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MELT

A Gourmet Truffle Store

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Melt is a recently opened truffle store which is currently operated through social media and is doing very well. The business does have a website but lacks services and its not aesthetically pleasing.  They need a website that not only helps define their brand but also attracts customers at the same time.

UI/UX Designer

UX Researcher

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6 Weeks

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Figma

Problem

Gaining Understanding

A better experience to attract and retain customers

Melt is a recently opened truffle store which is currently operated through social media and is doing very well. The business does have a website but lacks services and its not aesthetically pleasing.  They need a website that not only helps define their brand but also attracts customers at the same time.

I wish I could taste the flavors

Shipping is too expensive

There are hardly any gift boxes

Returns should be easy

Research

Diving deeper into the problem

Understanding pain points and other considerations on the website

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  • Get to know the list of considerations customers have when choosing a website

  • Identify the problems they encounter or factors that they like during the process

  • Understand what the pain points are

I conducted interviews and competitive analysis to understand industry standards and visual designs that i could incorporate into the website

What are other companies doing ?

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  • Before beginning to create a website for melt, it was really important to know and understand the competitors, both their strength and weaknesses, so i have a better understanding of what can be done to improve the sales.

  • I researched  best in class truffle/chocolate sites, indirect competitors and industry standards during the competitive analysis. I looked up 3 competitors to understand and see the design and patterns that could be incorporated into Melt's design

Secondary research

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I conducted a one on one interview with Melt customers to get an insight of what they had to offer in terms of the feedback about the website and how would they make it better.

  • The conclusion: Most thought it would be great if they had free samples as they were unsure of ordering flavors that they hadn’t yet tasted.

  • The other issue was that they thought the shipping should be made free on specific amount of the order.

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Interview

 

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General Insights

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General Insights

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  • The conclusion: Most thought it would be great if they had free samples as they were unsure of ordering flavors that they hadn’t yet tasted.

  • The other issue was that they thought the shipping should be made free on specific amount of the order.

Melt should offer free tastings for their new flavors

Define

Looking for patterns and insights from our research. 

Synthesizing the research findings

Competitive research and interviews gave us a really good feedback on the users problems and helped identify the pain points and helped us build a customer profile

Persona

The research insights helped me define a general persona for this project. I created a persona for a typical MELT user

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Ideate

Content categorization and architecture was very important

Creating tangible experiences

We started building the information architecture and user flows to structure the content and define the user journey

User Flow

The user flow shows all of the client's options and possible scenarios of where she can navigate to from the landing page

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  • Sign up/log in into the account

  • Search/browse for a product

  • Add product to the cart

  • Checkout the product

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Sitemap

The structure is presented in a way that is intuitive to the users​​

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A low fidelity wireframe was quickly created to test the flow

 Wireframes 
 

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 Prototype 

Created a high-fidelity prototype to have an understanding on how the website would function and to have the ability to understand what features meet the user expectation and what needs to be improved

Validate

Putting in front of users

Users feedback paid a big role in making the product better. 

I built a prototype and gradually worked on improving it based on testing and iterating at multiple  stage.

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Usability Testing

Using my Figma prototype, I tested the main user flow of the Melt customers ordering truffles online. I wanted to see the different approaches of how different people navigate through the site and get to the different pages of the website such as the product page, cart, checkout.

​I recruited 3 participants to complete a set of tasks to test the user flow, everyone was able to complete the task with minimal to no errors.

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​Improvement Scopes and Ideas

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  • Gifting page should be arranged by occasions rather than chocolate type so its easier to choose the pre made boxes for gift purpose.

  • To remove the package option from the gifting section as it is not necessary and comes pre packed.

  • The billing page should be more clear and straightforward .

  • Wish there was a personal message box to add text.

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Iterations

Reflections

Embracing feedback

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It's been quite an experience working on this project, got a chance to learn about the customer pain points and understand their struggle. I had a chance to see things through different perspective, knowing users struggle, allowed me to empathize with them.

Sneha Rana  © 2022 

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