NAVYA ADIPUDI
Lucy and Jane Matcha
A modern e-commerce experience whisked with personality and purpose
Lucy and Jane Matcha came to Zeitler Design at the very start of their brand journey, looking for an online presence to introduce their two signature matcha blends—Lucy and Jane—and create a space where customers could learn, shop, and connect.
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The goal was to design a simple yet elevated e-commerce site, integrated with Shopify, that reflected their brand’s dual personalities and offered a seamless way for customers to find their perfect match(a) through storytelling, visuals, and an effortless checkout flow.
Role
Sole UX/UI Designer
As UX/UI Designer, I was responsible for the full website design and interaction system, from initial structure through final prototype. I also supported QA closely, ensuring that the build delivered smooth navigation and consistent design fidelity across devices.
Team
Founder / Creative Director
Development Team
Brand Design Team (pre-existing assets and visual identity)
Timeline
October 2024 – December 2024
The Challenge:
Lucy & Jane Matcha needed a digital debut—a website that felt as intentional and crafted as their product. At launch, they had no physical café and were just starting pop-ups and small-batch sales. The challenge was to create a site that could sell two products effectively, showcase the brand story, and differentiate them in a crowded wellness market dominated by green-heavy, nature-focused designs.
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The website needed to express personality and quality without relying on cliché matcha visuals—something bold, elegant, and community-driven, setting the tone for the brand’s future growth.
Understanding the Audience
Lucy & Jane’s audience includes young professionals, creative entrepreneurs, and lifestyle-focused consumers drawn to products that feel both high-end and approachable. Many come from the e-commerce and wellness space, valuing brands that are visually distinct and culturally current.
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They want more than a beverage—they want a brand they can identify with: one that feels elevated, inclusive, and genuine.
User Goals
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Find and purchase products easily through a streamlined, mobile-friendly shop experience.
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Learn about the two personas, Lucy and Jane, and discover which blend fits their taste and lifestyle.
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Engage with the community through social media and newsletter sign-ups.
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Connect with the brand story, understanding its craftsmanship and personality.
Pain Points:
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The brand was new and unknown—no prior site or e-commerce experience.
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The website had to communicate credibility and quality immediately, even before the café launch.
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Many competitor sites felt overly green, cluttered, or impersonal. Lucy & Jane needed to feel fresh, minimal, and human.
Competitive Analysis:
Most matcha and café websites—like Matcha Cafe Maiko and Sip JoJo—rely on green-heavy, nature-driven visuals that feel cluttered and predictable. Others, like 1418 Coffee and Ampersand, highlight community well but lack refinement, while UND NY and PJ’s Coffee lean too corporate or stark.
Lucy & Jane takes a different approach: a bold, editorial aesthetic that balances minimalism with warmth. The burgundy-and-off-white palette, clean borders, and intentional use of space create an experience that feels distinct, elegant, and approachable—a modern take on matcha that breaks from convention.
Takeaways:
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Different by design: Choosing a nontraditional palette immediately set the brand apart.
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Clarity over clutter: Minimal sections and bold structure improved navigation and readability.
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Community focus: Integrated social and newsletter elements helped the brand build early engagement.
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Balance is key: The site maintains sophistication without losing its sense of welcome and fun
The Problem
Lucy & Jane needed a digital launchpad that could sell their first two matcha blends, establish credibility, and capture the personality of their brand—without blending into the typical wellness aesthetic.
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The site had to:
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Present both matcha personas—Lucy and Jane—in a clear, engaging way.
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Create a premium yet approachable experience that reflected their brand’s tone.
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Support e-commerce functionality while remaining minimal and intuitive.
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Convey community and warmth, even before their physical café launch.
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The challenge was to design something that felt as thoughtfully crafted as the product itself—simple enough to scale, but distinct enough to leave a lasting impression.
The Solution
The result was a one-page e-commerce experience that merges simplicity, personality, and storytelling. Built around the idea of “finding your match(a),” the design lets users explore both Lucy and Jane’s personas side by side—each with distinct visuals and tone—before leading them into the shop flow.
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The design uses color-blocked sections in burgundy and off-white to create visual contrast and guide the scroll experience, while avoiding the predictable green palette of other matcha brands. Strategic white space, elegant borders, and serif typography reinforce the brand’s sophisticated tone.
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Subtle interactions—like smooth scrolling, and bird’s-eye product photography—add energy without clutter. The final result feels modern, minimal, and memorable, perfectly framing Lucy & Jane’s brand story.
Design Ideation:
The concept centered on bringing the personas to life through design. Lucy is portrayed as adventurous and spirited, while Jane is warm and nurturing—a duality reflected in layout, tone, and imagery.
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Design Elements & Motifs
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Split-screen and color-block layout mirrors the two personalities, creating visual rhythm.
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Bordered frames and striped accents reference high-end packaging, adding texture and refinement.
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Bird’s-eye matcha photography introduces a fresh visual perspective that highlights quality and composition.
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Social integration keeps users connected post-purchase, helping Lucy & Jane build a loyal, engaged community.
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Every section was crafted to feel light, elegant, and editorial—an invitation to scroll, discover, and linger.
HiFi Prototype:
I designed and prototyped the full experience in Figma, establishing clear interaction patterns and responsive rules. The prototype focused on clarity and usability, testing:
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Seamless scroll transitions between personas and shop sections
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Quick-access shopping CTAs for both matcha blends
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Integration of quiz and subscription flows for future scalability
QA Process & Revision:
I worked closely with the development team to verify layout alignment, image compression, and color accuracy across devices. Only minimal refinements were needed, focused mostly on button spacing and ensuring the site maintained its crisp aesthetic and visual balance after launch.
The Results:
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Successful brand and product launch, with customers able to shop and subscribe seamlessly.
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Website reinforced Lucy & Jane’s distinct brand identity and supported their early marketing and pop-up presence.
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The design remains easy for the team to update and maintain, scaling with their future café launch.
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Client feedback was overwhelmingly positive—“We love it.”
The team immediately began using site imagery for branded collateral and social promotion.
Reflection
Lucy & Jane Matcha was a reminder that simplicity can be powerful when the concept is clear. Designing a minimalist e-commerce experience for a brand built on personality showed the value of blending brand storytelling with usability.
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It was a joy to see the Lucy & Jane team take ownership of their brand and watch the design become the cornerstone of their launch. The project remains one of my favorites for its clarity, elegance, and lasting impact—and I’m excited to see how the site evolves as they grow into their café space.