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Case study - Second Cup Coffee

Individualized Coffee Experiences.
person serving coffee

About the Project

Second Cup started in 1975 as a kiosk in a shopping mall, selling only whole bean coffee. Since then Second Cup has become the largest Canadian specialty coffee retailer.


Second Cup Coffee






Drupal CMS



Project Link

Services Provided

UX research, UI/UX design, digital strategy, technical architecture, API development, MarTech and CRM integration, e-commerce, Drupal development, support & maintenance, training & documentation, managed services.

Second cup website screenshot

The Challenge

Second Cup Coffee's short-term strategic goal was to introduce a fresh new design for that would feature seasonal products and offerings. The platform that the site was built upon needed to be API-first to support their long-term goals.

The near-term goal was to establish deeper integrations across Second Cup's digital ecosystem including their mobile app, store POS systems, marketing technology and CRM.

Design an improved experience for

Platform the website using an API-first CMS.

Establish a componentized and reusable design system.

Establish the technical foundations for online ordering.

Second cup website screenshot
Second cup website screenshot on a mobile phoneSecond cup website screenshot on a mobile phoneMobile website screenshot of a Caffé Latte product description page

The Solution

Our strategy, design and technology team worked closely with Second Cup stakeholders over the course of approximately 5 months.

Therefore delivered a full design system and website mockups that were user tested and met all accessibility guidelines. was built using Drupal CMS with a ready-to-go API for powering bi-directional integrations for their marketing technology platforms, mobile app and in-store point-of-sale systems.

Integrations with Second Cup's rewards point platform were established. Gift cards and online ordering from the menu were enabled through our digital infrastructure.

Advancements to the website following this project include:

Fresh new design system

Optimized online user experience

API-first content management system

Ability for customers to order and shop online

Deeper integration with Second Cup marketing technology

T4 circle