Low-Fidelity Website Redesign*
BAUMER FOODS
* The website has since undergone a redesign. This redesign was based on an earlier version.
Project Goals
Project Goal 1
Modernize the website by utilizing a more user-friendly interface to display a clear representation of the brand.
Goal will be obtained by developing a homepage that features a more in-depth focus on product offerings.
Business Outcome 1
Increase site traffic by 20% in the next 6 months.
The outcome will be obtained by organizing the site's content. The brand can also utilize search engine optimization.
Project Goal 2
Place more visual emphasis on the ability to purchase products.
Goal will be obtained by ensuring the purchasable items are displayed at the bottom on the website. Additionally, the navigation menu does not offer a “Shop” header. It only offers a “Store” menu which can confuse the user. The webpage needs to match user expectations.
Business Outcome 2
Increase product sales by 15% in the next 6 months.
The outcome will be obtained by utilizing bundle packages to increase product visibility.
Project Goal 3
Create a mobile-friendly interface.
Goal will obtained by addressing the following: visuals are too large for a mobile device, the scroll capability does not function well, and images appear not to be resized proportionally giving the “budget impression.” This page does not appear to understand human behavior and expectations to motivate users to purchase and use the product.
Measurable Business Outcomes
Business Outcome 3
Increase social media presence by 15%.
The outcome will be obtained by utilizing social media. The Instagram and Facebook page presents a very different user experience. The brand seems to be targeted towards a younger demographic. Increasing posts on Instagram using popular hashtags can tremendously increase followers and re-shares.
Barriers to Success
Change of strategy
A project plan is a must in the process of frequently evaluating performance and developing a strategic plan to ensure business goals are met.
Decision-Making Process
A meeting with important stakeholders and those who will make decisions needs to occur early in the design process. A clear hierarchy of decision makers will help to overcome issues with this barrier.
Unclear Expectations
The business and project goals should follow the SMART model. All goals should be specific, measurable, attainable, realistic, and timely. This will prevent any confusion in accomplishing the goals set forth.
Lack of Resources
All redesign projects may not have a large budget, therefore this should be determined prior to the design process so all those involved have clear expectations and can use resources accordingly.
Site Heuristic Evaluation
The Baumer Foods website presents the following usability issues:
It does not use an aesthetically pleasing and minimalist design.
The oversized images and graphics are overwhelming.
The use of social media icons in two locations on one page is redundant.
The products are listed at the bottom of the webpage forcing users to scroll unnecessarily.
There is outdated information and broken links.
Google+ no longer exists. Clicking the icon directs users to an error page.
The YouTube icon is out of date.
There is no link to Instagram.
Some of the headers in the primary navigation bar do not belong or are out of place.
The side navigation bar has the potential to be confusing for the user.
Peer/Competitor Site Analysis
Target Audiences
Instagram Foodies
The Instagram foodie is looking for site optimization because it will have the highest impact on website usage and social media visibility. The Instagram Foodie has the ability to reach a wider audience with the use of social media and social media influencers, which will ultimately increase revenue.
Key Characteristics:
Frequent social media user
Always posts pictures of competed recipes
Understands the latest trends
Frequently visits new and hip restaurants
Always writes reviews on food and experiences
Restauranteurs/Owners
Restaurateurs/owners are the decision-makers, and possibly stakeholders when it comes to securing a contract with vendors. The restaurant owner will have the ability to select Crystal Hot Sauce to be used as the exclusive hot sauce brand of the restaurant and inclusion in recipes. They approve bulk orders and ensure contractual obligations are met.
Key Characteristics:
Owns multiple restaurants
Looking for quality items in bulk
Understands the consumer wants and needs
Potential for brand loyalty-depending on contract
Ease of purchase and delivery is important
Restaurant Chefs
The restaurant chef will understand different flavor profiles, spice levels, and product ingredients to use each product to its maximum capacity. This target audience can place large orders or make the suggestion for place a large order for a particular product.
Key Characteristics:
Determines how much of a brand/product is to be used in each recipe
Keeps abreast of current food trends
Can make suggestions to other chefs regarding products
More likely to use authentic style cooking techniques
More likely to use products that keep with an authentic recipe
Persona: Instagram Foodie
Research Plan
Qualitative Method: One-on-one interviews
PURPOSE
To determine what issues users are experiencing with the use of the website
GOALS
Enhance user functionality by:
Modernizing the website to create a more user-friendly interface that displays a clear representation of the brand
Placing more visual emphasis on products
Create a mobile-friendly interface
PARTICIPANTS
Current customers and users who have signed up for email, but have yet to make a purchase
METHODOLOGY
Interview invitations will be sent out via email mentioned incentive
Quantitative Method: Site Traffic Analysis
PURPOSE
To determine how users are utilizing the site by analyzing pages accessed and length of time spent on each page
GOALS
Provide insight and raw data to determine:
Which features of the website are being used/visited more frequently
If the imagery and navigation menus should be modified to create a better experience
PARTICIPANTS
Any visitor to the website within a designated time frame
METHODOLOGY
Utilize a web analytics service, such as Google Analytics
Sitemap
Wireframes
Usability Testing
Results and Conclusions
After conducting moderated usability testing, the results provided key insights to further develop the content on the website, such as solidifying the redesign of a website to enhance the user experience and usability. The search function on the recipe page was an example of this. The proposed changes provided the user with a clear understanding of the goal of the website.
The wireframe usability testing also highlighted areas still in need of improvement and the identification of problems. This shed light on the use of phrases that are not common for a typical user.
Next Steps
Answer lingering questions by performing additional testing
Determine if business goals are met by subsequent analysis to determine if site traffic has increased, if sales have increased, and if there is an increased social media presence. This will require a thorough analysis of web analytics and the use of reporting tools.
Obtain client approval. The process of obtaining approval from the client should be one that is ongoing throughout the design process. In order to gain buy-in from stakeholders and clients, trust has to present through the design process. Communication of the testing results is also a huge factor in getting approval. The client needs to see and understand where and with what users are experiencing difficulty. Lastly, I believe creating a mockup and prototype are quintessential in this process. This allows the client/stakeholders to see the results of research and usability testing.