Project Overview
Eataly Web Redesign (Conceptual).
Scope of Work
The Scope was taking what already exists withing Eataly’s mobile experience and improving it by researching what the users want to experience through the website.
Hypothesis
The Eataly in store experience is wonderful, however, Eataly’s website can be quite the opposite. With the excessive amount of screens to click through at checkout and the difficulty finding products on the website, Eataly shoppers can easily become frustrated and confused. How might we streamline process of checkout and item discovery to make the website experience less confusing for users?
RESEARCH METHODS
User Interviews of Eataly’s existing site
To get a feel of what users thought about Eataly’s current website experience, we tested 5 users and got navigation feedback which included:
Lack of understanding of categories, difficultly finding items given during senarios, and inability to find dinner menu page. The major pain point expressed by users was the long checkout process. Users went through multiple screens to get to checkout page which frustrated them the most.
Heuristics Analysis
During this analysis, we compared competitive websites to see how their usability measured up against Eataly’s Website.
Contextual Interviews
We conducted a total of 10 contextual interviews inside of Eataly’s NYC location. We gained great insight on who shopped with Eataly and what their goals were inside the store.
Card Sorting
The card sorting technique allows us to discover what users thought categories should be, and where merchandise should be listed.
Gaining Insights
After synthesizing research, we created 2 main personas to reflect the feeling and lifestyles of the current Eataly Customer.
These persona behaviors influenced the features integrated into the website.
Findings
My findings revealed that my initial problem statement was correct. People need a shorter check out process and more precise main menu to aid in product discovery.
Design Iterations: First Round
Users were quickly able to complete tasks giving to them to locate specific merchandise and to check them out without frustration.
User Testing: Second Round
Findings
After further editing the menu, more users where able to quickly checkout.
Key Takeaways:
• Users enjoyed easy clear navigation.
• The lo-fi wireframes worked out great but mid-fid helped to improve navigation.
Implementation + Next Steps
The next stage will include building out more screens and options for users, then testing. Then moving forward to create hi-fi screens, then testing those screens until the product is complete.