Research
Competitive Analysis
I reviewed websites of other bakeries along with their traffic and keyword searches to help identify the strengths and weaknesses of competitors in town.
Strengths:
+ Modern look to their main page
+ Suggestions of similar items underneath on item page
+ Page layouts are image-heavy
+ Serving Size suggestions
+ Newsletter to help bring more visitors to your website and build relationships and loyalty
Opportunities:
+ Keep brand image consistent between different pages, check out points, emails
+ Use of white space to show off the products
+ Have large images to showcase items
+ Don't use creative names like sweet lane, making it challenging to find the products the user is looking for
Takeaways:
The use of a newsletter could help increase their traffic value. Adding serving suggestions next to their cakes sizes and include their gallery of items within the product page instead of separate navigation. Lastly, have a list of the different flavors and fillings available.
User Interview
I sent a survey using google forms to friends, family, and coworkers that consume baked goods on a regular basis. I asked questions like:
*Tell me about your last experience at your favorite bakery?
*What are some of the things that make you decide to buy baked goods in the store?
*Was there anything that frustrated you about your last in-store experience?
Goals:
+ Freshness of products
+ Availability of products
+ Fulfill cravings
+ See visual display
Pain Points:
+ Long lines
+ Sold out items
+ Time spent going to a bakery
Based on all the information gathered, three personas for the e-commerce bakery. Their goals and frustrations reflect the data compiled from the surveys. The design for this e-commerce website has the user goals in mind to be met with the site features. Below the user journey wants to purchase a dozen variety of donuts for her co-workers. The goal is to have a seamless user experience the next time she wants to treat her co-workers.
