Lette Macarons Case Study

2015

The LA based macaron shop "Lette Macarons" have several stores and a website to order macarons and other products online. The company definitely has some quality products, but their current website 'Lette is not the best experience for quality products like these.


I found through research the frustrations with the order online process and the user flow for purchasing online and lack of intuitiveness. The site needed to be redesigned both architecturally and visually. I recreated the online order process with better flow and new design and a mobile friendly site.

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Home 

  • Order

  • Contact

  • Shipping info

  • Press inquiry

Our Macarons

  • Certification

  • Nutrition facts

  • Flavors

  • Specials

Shortbread Cookies

  • Description

  • Certification

  • Nutrition facts

  • Flavors

  • Specials

  • Custom solutions

  • Description

  • Email for order

  • Price inför for online order

Gift/Parties

Locations

  • Location info

  • Order online

  • Facebook

  • Note about the owner

Printed Macarons

  • Description

  • Form

Open a store

  • Description

  • Form

  • Start shipment

  • Pick-up

Order Online

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Current experience

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Redesign

Pain points
 

I conducted my own heuristic evaluation of the site based on Nielson's criteria: learnability, efficiency, memorability, error management, and satisfaction (or delight.) I also did a set of user interviews and evaluated task scenarios for users to complete on the ‘Lette site. Through these methods I gained a lot of useful feedback and observations:

  • You see a very confusing navigation and a lot to read at a first glance

  • You don't see all the flavors at one glance 

  • Shipping policy is not clear and conscise and price missing during checkout process

  • The overall visual experience could use improvement

  • There are too many order online links in multiple places

  • There is no FAQ section, that's missing

  • Users may want to abandon their carts when required to make an account to proceed without a guest check out option

  • When you go to the shortbread cookies page for example, you are confused between 2 redundant online shopping links

  • When you click on the online shopping button in the shortbread cookies page, you expect to directly go into shopping online. But it takes you to the online orders tab which then again asks you to make a choice between  shop online or store pick up

 

 

Current Navigation
 

Research
 

One area of interest that seemed to resonate with users is that macarons are an accessible, luxurious treat that make a great gift.I detailed out one task scenario into a journey map to highlight some of the pain points. 

Researched comparable brands and sites:

  • Laduree

  • Chelles

  • Lady Yum

  • Ma-ka-rohn
     

​The insights and research lead me to focus on the following:

  • Streamline the ordering process

  • Reduce the multiples ways to get to online shopping

  • Make navigation more clear and simplified

  • Add a guest check out

  • Add FAQ as part of navigation

  • Rework the overall visual

I simplified the navigation and make sure the content is structured in a way that considers the most important information first. I started by running a card sort test with users to prioritize what was most important to the potential ‘Lette visitor.  The new site map condenses the amount of navigation tabs by housing all of the available items for purchase under “Shop Online.” The sub categories “Parties and Events” and “Limited Edition” give ‘Lette the flexibility to expand within these categories as their product list expands. An FAQ page was added at the bottom to answer users questions, so each page can be as straightforward as possible. At the moment there is not a single source on the site where a customer can go to, for questions on shipping, cancellation and so on.

Rework the shopping experience

The new check out process is simplified to one flow, and the choice between shipping or pick up in store is a button right before you add your item to the cart. One of the biggest and most important pain points to address was users not seeing the shipping price until the final step in the process before payment. In the new process, the shipping price appears immediately once you chose shipping and review order. The other being the confusion between gift and parties vs online shopping has also been addressed.

 

Rework the mobile experience

Lette unfortunately doesn't have a mobile site. They use the regular desktop site for mobile. For what their business goals are and keeping in mind the way people use their mobiles for everything I prototypes a mobile version.

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