MINGLE SEASONING
Introduction
Mingle Seasoning is a Melbourne-based seasoning company. Providing Australians with the convenience and confidence to flavour their food and create healthy, tasty food.
PROBLEM STATEMENT
Mingle Seasoning is a leading spice retail business owned by a local Aussi family, but its website design looks outdated compared to its competitors. We realised that many local customers and retailers were not using the website because they didn’t know it even existed.
Thus, we wanted to increase its discoverability, so it opens a new stream of revenue for the business.
HOW MIGHT WE
Analyse customer’s Purchasing Habits and Trends.
Refine Customer Journey to drive more initial trial and repurchase.
Design user experiences that drive the business goals of converting visitors
into customers following HCD Design Principles.
Role
I led the project with 2 UX design students and worked on all aspects of the new design system, including its visual, UX and motion design.
I also revamped the UX of key pages while my marketing colleagues helped us with market insights.
Design Process
We ran 2 weeks of design sprints based on the design thinking methodology, which includes 5 stages: Empathise, Define, Ideate, Prototype and Test.
We eventually created and shipped a fully functional design where people can buy their favourite flavours of seasoning.
Step 1: Empathize with Users
• I conducted two surveys with the online communities and the current users to get quantitative insights on what they like to see in the seasoning and how likely they are to shop for seasoning online.
• I conducted 15 interviews and 10 usability tests to develop a rich understanding of their pain- points and online shopping habits.
GUERILLA RESEARCH
I went on Melbourne's streets and interviewed people to learn about their shopping behaviour online and in-store.
CONTEXTUAL ENQUIRY AND SITE VISITS
IN-STORE VISIT
We visited some local stores in Melbourne to observe how people were shopping for their seasoning and interviewed the store person to analyse the product's sales and shelf life.
INSIGHTS
Based on the research we listed some opportunities for the brand as well as the website.
Define the problem
I used affinity mapping and diagramming to define my primary persona and the red routes
PERSONA
Primary persona
Katelin is a 40-year-old mother who is an existing customer of Mingle Seasoning.
Secondary persona
Megan is a 26-year-old Administrative Assistant.
2 groups stood out
Users who live with family and cook very often and value quality ingredients and food.
Users who live by themselves or with roommates and more inclined towards saving money and don’t cook very often.
USER JOURNEY MAP
I mapped Katelin and Megan’s emotional journey to empathise with them and to find out more about their pains and gains and some opportunities.
ideate solutions
• I evaluated user requirements in collaboration with the marketing and development team.
• Based on the quantitative and qualitative research results, I built a Minimum Viable Product for Both Sign-up and Payment process and ideated the solution for “Megan” and “Katelin.”
Testing our design
We designed low-fidelity prototypes with pen and paper and wireframes to test the designs with users determine the flaws and iterate the changes.
FINAL PROTOTYPE
I designed the final High-Fidelity prototype Based on the research and user insights and presented it to the clients. The response was amazing client loved the amount of work we have done.
