Heuristic Website Analysis

Introduction

After a thorough review of the Dutch Bros Coffee website, I have completed a heuristic

evaluation of the site. The following is additional documentation to support my analysis.

Home Page

Navigation Areas on the Home Page:

It is difficult to ascertain that Image 1 and Image 2 are links and not advertisements.

Image 1 links to the “Shop” page and Image 2 links to Dutch Bros’ Instagram account.

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Dutch Bros Coffee
Image 1. Image 2.

In Image 3, the graphic links to the “Locations” page instead of the “News & Events” page

that provides more information on their “Buck for Kid’s” campaign. This graphic also looks

like an advertisement and not a navigation link.

Image 3.

Navigation & IA

The menu (Image 4) is located on the top left and is designed for mobile use.

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Dutch Bros Coffee
Image 4.

To return to the home page, the user must click on the windmill icon or use the logo on the

top left of the screen. See Image 5.

Image 5.

When a user click on the “Shop Now” button on the main DutchBros.com website, a new

window is opened with a different website. It looks completely different than the main

Dutch Bros website. See Image 6.

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Dutch Bros Coffee
Image 6.

The buttons in the dutchbros.com website and the shop.dutchbros.com website are

completely different. See Image 7.

Image 7.

Trust and Credibility

When the user clicks on the “Shop Now” button the shop.dutchbros.com website opens. As.

You can see from the image comparison below (Image 8).

They have completely different:

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Dutch Bros Coffee
 • Layouts

• Fonts

• Menus

• Button designs

Image 8.

Writing and Content Quality

Scanability

The pages that could use some improvement in scanability would be:

• Our Story: The quote should be in a different font to make it stand out.

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Dutch Bros Coffee
 • The Dutch Bros Foundation: Has good heading but the layout of the headings

makes it difficult to read.

• Employment: This page is could be formatted better for scanability by using the

same layout as the FAQ page which uses one heading/question with a drop down

for more information.

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Dutch Bros Coffee
 • Internships: This page has multiple fonts and is not easy to read.

• Contact: The contact us page does not have a way to easily contact the company.

The user would have to go to “select a reason” before getting any contact

information.

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Dutch Bros Coffee
Page Layout and Visual Design

Font Consistency:

Not only are there different fonts used on the shop.dutchbros.com website and

dutchbros.com website (first two images below), there are also a plethora of fonts used

throughout the website (see next page). The entire website is lacking in consistency.

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Dutch Bros Coffee
Page Layout

The website has 8 different page layouts (excluding the home page and contact page).

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Dutch Bros Coffee