A responsive website for a local artisanal ice cream parlor
My Role UX/UI Designer and Researcher
Scoops is an artisan ice cream shop based in Los Angeles. They are known for their unique, innovative blend of ice cream flavors that you cannot get anywhere else. Some examples of their unique flavors are the “Brown Bread” and the “Pistachio Rosewater” flavors. They have an Instagram and Yelp page but currently do not have a website and are looking to expand their digital presence.
Scoops do not have a website and the owner is looking to expand its online presence.
We want to know customers’ shopping behaviors so we can create an excellent experience.
In order to understand the ice cream market, I conducted a competitive analysis with direct competitors of local ice cream shops based in Southern California and indirect competitors whose target market is more national. I analyzed the pros and cons of each competitor relative to each other. This also helped me see if there are any gaps in the market.
I research online customer reviews on Yelp and Google to understand what current customers are saying and their specific experience at Scoops.
I surveyed 27 people who have experience buying ice cream to understand their habits, frustrations, and motivation when buying ice cream.
want to check the menu before buying
would order online for in store pick-up
wants to check where a store is located
needs information about ingredients & nutrition facts
Sally has her own set of unique problems which helped me brainstorm feature ideas in the next step. Some of her frustrations include wasting money by overpaying for food, waiting in long lines, and consuming ice cream flavors that are underwhelming.
Because Jason is on a vegan diet, he scrutinizes the ingredient list in order to know exactly what he is eating. In addition, he gets frustrated when there’s a lack of vegan options when buying ice cream.
Ingredients & nutrition facts information
High quality ingredients
Supporting local businesses
In order to make sense of the data we’ve gathered from our research, I need to identify high level goals of both the business’ and users’ goals.
With my user persona in mind, I created a feature road map that should be included in Scoops' website. I made sure to design for both the user’s goals as well as the business’s goals.
With my features and personas in mind, it was time to focus on the scope and sitemap of Scoops' website.
To help me understand how the information and content of the website will be structured, I created a sitemap of where each piece of content will be located.
Creating user flows allowed me to understand the journey my user will take to complete a task. In this case, I created one flow where a user wants to check a store’s location information and another where a user wants to order ice cream online for in-store pickup.
After creating the user flows, I sketched out pages that are important to my users’ journey. This also helps me better visualize key components of what to incorporate for each page.
I digitized my sketches by creating low-fidelity wireframes and made additional pages based on my user flows.
Scoops was in need of a brand refresh so I created a new brand identity that can be best described as fun and playful. In designing the logo and brand identity, I kept these keywords in mind.
I developed branding and a design system in order to ensure consistency across screens and devices.
I turned my wireframes into high-fidelity prototypes for usability testing. My participants are users who have experience buying ice cream.
I conducted 4 usability testing both remote and in- person. Here are some of the tasks I asked of my participants:
Usability Test Findings
Overall, I was extremely happy with the results of my usability tests. There were only a few tweaks that I needed to make after the feedback I received from my participants. They are able to locate the ice cream flavor and successfully ordered online without any hurdles.
If I had more time, I’d conduct a second round of usability testing with my updated iteration on a new set of participants. From there, I would design for mobile and tablet and work with a developer to bring this product to life.