Le Waf is a renowned artisanal waffle brand, known for its premium and handcrafted waffles. They have gained popularity and recognition after being featured in a food network show hosted by Guy Fieri. However, their current website didn't align with their desired premium branding and fails to convey the message of their careful craftsmanship. Le Waf wants a complete website redesign that showcases their commitment to quality and delivers a seamless online shopping experience to customers.
Product Designer
User Research, Interaction, Visual design, Prototyping & Testing
I started by conducting a thorough analysis of Le Waf's current website, as well as competitor analysis of other premium artisanal food brands. I also reviewed customer feedback and user behavior data to identify pain points and opportunities for improvement.
Through the process of sketching and exploring page organization, I discovered that the optimal approach was to utilize well-defined modules with abundant white space. Additionally, I identified consistent design patterns tailored for seamless information browsing. My design strategy revolved around elevating the brand's image through elegant visuals, intuitive navigation, and a focus on storytelling. I aimed to create an immersive experience that resonates with the premium nature of Le Waf's artisanal waffles. Two key personas guided my design decisions to ensure the new website would cater to the needs of Le Waf's target audience.
Grace is a 32-year-old professional food enthusiast and culinary connoisseur. She follows popular food shows, reads food blogs, and loves exploring artisanal and gourmet food options. Grace values the quality of ingredients and the craftsmanship that goes into creating unique culinary experiences.
Creating visually appealing visuals and elegant design elements to resonate with Grace's preference for premium brands.
Providing detailed product descriptions, highlighting the artisanal craftsmanship that goes into each waffle.
Ben is a 28-year-old professional working in a fast-paced corporate environment. He often orders food online due to his hectic schedule and values convenience and efficiency. Ben occasionally treats himself to gourmet and high-quality food items as a way to unwind and enjoy small pleasures.
Designing a user-friendly and streamlined checkout process for quick and hassle-free online shopping.
Displaying clear and appetizing product images for easy decision-making, aligning with Ben's need for efficiency.
I created my high fidelity mockups in Figma and then imported them into Invision to allow the engineers to inspect the file and export the HTML and CSS code. I worked very closely with the Front End team to spec out any missing interactions that were not covered in the high fidelity mockups. I conducted a UX review of each front-end ticket that was implemented to ensure it was aligned with the designs before it went live.
I crafted a sophisticated and modern visual identity for Le Waf, incorporating a refined color palette that complements their artisanal branding. The logo was redesigned to evoke a sense of handcrafted care, and using elegant typography.
The homepage features a hero banner showcasing an inviting image of Le Waf's signature waffles. Below the banner, I added a brief narrative about the brand's journey.
The product pages were designed with large, high-quality images of the waffles, capturing the essence of the artisanal process. Each product listing includes a detailed description of the ingredients and the care taken in crafting the waffles, resonating with the brand's dedication to quality.
I implemented a clear and intuitive navigation system, ensuring visitors can easily explore different waffle flavors, collections, and offers. A persistent cart icon and streamlined checkout process further enhance the user experience.
The redesigned Le Waf website successfully elevated the brand's online presence and showcased their premium waffles' artisanal essence. The user-friendly interface and engaging storytelling increased visitor engagement and time spent on the site. As a result, Le Waf experienced a notable increase in online sales and received positive feedback from customers.
Some key takeaways from this project are: