UI/UX / Last mile evaluation and optimisation for Maille's (French condiment brand) website re-launch 🇫🇷

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Context:

Maille, a prominent condiments brand, ​had undertaken a shift in their UI design with a goal of communicating a more modern, 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 impact on the UX, uncover gross negatives and developmental cues.

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Challenge:

  • Inherently, purchasing condiments online is difficult: no opportunity for engaging sensorially

    • Given this, it was imperative to evaluate ​opportunities for making this experience easier for the users
       

Approach: moderated usability tests, conducted remotely

We ran a quick turn-around study, end-to-end in 1.5 weeks, testing the new website design 12 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.

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

  • 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

  • Enhancements to menu tab nomenclatures for easier comprehension

  • Navigational enhancements to minimise user effort and smoothen user flows

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Impact: