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Student Project for UXG3570 – User Research 2

EMICAKES

CASE STUDY

Collectively as a group, we have chosen to analyse and research on Emicakes' website to propose changes to be made to the brand’s user flow.

My Contributions

Team Size of 6
Role: Design Lead & Level Design Champion

Ensured that the group analysis report was properly documented and updated.
Assisted in internal testing and user testing.
Guided and advised the team with my experience and knowledge in the F&B industry.
Assisted in the making of the wireframes and prototype.

Softwares Used

Figma

Google Document

Design Process

Understanding the Brand

Before even diving straight into research, we first must know and understand the brand that we are working with. This helps us identify the key points of what makes Emicakes them.

"Emicakes is a cake maker where it specialises in crafting durian and eggless cakes. The brand’s history dates from 1992 and currently has 9 operating outlets across Singapore."

From this, we understood that Emicakes has a long-established presence and standing in Singapore. They also take pride in making their durian and especially in their eggless cakes, as Emicakes was the first bakery in the country to master the recipe. Their good reputation was not only because their cakes were delicious but they were inclusive of all dietary preferences.

Individual Research

After gaining a better understanding of Emicakes, we then started doing our own individual research. This involves us testing the website and noting down all of the pain points that we spotted.

To help me create my empathy map, I assumed the role of a cake critic who was browsing to see what cakes were available. I also compared their website with their Shopee platform to see if there was any difference between the products listed.

I believe that the level itself should have the designer’s branding and personality to make it feel more tangible and connected to the players. I often convey my principles through my level design.

One such example would be thinking that learning is an unending process. Throughout my levels, I often include unique features that make the players learn, if not use the newfound knowledge to look at things from a different perspective.

For instance, the Bouncy Mushroom tower. The player is only explicitly taught that this asset propels him upwards. Later on ,the player would then be asked to think outside of the box to move efficiently.

The Problem

We were quick to research that the website was not exactly very user-friendly, nor did it provide intuitive functions for both new and frequent users.

These were the main pain points that we have decided to focus on:

Difficult navigation as a result of the confusing UI used.
Lack of a filter option to help users find products of a specific flavour, type and size.
Incoherent, if not the lack of product description, made it hard for users to decide between products, especially for those with allergies.

We have also curated 2 user personas to guide the team in reworking the brand's website.

Our Primary and Secondary Personas - Mr Kenny Chia Tong Boon and Ms Sara Lee.

Mr Kenny Chia Tong Boon who is the primary persona for Emicakes, he often use the website to browse for their products and place his orders. Unlike the other persona, it is the first time that Ms Sara Lee has used this website.

Additionally, we have also mapped out the user journey for our secondary persona.

Additionally, we have also mapped out the user journey for our secondary persona. This was because we wanted to take note and address the potential struggles and frustrations of users who are like Ms Sara Lee. We also believed that first impressions determines whether the users stay on the website which will affect the brand's KPIs like retention and engagement.

Objectives

Now that we have a clearer picture of what we are working with, we decided on what needed to be done to address those pain points.

Clean up the website's navigation bar and recategorise the items correctly.
Add a search filter to aid users in finding the products they need.
Improve the products' details and add any missing important information, like allergens.

Prototyping and User Feedback

We then jumped into creating our first prototype that focused on navigation bar and the addition of a search filter.

New navigation bars in the paper prototype.

Product lookup with a search filter.

For all of the prototypes we have created, we scheduled external user testing to garner feedback to improve them.

To ensure consistency, we asked the users to find and order a cake for Mother's Day using the prototypes. Users were asked to fill out a survey form, and the data was then collated and analysed.

This process was repeated another time before we finalised the prototype.

Check Out the Prototype Here!

CONTACT

Let’s work together!

For work inquires feel free to get in touch with me

Singapore

tohpshn1@gmail.com