EMICAKES CASE STUDY

Problem Statement

Emicakes' website was not user-friendly, and it did not have intuitive functions for both new and frequent users.

Some of the main pain points include:

The navigation bar was not easy to use as items were not categorised appropriately.
No filter function to help users quickly find products that they need.
Item cards lack descriptions and do not provide information about food allergens.

Why is this important?

The navigation bar not functioning as expected can lead to users feeling frustrated and greatly decrease the likelihood of them placing orders with Emicakes via their website.

With the lack of a search or filter function, users will spend more time trying to find the products they want.

Even if the users manage to find the items that they desire, they are left guessing what could be in the cakes. This could also potentially send out the wrong message to those with allergies, as some allergies can be lethal.

The Solution

Clean up the website's navigation bar and recategorise the items correctly.

Add a basic search filter that allows users to filter by flavours, designs, and allergens.

Improve the products' details and add any missing important information, like allergens.

Impact

Our playtesters felt that the website was more streamlined than before, as they didn't have to guess-and-check the navigation bar buttons. Combining this with the basic search filter, they were able to find the products that they were tasked with much more quickly and with less effort.

Prototyping and User Feedback

We first started our wireframes and prototypes on paper.

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.