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This redesign project aims to modernize the online presence and enhance the overall user experience of the existing website. As a popular bakery specializing in cupcakes, cakes, and other sweet treats, Toronto Cupcakes needed a redesign that effectively reflected its brand identity, catered to customer needs, and stayed competitive in a dynamic market.
Role
UX Researcher & UX Designer
Timeline
Spring 2024
To ensure the redesigned Toronto Cupcakes website not only meets but exceeds user expectations, I conducted a comprehensive competitive analysis. The competitive analysis involved a detailed review of four prominent competitors. I examined each website's design, usability, functionality, and user engagement strategies. The analysis revealed several critical areas where Toronto Cupcakes could improve. The findings from this competitive analysis guided the redesign process, ensuring that the new Toronto Cupcakes website incorporates industry best practices and meets user expectations. By addressing these identified gaps, the redesigned site aims to offer a seamless, engaging, and efficient user experience, ultimately positioning Toronto Cupcakes ahead of its competitors in the digital space.
The competitive analysis highlighted the following key insights :
I conducted a thorough heuristic evaluation of the existing website to identify usability issues and areas for improvement in its redesign. The primary goal of this evaluation was to uncover usability problems that could hinder the user experience and to inform the redesign process with actionable insights. By identifying and addressing these issues, the redesign can significantly enhance the overall usability, making the site more intuitive, efficient, and engaging for users.
This evaluation is crucial as it ensures that the redesign is user-centered, addressing real user pain points and improving the overall functionality and satisfaction.
To inform the redesign of the Toronto Cupcakes website, a user survey was conducted with 10 participants, including 5 new and 5 returning users. Participants ranged in age from 22 to 40 and had diverse occupations such as marketing managers, software engineers, and students.
To evaluate the user experience of the Toronto Cupcakes website, a usability study was conducted.
Objective: Observe user interactions and gather insights on first impressions and task performance.
Method: Participants completed three tasks across three scenarios to identify pain points and areas for improvement.
Users had difficulty locating where to start the ordering process, as the order link was hidden among other textual data.
Recommendation: Improve the visibility and prominence of the order link by using a distinct call-to-action (CTA) button. Position the CTA button strategically within the user interface, utilizing visual hierarchy and contrast to ensure it stands out.
Why?
This enhancement will facilitate a smoother user journey and increase conversion rates by guiding users effortlessly through the ordering process.
Users highlighted that prices were not consistently displayed alongside products, hindering their ability to quickly assess costs.
Participants found it inconvenient that they had to enter the quantity of cupcakes manually, preferring an easier method to adjust quantities.
Recommendation: Display product prices clearly beside each item and optimize the interaction design by incorporating intuitive quantity selectors, such as increment and decrement buttons.
Why?
This adjustment will improve the user flow and reduce cognitive load, making it easier for users to find cost information seamlessly.
Users found it challenging to make informed decisions due to the absence of product ratings and detailed ingredient information.
Recommendation: Incorporate comprehensive product descriptions that include detailed ingredient lists.
Additionally, implement a product rating system to display user-generated ratings prominently on product pages.
Why?
This will enhance transparency, build trust, and assist users in making well-informed purchasing decisions.
Users were confused by being asked to provide delivery details even when they selected the pickup option.
They also seemed confused when there was no pickup address mentioned when they opted for a pickup.
Recommendation: Implement conditional form fields that dynamically adjust based on the user's selection of delivery or pickup.
Why?
Ensure that users who choose the pickup option are only required to provide relevant information, streamlining the checkout process and reducing unnecessary friction
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40% of users were frustrated with the lack of a navigation bar, making it difficult to move through the site intuitively.
60% of users noted the hidden order link as a major issue, and some users were frustrated by the overwhelming text and the lack of emphasis on important information during usability testing.
70% of users struggled to find essential information, such as product prices and ingredients.
50% of users pointed out inconsistency in product images and texts on the site.
Transforming these insights into tangible outcomes, I created rough sketches, wireframes, and interactive prototypes to progressively refine the design. Rough sketches were essential for quickly visualizing ideas and concepts, allowing for early feedback and rapid iteration. Wireframes provided a more detailed structure of the site, focusing on layout and information architecture without the distraction of visual design elements. This step was crucial for ensuring a logical and user-friendly navigation flow.
Interactive prototypes brought the wireframes to life, enabling users to interact with the design and providing valuable insights into the usability and functionality of the site. This step was particularly important for identifying and resolving usability issues early in the process. Iterating based on continuous feedback ensured the design was flexible and responsive to user needs, ultimately leading to a final product that was not only aesthetically pleasing but also highly functional and intuitive. These experiences underscored the significance of a comprehensive, research-driven approach to UX design, enhancing my ability to create engaging, user-focused digital products that effectively meet user needs and business goals.
