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Maille, a prominent condiments brand in France, ​had undertaken a shift in their UI design with a goal of communicating a more modern and premium look and conveying an association with creativity, flavourfulness and passion for food / cooking. Prior to the launch, there was a need to test the user experience to understand if it delivered on the intended brand and design outcomes, and to uncover gross negatives and last mile developmental cues.


  • Behavioural - purchasing condiments online is intuitively a tough experience due to the absence of physical, sensorial cues

  • Timelines - ahead of the site relaunch, there was a tight timeline for uncovering insights, and actioning on these


Remote - moderated usability tests, actively attended by brand and design teams to iterate in parallel 

We ran a quick turn-around study, end-to-end in 1.5 weeks, testing the new website design with 12 French shoppers remotely via Zoom. We incorporated an exploratory task and a directive task list into our interview guide to comprehensively test the user experience. The Maille team actively listened in, often making design changes on-the-go to speed up delivery further.​


The insights enabled targeted changes to multiple elements, as well as informed future design direction for Maille:

  • Enhancements to menu tab nomenclatures for easier comprehension

  • Change in iconography for easier recognition and clearer expectation setting

  • More immersive hero images for products to bring alive their flavour profile, minimise psychological distance

  • Identification of bugs, typos, translation errors for quick fixes

  • Navigational enhancements to minimise user effort and smoothen user flows

Responses from users

Responses from users 

Responses translated into meaningful and actionable recommendations for client

Translated into meaningful and actionable recommendations for client

Resultant final menu tab and iconography

Resultant final menu tab and iconography reflected on the live site

Changes to product images to create sensory appeal
Final hero images to create sensory appeal

Based on users' implicit needs when condiment shopping, as well as unsaid friction observed during task based interactions, we recommended opting for a more visually evocative hero image that quickly communicates sensorial expectations

Recommendation picked up and reflected on live site


✔️ Tactical design changes delivering on brand and design goals implemented: redesigned website launched ( 

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