Make it stand out.
Mac Lab
Case Study 1
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FAQs
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Responsive Website redesign for Mac Lab Bakery
Mac Lab, a beloved local bakery founded by skilled bakers trained at the esteemed Culinary Institute of America, prides itself on crafting exquisite French Pastries, notably Macarons of unrivaled quality. However, their main challenge lies in managing overwhelming phone orders and refining their website's online ordering system.
Role: UI/UX Designer Agency: Design Lab
Our Services
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Current
What should we know about the services you provide? Better descriptions result in more sales.
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Proposed
What should we know about the services you provide? Better descriptions result in more sales.
Problem
Overview
Mac Lab, a beloved local bakery founded by skilled bakers trained at the esteemed Culinary Institute of America, prides itself on crafting exquisite French Pastries, notably Macarons of unrivaled quality. However, their main challenge lies in managing overwhelming phone orders and refining their website's online ordering system. Research indicates that these issues stem from:
Offering a wide variety of flavors can overwhelm customers, especially newcomers.
Complicated checkout processes due to similar product names, resulting in confusion.
Customers face difficulties in finding desired information due to complex navigation.
By addressing these concerns, Mac Lab aims to enhance the customer experience and boost revenue.
Discovery (Research)
User Interviews
I conducted remote interviews with the owners of Mac Lab to grasp the challenges hindering the business's success. Through these conversations, I discovered the core values driving the business, such as Quality, Innovation, and Precision. Interestingly, despite the potential for online orders to drive profit, customers predominantly opt for phone orders over website transactions.
Usability Test #1
To delve deeper into website issues, I conducted usability tests focusing on key features highlighted by the owners, such as accessibility, product navigation, and the popular "Build-A-Box" feature. Participants were tasked with locating crucial information like merchandise and macaron flavors while navigating the ordering process. Their feedback revealed common issues: overwhelming choices in the "Build-A-Box" feature, difficulty finding desired information, and visual clarity issues impacting accessibility.
User Personas (Need to edit desciption)
I conducted remote interviews with the owners of Mac Lab to grasp the challenges hindering the business's success. Through these conversations, I discovered the core values driving the business, such as Quality, Innovation, and Precision. Interestingly, despite the potential for online orders to drive profit, customers predominantly opt for phone orders over website transactions.
Define (Synthesis)
Affinity Mapping
To address these findings, I categorized insights through Affinity Mapping and crafted How Might We (HMW) and Point of View (POV) statements, honing in on Information Architecture as a core issue. This guided the direction of my process. Additionally, I developed User Personas to visualize user needs before designing wireframes, ensuring a user-centric approach throughout the project.
User Personas (Need to edit desciption)
I conducted remote interviews with the owners of Mac Lab to grasp the challenges hindering the business's success. Through these conversations, I discovered the core values driving the business, such as Quality, Innovation, and Precision. Interestingly, despite the potential for online orders to drive profit, customers predominantly opt for phone orders over website transactions.
POVs & HMWs
<Insert HMWs and POVs>
Site Map
To enhance user experience, I began by creating a general sitemap to reorganize the navigation bar's information architecture. I noticed that certain pages were misplaced in the previous design, hindering user navigation. For instance, the Macaron subscriptions were not under the Macarons tab, potentially impacting subscription sales. In the revised sitemap, I grouped them logically to enhance visibility and sales.
Task Flows
I mapped out the task flow for the "Build-a-box" product to streamline the customization process. Initially, I explored a hover box feature for drag-and-drop customization but found through usability tests that it caused confusion.
Develop (Design)
Low-Fidelity Wireframes
Initially, I explored a hover box feature for drag-and-drop customization but found through usability tests that it caused confusion. Iterating based on feedback, I adjusted the navigation organization, resulting in slight variations from the original draft.
High-Fidelity Wireframes
Refining the approach, I introduced a visual box on the left to display added macarons and toggles on product info cards on the right, providing alternative methods for customization. This approach proved successful in the final usability test, ensuring a seamless user experience.
UI Style Kit
The branding process involved careful consideration of Mac Lab's identity and vision. Final branding elements included a distinct color palette and cohesive design elements.
For the color palette, I selected a pink hue to align with the owner's vision and maintain brand consistency. This choice resonated with the business's identity and added a touch of vibrancy to the design.
Delivery (Testing and Revisions)
Usability Testing 1 before Redesign
The branding process involved meticulous consideration of Mac Lab's identity and values. Through extensive testing, including usability testing and wireframe evaluation, I gained valuable insights into user preferences and pain points. Usability Testing encompassed both wireframes and visual design to ensure a seamless user experience from concept to execution.
Usability test for High-Fidelity prototype
In addition to testing wireframes and visual design, I created a live and functional prototype to simulate user interactions accurately. This prototype served as a crucial tool for testing various functionalities and gathering feedback iteratively throughout the design process.
Revisions and Follow-Up Usability tests
Insights gleaned from testing were instrumental in shaping the final deliverables for the website redesign and the Build-a-box product. One key insight was the need for improved Information Architecture on the website, leading to a reorganized layout in the final deliverables. By strategically placing call-to-action buttons for essential information and products, such as the unique selling point and frequently purchased items, I aimed to enhance user engagement and drive sales.
For example, insights from testing revealed that the Build-a-box product experienced lower online sales compared to in-store purchases. To address this, I introduced visual cues in the web version of the product to guide users through the customization process, mirroring the in-store experience. This approach aimed to increase online sales by providing users with a more intuitive and engaging ordering process.
The Solution
Conclusion and Discussion
The Mac Lab project was a deep dive into enhancing the customer experience for a beloved local bakery. Despite its culinary excellence, the business faced challenges with overwhelming phone orders and a lackluster online ordering system. Through remote interviews and usability testing, I uncovered key insights, including issues with information architecture and navigation clarity.
To address these challenges, I proposed redesigning the website's layout and improving the "Build-a-box" product customization process. Iterative testing and adjustments were made, resulting in a more intuitive user experience. The branding process involved selecting a vibrant pink color palette to align with the business's identity, while deliverables included sketches, wireframes, UI designs, and branding elements tailored to meet the business's needs.
My favorite part of the process was the opportunity to adapt my design approach to fit the unique requirements of the project. Working with a real-life business in a contract role allowed me to make data-driven decisions and navigate various design processes effectively. Insights from usability testing played a pivotal role in shaping the final deliverables, ensuring a seamless user experience and potentially boosting online sales.
Overall, I am most proud of being adaptable at solving a real-life business issue by creating a project that highlighted the importance of understanding user preferences and pain points, as well as the value of iterative testing and adaptation. It showcased my ability to tackle complex design challenges and deliver impactful solutions tailored to meet the needs of the client and their customers.