Cookie Cart
Challenge
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?
Goal
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.
Research
Cookie Cart is much more than cookies. Based on competitive analysis with similar mission-driven eCommerce shops, interviewing users, and analyzing current metrics, I was able to create a streamlined user flow.
Iterate
Given the challenge of increasing cookie sales by 20%, I started with the essential flow of selecting cookies. I reflected on my time visiting a Cookie Cart bakery, looking at all the delicious cookies in the large class case and choosing the dozen that I was going to bring home with me. Because of limitations from the bakery in terms of selecting cookies for a dozen and packaging in turn created a confusing flow on their website. Therefore, I streamlined the way to add cookies to the bag without leaving the page - creating a transparent experience. The design is responsive from a mobile phone to a desktop utilizing the drawer function for a cart, and meeting the needs of the users interviewed.
UI
From my wireframes and incorporating feedback from Cookie Cart, I incorporated the fun, youthful brand into the UI.
Testing
With a clean design, I conducted a series of moderated and unmoderated user tests primarily focusing on the cookie selection flow to meet the goal of increasing cookie sales through an eCommerce flow.
90%
usability rate
100%
of users were able to complete the flow requested
100%
of moderated users felt connected to the mission and could explain why
2/3
of users asked to add a donation before they were prompted to do so
Sharing & Retro
I shared the research, iterations, designs, and results with Cookie Cart, inspiring their website redesign. Cookie Cart utilized the work and rolled out a new eCommerce website in 2020.
Cookie Cart for continues to provide first-job experiences to youth, and sell their delicious cookies to all!
