Crafting a brand-new responsive web experience for Lily's Sweets. The primary objective of this project was to create a user-friendly and efficient journey for visitors, all while highlighting and seamlessly integrating the new e-commerce section into their website.
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UX Research • UX Design • User Flows • Wireframes
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Design a stylish B2C commerce site while keeping the B2B user in mind.
Promote new treat lines with modular, modern components catered to consumers.
Encourage exploration with specialized features like “Recipe and Featured Items” components designed to drive sales.
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In the realm of crafting chocolate sweets, the approach to audience definition follows distinct routes for B2B and B2C industries. While B2B confections often cater to specialized personas within specific professional niches, B2C treats embrace a much broader audience, spanning a spectrum of knowledge and experience levels.
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Delving into user understanding within these contexts demands a nuanced strategy, recognizing the unique challenges that each sector encounters. The research phase of the project involved site visits; contextual interviews; competitive analysis; information architecture (card sorting); site mapping and user interviews.
Conducting customer interviews proved invaluable in gaining insights into the preferences between in-store and online shopping experiences. The findings revealed a general preference among customers for in-store shopping due to its convenience, especially for local residents. Additionally, customers expressed a fondness for the tactile and visual aspects of the in-store experience, where they could see and interact with products up-close.
Summary:
Customers prefer in-store shopping, they perceive it as a more convenient option.
Customers value the hands-on and visual aspects of in-store shopping, allowing them to closely interact with products.
Research extended to an exploration of online stores, with a specific focus on direct competitors. This deep dive into their online features aimed to uncover industry conventions. However, while this feature comparison served as a solid starting point for competitor analysis, I recognized the need for a more comprehensive understanding of their online customer experiences. This approach proved instrumental in identifying elements that I wanted to integrate into the design while also confirming aspects that were not considered desirable.
Approach:
Utilizing large imagery alongside products proves to be a powerful tool for enhancing the product presentation and bringing it to life.
Simple navigation ensures easy access to a diverse range of product, while a clear user flow guides visitors through every step, from product discovery to checkout.
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Recognizing the fundamental differences between B2C and B2B design approaches was paramount. It was clear that user research played a pivotal role in tailoring the design to meet the unique needs and expectations of each audience.
Collaborating closely with the client to strategically optimize the assets employed within the product components was a critical aspect of our design process. This attention to detail ensured that the end result was not only visually appealing but also highly efficient.
Effectively conveying the nuanced intricacies of our design, particularly in terms of user interactions, had a remarkable impact on the client's enthusiasm. Our ability to articulate these details not only instilled confidence but also sparked a heightened sense of excitement about the final design outcome.