For my capstone project, I re-designed an e-commerce platform for Honey & Fig, a local charcuterie company. The goal was to enhance the company's digital presence by creating a user-friendly website that makes it easier for customers to order and customize charcuterie boards online.
My Role: UX/UI Designer
Tools Used: Figma, Adobe XD, Canva
Duration: 4 Weeks
Business and User Goals
Business Goals
Grow the business locally by attracting more customers.
Build a strong brand for Honey & Fig as a top provider of charcuterie and gourmet foods.
Increase online sales by streamlining the ordering process.
Foster customer loyalty through personalized services, quality products, and special offers.
User Goals
Offer a smooth and simple online experience.
Enable customers to easily customize their charcuterie boards.
Provide high-quality, locally made products at fair prices.
Design Process
Research
The project was driven by user feedback and business needs. One major finding during research was that users struggled to visualize the custom charcuterie boards before purchasing, so I focused on improving visual representation in the design.
Wireframes and Prototypes
The initial designs went through multiple iterations, starting from low-fidelity wireframes to high-fidelity prototypes. Below are some snapshots of the design process:
Competitive Analysis
User Persona
Problem Statements
Problem Statement 1: Customers can’t easily customize their charcuterie boards when ordering online, which makes it hard for them to get exactly what they want for special occasions or dietary needs.
Problem Statement 2: The online ordering process is difficult and confusing for many customers, making them less likely to complete their orders and causing Honey & Fig to miss out on potential sales.
Problem Statement 3: Customers are worried about their orders arriving late or in bad condition, which makes them less confident in Honey & Fig’s service
Feature Set
User Flow
Test
Testing Methods:
I conducted a usability test with 5 participants. I used both low and high-fidelity interactive prototypes to observe how users interacted with key tasks, such as signing up, completing the style profile, and navigating the wardrobe.
Overall Assessment:
The redesigned Honey & Fig website generally received positive feedback from participants. The key areas for improvement identified in the testing include: • Clarity of board information: Providing more detailed information about board sizes, serving suggestions, and ingredient quantities. • Enhanced customization experience: Implementing a more interactive customization tool to help users visualize their final board. • Additional review features: Allowing users to attach images or photos with their reviews.
Prototypes:
The prototype used for testing is live and functional.
