Product
CheeseMe - the first mono-confectionery in Kyiv specialized on original American cheesecakes. CheeseMe Cheesecakes are unique in their quality and decoration.
Challenge
Initially CheeseMe was presented only in social networks. The business owner was personally engaged in baking, pre-ordering, promoting and customer communications. Rising number of orders required to scale the business. In this purpose a modern vibrant website that optimizes an ordering process vital for business growth was required. Simultaneously the brand recognition should have been kept preventing scaring away the existing customers.
Solution
Created site solved two basic tasks - formed a holistic brand image (identity, ToV, interaction principles with the customers) and simplified the order processes.
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UX RESEARCH PHASE
Online Interview with Victoria, business owner (Briefing)
Competitor Analysis (Google Sheets, Similarweb)
A study was conducted of direct and indirect competitors of the brand. A detailed analysis of the strengths and weaknesses of competitors was used to determine the priority components and functionality of the future site.
User Personas
Creating Personas helped us to understand the needs, experience, behavior and goals of our target audience.
Online Survey (Google Forms)
The purpose of the online survey was to determine the priority and number of blocks on the main landing page.
User Flow
Proposed User Flow helped to identify the match points between the customer and the product, as well as to simplify the online purchase.
WIREFRAMING PHASE
High-fidelity Wireframes (Figma)
At the stage of Waveframing the final blocks and their sequence were determined. The gallery format was lightened as much as practical meanwhile presenting the product. The product card was worked out in detail. The options of size and decor selection, as well as information about the order and expiration dates were added. Alternative delivery options were proposed.
UX Writing. Storytelling form.
For a given product, the language accuracy was extremely important. Exact characteristics were formulated - briefness, emotionality, logic. Thus we got exciting, not boring texts in the storytelling format.
VISUAL DESIGN PHASE
References Moodboard
Mockups Investigation
According to the brief, the new site should not contradict the low-key style of the Instagram account, advantageously present cheesecakes. It should highlight the product photos, be modern, elegant and cozy for loyal customers.
Final Mockups (Figma)
Details:
For a non-template look, an unconventional right-aligned page layout was selected.
Dark, but not black design advantageously focuses on mouthwatering product photos. Bright CTA button refreshes the look and guides the user through the site.
Testimonials from real customers were drawn in one neat style
Product and order cards simplify the ordering procedure as much as possible.
TECHNICAL DESIGN PHASE
Design Adaptation for Mobile
In order to simplify comfortable use of the site on any device a mobile version has been developed.
Project type: Concept
Client: CheeseMe
Visual, UX, UI Design, UX Copywriting: Palina Savychuk
Mentor: Alex Kagor
Photos: CheeseMe, Unsplash
