System Design
De-coding Coffee Ecosystem
Building a Comprehensive Coffee Ecosystem that Informs, Connects and Empowers Coffee Producers and Enthusiasts.
Roles & Responsibilities
Research, illustration, Brainstorming, Ideation, Wireframe, Visual design, Prototyping
Duration
8 weeks
“Coffee is second most-consumed drink worldwide, right after water”
2.25 billion cups
Coffee Consumption daily in 2024
461.2 billion
Market Value in 2024
Problem
Coffee farmers struggle to access essential information on global market prices, daily updates, and best practices, leaving them unaware of their coffee’s true value.
Multiple layers of middlemen in the supply chain further reduce farmers' earnings, giving them only a small share of the end consumer price despite their role as primary stakeholders and year-long efforts. This disparity not only affects farmer livelihoods but also hinders the coffee industry's growth and sustainability.
Rip
the brief
Cluster
topics
Primary
research
Secondary
research
Designing the Right thing
Designing things right
Ideation
Evaluation
Feasibility
Explore Ideas
Finalizing
AWARENESS
Ideation
Research
Synthesis
Started with secondary research through blogs, articles, and videos to explore the domain and understand the system in whole.
Then conducted primary research with field study, surveys and i was in continues contact with farmers for deep insights and understanding.
Started with secondary research through blogs, articles, and videos to explore the domain and understand the system in whole.
Then conducted primary research with field study, surveys and i was in continues contact with farmers for deep insights and understanding.
After thoroughly analyzing the problem,
I brainstormed multiple ideas and used a bull's-eye approach to pinpoint the most effective solution.
Transformed ideas into actionable designs by crafting detailed wireframes and interactive prototypes.
PROTOTYPE
T
R
Design Process
I used the Double Diamond approach to deeply analyze the problem, enabling me to explore multiple perspectives and ultimately arrive at the most effective solution.
History
The Discovery of Coffee ?
Coffee was discovered when an farmer noticed his goats dancing with unusual energy after eating the cherries of coffee, this sparked curiosity.
History of coffee in India ?
In the 17th century, Baba Budangiri is said to have smuggled 6 to 7 coffee beans hidden in his beard and planted them in the hills, now famously known as Baba-Budangiri Hills.
Coffee Varieties
Coffee beans are classified into two types
Arabica
Less caffeine
SLA breach
Orders Import failed
Robusta
More caffeine
SLA breach
Orders Import failed
coffee-bean anatomy
This helped me to visually break down its layers and structure. This helped me gain a deeper understanding of the bean's composition, which was crucial for comprehending processes like hulling and other stages in coffee production.
Silver Skin
Bean
Pulp
Skin
Parchment/ Hull
The producers
Major Producers Around the globe
India became the world’s seventh largest coffee grower during 2024.
Indian coffee is one of the best coffees in the world owing to its high quality and pertains to be premium in the international markets.
Country
Production(60kg each)
Brazil
67.9 million bags
Vietnam
30.8 million bags
Colombia
13.7 million bags
Indonesia
11.2 million bags
Ethiopia
7.6 million bags
Honduras
6.5 million bags
India
5.7 million bags
Uganda
5.3 million bags
The coffee belt
Major Producers in India
Monsooned Malabar Robasta
Monsooned Malabar Robasta
Monsooned Malabar Arabica
Coorg/Kodagu
Wayanad
Anamalai’s
and Pulneys
Biligiris
and Nilgiris
Tripura
Araku valley
Assam
Anunachal Pradesh
Chikmagalur
Karnataka is the largest coffee producer, contributing about 70% of the country's total output.
Country
Production (in metric tons)
Karnataka
2,33,230
Kerala
67,700
Tamil Nadu
17,875
Andhra Pradesh
7,425
Odisha
550
North East
500
Export Market
India’s Coffee Export Market
This is a layout jump preventer component for Framer. It keeps your layout from jumping by smoothly handling size changes, in both horizontal and vertical direction or both.
Why Indian Coffee is Famous
Unique Flavors: Known for mild acidity and strong body.
High Quality: India grows premium Arabica and Robusta varieties.
Sustainable Farming: Shade-grown and often organic, appealing to eco-conscious consumers.
Specialty Varieties: Notable for Coorg Coffee, Baba Budan Giri, Chikmagalur Coffee, and Monsoon Malabar.
Top Export Destinations
No, you don’t need to use code! This component works directly in Framer—just drop it into your project and adjust the settings as needed.
Understanding the System
I used mind mapping to explore the coffee supply chain, breaking down its complexities across agriculture, the food industry, and trade and to better understand the system in a larger overview.
The mind map summarizes the coffee supply chain, highlighting key categories like processing, distribution, and agriculture, along with subdomains such as retail and packaging.
It emphasizes sustainability, cultural influences, and ethical considerations while illustrating the interconnectedness of stakeholders from cultivation to consumption.
Understanding the Coffee Process
The process map illustrates the journey of coffee from farm to cup, clarifying the various roles and interactions throughout the entire supply chain. It highlights the key processes involved in this journey, providing a clear understanding of how coffee is cultivated, harvested, processed, and ultimately delivered to consumers.
Cultivation & Harvesting
Processing & Drying (Cherry to Bean)
Roasting
Grinding and Mixing
Water-Soluble Coffee
Understanding the Coffee Process
The process map illustrates the journey of coffee from farm to cup, clarifying the various roles and interactions throughout the entire supply chain. It highlights the key processes involved in this journey, providing a clear understanding of how coffee is cultivated, harvested, processed, and ultimately delivered to consumers.
Post harvest and Pruning
(Jan-feb)
Recovery for the next cycle
Removing dead and unwanted steams
Pre-monsoon preparation
(March)
Irrigation: Crucial to simulate the pre-monsoon
Clearing weed and soil is treated
Flowering
(April)
Flower blooms
Fruit setting
(May)
Small green coffee cherries come out
Monsoon growth
(June-Aug)
Cherry grow and mature through the monsoon
Ripening
(September)
Cherry turns green to red, indication of maturing.
Pest control is very important at this time as it is very common to have pest attacks.
Harvesting
(Nev-Dec)
Cherry's are harvested
Arabica - Selectively hand picked (done 2 to 3 times)
Robusta - Strip picked(all the cherries are stripped of at once)
categorization
It is the process of evaluating coffee beans based on size, defects, moisture content, and flavor quality.
Specialty coffee is harvested and cultivated for its flavor notes and with the emphasis on quality and clarity of flavor.
Commodity coffee is cultivated and harvested for caffeine.
broad category
Specialty coffee(only arabica)
Commodity coffee
Breaking it down
Grade 1
Specialty Coffee Beans
Grade 4
Standard Coffee Beans
Grade 2
Premium Coffee Beans
Grade 5
Off-Grade Coffee Beans
Grade 3
Exchange Coffee Beans
How is it done
Visual Inspection
Beans are checked for defects like black spots, cracks, or mold.
Screening
Beans are sorted by size using screens.
Cupping
Beans are brewed and tasted to assess flavor, aroma, acidity, and body.
Understanding value chain
Farmers work all year but earn the least in the coffee chain despite being vital. I aim to understand how coffee's value grows and what factors drive it.
Shipping
Importer margins
Customs duties
Packaging
Distribution
Branding
Marketing
Labor
Water usage
Machinery
Quality sorting
Expertise
Equipment
₹700–₹1000 per kg
Roasting Stage
₹350–₹450 per kg
Export Stage
₹150–₹300 per cup
Cafe Stage
Domestic Direct Sale (No Export/Import)
Foreign Coffee Roasted in India
₹800–₹1000 per kg
Retail Stage
₹1500–₹2000 per kg
Retail Stage
Export duties
Handling fees
Machinery
Rent
Service
₹60–₹100 per kg
Farm Level
(Coffee Cherry Stage)
₹500–₹700 per kg
Import Stage
₹250–₹300 per kg
Processing Stage
(Green Coffee Beans)
₹1000–₹1500 per kg
Retail Stage
Major Stakeholders
Understanding stakeholders through stakeholder mapping involves identifying and analyzing the individuals or groups that impact or are impacted by a project. This process helps prioritize their needs and expectations, ensuring effective communication and engagement throughout the project's lifecycle.
Importance vs. Impact Map
After analyzing the stakeholder map to identify the primary stakeholders, I created an importance and impact map to pinpoint the most crucial stakeholders in the chain.
Consumers
Impact
Farmers
Retailers
Exporters/Importers
Wholesalers
Processors
and Roasters
Certification Bodies
Distributors
Local Traders
Key producers, directly affect supply & quality.
Drive demand and price trends.
Connect farmers to market but have limited strategic impact.
Influential but Limited Reach
Primary Stakeholders – High Priority
Low Priority Intermediaries
Operational but Less Critical
Importance
Primary Research
-
One-on-One Interview (interview took place in Coorg)
Why Coorg?
Coorg is one of the largest coffee-producing regions in India, making it an ideal place for in-depth interviews with key stakeholders in the coffee supply chain. The region's reputation for high-quality coffee also makes it a focal point for understanding the dynamics of premium coffee production.
Farmers
(Certified Estate Owners & Small Cap Estate Owners)
-
Insights
Limited Knowledge – Farmers lack adequate information about soil health, climate conditions, pest control, and other critical factors influencing coffee production.
Global Market Awareness Gap – Farmers are unaware of current trends in the coffee industry, including pricing, demand, and global market dynamics.
Value Misunderstanding – Farmers often do not have accurate information about the true value of the coffee they produce, leading to undervaluation and lower profits.
Retailers & Roasters
—————
Insights
Profit Margins – Roasters generally operate on lower profit margins, but those who also act as retailers can achieve higher profitability through vertical integration.
Sourcing Issues – Roasters prefer buying coffee from brokers instead of directly from farmers due to concerns about quality consistency.
High Operational Costs – The cost of maintaining and servicing roasting machinery is high, posing a financial challenge for roasters.
Survey of end consumers
The survey was conducted to understand consumer preferences and behaviors related to coffee consumption. It aims to identify key factors influencing purchasing decisions, such as preferred coffee types, buying locations, and awareness of sourcing. This information will help improve the coffee value chain and enhance the overall consumer experience.
Purchase Locations
Local Grocery Shops (47.6%)
Supermarkets (44.4%)
pERSONA
Empathy Map
Thinks:
There must be better ways to manage crops and soil.
Unsure how coffee pricing works or where to learn market trends.
Says:
“We’ve been doing this for years, like my father taught me.”
“I wish I could get a fair price for my coffee but don’t know who to sell to.”
Feels:
Isolated from knowledge and market access.
Frustrated and uncertain but eager to improve.
Does:
Follows traditional farming methods and advice from neighbors.
Sells to local middlemen despite price concerns.
pERSONA
Empathy Map
Thinks:
There must be better ways to manage crops and soil.
Unsure how coffee pricing works or where to learn market trends.
Says:
“We’ve been doing this for years, like my father taught me.”
“I wish I could get a fair price for my coffee but don’t know who to sell to.”
Feels:
Isolated from knowledge and market access.
Frustrated and uncertain but eager to improve.
Does:
Follows traditional farming methods and advice from neighbors.
Sells to local middlemen despite price concerns.