Bird's Cookies
Redesigning the cookie website with a user-centered approach to improve the user experience.
Target audience
Consumers who prioritize high-quality, taste, and ingredients, seeking uniquely flavored traditional cookies.
Duration
Tools
8 weeks (Winter 2024)
My Role
Figma Miro Canvas
UX research UX design High fidelity prototype
Background
Founded in 1924 by Pope Byrd in Savannah, Bird's Cookies expanded under successive leaders, introducing innovations and designs. Now a leading U.S. cookie company, it serves customers worldwide.
Problem
Users of the Byrd's Cookies website encounter several difficulties when they are browsing, choosing, and buying products. These difficulties include confusing layouts and directions, complicated processes for paying, promotional information is not interactive, difficult shopping steps, comments feature is sketchy, lack of interactivity in product displays, unclear grouping of products, and not fully effective search and filtering. These problems cause users to have misunderstandings about how to use the website and its information, leading to less satisfaction with their experience.
Solution
By redesigning the Bird's Cookies website, we streamlined the site, optimized the information architecture, improved website usability and clarity of content, while simplifying the user shopping process, thereby enhancing overall user satisfaction.
Click on this to watch the prototype in Figma
Current
After
Current
After
Discover
Current Website
The site navigation is confusing, and the product categorization is unclear.
The UI design is unattractive.
The review feature is simplistic and lacks interactivity.
Product displays lack interactivity and do not provide complete information.
The shopping cart has a confusing interaction logic.
……
Competitive Analysis
Site Map
Click on the site map image below to view additional information:
Primary Research
Affinitization
6 Themes 14 Insights
Mood Board
Define
As Is Customer Journey Map
Empathy Map
Repurchase consumers
How Might We optimize the Byrd website to enhance usability, deliver clearer information and simplify the shopping process, with the goal of enhancing the user experience?
Persona
New consumers
Develop
Card Sorting
Using the Closed card sorting method. The aim was to explore more user-preferred sorting methods, improve the navigation system and improve the information architecture of the site.
Card sorting results reveal a user preference for organizing sweet cookies by ingredients, encompassing categories like fruit, nutty, chocolate, and spiced classic. This preference also applies to savory biscuits. Regarding gifts, users favor categorization based on whether they are customizable or preselected.
Combined with the results of card sorting, we reorganised the category classification of the website and designed a new sitemap for the website with the aim of optimising the overall information architecture of the website.
Recommended Site Map
Click on the site map image below to view additional information:
In addition, we do UX writing on the words we use on the site to ensure that the words we use are not ambiguous and that the user can intuitively and correctly understand the message we are trying to convey.
To Be Customer Journey Map
Homepage Mid-Fi Design
Version 1:
Version 2:
Product Page Mid-Fi Design
Version 1:
Version 2:
A/B Test
20
Participants was invited to participate in this test.
From the A/B Test, We get some valuable Insights:
Improvement Plan
Homepage:
Product Page:
Deliver
Final Design Guideline
Final Homepage Design
Current
After
Final Product Page Design
Current
After
Prototype
Video
Successful Evaluation Test
We invited 12 target users to participate in the test ......
92%
of users believe our website improvements have been very successful, significantly enhancing usability.
92%
of users report that the improved website provides clearer product information with a well-organized information architecture.
Next Step
83%
of users say the optimized shopping process is simpler and more straightforward. Expect to continue optimizing the checkout process.
Optimize the website's shopping cart functionality.
Simplify the checkout process after users select products.
Add a feature on the homepage where users can enter their email to receive a discount, encouraging new users to register or subscribe to the website.
Enhance the user experience on the 'Gifts' page by increasing the flexibility for users to customize DIY gift boxes and cookies.
Coming Soon……