Indie Bay
Creating a new brand and website design
Brief
Indie bay snacks are a award-winning snack Indie bay Snacks required an e-commerce website to promote and sell their healthy snacks. The website required a review area, as well as the initial 13-20 products within the shop area.
The company are fun, dynamic and inspiring and this needed to be conveyed through the website. The client wanting the website to be clean, smooth, exciting and interactive.
The Result
An eye-catching interactive bright website that is easy to navigate with an easy click-through from shop to purchase.
As with all e-commerce sites, it is important to have specific elements to enhance the user experience. Here are 10 of the many elements implemented –
The website design is on-brand matching across to the product package design.
Products are displayed with clear precise information
The shopping cart and checkout experience are simple to use with the ability to add multiple items, review order, or remove products.
The payment options allow for both cards and PayPal.
Easy, intuitive navigation minimising clicks to enable product discovery and shorten the sales funnel.
The website maintains a personal friendly tone throughout.
Secure login and account area with a clear dashboard for returning customers.
Interactive ‘Nearest Store’ mapping
Blog area with an excellent designed layout to keep visitors engaged.
Easy sign up for newsletters and offers.
All SM channels integrated.
Branding
Web Design
Social media
Design process
1) Research / understand (analytics & User feedback)
2) Roadmap / Time management / Define
3) Ideate flows / Wire framing / hi designs
4) Prototyping & Testing (A/B test and internal testing)
5) Handoff to developers & Implement
6) Reiterate with data analytics and user feedback
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Introduction
Indie bay has noticed a decline in customer satisfaction ratings over the past year. I have been given the task to redesign the shopping experience and improve customer satisfaction as well as rebrand.
User pain points via user interviews
Lack of nutritional information and ingredients transparency.
Insufficient product reviews and user feedback.
Complex and time-consuming checkout process.
Lack of exposure to socials and dull design
Ideate/Design phase
During the design phase, wireframes and prototypes were created to visualize the proposed improvements. Key design decisions included:
Transparent Nutritional Information
• Provide comprehensive and easily accessible nutritional information for each snack product.
• Clearly display ingredient lists and allergen information to cater to specific dietary needs.
Build Trust and Transparency
• Emphasise social media tags and slogans
• Incorporate customer reviews and ratings for each snack product, allowing users to share their experiences and insights.
Testing
After making adjustments based on prototype feedback, the store implemented the new experience.
Key statistics from this were:
Market Trends
Increasing demand for healthy snacks due to rising health consciousness.
Growing preference for organic, vegan, and allergen-free options.
Emphasis on transparent labeling and ingredient sourcing.
Sales increased by 22.2%
Due to the transparency of nutritional information and ingredients
Product pages views increased by 34.3%
Due to improved product reviews and user feedback
Social media followers rose by 18%
Due to social media tags exposure on the website
New visitors increased by 32%
Due to the visually appealing design & socials
Bounce rate dropped by 24.7%
Due to the simplified checkout process which resulted in a smoother and quicker transaction.
Hotjar
User feedback channels and analytics were used to identify areas of improvement.
Regular iteration cycles were planned to incorporate user suggestions, optimize the service, and introduce new features based on user needs.
Conclusion & Lessons
Testing, testing, testing
I really enjoyed working on this project. I learned that spending time on testing with different users helps you figure out if your covering all bases and assists with exploring what users actually want to see rather than what we think they should see. It makes your realise the importance of seeking user feedback.
If i could i would do numerous cycles of feedback instead of once but I did the best with the resources I had.
I was able to identify and address customer pain points and improve the overall shopping experience. The redesign led to increased customer satisfaction ratings and improved efficiency for shoppers.
Define
Based on the research, I identified the following problem statement: