Eli’s Cheesecake
Role: UX Research, Wireframing, Prototyping, and Visual Design
Project Overview: To create a responsive website for Eli's Cheesecake foodservice division that streamlines access to product information and marketing resources.
Problem: Brokers and customers currently rely on direct communication and email exchanges to obtain product information, leading to delays and inefficiencies.
Solution: Develop a user-friendly website that features an intuitive interface and easy navigation, enabling brokers and companies to quickly access product details, spec sheets, and marketing materials. This streamlined platform enhances convenience and efficiency, allowing users to gather essential information anytime, anywhere.
This research focused on enhancing the user experience for Eli's Cheesecake foodservice division, which currently lacks a dedicated website. Brokers and customers rely on email communication with sales representatives or paper brochures to access product information, a process that feels outdated. Through user interviews and surveys, we identified significant pain points, including difficulty accessing up-to-date product details and a lack of streamlined communication. Recommendations include developing a responsive website to provide easy navigation and instant access to product offerings, ultimately modernizing the user experience and improving engagement. Some of the main pain points from research and interviews were as follows:
User Research
User Persona
Competitive Audit
A competitive audit was conducted to analyze the user experience strategies of leading foodservice companies, including Hershey, Sara Lee, McCain, and Sweet Street. This evaluation focused on navigation, accessibility, and overall usability to identify best practices and potential pitfalls. By comparing these elements, we gained insights that inform our design decisions for Eli's Cheesecake, ensuring our website meets and exceeds industry standards for user experience.
You can view the
full audit here.
Preparing the Journey
In this phase, we developed a user flow, sitemap, and initial sketches for both desktop and mobile, all informed by user research. Our objective was to maintain a minimal aesthetic that prioritizes intuitive navigation, enhancing the overall user experience and facilitating seamless access to key information. This approach ensures users can quickly find what they need, promoting efficiency and engagement throughout their journey on the site.
Site Map
User Flow
Sketches | Desktop & Mobile
Low-Fidelity Wireframe
As the initial design phase progressed, we iteratively refined the low-fidelity wireframes, emphasizing intuitive pop-ups for quick access, clear action buttons to contact sales representatives, and easy retrieval of spec sheets. This approach ensured simple navigation and an engaging user experience.
User Flow | Desktop & Mobile
Low-Fidelity Prototype | Desktop & Mobile
Following the development of the low-fidelity prototype, a usability study was conducted to gather feedback. Here are some key takeaways:
Implement Back Button and Action Buttons: Adding a back button and intuitive action buttons to enhance navigation and access to key information
Strengthen Visual Hierarchy: Utilizing color contrast and large photos to create a clearer layout and establish a more effective visual hierarchy
Remove Outdated Products and Marketing Materials: Eliminating irrelevant content to ensure users have access to the most current and pertinent information
These insights were integrated to create a more efficient and user-friendly experience, empowering users to navigate the site effortlessly.
Usability Study
Moderated Usability Study
Affinity Map
Challenge vs Solution
Based on insights gathered from the usability study and feedback from marketing and sales departments, the design has been refined to create a foodservice website that prioritizes easy navigation and quick access to information for both customers and brokers. Key improvements address concerns related to navigation, establish a clear content hierarchy, and implement pop-ups for faster access to essential resources. These enhancements aim to deliver a more streamlined and efficient user experience.
Solution:
Integrated a back button and high-contrast red action buttons for contacting sales representatives and retrieving spec sheets, ensuring users can quickly access essential functions
Introduced a pop-up feature for streamlined contact, allowing users to send an email to a sales rep who will reach out directly, enhancing user flow
Challenge: Improve Navigation
Before usability study
After usability study
Before usability study
After usability study
Challenge: Strengthen Visual Hierarchy
Solution:
Reduced visual clutter and optimized the layout of the product description page to enhance content flow and improve user comprehension
Created a focal point with engaging product photos that complement the overall design, effectively guiding users' attention to key descriptions and action buttons
Before usability study
After usability study
This high-fidelity prototype for Eli's Cheesecake foodservice division addresses the need for a fully responsive website (desktop and mobile) that enhances accessibility for brokers and customers anytime, anywhere. Leveraging insights from usability studies and collaboration with marketing and sales teams, the design emphasizes intuitive navigation and streamlined contact options. Key features include a clear product hierarchy, prominent action buttons for reaching sales representatives, and easy access to spec sheets, all aimed at creating an efficient, user-friendly experience.
Final Product
High-Fidelity Prototype | Desktop & Mobile
Design System
This project highlighted the importance of user-centered design and iterative testing in creating effective user experiences for Eli's Cheesecake foodservice division. By focusing on user feedback and addressing key challenges—such as refining navigation and enhancing accessibility—we gained valuable insights into the flexibility needed in the design process. Ultimately, this experience reinforced the necessity of developing a responsive and intuitive website that improves convenience and efficiency for brokers and customers seeking Eli's delicious products, with an expected increase in customer engagement by 30% as users find it easier to access information and connect with sales representatives.
Final Thoughts
Explore this project
in more detail here.