Ghiott : A Delicious Company
Context : Ironhack UX/UI Bootcamp
Timeline : Two Weeks
Tools : Figma, pen and paper
Team : Ayala Kekhia, Mahmoud Galal and Myself
- The Brief
For this project in Ironhack UX/UI Bootcamp, the goal was to design a responsive website for a local business or professional in a way that will prove to be beneficial for both users and stakeholders.
- The Client
Ghiott is an Italian company of biscuit confectionery in Florence. Established in 1953, it is the brainchild of Enzo Salaorni and his wife Silveria, who decided to expand their small biscuit business following the Second World War.
We were very lucky to speak with the CEO of the company, who also happens to be the daughter of the Ghiott’s founder, as she is a friend of our team member Ayla. Laura was very welcoming, taking her time to explain everything about the company in detail.
RESEARCH
After all of the meetings with Laura, we discovered her direct and indirect competitors in the Italian biscuit market.
Market Positioning Maps
We used the information gathered to compare what 5 brands similar to Ghiott offer to the public using the following criteria: Target Audience, Website, the Value of Disposition, and a few others.
USER INTERVIEWS
The interviews were all conducted with individuals above the age of 35, as that was the age bracket differed by the stakeholder as Ghiott’s main consumer.
Lucky for us we had a very tasty project, which made it easier for us to find subjects willing to discuss biscuits. Our interviewees helped us understand why biscuits are so appreciated. We learned about how frequently they purchase biscuits, why and how they make their brand selections, how often they’re consumed, and how they would customize them if given the opportunity.
This Part help us understand the taste and habits of the consumers
The main pain point for the users is not finding their Ghiottinis in all the supermarkets was
- Accessibility
- Supermarket unreliability
- Wasted time and energy
- Almost impossible to find outside Europe
- Affinity Diagram
User Quote
“Here [in NYC], it’s hard to find any of my favorite things from Italy, even in specialty Italian stores.”
“My husband only eats Ghiottini’s, so I had to go to another shop to find them “
After drawing down the pains points user’s faced, we create selective Anna our user persona
- The Persona
- Anna’s Journey
We imagine a scenario from the insights we collect earlier and start designing Ana our foody persona.
By describing every step of Ana’s journey, we were able to have a clear view of the main pain point mentioned throughout all the interviews.
- The Problem Statement
There is already a statement regarding the story of the brand and description of the biscuits on the website but there is no option to buy anything online. We began formulating the main pain point in the following way:
Adults who consume Ghiottini’s need to find a way to easily buy them from designated sources because they can’t find them at their habitual supermarkets and have to go to another store.
- So How Might We
Do help people buy Ghiottini in a time-efficient manner?
For now, we’ve opted to focus on the first two sections (MUST HAVE and SHOULD HAVE ). The website must have selling points, e-commerce delivery, and a subscription package. It should have a map/guide for selling points, a wallet, a newsletter, and account registration.
The updated Ghiott website will offer users an e-shop enabling them to purchase Ghiottini’s online, a subscription option enabling them to automatically receive door-to-door Ghiottini’s on a weekly or monthly basis, and an up-to-date selling point guide enabling them to know exactly where they can physically buy Ghiottini’s anywhere in the world.
The Minimum Viable Product
- Sitemap
In order to have a good overview of the entire website we would draw up a sitemap to analyze the website’s architecture.
- Userflow
After the sitemap, we would add a new feature called “Happy Path” where Ana would be able to go through all of the must haves in order to achieve the following goals
PROTOTYPE
- Wireframing
For this step, we each took to pen and paper to design what the website should look like with the new features. We asked five people to test the Low Fidelity and their feedback was very useful :
The Low-FI
User Quote
The word “Sellers” is confusing. What exactly do you mean by that ?
“ The word “Sellers” is confusing. What exactly do you mean by that? ”
“ The word “Sellers” is confusing. What exactly do you mean by that? I’d personally like to see the ingredients of each product ”
- The MID-FI
Effectively, all of the users who tested the Mid-Fi didn’t understand what the subscription package was. The subscription package still needed clarification. None of the users could understand the full scope of what the Subscription Package entailed, and this was due not only to naming but also to the structure of the offered service.
Here is the user’s feedback after testing the Mid-FI
« I would not call them Subscription Packages. This concept applied to biscuits is already new, so this makes it even more confusing.»
« I want my options to be clear.
Is the package defined by the frequency or by the products inside it? »
« We are not used to online shopping that much, so we need very clear information. »
We went back to Ghiott’s competitor to analyze their brand and website’s aesthetic personality
- Visual Competitive Analysis
As a team we began to define keywords about what Ghiottini wants to represent on their website :
Heritage
Expertise
Sophisticated
Based on those 3 keywords we create an aesthetic patchwork with many images that will reflect Ghiott.
- Moodboard & Brand Attribute
- Style Tyle
Probability is the nicest part of the project and we really enjoy doing it. We brainstorm and this step conduct us to change a few things like the logo’s color, the font, and many colors for a different part of the website
HIGH-FI
- Key Features
Ghiott website have now the possibility of an e-commerce online, so Anna can now making her online shopping to get her Ghiottini.
The next feature is the subscription package to make a weekly basket deal. Anna can choose her favorite product and have them delivered once a week.
We add an interactive map guide for Ghiott physical shop in the city.
- Interactive High - Fi Prototype
Here is our Hight Fidelity home page in 3 different sizes
