Taste of Eataly

E-commerce Website Redesign

Eataly is a successful company serving Italian products, holding events, having excellent dining restaurants and loves to share Italian cuisine. In this project, a team was formed to do the first part of the research. And in the latter part of the assignment, we continued on our own and created a final prototype for both the desktop and some keyframes for mobile.

Team Research

As a team, we used a few methods, including contextual inquiry, usability testing of the existing site, card sorting and heuristic analysis, to get the insights and frame the targeted audience.

Contextual Inquiry is to observe people’s action within the stores and ask them questions. We have interviewed five people and discovered that customers love to explore and they are really appreciated the vibes and professionalism of the store. However, they are overwhelmed by the massive selection of the products.

Usability Test for the Existing Site

To test out the existing site, we designed three tasks including finding a cheese, a cookbook, and registering an offline event. Based on the feedback we get, a few insights were generated.

1. Poor Navigation

2. No clear filter for classes

Card Sorting

Since we realized there were issues on the existing site, we wanted to dig deeper into using the card sorting method. We listed 100 items on the site and asked testers to categorize them, open and closed. “Open card sorting” means users can create their own categories and organize the items. “Closed card sorting” means users categorize items under the options we provided.

Heuristic Analysis

In Heuristic Analysis, we evaluated the existing site from different perspectives. The same issues have been mentioned again. However, we did find that Eataly, as a successful company, has great value in their branding. The attempt at sharing Italian culture can be a massive selling point and potentially creates associations back to online shopping.

Persona and Problem Statement

From the research we did, I was able to generate a persona to frame our targeted customers. Let’s meet Jackie. She is a middle-aged woman living in NYC. As an Italian food lover, she appreciates the professional service in Eataly’s local stores, as well as the high-quality foods. 
However, the confusing navigation system of the existing site is a big issue for her. She is not able to locate specific items; it is hard for her to register an offline event, and she struggles when looking for inspirations.

User Journey & Site Map

Here is a User Journey of Jackie's before, during and after visiting the site. By analyzing her pain points and opportunities, I will be able to have a better idea of the process. 


I also did a sitemap for my revised design and broke down each layer of pages and see if the locations they are living are making sense.

User Flow

Before

Project

This is your Project description. Whether your work is based on text, images, videos or a different medium, providing a brief summary will help visitors understand the context and background. Then use the media section to showcase your project!

Project

This is your Project description. Whether your work is based on text, images, videos or a different medium, providing a brief summary will help visitors understand the context and background. Then use the media section to showcase your project!

©2019 by Nicole Song. Proudly created with Wix.com

  • linkedin
  • dribbble