Waaqa is a coffee startup launched by Nestlé to conquer the specialty coffee market in Europe. In the UK they started by selling quality beans from local roasters to customers. In the selling process they make coffee recommendations tailored to each customer. In that way, customers can discover new coffees and develop their taste. As a lead designer, I've been involved in rapid user testing to find the needs of the coffee target group and to iterate to find the best design proposition for them. Subsequently, I've designed and continuously improved the online coffee guidance service that Waaqa provides. This includes all sorts of review flows, coffee box customization flows and new design components to highlight Waaqa's concept better in every aspect.