Milktea Digital Journey:
Transforming Tradition into a Daily Ritual

TeaYanYueSe is a leading Chinese tea brand looking to modernize and internationalize its digital ordering platform. The project’s goal was to streamline the ordering process, boost conversion rates, and prepare the platform for global expansion—specifically tailoring elements to resonate with North American consumers, drawing inspiration from e-commerce giants like Amazon Fresh.
Background
Milktea has become a staple in daily life in China, similar to how coffee is in the West, especially given tea’s role in providing caffeine. As consumers increasingly seek healthier and natural ingredients, many milktea brands are adapting to this trend.
Challenge
The challenge of this project was to help Chayn adapt its user experience to a new market, ensuring it aligns with both local preferences and the brand’s identity while driving international growth.‍
What I did?
💻 Landing Page: Branding & User Growth
Designed a brand-focused landing page for the North American market
Combined traditional tea culture with a modern visual style
Structured content to highlight products and drive sign-ups

📱 App: Online Ordering Experience
Designed a streamlined mobile ordering flow
Enabled full drink customization (sweetness, toppings, ice level)
Simplified checkout with Apple Pay and Google Pay
Added onboarding and rewards to increase engagement

🚗 Drive-through: Pickup Experience
Mapped user journey from order to pickup
Designed real-time order tracking and QR code check-in
Improved signage and pickup flow for a smooth drive-through experience
Reduced wait time and confusion during peak hours‍
Impact
🟢 Before:
Crowded UI, too much text, unclear CTA
🔵 After:
Clean layout, storytelling-driven, clear navigation
👀
Improved Brand Recognition
Designed an engaging hero section to introduce Cha Yan Yue Se’s story, making it memorable and relatable for new audiences.
🛒
Higher Conversion Potential
Optimized CTA placements to improve visibility, guiding users to order online or locate stores seamlessly.
🔍
Better Discoverability
Simplified navigation and structured content hierarchy to reduce cognitive overload and enhance usability.
Q1. How might we introduce a culturally rooted Chinese tea brand to a Western audience — and make it feel both authentic and approachable?
👉 My Approach: Landing Page Design
Designed a branding-focused landing page that blends traditional Chinese aesthetics with modern web design patterns.
The goal was to help new users quickly understand the brand story, explore signature drinks, and feel invited to try something new.
Key focus: CTA, brand identity, content strategy, SEO.
Q2. How might we make online ordering intuitive and delightful, while respecting users’ preferences for drink customization?
👉 My Approach: Mobile Ordering Experience
I created a mobile-first ordering flow where users can easily browse, customize, and check out within minutes. I also designed an onboarding and reward system to build habit and brand loyalty.
Key focus: usability, customization logic, mobile UX, gamification.