Tsaocaa Austin
Menu design for three Austin locations of Tsaocaa, a fast-growing bubble tea franchise in the U.S. Focused on simplifying a complex product system into a clearer and more approachable ordering experience. Helped first-time visitors order with confidence, reducing menu confusion and improving store efficiency.
Menu Design
Information Architecture
User Experience
Faster
Reduce hesitation
through clear paths
Clearer
Mirror ordering steps
with structured flow
Friendly
Lower entry barrier
for newcomers
Context
Tsaocaa is a bubble tea franchise with multiple locations across U.S. cities. Compared to many shops with simpler offerings, its extensive product library and highly customizable options often left customers overwhelmed.
The challenge was how to present the menu in a way that lowers the entry barrier and helps customers make quick, confident choices.
Strategy
Categorization
Divided drinks into Milky and Fresh groups to give customers a clear entry point.
Visual hierarchy
Applied structured titles, color blocks, and product images to separate categories and reduce cognitive load.
Decision flow
Mirrored the real order flow: choose drink → add toppings → adjust ice & sugar.
Browse with the arrows to try the ordering experience
Simulated in-store display: three adjacent digital screens placed above the ordering counter
Previous menu version, designed earlier at the client’s request for a visual refresh. User research with baristas and customers showed that first-time visitors often felt overwhelmed, which shaped the challenge for the final design
Additionally, I created a hand-painted mural for the UT Austin store as a spatial anchor
