Valerie
Confections
Valerie Confections, a Los Angeles-based gourmet chocolate business, heavily uses its online platform for electronic commerce. In my course on 'Website and E-commerce Strategy', I revisited their website design to boost user interaction and ramp up sales, ensuring it reflects their brand image while simultaneously enhancing their online visibility and conversion rates.
Usability Issues:
Intuitive interface but needed improvements in the checkout process.
Well-organized but could benefit from more streamlined user flows.
Visually appealing but lacked consistency across pages.
Swift Issue Identification:
How might Valerie Confections maximize digital transactions and user interaction through refining the payment journey, utilizing social evidence, and enhancing SEO to increase conversion percentages and draw additional natural visitors?
Research
Swot
& Competitive Analysis
Target
Audience
User
Persona
Empathy
map
Customer
Journey map
Design Decisions
Tool Used: Figma
Approach: I started with low-fidelity wireframes to outline the basic structure and layout. These were refined into high-fidelity wireframes with detailed visual elements and interactive features.
Homepage: Featured large, high-quality images, vibrant descriptions, and strategically placed promotions to capture interest immediately.
Merch Page: Organized products into categories like 'Top categories' and 'New Comers' to improve accessibility and decision-making.
Shopping Cart: Included clear images, detailed descriptions, and easy quantity adjustments to reduce cart abandonment.
Checkout Process: Simplified with minimized fields and logical grouping to reduce cognitive load and enhance user satisfaction.
Valerie
Confections
Valerie Confections, a Los Angeles-based gourmet chocolate business, heavily uses its online platform for electronic commerce. In my course on 'Website and E-commerce Strategy', I revisited their website design to boost user interaction and ramp up sales, ensuring it reflects their brand image while simultaneously enhancing their online visibility and conversion rates.
E-Commerce
Optimization
Streamline the user journey and boost conversions.
Brand Alignment
Enhanced the site’s visual and functional elements
UX
Focus
Simplified navigation and checkout flow
Goal for this project:
Creating an intuitive, aesthetically pleasing website that aligns with the brand's luxury identity.
Simplifying the checkout process and improve product visibility.
Integrating effective SEO strategies and enhance social media presence.
Goal for this project:
Creating an intuitive, aesthetically pleasing website that aligns with the brand's luxury identity.
Simplifying the checkout process and improve product visibility.
Integrating effective SEO strategies and enhance social media presence.
Usability Issues:
Intuitive interface but needed improvements in the checkout process.
Well-organized but could benefit from more streamlined user flows.
Visually appealing but lacked consistency across pages.
Swift Issue Identification:
How might Valerie Confections maximize digital transactions and user interaction through refining the payment journey, utilizing social evidence, and enhancing SEO to increase conversion percentages and draw additional natural visitors?
Research
Swot
& Competitive Analysis
Target
Audience
User
Persona
Empathy
map
Customer
Journey map
Existing Design
Homepage
Cluttered layout makes navigation confusing.
Product page
Lacks clear call-to-actions and detailed descriptions
Checkout page
Overly complex process leads to high cart abandonment.
Navigation
Inconsistent branding fails to reflect the premium, artisanal quality of the brand.
Design Decisions
Tool Used: Figma
Approach: I started with low-fidelity wireframes to outline the basic structure and layout. These were refined into high-fidelity wireframes with detailed visual elements and interactive features.
Homepage: Featured large, high-quality images, vibrant descriptions, and strategically placed promotions to capture interest immediately.
Merch Page: Organized products into categories like 'Top categories' and 'New Comers' to improve accessibility and decision-making.
Shopping Cart: Included clear images, detailed descriptions, and easy quantity adjustments to reduce cart abandonment.
Checkout Process: Simplified with minimized fields and logical grouping to reduce cognitive load and enhance user satisfaction.
Valerie
Confections
Valerie Confections, a Los Angeles-based gourmet chocolate business, heavily uses its online platform for electronic commerce. In my course on 'Website and E-commerce Strategy', I revisited their website design to boost user interaction and ramp up sales, ensuring it reflects their brand image while simultaneously enhancing their online visibility and conversion rates.
E-Commerce
Optimization
Streamline the user journey and boost conversions.
Brand Alignment
Enhanced the site’s visual and functional elements
UX
Focus
Simplified navigation and checkout flow
Goal for this project:
Creating an intuitive, aesthetically pleasing website that aligns with the brand's luxury identity.
Simplifying the checkout process and improve product visibility.
Integrating effective SEO strategies and enhance social media presence.
Swift Issue Identification:
How might Valerie Confections maximize digital transactions and user interaction through refining the payment journey, utilizing social evidence, and enhancing SEO to increase conversion percentages and draw additional natural visitors?
Usability Issues:
Intuitive interface but needed improvements in the checkout process.
Well-organized but could benefit from more streamlined user flows.
Visually appealing but lacked consistency across pages.
Swot
& Competitive Analysis
I conducted SWOT and competitor analysis to understand Valerie Confections' market position and identify strategic opportunities. This informed the design decisions and strategic enhancements needed to strengthen Valerie Confections' competitive edge in the luxury confectionery market.
Competitors:
Compartes
Norman Love Confections
As this was an individual project, I took the initiative to identify Valerie Confections' target audience through research using SEMrush. The data revealed the audience is predominantly female (60%), aged 25-34, with a primary focus in the U.S. and growing interest from Canada.
Target
Audience
User
Persona
From the user research, I found detailed biographical information about Valerie Confections' target audience. This information was used to create a comprehensive user persona, allowing for a deeper understanding of their needs and preferences, and guiding the design decisions throughout the project.
I created an empathy map to better understand Valerie Confections' target audience, focusing on their emotions, behaviors, and motivations. This helped design a personalized, user-centered website that meets functional needs while building trust and engagement.
Empathy
map
Customer
Journey map
This journey map illuminated key touchpoints and potential pain points, guiding the design process to enhance user satisfaction and streamline the shopping experience.
Existing Design
Homepage
Cluttered layout makes navigation confusing.
Product page
Lacks clear call-to-actions and detailed descriptions
Checkout page
Overly complex process leads to high cart abandonment.
Navigation
Inconsistent branding fails to reflect the premium, artisanal quality of the brand.
Design Decisions
Tool Used: Figma
Approach: I started with low-fidelity wireframes to outline the basic structure and layout. These were refined into high-fidelity wireframes with detailed visual elements and interactive features.
Homepage: Featured large, high-quality images, vibrant descriptions, and strategically placed promotions to capture interest immediately.
Merch Page: Organized products into categories like 'Top categories' and 'New Comers' to improve accessibility and decision-making.
Shopping Cart: Included clear images, detailed descriptions, and easy quantity adjustments to reduce cart abandonment.
Checkout Process: Simplified with minimized fields and logical grouping to reduce cognitive load and enhance user satisfaction.