The Goal

Designing a bakery website to be user friendly by providing clear navigation and offering a fast checkout process

My Responsibilities

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

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 frustrates many target users. This caused a normally enjoyable experience to become challenging for them, defeating the purpose of relaxation.

User Research: Pain Points

User Research: Persona

User Research: Journey Map

I created a user journey map of Adaeze’s experience using the site to help identify possible pain points and improvement opportunities.

Site Map

Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap.

My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy.

Paper Wireframe

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.

Because Zana’s Bakery  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.

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.

Screen Size Variation

Low Fidelity Prototype

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 the placement of buttons and page organization. I made sure to listen to their feedback, and I implemented several suggestions in places that addressed user pain points.

Usability Study: Parameters

Usability Study: Findings

Iteration from Usability Study

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.

Mockups

Hi Fidelity Prototype

My hi-fi prototype included the design changes made after the usability study, as well as several changes suggested by colleagues.

Accessibility Considerations

Takeaways

Next Steps

Thank You

Thank you for taking the time to read through my work on the Zana’s Bakery cake shop website! If you’d like to see more or get in touch, you can reach me via email, as shown below.

Email: iwegbue.emmanuel@gmail.com