Making specialty coffee easy to discover

Specialty coffee is booming, and there are excellent small roasters out there. But most people find them hard to discover.

We started Origin to support small local businesses. It curates freshly roasted coffee from boutique roasters and delivers it to customers’ doors.

Origin is live at theorigin.co.il, in Hebrew, as “the home of Israeli coffee.” It brings together small roasters from across the country, from the Western Galilee to Jerusalem and Gush Etzion.

Specialty coffee can feel intimidating.

Tasting notes are full of jargon, and roasters’ online presence is scattered. People who would love better coffee don’t know where to start.

I co-founded Origin with two partners. As Chief Design Officer, I designed, built and marketed it from scratch.

• Mapped the full customer journey, from landing page to taste quiz, checkout and subscription management
• Built the Origin brand and a design system that connects the packaging with the digital product
• Used AI tools like Lovable and Claude to prototype and ship working web components straight from designs
• Co-wrote and automated the email program that turns quiz takers into subscribers

The decisions that made the difference.

Match coffee to taste, without the jargon

A three-question quiz turns how people describe what they like into a personal coffee pack. Across the store, coffees are described in plain words like “sweet and chocolatey” or “fruity,” and people can filter by “not sour” instead of acidity scores.

Build with AI to ship faster

Instead of handing off static mockups, I used AI coding and prototyping tools to build and test real components, which shortened our time to market.

One warm brand, from box to screen

The brand and design system (type, color, UI tokens) carry the same warm personality across the packaging, the site and every email.

• 8

  small Israeli roasters on the marketplace

• 3

  questions in the taste quiz before you get a personal pack

• 1,000+

  subscribers