Bakery responsive website
This is a case study.
A case studies demonstrate my design knowledge, my ability to collaborate with a team, and my skill for following through on an idea from start to finish, despite challenges.
The case study includes
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My role in the project
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The goal of the project
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My target audience
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Key challenges or constraints you faced
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The research conducted
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My initial concepts or design strategy
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Sketches or wireframes
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Results of any user testing
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My final polished designs
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The conclusion of the project and any possible next steps
Project overview
The product
Yovanila is a bakery that manufactures and sells cakes at affordable prices.
The typical user is between 19 and 60 years old, and most users are college students or early career professionals.
Yambala's goal is to make shopping fun, fast and easy for all types of users.
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Project duration
January 2022 – May 2022
The problem
Available online shopping websites have cluttered designs, inefficient systems for browsing through products, and confusing checkout processes.
The goal
Design a Yovanilla Bakery website to be user friendly by providing clear navigation and offering a fast checkout process
My role
UX designer leading the Yovanila Bakery website design.
My responsabilities
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs and responsive design.
UNDERSTANDING THE USER
User Reserach
Personas
Problem statments
User Journey maps
User research: summary
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users treat online shopping as a fun and relaxing activity when they need a break from school or work. However, many shopping websites are overwhelming and confusing to navigate, which frustrated many target users.
This caused a normally enjoyable experience to become challenging for them, defeating the purpose of relaxation.
User research: pain points
Pain point 1
Shopping website designs are often busy, which results in confusing navigation
Pain point 2
Small buttons on shopping websites make item selection difficult, which sometimes leads users to make mistakes
Pain point 3
Online shopping websites don’t provide an engaging browsing experience
Persona
Persona: Mario Azevedo
Problem statement:
Mario Azevedo is a car dealer specialized in Japanese cars who needs intuitive website navigation and search filters because he wants online shopping to be stress-free.
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Persona: Lorena Sousa
Problem statement:
Lorena is a Lawyers in Lisbon. Lorena spends 60 hours a week working in the office.
student who needs intuitive website navigation and search filters because they want online shopping to be stress-free.
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User journey map
I created a user journey map of Mario Azevedo experience using the site to help identify possible pain points and improvement opportunities
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STARTING THE DESIGN
1-Sitemap
2- Paper wireframes
3- Digital wireframes
4- Low-fidelity prototype
5- Usability studies
1-Sitemap
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Paper wireframes
Next, I sketched out paper wireframes for each screen in my app, keeping the user pain points about navigation, browsing, and checkout flow in mind.
The home screen paper wireframe variations to the right focus on optimizing the browsing experience for users.
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Refined paper wireframe
Stars were used to mark the elements of each sketch that would be used in the initial digital wireframes.
Paper wireframe screen size variations
The customers access the site on a variety of different devices, I started to work on designs for additional screen sizes to make sure the site would be fully responsive.
Desktop Wireframe
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Mobile Wireframe
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Digital wireframes
Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience.
Prioritizing useful button locations and visual element placement on the home page was a key part of my strategy.
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Easy access to shop products
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Homepage is optimized for easy browsing through the carousel of images and navigation menu options
Digital wireframe screen size variations
Desktop Digital wireframe
Mobile Digital wireframe
Low-fidelity prototype
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To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of adding an item to the cart and checking out.
At this point, I had received feedback on my designs from members of my team about things like placement of buttons and page organization. I made sure to listen to their feedback, and I implemented several suggestions in places that addressed user.
https://www.figma.com/file/eh7IDaTVmlqCAwi6hC2M2D/Bakery---Responsive-Design?node-id=13%3A2
Usability study: parameters
Study type: Unmoderated usability study
Location: United States, remote
Participants: 5 participants
Length: 20-30 minutes
Usability study: findings
These were the main findings uncovered by the usability study
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Finding -1
At the checkout screen , users don´t have a way to edit the quantity of the items in the cart
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Finding -2
User can´t easily copy the shipping address information in the billing info field
Finding -3
During the check out process, there isn´t a clear way for users to log in to their account to pre-fill previous billing and shipping info.
Finding -4
User doesn’t know if the transaction is already finished, so he cant go back to the beginning of the webpage.
REFINING THE DESIGN
1-Mockups
2- High-fidelity prototype
3- Accessibility
Mockups
Based on the insights from the usability study, I made changes to improve the site’s checkout flow.
One of the changes I made was adding the option to edit the quantity of items in a user’s cart using a simple “+” or “-” option. This allowed users more freedom to edit their cart without going through a complicated process to add or remove items.
Before usability study
After usability study
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I created this checkout page with two options, one for new users and another for current users, so you don't have to constantly request a subscription to the site
Before usability study
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After usability study
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Before usability study
I created the about us page that contains pertinent information about the website.
After usability study
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Mockups: Desktop screen size
Mockups: Mobile screen size
Desktop High-fidelity prototype
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by members of my team.
https://www.figma.com/file/eh7IDaTVmlqCAwi6hC2M2D/Bakery---Responsive-Design?node-id=237%3A341
Mobile High-fidelity prototype
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by members of my team.
Accessibility considerations
1- I used headings with different sized text for clear visual hierarchy.
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2- I used landmarks to help users navigate the site, including users who rely on assistive technologies.
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3- I designed the site with alt text available on each page for smooth screen reader access.
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GOING FORWARD
1- Takeaways
2- Next steps
Takeaways
Impact:
Our target users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy.
What I learned:
learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.
Next steps
1-Conduct follow-up usability testing on the new website
2-Identify any additional areas of need and ideate on new features
Let’s connect!
Thank you for reviewing my work on the Yovanila Bakery Responsive Website!
If you’d like to see more, or would like to get in touch, my contact information is provided below:
Email: mario.azevedo.148@gmail.com
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