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D
UGH RAY ME
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This growing local bakery was becoming well known for their long baguettes, and even longer wait times.
The goal
Create a desktop design with a unique brand identity that gives customers the ability to order online.
My process
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First, user research to identify pain points
User research summary
I conducted several interviews with bakery customers who often preorder online to understand what needs improvement.
User pain points
1
Inflexible pickups
Customers want flexibility when it comes to picking up.
2
Freshness
Customers want their baked goods to be perfectly fresh.
3
Complex ordering
The online process needs to be as simple as possible.
Designing
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Paper wireframes
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Digital wireframes
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Low-fidelity prototype
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Usability study
Paper wireframes
I quickly sketched out a few different approaches for the home page and landed on one.
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Digital wireframes
Then I brought the wireframe into Adobe XD and got to work.
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Low-fidelity prototype
I built out additional wireframes including a checkout flow to prepare for testing.
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Usability study findings
Using the lofi-prototype I took five users through a list of tasks and found three areas for improvement.
1
Home page skimpy
60% of users found the page was lacking content.
2
Difficult checkout flow
40% of users wanted an even simpler checkout process.
3
Inflexible navigation
80% of users couldn't return to the home page.
Updated low-fidelity prototype
To address user feedback, the home page design was refined. The checkout process was updated to include an order summary. And a order confirmation page was added for easier navigation back to home.
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Refining
the design
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Mockups
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High fidelity prototype
Mockups
Next, I added imagery, icons, copy, and created a logo.
D
UGH RAY ME
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High-fidelity prototype
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Reflecting
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Meeting the goal
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Lessons learned
Meeting the goal
The Dough Ray Me project was a great example of how testing and refinement lead to more effective design.
"I love how the website turned out. The color and images really brought it up a notch."
Eileen P.
Creative Director & study participant
Lessons learned
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When designing I need to keep in mind that many users aren't tech savvy.
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Design is all about balancing form and function.
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It takes an hour of running to burn off one bagel.
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