We had the distinct pleasure to interview award winning designer Gong Cha USA CA about their original and creative Responsive Website design work. Gong Cha USA CA is an award-winning communication designer, that makes our world a better place with their original responsive website works.
Gong Cha USA CA ("GCUC") answered Design Interview ("DI") questions about their award-winning work Brewing Happiness Responsive Website. Interview questions prepared by Frank Scott.
GCUC : Gong Cha is an international beverage franchise brand. This project focuses on designing a mobile-first, accessible official website specifically for Gong Cha California. The goal was not only to serve the general customer base but also to ensure that individuals with visual impairments, such as color blindness or other eye conditions, could access company and product information with ease. The design facilitates intuitive navigation, allowing users to effortlessly select stores, customize products, and complete orders for delivery. In 2024, the website successfully reached 150,000 users across 60 countries, highlighting its broad accessibility and global impact.
GCUC : The main focus of this design was creating a highly accessible website for all users, including those with visual impairments like color blindness or other eye conditions. To achieve this, I implemented several key features: Keyboard Accessibility: Ensured users could navigate the entire site efficiently using only a keyboard. Screen Reader Compatibility: Integrated proper ARIA labels and semantic HTML to make the site fully compatible with screen readers. Text Alternatives for Visual Content: Provided descriptive alt text for all images and visual elements, so users relying on assistive technologies could understand the content. Color Contrast and Text Readability: Carefully selected color schemes and text styles to meet WCAG standards for contrast, ensuring readability for users with low vision or color blindness. Clear, Consistent Layout and Design: Developed a simple, intuitive layout to minimize confusion and make navigation seamless. Accessible Forms: Designed forms with clear labels, error messages, and validation to assist all users in completing tasks. Time-Based Media Alternatives: Offered captions and transcripts for any multimedia content to support users with hearing or visual impairments. Ultimately, the goal was to build an inclusive, user-friendly experience that empowers everyone to explore the site, access information, and complete tasks without barriers.
GCUC : The website will continue to serve all Gong Cha customers by providing essential information about franchise opportunities and updates on new products and brand events. It will also offer customers the convenience of placing online orders for in-store pickup or home delivery. Our goal is to maintain a seamless and accessible platform that keeps evolving to meet the needs of both franchisees and consumers, ensuring an exceptional user experience for everyone.
GCUC : The entire process, from conceptualization and user research to redesign, updates, and ongoing maintenance, took approximately one year.
GCUC : It was an honor to contribute to Gong Cha's digital transformation during my time working with the brand. In the past, customers had to visit physical stores to make purchases. Today, this design has introduced a diverse, technology-driven shopping experience. Customers can now access product information and shop online without needing to visit a store, saving them valuable time. For the brand and company, the website extends their reach to a broader audience, enhancing brand awareness and expediting the process from order placement to delivery. Most importantly, this design significantly improves the overall shopping experience for customers.
GCUC : This website was specifically designed for Gong Cha and will continue to serve the brand in the future.
GCUC : An official website is a crucial asset for any consumer-focused company. It not only enhances the brand's image but also offers practicality and convenience for customers. I was inspired to design this particular website to bridge the gap between traditional in-store experiences and modern digital solutions. This type of work allows the brand to create a strong online presence, making it easier for customers to explore products, stay updated on new offerings, and complete purchases effortlessly. Additionally, the website empowers the company to reach a wider audience, improve customer engagement, and adapt to the fast-paced digital landscape. By focusing on accessibility and user experience, this design serves as both a functional tool and a representation of the brand's values, making it an essential part of their digital transformation journey.
GCUC : Gong Cha operates in over 30 countries, and the brand's identity is the result of collaborative efforts from design teams around the world. This global approach has allowed the brand to resonate with diverse audiences, creating a universally loved and recognized image. For this specific project, inspiration was drawn from the collective design ethos established by Gong Cha's international teams. By studying their work and understanding how they adapted the brand for different regions, I ensured that the website would align with the brand’s global identity while addressing local customer needs in California. Collaboration with other teams provided invaluable insights into maintaining consistency across multiple markets while incorporating fresh ideas to enhance user experience and accessibility. This project is a true reflection of Gong Cha's international spirit and the power of teamwork in creating something truly impactful.
GCUC : The target audience for this design includes anyone who loves tea culture and appreciates high-quality beverages, as well as aspiring entrepreneurs interested in joining the Gong Cha franchise. For tea enthusiasts, the website serves as a gateway to explore Gong Cha’s diverse menu, learn about new product launches, and easily place orders for delivery or in-store pickup. It caters to both casual customers looking for a quick treat and devoted fans who want to engage more deeply with the brand. For potential franchisees, the website provides comprehensive information about Gong Cha’s franchise opportunities, including details on how to join the network, benefits of the partnership, and resources to guide their journey as business owners. By addressing the needs of both consumer and business audiences, the design creates a versatile platform that strengthens Gong Cha’s connection with its customers while expanding its presence in the global market.
GCUC : This design stands out because of its focus on modern visual language while maintaining universal appeal across diverse cultures in both Eastern and Western markets. The minimalist aesthetic is clean and sophisticated, yet approachable, creating a harmonious blend that resonates with customers from different countries. The design uses soft, smooth elements to visually evoke the sensation of sipping creamy, silky milk tea, connecting the digital experience to the brand’s core product. Every detail, from typography to color palettes, was carefully chosen to reflect the brand’s premium yet inviting identity. Unlike many other beverage brands that focus heavily on vibrant, crowded visuals, this design emphasizes simplicity and elegance. It prioritizes functionality and accessibility, ensuring a seamless user experience while reinforcing Gong Cha's global presence as a refined and customer-focused brand. By balancing cultural sensitivity, modern aesthetics, and an emotional connection to the product, this design creates a unique identity that sets Gong Cha apart in a competitive marketplace.
GCUC : The name "Brewing Happiness" was inspired by the simple yet profound joy that tea and beverages can bring to people's lives. It represents more than just the act of making a drink—it’s about creating moments of comfort, connection, and warmth that elevate everyday experiences. "Brewing" symbolizes the process of carefully crafting something special, while "Happiness" reflects the emotional outcome that the design aims to evoke. Together, the name captures the essence of spreading positivity and delight through a thoughtfully designed experience, whether it’s enjoying a favorite drink or discovering something new. This name encapsulates the mission to create meaningful connections and foster joy, one cup at a time.
GCUC : For this project, I utilized a range of design tools to ensure a seamless and efficient workflow: Figma: Used for prototyping and collaborative design, enabling real-time feedback and iteration. Miro: Essential for brainstorming, wireframing, and mapping out user flows with the team. Adobe Creative Suite: Leveraged Photoshop and Illustrator for creating high-quality visuals and assets. WordPress: Implemented the design and ensured smooth functionality for the website, customizing it to meet project needs. By combining these tools, I was able to create a well-rounded, accessible, and visually appealing design while keeping the process collaborative and efficient.
GCUC : The most unique aspect of this design is its emphasis on web accessibility. From the very beginning, the project prioritized creating an inclusive experience for all users, including those with visual impairments, such as color blindness or other disabilities. Key features include keyboard navigation, screen reader compatibility, high-contrast color schemes, and text alternatives for all visual elements. These accessibility-focused elements ensure that every user, regardless of ability, can fully engage with the website and complete tasks with ease. This commitment to accessibility not only sets the design apart but also reinforces the brand’s values of inclusivity and customer care, making it a leader in providing equal digital experiences.
GCUC : This project involved collaboration with a diverse group of highly skilled professionals, each bringing their expertise to the table. The team included: Food Photographers: To capture visually stunning images that highlighted the products. Food Stylists: To ensure the presentation of the beverages and dishes was appealing and aligned with the brand's image. Graphic Designers: To create cohesive visuals that complemented the website's overall aesthetic. Brand Designers: To ensure the design reflected and enhanced Gong Cha's identity and values. Web Designers: To develop the structure and layout of the website with a focus on user experience. Writers: To craft compelling and engaging content that resonated with the audience. Web Engineers: To implement the design and ensure the website's functionality, performance, and accessibility. This collaboration brought together a wealth of technical and creative expertise, resulting in a website that is both visually captivating and highly functional.
GCUC : Technology plays a central role in this design, transforming the website from a simple information hub into a comprehensive platform for customer interaction and convenience. The website enables users to browse product information, place orders online, and choose between in-store pickup or home delivery services. It incorporates advanced features like SEO optimization to increase visibility and attract a broader audience. Additionally, the responsive design ensures seamless functionality across devices, whether accessed via a smartphone, tablet, or desktop computer. This allows customers to effortlessly complete their tasks—such as exploring new products, customizing their orders, and tracking deliveries—on their preferred devices. By integrating these technological features, the website not only enhances the user experience but also solidifies the brand’s presence in the digital space, making it more accessible and efficient for a diverse audience.
GCUC : Yes, this design was heavily influenced by data and analytical research, as we adopted a data-driven design approach throughout the project. The research process included: Primary and Secondary Data Collection: Gathering firsthand insights from user interviews, surveys, and focus groups, as well as analyzing industry reports and competitor studies. User Interviews: Conducting interviews to understand the needs, preferences, and pain points of target users. Competitive Analysis: Studying similar websites and brands to identify opportunities for differentiation and innovation. Sales Data Analysis: Using sales trends and performance metrics to inform key decisions on features and priorities. User Behavior Analysis: Examining website analytics and heatmaps to understand how users interact with similar platforms. Customer Journey Mapping: Creating detailed user journey maps to visualize the customer experience and identify potential friction points. Usability Testing: Conducting usability tests to observe real users interacting with the website. This allowed us to identify areas of improvement, optimize navigation, and ensure a seamless user experience. A/B Testing: Testing variations of design elements to determine which solutions performed better in achieving user engagement and conversion goals. By grounding the design in thorough research, usability testing, and ongoing analysis, we ensured that every element of the website was tailored to meet user needs, drive engagement, and deliver measurable results for the brand.
GCUC : One of the most challenging aspects of this project was conducting usability testing specifically for users with visual impairments or eye conditions. This required extensive observation of how they interacted with the product to identify potential barriers that could interrupt their ability to complete tasks. We faced several hurdles, such as: Understanding Unique Interaction Patterns: Each user had different ways of navigating the website depending on their condition, requiring the design to accommodate a wide range of needs. Identifying Friction Points: It was challenging to uncover subtle issues, such as low-contrast elements or unclear navigation paths, that could significantly hinder task completion. Iterative Testing: The process involved multiple rounds of testing and feedback to refine features like keyboard navigation, screen reader compatibility, and clear visual cues. Balancing Functionality and Aesthetics: Ensuring the design met high accessibility standards without compromising the overall visual appeal for other users was a complex balancing act. Through persistence and continuous collaboration with users during the testing phases, we were able to address these challenges and create a design that is not only accessible but also user-friendly and inclusive.
GCUC : The decision to submit this design to an international competition was driven by a desire to showcase the innovation and impact of the project on a global stage. This design not only embodies modern aesthetics and accessibility but also addresses real-world challenges by creating an inclusive digital experience for diverse audiences. The project’s success in reaching 150,000 users across 60 countries and its emphasis on web accessibility made it a strong candidate for recognition. Submitting it to an international competition was an opportunity to celebrate the collaborative efforts of the team, highlight the brand’s commitment to inclusivity, and inspire others in the design community to prioritize accessibility in their work. This competition provided the perfect platform to share the design’s story and the values it represents, while also gaining valuable exposure and feedback from industry leaders.
GCUC : Designing this project was a transformative experience that deepened my skills and broadened my perspective in several ways: Empathy Through Accessibility: I gained a deeper understanding of the challenges faced by users with visual impairments and learned how to design with inclusivity at the forefront. Conducting usability testing with these users taught me to think beyond standard practices and prioritize accessibility in every detail. Collaboration Across Disciplines: Working with professionals from various fields—like photographers, writers, and engineers—enhanced my ability to communicate and collaborate effectively, ensuring the final product met both technical and creative standards. Data-Driven Design: The integration of user behavior analysis, sales data, and A/B testing helped me refine my approach to making decisions grounded in real-world insights, improving the overall user experience. Iterative Problem-Solving: The design process required continuous testing and iteration, which taught me patience and the value of feedback in creating a truly polished and functional product. Balancing Aesthetics and Functionality: Striking a balance between a visually appealing design and practical usability was a rewarding challenge, allowing me to push the boundaries of my creativity while maintaining user-centered design principles. This project not only strengthened my technical skills but also reinforced the importance of designing with purpose, empathy, and innovation.
