Team 4 people Time 2 weeks
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The Challenge
Owner of Gavroche AnhNam Le Tanh is producing handmade, french Macarons in the middle of Hamburg, to sell them on weekly markets twice a week and on occasion B2B. For this design challenge, our goal was to design an ecommerce website for his brand and provide his customers with an option to order online.
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The Solution
We redesigned the information architechture to include an ecommerce section that allows his customers to view and preorder macarons through his website for pickup, thus matching the brand identity with consumer needs.
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The Process
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Competitive Analysis
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User Research
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Defining the Problem
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Mid-fi Wireframes
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Brand & UI Analysis
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Hi-fi Wireframes & Prototype
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Competitive Analysis
Of the 13 businesses that sell macarons in Hamburg alone, we identified 3 direct competitors to Gavroche including; Jö Macaronchen, Du Sucre and Zuckermonarchie. Our brand analysis revealed that Gavroche provides the most authentic, highest quality and freshest luxury macarons in Hamburg. With a lack of a physical shop and limited online presence, the development of an ecommerce website would be monumental for Gavroche and those who love his macarons.
User Research
Our user interviews provided us with valuable insight on what matters most to them when it comes to macarons but also their online purchasing behaviour. With the assistance of our five interviewees M(52), F(30), M(27), F(30), M(27) we were able to uncover patterns using an affinity diagram. Based on the data we were able to collect in the interview, we designed our persona Juliette.
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How might we...
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Allow her to see all the products and still be able to order at her convenience?
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Provide clear information about product availability, costs and pick up location?
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Give her clarity and control throughout the ordering process?
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Problem Statement
People looking to order macarons for a special occasion need to find a way to browse their favourite flavours online because they prefer the convenience and ease of ordering from home.
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Mid-fi Wireframes
After testing our initial concept we realized there were some features that we had overlooked and we made sure to include them into our mid-fi prototype. This included a search bar, a shopping cart overlay and subnavigation menu to easily browse through products.
Brand & UI Analysis
Before beginning our hi-fi designs we created a moodboard that would reflect the brand attributes of Gavroche Macarons which include: authentic, minimalistic, fresh, handcrafted and luxurious.
Hifi Prototype
After conducting usability tests we found that our payment page was cluttered for users and decided to reduce the cognitive overload by providing more space between elements. Secondly, users found that it was not simple to navigate back to the shop so we added a return to shop option that appears in the shopping bag overlay.