The site’s navigation was confusing, content updates required developer support, and the ordering and checkout flows were disjointed — particularly for customers wanting to browse retail products for shipment. As Coffee Bean expanded, the digital experience became a roadblock to growth.

Challenge & Objectives

• Create a modern, mobile-first, user-friendly website that reflects Coffee Bean’s brand and café aesthetic while supporting robust ecommerce.
• Seamlessly merge the online ordering experience (for pickup/delivery from cafés) with the “beyond the cafe” retail business — enabling customers to order brewed drinks, café items, or retail products in a unified experience.
• Provide full CMS control so marketing and merchandising teams could launch new campaigns, landing pages, and product collections without requiring developer support.
• Optimize for site performance, SEO, and scalability, preparing for growth in product catalog and order volume.

Solution
We re-imagined Coffee Bean’s online presence from the ground up. The redesign included:

• A clean, modern, and visually rich homepage that reflects Coffee Bean’s brand identity — warm imagery, inviting typography, and clear paths for both café ordering and retail shopping.
• A unified navigation structure that makes it easy for users to understand the two core flows:
  1. Order from café — pick-up or delivery ordering for drinks & food.
  2. Shop for retail products — coffee beans, gear, and gift items shipped to your doorstep.
• A fully empowered CMS backend: internal teams can now create new landing pages, promotional pages, seasonal collections, or campaign-specific pages without needing developer intervention.
• Performance and SEO optimizations: fast page loads, responsive design, and SEO-friendly content architecture to support discoverability and user retention.

Outcome / Impact
Since launch, the new Coffee Bean website has transformed the brand’s digital presence and created a more cohesive customer experience. Highlights:

• A significant improvement in user experience and customer satisfaction — fewer abandoned carts and less friction between café orders and retail purchases.
• Internal teams now enjoy faster time-to-market for new campaigns and products thanks to CMS flexibility (no developer required for content/landing page updates).
• The unified ordering + retail model sets the foundation for future growth and scalability, aligning with Coffee Bean’s “beyond the cafe” vision.

My Role
As VP, Head of Digital for Jollibee Foods Corporation North America, I helped oversee the website redesign project and provided guidance. My primary priority was minimizing cost by leveraging our existing tech stack, helping Coffee Bean meet compliance and security standards and provide an end-to-end user friendly customer experience.

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Derrick Chan

eCommerce Expert at ECOMsultant

For over a decade, I’ve helped companies, large and small, grow their eCommerce sales across a myriad of industries. As Taco Bell’s eCommerce Director, I grew sales by 250%, from $40MM to $100MM, within 2 years, by re-imagining the QSR brand’s omni-channel customer experience – from ordering online to picking up in-store.

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