Ruby’s of London Website Redesign
The desire for sweet treats persists, but societal pressure to eat healthily and the rise of the Vegan movement have inspired chefs and bakers to create guilt-free desserts from natural ingredients. This has led to a surge in independent pop-up bakeries providing healthier alternatives to cater to diverse preferences.
Company
Ruby’s of London
Year
2022
Role
Lead UX/UI Designer
Product
Web Redesign
THE CHALLENGE
Ruby’s of London, a certified vegan bakery, offers online orders for wheat, gluten, and refined sugar-free products through their web and mobile platform. The study identified challenges in the consumer journey, emphasizing early address confirmation, clear product placement communication, discounts for account creation, and compelling plant-based product descriptions. Encouraging social sharing could enhance customer engagement.
Redesign Mobile Experience
PROCESS
DISCOVERY
I started my process with a heuristic evaluation to measure the usability of the website outside of any walkthroughs, just to get a feel for some general issues I believed the site had which, relates to some of my experiences. Further in to the research process, I will use these findings and cross-reference them against other research methods to help me to gather additional evidence to validate the usability problems identified.
SAMPLE OUTPUT FROM HEURISTIC EVALUATION
COMPETITOR ANALYSIS
I performed a competitive analysis on CROSSTOWN Doughnut and Krispy Kreme, focusing on UX analysis to assess navigation, layout, and user journey. This exploration inspired new features for improving Ruby’s of London, including early address confirmation, clearer communication on product placement in the basket, discounts for upselling and account creation incentives, compelling plant-based product descriptions, product reviews, and enhanced social sharing capabilities. Additionally, my research involved interviews to identify common difficulties on competitor sites, understand the purchase process, and determine the most important features for users.
USER RESEARCH: THINK ALOUD
After conducting research and analysing results, I revisited my original conclusions based on insights from "Think Aloud" Interviews, providing a clear, user-focused understanding of the current site's real problems. Users prioritize businesses contributing to the environment, desire early communication of free/national delivery terms, seek upfront confirmation of location and flexible time slots, value clear calorie breakdowns for treats, find iconography unclear, lack navigational options, prefer guest profiles for purchases, and need incentives to create accounts for repeat business through email marketing campaigns, aligning with the user's needs on Ruby’s of London's website.
USER RESEARCH: AFFINITY MAPPING
PERSONAS
USER JOURNEY
Enlightened by each persona’s experience, and defining their attitudes and goals, I have created User Journey Maps to outline the processes needed to achieve their individual goals when using Ruby’s Website. This allowed me to focus on possible critical pain points and plan how to address them in the following design decisions.
USER FLOW
How would Steve’s goes about ordering on Ruby’s?