The Journey

Bacha Coffee Singapore engaged us for a major website revamp following the success of their flagship store launch at ION Orchard in 2019. My task is to reimagine the site’s visual and user experience, helping translate Bacha’s heritage and luxury in-store atmosphere into a refined, immersive online platform.

Four Pleasure framework
Using the Four Pleasures Framework helps ensure the site communicates more than product information, it also conveys what the brand makes people feel, believe, and value. This helps designer and clients creates alignment between the digital experience and the in-store or product experience.

This Venn diagram maps out distinct but overlapping persona segments within the coffee-drinking audience, allowing us to visualize behavioral, aspirational, and professional intersections.

Primary Insights:
1. Coffee is the Dominant Beverage - 63% consumption rate, significantly higher than any other beverage category, making it a massive market opportunity.
2. Age Correlation with Consumption - Coffee drinking increases dramatically with age (48% for 18-24 vs 72% for 60+), suggesting brand loyalty builds over time and older demographics are your heaviest users.
3. Morning Ritual Dominance - 65% consume coffee during breakfast hours, indicating coffee is deeply embedded in daily routines and morning rituals.
4. Specialty Coffee Growth - Only 9% drank specialty coffee daily in 1999, but specialty coffee represented 59% of all consumption by 2017, showing massive premiumization trend.
5. Gender-Based Motivations - Women view coffee as relaxation tool, men see it as productivity enhancer - indicating different marketing approaches needed.
6. Home vs Away Consumption - 46% consumed outside home in 2017, showing significant opportunity for both retail locations and premium at-home products.

‍Strategic Implications include:
Target older demographics for premium products (higher consumption rates)
‍Focus on morning/breakfast positioning in marketing
‍Capitalize on specialty coffee trend - consumers are willing to pay premium
‍Gender-specific messaging - relaxation for women, productivity for men
‍Both retail and at-home strategies needed to capture full marketThis data strongly supports targeting premium coffee enthusiasts and coffee upgraders, as the market is clearly moving toward specialty/premium products.

Relevance to Business Objective
Bacha aims to position itself as a premium lifestyle coffee brand. Targeting discerning, emotionally engaged consumers, who are often women in this segment. It aligns with that strategic goal. Designing with these personas in mind helps craft a digital experience that reflects Bacha’s brand ethos: indulgence, knowledge, and elevated daily rituals.

Bacha Desktop

Bacha Mobile