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We found some solution while potentially was beneficial to the business and we generated ideas to solve clearly defined design problems with our team and we determined this website should:
We started by heuristic evaluation method and discovered the most principles were not followed. Here are the main problems:
We conducted user interviews with our target audiences which were most aged 45 and up to collect user problems and behaviors while online shopping. By asking open-ended questions with interviewees. The results are:
We started our user research by creating a survey to explore customer interest in Olive oils and Balsamic Vinegar. We were lucky to have 72 correspondents. One question helped us to collect adequate info about the products and our design;
What information would you like to see on the website?
I made a persona for the Olives On Tap customers since there was a lot of overlap between their needs & pain points.
Based on the card sorting and IA, we created the following sitemap however the card sorting did not help us because of unorganized grouping:
I collected pieces of inspiration images to include in my mood board, which would capture the tone, and image that I’d seek to convey towards the users. The major theme of the color palette was inspired by olive color for olive oils and light purple for balsamic vinegar. With these principles, I chose dark background as my main UI inspiration.
We concluded that the product card is the first point of conversion. Users prefer to see the texture and flavor of oils and vinegar. I created new product cards and provided enough information to pique the user’s interest so they will click for more details.
Plenty of high quality images and interaction components helped us to have a fun and intuitive design.
Motion plays a crucial role in giving visual feedback to users’ interactions. I concentrated on every detail including animated images on the landing page so users will interact with it.
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We fixed parts of our design based on users feedback. We iterated our design to make a great experience for Olives On Tap users.
Product sizes and prices
We placed the price and size in one button to make it easy for users to find the product size and its price in a moment.
Providing shipping/pickup at store info through checkout process
According to the user feedback, we figured out they need to see shipping information during the checkout process. So we prepared this section in contact information to choose the shipping method.
Our team conducted 2 rounds of moderated usability tests. Each round consisted of 4 users ranging in ages 60 - 75.
Round 1: We asked users to find an infused olive oil (Italian Lemon flavor) from our prototype that most users did the task under 30 seconds.
Round 2: Same task but this time on Olives On Tap website, the users spent more than 2 minutes to find an Italian lemon infused olive oil.
We did accomplish our goals of the project but we had some constrains such as:
The greatest challenge was designing in a short time, making decisions for finding the best solution and prioritizing our tasks.
The takeaway from this entire project was understanding the time management. Stakeholder asked us to do the project in limited time. There were a lot of changes we had to do for redesigning their website. We got it done by:
I created these user interaction design for the Landing page to empower our users to Interact with the products but unfortunately our web developer could not implement this design. Their constraints, such as limited time and budget, restricted him ot develop my desing.
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I care about the details and consider the interaction design of affordances to be crucial in creating effective, intuitive, memorable interfaces. I like prototyping. It helps me think through interaction models and new possibilities.
