top of page

Solution Validation // Usability Testing

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.

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 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

7F765433-9990-4EF3-9BD8-66A14248EC0D.jpeg

Responses from users 

538578AE-C3E4-4CFD-9D32-E608CEBE4978.jpeg

Translated into meaningful and actionable recommendations for client

AE1B8338-9475-4854-AA46-54BC00A09C8A.jpeg

Resultant final menu tab and iconography reflected on the live site

7DA398B0-85F5-43D7-8CC9-828B2405E34E.jpeg
E7FA620E-84E4-4A30-89F6-6BFDC96AA6D9.jpeg

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

Impact:

✔️ Tactical design changes implemented: new website launched (www.maille.com/fr) 

bottom of page