Website Redesign: eCommerce
Cookie Cart is a non-profit working in Minneapolis and St. Paul to provide a first job experience to youth in the area, as well as personal and professional training and leadership skills. With the increase in wages and a decrease of philanthropic giving across the nation, Cookie Cart grappled with the question of how to stay on top of funding?
In the next 5 years, Cookie Cart wants to increase their cookie sales revenue by 20%, making their revenue 50% philanthropy and 50% sales. Specifically, they would like to increase their sales through a redesigned eCommerce website.
Because this is not just a place to buy cookies, but also has a mission and ways to get involved, it was important to ensure everyone who would be interacting with the site was able to do so in a smooth process.
To start, I developed the cookie selection page. I imagined I was walking into the bakery and looking at all the delicious cookies in the large class case and choosing the dozen that I was going to bring home with me. I wanted there to be a way to add cookies to the bag, but not leave the page, and continue to add to the bag - seeing what you already have, and how many more would get you to a dozen. I created a drawer concept to come up from the bottom of the page, allowing the user to visually see the cookies and continue to shop.
From my wireframes, I started to develop a UI design concept. I want the page to exhibit the fun, youthfulness of the brand, yet practically have calls to action for each user flow.
I conducted moderated user tests and user surveys.
Some key results were:
9 out of 10 users found the website usable
100% of moderated users were able to purchase cookies
2/3 of users wanted to add a donation before they were prompted to do so
100% of moderated users felt connected to the youth and could explain why - whether through the design, photos, etc.
Users were asked to describe the site in three words, and this is what they said: