Case Study:

AB Delights Website Design

Project Overview:

The Problem

Getting fresh bakery products at anytime and anywhere is troublesome 

The Goal

Design a website for AB Delights that allows users to easily order and get fresh bakery products delivered at anytime and anywhere

The Product

AB Delights is a regional bakery which is located in the suburbs of a metropolitan area. AB Delights strives to deliver gourmet bakery products. They offer a wide spectrum of competitive pricing. AB Delights targets events & parties like Birthdays, Weddings, Anniversary and festivals to offer their services of bakery products 

My Role

UX designer designing a website for AB Delights from conception to delivery

My Responsibilities

Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs

Project Duration

May 2021 to July 2021

Understanding the users :

I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was party or event organizer who need to place urgent cake and other bakery products order. This user group confirmed initial assumptions about AB Delights customers, but research also revealed that time was not the only factor limiting users buying cakes and other bakery products online but it includes quality measures like freshness, ingredients choices and delivery time matters. Other user problems included challenges and accessibility concerns  like current website has difficult navigation & lengthy procedures to order products. They are not interested to spend a lot time to get stale products. Also, current websites do not include accessibility options.

User Pain Points :

Delivery Service


Need service at anytime and anywhere 



Accessibility

Platforms for ordering bakery products are not equipped with assistive technologies 

Interaction

Small buttons on websites makes navigation & item selection difficult, which sometime lead users to make mistakes   


Persona & Problem Statement :

Ena is a professional and busy party organizer who needs a fast and efficient way to place urgent orders for cakes & other bakery products and need to get it deliver on time because They don’t have time to buy this products in person. 

User Journey Map :

Persona: Ena

Goal: Order fresh bakery products urgently and get it deliver on time without loosing its quality.

Starting the design work :

Paper Wireframes

Digital Wireframes 

As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research and reformed earlier wireframes as per user needs. 

Usability Study Findings

I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining. 

Round 1 Findings :

Round 2 Findings :

Refining the designs:

Mockups

Early designs allowed to add products in cart, but after the usability studies, I added additional triggers to get notification when cart get updated. I also revised the design so users see all the needed notifications on the screen. 

Before Usability Study 

After Usability Study

The second usability study revealed frustration with the checkout flow. To streamline this flow, I updated counter for Quantity so that user can easily increase or decrease items quantity as required.

Refined Designs:

Key Mockups

Accessibility Considerations :

Provided access to users who are vision impaired through adding alt text to images for screen readers

2. Icons

Used icons to

help make

navigation easier



3. Headings

I used headings with different sized text for clear visual hierarchy  



High-Fidelity Prototype :

The final high-fidelity prototype presented cleaner user flows for ordering bakery products and checkout. I updated payment and checkout screens after usability study findings and now all over design meets user needs to order fresh cakes and other products at anytime and anywhere. 

Takeaways:

Impact

The website makes users feel like AB Delights really thinks about how to meet their needs. 


One quote from peer feedback:

“The website made it so easy and fun to build my own cake! I would definitely use this site to order fresh personalized cakes within time”


What I learned

While designing the AB Delights website, I learned that the first ideas for the site are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the website’s designs

Going Forward:

Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed

2. User Research

Conduct more user research to determine any new areas of need