Creating a brand journey that simplifies and enhances the first time in-store bubble tea experience.

The pandemic exposed significant deficiencies in Pearl Fever's inside ordering system and online infrastructure, which struggled to meet increased demand.

The in-store experience suffered due to barriers like plexiglass and masks, which hindered their usually vibrant and approachable customer service. Additionally, inconsistencies in their online visual identity highlighted the need for a cohesive visual design and brand system.

Initially starting as a graphic designer, my role expanded to experience designer during the pandemic, where I conducted user research to enhance the store experience. I led over 40 user interviews with staff and customers, and facilitated branding workshops with the headquarters team, identifying key strengths and weaknesses to address.

Conduct user research to identify brand pillars and unique value propositions in order to leverage new product launches and brand presence.

HMW Re-design their in-store ordering experience in order to make up for limitations during covid that make it approachable for new bubble tea drinkers.

Social Media Management and partnership outreach.

Establish a design system for the visual brand, online platforms and social media.