daphne li
Product Designer
Wilson Farm
This project was a website redesign for a childhood grocery store of mine. As someone who holds this farm dear to my heart, I wanted to create a user experience that fully encapsulates the joy of shopping at Wilson Farm.
PROBLEM STATEMENT
Shoppers at Wilson Farms want an easy experience navigating the organization’s website. However, the website is organized in an unintuitive fashion, creating a frustrating experience for the user.
DESIGN PROCESS
Research
01
Heuristic Evaluation
I began the research process by conducting a heuristic evaluation of the existing platform and assessing its compliance with established usability heuristics. I Identified areas of improvement primarily related to consistency and standards, usability, and documentation.
02
Competitive Feature Analysis
Next, I conducted a comprehensive competitive analysis of industry leaders within the grocery sphere to identify industry best practices, emerging trends, and areas for differentiation. I also analyzed successful UX strategies and potential pitfalls to inform the redesign process.
03
Usability Testing
The third part of my research for this project was conducting usability testing with Wilson Farm’s current website in order to assess issues that occur with the current user experience. I asked 5 participants to complete various tasks and tracked the time it took for completion as well as their easiness ratings of each task on a scale from 1 (difficult) to 5 (easy).
Ideation
Sketches
I began the ideation process with low-fidelity sketches to map through the visuals before hopping directly to Figma. My sketches were based on the conducted research. My main focus was minimizing the design while keeping the essence of Wilson Farms as a brand.
Wireframes
Using Figma, I translated my first sketches into low-fidelity wireframes. I created basic layouts of the home page, products listing page, as well as an item details page. These wireframes provided the foundation for the prototype design.
First Iteration Prototype
The next step was to then create my first iteration of prototyping.
For this prototype I focused on making a simple and intuitive shopping experience, coupled with reducing the overall clutter from each page layout.
User Testing
After the first iteration of my prototype, I conducted 5 user tests in order to collect feedback on the design, as well as to brainstorm ideas for further feature designs.
I asked the users to complete the same tasks as the original usability testing in order to compare user journeys.
while the feedback for the design and usability for this round of testing was mostly positive, I was able to identify errors in information architecture when it came to the navigation menu and categories. This became my primary focus for the upcoming iteration.
Final Prototype
Once this round of testing was done, I moved on to creating the high fidelity prototype in Figma.
For the final prototype, I focused on restructuring the information architecture through creating a toggle-able side navigation instead of having layered navigation bars across the page.
Next Steps
1
Reiteration
As the design process is truly never finished, one more round of user testing and reiterating of the prototype will help work out final details.
2
Client Feedback
Since this project didn't have any hands-on communication with Wilson Farms, I would love the chance to reach out to them and receive feedback from them.
3
Product Launch
Finally, the ultimate goal of any design project is for implementation and product launch