THE CLIENT
Raices NW is a small bakery in White Center, Washington that infuses Mexican pastries with an American twist. The owner Jessica Molina, is a born natural when it comes to baking that when she puts something together, it is truly something special. The objective of this project was to design a website to serve the business and customer’s needs.
THE CHALLENGE
“How can we get customers to order through our website, but sent via email instead of by order?”
The challenge for this design was to create a responsive website to better serve the customers of Raices NW. Jessica wanted to create an online storefront so users would navigate to the website in order to order products. The business was facing issues regarding routing user inquiries to gmail instead of a standard e-Commerce cart to ship.
THE SOLUTION
Our approach to the problem was to discover existing user insights and behaviors through user research. Our scope of the project was to design the entire responsive website for users to order a product, send inquiry to the owner and from there allow the owner to be able to decline or approve the customer request based on owner availability.
Research & Planning
As both the researcher and designer, I was able to conduct various different research methods. Research methods i used were:
Online surveys
User interviews
Google analytics auditing
Competitive analysis
As I completed the 1 month sprint, I began exploring next steps in order to push into launch. Post sprint, I continue to work with Raices NW to implement the design.
Mobile responsive
Implement e-Commerce
Create brand identity
Work on product pricing
Key Insights
Through research we were able to better understand our users and gather some key insights on how to approach our design. Key insights we found were:
Ordering a products through website rather than Instagram
Adding a sense of trust to help engage users to better support small business owners
Creating users happy path to book product through calendar availability rather than traditional E-commerce cart to ship
Persona
Danelle “The Busy Bee” Denise | 26, Social Worker
Synthesizing all research, I was able to come up with our persona; Danelle Denise.
Danelle is a 26 year old Social Worker, who is always on the run due to his demanding job. Being a Mexican American, Danielle is always looking for ways to support her community.
Values & Needs:
Supporting small business & Latin community
Beautiful captivating imagery
Ability to order products through website
Frustrations:
Ordering products through Instagram
Business that don’t work on mobile
Products that don’t have reviews
How we can serve:
Creating a responsive website
Share on social media platforms
Ability to submit reviews of products
Sketches
After collaborating with the owner, there were a couple pages we agreed on that we both believed we would need. During my sketching, I had to make sure users were able to view products, order products, homepage, and contacting the owner.
Wireframes
Iteration 1
For our final prototype, it was less of an iteration but more about expanding our scope. Through testing multiple rounds, users express frustration in not being able to see clear pricing, both locally and internationally. Therefore, we decided to add a redesign of the pricing page, which ultimately became the Numbers & Rates page. This page makes it easy for users to view all the international countries in one drop down.
LOGO DESIGN
For brand identity, I constructed this logo based on various trials and errors. Given the time frame of the project the project owner and myself were able to come to a solid design.
Takeaways
Improve moving forward
Going live
More time using using webflow and its functionality
What we did well
UXR gaining insight on how we can make the experience great