Sweetniz Overview
Project Task
I put together a design audit for Sweetniz, a female-owned bakery specializing in custom cake designs. The client was interested in basic information about their website's design and functionality, with a possibility to expand to a more in-depth user research audit in the future. This project is in progress. Stay tuned for more on outcomes.
Research Findings
I identified problems with consistency, design standards, aesthetic and minimalist design practices, and user flow roadblocks. I used a variety of research tools including NN’s heuristic evaluation and competitive analysis to identify design flaws without user research.
Constraints
Client not interested in user research at this time which limits usability data
Final designs will be implemented on Wix website with template restrictions
Designs must be easy to implement and maintain for Sweetniz
Design Solutions
Reduce cognitive load with strategic information architecture, color use, and typography
Improve user ordering journey
Showcase the delightful aspects of the Sweetniz brand
My Role:
This was a solo project. I completed all strategy implementation, research, and designs independently.
Research
Heuristic Evaluation for Design Best Practices
In order to systematically evaluate the different elements of user interaction design I used Jakob’s Ten Usability Heuristics. I used this tool because I wanted to see if the website generally followed design rules of thumb.
I found the biggest design violations and opportunities for user frustration were in the ordering process.
4 - The Order Form Doesn’t Follow Consistency and Standards
Order forms tend to be as minimal as possible so that users can focus on inputting information accurately and without distraction. The Sweetniz order form has all kinds of colors, fonts, highlights, and images. This is different than what a user typically sees.
8 - The Order Form Doesn’t Follow the Guidelines for Aesthetic and Minimalist Design
The client wrote specific instructions at the top of the order form. Fonts, colors, and underlines intended to draw attention ended up competing for the user’s attention and/or not following design standards.
10 - Adding Help and Documentation Would Provide Clarity
Adding brief instructions in a few key areas would prevent user errors. For example, users might benefit from knowing to select all that apply to get the most accurate design description.
Basic Accessibility Testing Results
I used WAVE to help me identify basic accessibility issues. Catching accessibility errors not only improves access for individuals with disabilities. Improvements that make a design more accessible make the design better for everyone.
Parts of the website would be confusing for someone using a screen reader. For example, some of the text that should have been a header was entered as body text and vice versa which would make it difficult to scan and move about the page.
There were also several places that were underlined for emphasis. Underlining on the web signals a hyperlink. Therefore individuals with and without screen readers might be confused by this misuse of underlining and expect a link.
Wave detected several areas of low contrast throughout the site which you can see marked with the red box icon. I adjusted the color palette and contrast for readability.
User Journeys to Identify Specific Pain Points
Below is a view of the date and delivery drop-down menus. They were transparent which made it difficult to view and select items.
If your event was less than two weeks away you had to email Sweetniz. You couldn’t just place in order which could be frustrating. See the language below.
Moving through flows I found that the majority of potential user pain points existed in the ordering process. This corroborated my heuristic analysis findings. I utilized client and sales information to determine three typical users which determined my flows. Detailed personas are available upon request.
Design Solutions
Sweetniz Styles and Tone
With the help of Sweetniz’ instagram account, color scheme, and the information from the client interview I put together a mood board. This helped me consider the themes, tones, and textures of the redesign. I used original Sweetniz colors and typography but reduced the variation for a more simple feel.
Order Form Solutions
I drafted a basic order form that is more consistent with typical design standards. This new form is designed to reduce cognitive load, prevent errors, and stay true to the spirit of the Sweetniz brand while improving the user journey.
Pertinent information is still included in the instructions without the competing visuals and screenreader miscues.
The new form looks more like other forms on the web to establish confidence and familiarity. It still has a few unique touches such as the hot pink stars indicating the required fields.
I added simple instructions in a few spots to add clarity which will make the orders more accurate.
With the client’s permission, I created a Rush Order option with a scaled-down menu and order form so Sweetniz doesn’t miss out on clients and users can order anytime and be on their way.
I updated designs such as the menu to fix accessibility and heuristic errors. I selected colors, fonts, and strategically used spacing to make it feel more clean and modern and promote readability.
Old Menu Design
I added subtle details to reflect the creative spirit and floral themes of Sweetniz while sticking to a more minimalist design.
New Menu Corner Design
Sweetniz cakes and cupcakes are gorgeous.
I designed to solve problems but also to entice the users and make their custom cake journey delightful and inspiring.
The design mockups reflect the spirit of Sweetniz as a business and showcase their stunning products.
Adding Delight Through Visuals
New Menu Design
New Menu Text Design
Closing Thoughts
This case study is a sampling of how I might approach a design project without access to users. In general, I much prefer to conduct user-centered research such as surveys, user interviews, card sorts, and usability tests to gather user-centered information.
I made design solutions that solve problems for the user and Sweetniz. Clarity, ease of use, and delight within the ordering process will ultimately drum up more business.
This project is ongoing. I’m looking forward to hearing what Liz Cumberbatch has to say about the initial design audit. Stay tuned for reflections and revisions!