Lina Confectionery
UX / UI Website Redesign
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Completed at General Assembly,
as part of the User Experience Design Immersive (UXDI) Bootcamp.
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Individual Project
Overview
Lina Confectionery, the only chain of bakery under the shophouses at Alexandra Village founded by Linawati Sukhamta in 1989. Specialised in Indonesian Kue Lapis and other Traditional Nyonya Kueh are traditionally handmade with the finest ingredients.
Project Brief
Transforming the websites into an E-commerce Website experience to provide users with educational knowledge of Peranakan Heritage and detailed information on Traditional Nyonya Kueh to ease users worries when choosing the Nyonya Kueh.
Project Plan
Project Team
Team: Siska
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Timeline
2 Weeks
21 June 2021 - 2 July 2021
Methodology
User Research, Comparative & Competitive analysis, Affinity Mapping, User Flow, Wireframes, Usability Testing
Tools
Figma, Optimal Sort, Powerpoint, Word, Zoom
Problem Discovery
Before the start of redesign, I start by doing Heuristic Analysis to understand the website and understand the potential problem and area for improving the User Experience.
The information architecture is not clear, as it has a confused and repeated label - like "Our Kueh and Snacks", "Our List of Kuehs & Food", "Our Kueh Gallery".
History and background of the confectionery on the homepage without a clear heading.
Important notice, buried in between of information and easy to be missed by users.
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It could have a pop-out indicating important notice from the confectionery when users access the website
List of Kueh and Snacks, only a list of names and no photo shown, users will be confused and didn't know which kueh they are referring to.
Kueh's Gallery shows photos without indication of which kueh they are, which could potentially confuse users.
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Could use the better resolution and attractive photos of kuehs to attract attention from users especially younger users.
"Our Kuehs & Snacks", it could be better to use better quality photos to attract attention and provide the taste of the kueh to help users make better decisions.
Research
User Interview
10 Users
Users who love and enjoy having Traditional Nyonya Kueh
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4 Users
Users who don't like and don't really eat Traditional Nyonya Kueh
Key Insight
Users felt that when they first try for food they have yet to try, they would be interested to know any historical background and their origin information.
Solution
A Little Bit About Traditional Nyonya Kueh
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A little bit of historical information and origin of Traditional Nyonya Kueh to bring the knowledge to users
Users felt that by just looking at the photos and names, they do not know which one is worth for them to try first and are worried it does not match their taste buds or any ingredients that may be allergic to and lead to any food wastage.
Solution
Interactive and Personalised Product Browsing Page
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Informative Product Page
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Detailed and transparent information page to allow users on what to expect of the taste and avoid any food wastage
Users felt that registering for a new account is very troublesome every time they need to make a purchase at a new e-commerce website and they already have too many usernames and passwords to remember
Solution
Easy Check-Out
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Guest check-out and Account Login, give users a choice to fuss-free check out without account registration or register account for next easy and fast check out experience
Persona
Adrian, 32 Years Old
Photographer, UK
"I'm interested to explore and learning about Singapore's Heritage thru traditional Nyonya Kueh"
Goals and Needs
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To learn and explore Singapore's Heritage, especially Peranakan.
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To find out and try Traditional Nyonya Kueh that suit his taste bud.
Frustration
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Do not know which is the kueh that he should try first and and worth to try.
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To find out fastest way to choose kueh that suit his taste bud to reduce any food wastage.
Problem
Users need an efficient way to find out the traits of the delicacies provided by the store so that can help users choose his preferred taste for a pleasant experience when trying Traditional Nyonya Kueh for the first time and avoid any food wastage
Solution
By Providing filter for taste and dietary restriction listed in the description of the food that enable user to choose food that suit his taste bud to avoid any potential food wastage.
Key Features
A Little Bit About Traditional Nyonya Kueh
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Historical information on Peranakan Heritage, serve as educational information for users who are interested to know more about Peranakan Heritage and Traditional Nyonya Kueh. Traditional Nyonya Kueh has long been lost interest by younger generations, with a bit of historical information and origin of Traditional Nyonya Kueh use to trigger the interest and give Nyonya Kueh a try again. As well as to promote Traditional Nyonya Kueh to users who have not to give it a try.
Interactive and Personalised Product Browsing Page
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A detailed and transparent product browsing page will give users the information needed at a glance.
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Secondary Navigation is best used for users new to Nyonya Kueh, by selecting taste, dietary restriction and protein selection to direct users to Nyonya Kueh that best suit their taste bud and their special restriction.
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Popular and Recommended icons are used to guide users on what most users have been buying and store recommended Nyonya Kueh for reference.
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Add to cart button in product browsing serve as an expressway to add into the cart, good for returned users and users that already know which to buy.
Informative Product Page​
A detailed description will then show up upon selecting the Nyonya Kueh. The description will help users on what to expect for this Nyonya Kueh, and the main ingredients listed out to help users if it suits their liking and avoid any allergic trigger for users with an allergy to food. Taste indication can help users to choose the Nyonya Kueh that suit their taste bud.
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The review will help users to know better our product by showing how other users felt after purchasing our Nyonya Kueh and the services they received. Review under the specific products will show the most related review to the products, and users no need to go thru a list of reviews together with other stuff.
Easy Check-Out ​
Guest check out, a convenient and fast check-out. Users don't need to register the account and may input details for check out. Save time from registering account and convenience.
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Account Login, a safe and fuss-free check-out for users who have registered account without the fuss of inputting details all over again. Users may just log in and retrieve all saved details including saved credit card details for a fuss-free check out.
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Ideation
After researching and understanding the problem, I come out with the solutions for the problems.
To start it, I started by sketching out my initial idea on a paper, and subsequently develop it into wireframes and conducted usability testing.
The Essence behind those ideas, is to bring joy and convenience to users while purchasing Traditional Nyonya Kueh and understanding the heritage behind the Traditional Nyonya Kueh.
Initial Sketches
Usability Testing
5/5
Users like the progress bar in product and check out page as they thought it show them what to expect in the process.
3/5
Users felt the homepage was too wordy and font too small.
4/5
Users felt should include more picture for a better idea of the Traditional Nyonya Kueh
Recommendation
To increase the font size for a better reading experience and cut short the wording.
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To include more pictures to give users a better idea of Traditional Nyonya Kueh and attract the interest of users especially younger generations.
4/5
Users felt "Events" in the navigation bar is confusing as they thought is Lina Confectionery holding an event instead of the cater for event
Recommendation
To change "Event" into "Celebrations" in the navigation bar to give the idea of ordering when users are celebrating a special event.
4/5
Users felt the categorisation is not clear and with the Top 8 Most Popular users do not know what to expect as they do not know about Nyonya Kueh at all
4/5
Users felt they need a button for fast add in to cart as they already know which to choose
Recommendation
To include Secondary Navigation, users be able to choose taste, dietary restriction, and proteins that best suit their taste buds.
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To change into Popular and Recommended icons instead to show users which most users have bought for reference.
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To add the "Add to Cart" button, users able to choose and add items into the cart instantly without the need to go thru the product page.
What's Next
Usability Testing
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To conduct more Usability Testing and get more constructive feedbacks to update the website periodically.
Loyalty Program
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To launch a loyalty program to repeat users and to attract more younger generations to promote Traditional Nyonya Kueh to their families and friends and to be snacks to go for events
Responsive Website
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To develop further a responsive website, as mobile is a must-have device in everyone's live to bring convenience to users
Conclusions
With the redesigned website users now have educational and informative websites to bring them one step closers to Peranakan Heritage.
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As such, it will help younger Generations and users who are interested in Singapore's Heritage to understand more the Origin of the Traditional Nyonya Kueh.
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The essence behind this redesign is to bring joy and informative information to users and promote Traditional Nyonya Kueh to others
