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350 Bakehouse
Website Redesign & Heuristic Evaluation
Role: UX Designer
Timeline: 1 Week, Design Sprint
Tools: Figma, Photoshop, Google Meet
Platform: Desktop
Overview: Our team participated in a one-week hackathon aimed at redesigning the 350 Bakehouse website. Using a heuristic evaluation, we identified significant usability issues in their existing website and proposed solutions as part of our redesign efforts. Our improvements focused on enhancing menu navigation, improving the online menu, and revamping the overall website design, including the hero section and aesthetic. The resulting redesign not only better reflected the 350 Bakehouse brand but also aimed to provide a more user-friendly experience, ultimately leading to increased sales and traffic.
Method
My team and I conducted a heuristic evaluation to assess the usability of the 350 Bakehouse website. By doing this we identified the following heuristic violations: User control and freedom, aesthetic and minimalist design, consistency and standard, and flexibility and efficiency of use. By pinpointing these areas for improvement and providing concrete solutions we were able to implement this in our website redesign. This evaluation helped us enhance usability, improve user satisfaction, and ultimately increase sales on the 350 Bakehouse website.
Problem Space
According to user reports, 80% of customers expressed difficulties while navigating the current website. As a consequence, customers indicated a reduced likelihood of placing an order due to the lack of convenience offered by the website.
80%
20%
80% of users struggled
to use the current website
Persona
During my user research, I discovered that users faced challenges when ordering items online, which informed the persona development process. By creating a persona, I was able to identify Maria's pain points specifically which I highlighted in her time constraints. My team and I chose to create a persona representing a middle-aged working woman since our research indicated that this demographic was more likely to have busy schedules, limiting their availability for in-person shopping.
How Might We...
Based on our research we asked ourselves, how might we enhance the website's user experience and design to address navigation difficulties and increase customer engagement, ultimately improving online ordering convenience for users?
Sketches & Wireframes
My team and I gathered UI inspiration and sketched our ideas before creating our wireframes. Ultimately, we rapidly explored various layout and design concepts, allowing us to quickly iterate and refine ideas.
Sketch
Wireframes
Hi-Fi Mockup
Key Learnings
1
Conducting a Heuristic Evaluation provides a structured approach to identifying and addressing key usability issues
2
Establish both soft and hard deadlines to maintain a sense of progress and ensure team members stay on track to meet their goals
3
Appointing a team leader is essential for maintaining project momentum and maintaining deadlines
4
When working with clients on redesign projects, it is crucial to communicate feedback and suggestions constructively
Measuring Success
To evaluate the success of the new design for our clients website, we will use the following metrics:
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Conversion Rate: Tracking the conversion rate will help us measure the effectiveness of the redesigned website in converting visitors into customers. By analyzing the percentage of website visitors who take the desired actions, such as making a purchase or submitting a form, we can assess the impact of the new design on driving conversions.
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Customer Feedback: Collecting feedback from the website's visitors and customers through surveys, feedback forms, or customer support interactions will provide valuable insights into their perception of the new design. Their input will help us gauge their satisfaction levels, identify areas of improvement, and make iterative adjustments to enhance the overall user experience.​
Future Considerations
In planning for the future of this project, there are several important considerations to keep in mind. My team and I were under a tight deadline for a week turn-around time for this design sprint. Going forward ideally we'd want to do an analysis of the website's performance metrics as that would be crucial to identify any emerging issues and opportunities for optimization. Also, regularly reviewing user feedback and conducting usability tests will allow for continuous refinement of the design to meet evolving user needs. We would also want to keep the website up-to-date with industry trends so we can ensure the website remains competitive and aligned with the latest standards.
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