Simply Sweet Cookies
Case Study
Role: Solo Product Designer
Tools: Figma, Adobe Illustrator
Platform: Mobile Application
Duration: 1 Month, 80 hours
Simply Sweet Cookies is a new business venture that was motivated by a passion for baking and cookery. The organization is motivated to offer biscuits that are highly sought after but difficult to locate. The company aims to fulfill the cookie cravings of its customers and establish a brand that reflects this. This will be achieved by examining the reviews and comments.
Problem
Simply Sweet Cookies is a venture that has yet to establish its website or branding. The organization desires to offer cookies for purchase online, but it intends to do so on its own platform rather than exclusively on Shopify and Esty. The company aspires to develop a mobile application that allows users to order cookies, as well as a logo and its own brand.
Objective
Discover the organization's objectives and concepts.
Comprehension of the industry's intended audience is essential.
Investigate the experiences of individuals who have purchased biscuits online.
Define the primary features that will be implemented.
Develop a mobile application for Simply Sweet Cookies.
Process
Discover
Define
Design
Validate
Discover
Business Owner Interview
I conducted an interview to gain insight into the business and the owner's vision. I was interested in understanding the owner's objectives, values, mission, and vision for the company. I was interested in learning about the products and concepts that the owner had in order to achieve success in the business, as well as the target audience she aimed to attract. It was imperative to comprehend this in order to establish a brand that was appropriate for the organization. The subsequent data was collected:
Mission: “Bake Cookies With You In Mind”
Products: Cookies
Products Being Introduce: 5 to 10 cookies
Problem To Solve: Provide cookies to customers that are hard to find.
Product Purchase and Delivery Method: Purchase Online and ship the product through a carrier.
Words to describe your vision of your ideal website? : Simple, eye-catching and unique.
Discover
Competitive Analysis
Simply Sweet Cookies has not yet established a relationship with other well-known cookie companies. Simply Sweet Cookies is in competition with companies that operate under cottage laws as well as those that distribute their products throughout the United States. Sweet Cookies must establish its distinctive value in order to differentiate itself from its competitors, which offer distinctive features such as a rotating weekly menu and stuffed-filled monstrous cookies.
(Click image to see the result)
Discover
Survey and Interview
Through the completion of the secondary research, I aimed to gain insight into the customer's experiences with purchasing or ordering cookies. I developed a survey to collect data regarding the companies they are acquainted with, the method of purchasing cookies, the positive experiences they have had, and their pain points. Regrettably, I was only able to accumulate the following:
The majority of participants do not have an account with their preferred cookie company, as they purchase their cookies from in-store sources (such as a grocery store or patisserie). This is consistent with the fact that 90% of the participants indicated that they are not presently opted in to a subscription model with their cookie company. They lack an online account with their preferred companies to enroll in a subscription.
While the majority of participants are not currently subscribed to a reoccurring cookie delivery subscription, they all expressed a preference for subscribing if they were satisfied with the company's services and were offered incentives.
Taste is the primary factor that attracts the majority of participants. Customers are inclined to acquire the cookies due to their aesthetic allure and accompanying photographs. This may explain why local bakeries and chains are preferred due to the freshness and flavor they provide, as taste is a significant factor.
In terms of newsletters, 80% of the participants are amenable to subscribing to an email list, particularly if it is published on a regular basis. It may be beneficial to specify the frequency of promotional emails.
I conducted interviews with a few additional participants because the survey did not offer sufficient insight. The three selected personas below illustrate the various tendencies that are shared by the other participants.
Define
Feature Solution
In summarizing the interviews and analyzing the surveys, the main features that were the focus were;
An appealing menu and purchasing process.
A Fluid subscription process with incentives.
Define
Task Flow
(Click image to see the two task flows)
Define
Color & Typeface Selection
I aimed to capture the colors of cookies and create a sense of appetite, as the company's product is the sale of cookies.
In order to prevent the logo from being overshadowed, I opted for Montserrat due to its simplicity.
Primary
Secondary
Neutrals
Design
Logo design
During the development of the logo, I considered the owner's desired characteristics and recorded any thoughts or ideas that came to mind regarding baking and cookies to assist me in the creation of prototypes. The following logos were the preferences after various sketches and iterations; the top logo was selected as the final design. Once the logo was established, I employed its design to develop a UI package that matched the logo's aesthetic by incorporating icons and buttons.
Design
High-Fidelity Wireframe
(Click image to see the High-Fidelity Wireframe)
Validate
Usability Test Results
The majority of participants were able to confidently navigate both user task sequences during a virtual usability test conducted via Google Meet. Initially, I anticipated that each task sequence would be completed within a maximum of 1 minute and 15 seconds. This estimate encompasses the examination of the web application and the overall design. They completed both task sequences in approximately 40 seconds. Their collective scores of the overall flow were 4.5 out of 5 after completing each task flow. The web application had a five-star rating from the participants in terms of its design.
Validate
Iteration
In response to the 4.5 out of 5 rating assigned to the task routines, I implemented modifications that were informed by observations and recommendations.
The initial step involved the inclusion of a cart icon that was visible in the navigation. This enables the user to access it if they elect to deviate from the full completion of a purchase.
The second option was to incorporate a "Continue Shopping" icon that would enable users to return to the site and continue shopping, rather than using the back button. This will resolve any ambiguity.
Before
After
Added Page
(Click any of the images to view iterations)
Design
Prototype
(Click image to view Prototype)
Conclusion
What I learned?
Surveys may not always be adequate for gaining insight into the experiences of users. This endeavor benefited from conducting contextual interviews and backtracking.
I found it beneficial to compare the interviews of the proprietor and the participants in this design. This assisted me in the development of a website that would ensure that the owner's vision and values were in alignment with the customer's.