Giving Customers A Source of Reliable Information
Le Fournil Website Design
Project Backstory
Client
Le Fournil is a French bakery founded by a third-generation baker from Normandy, Jean-Francois Hebert. They're serving up authentic breads and delicacies to NYC’s East Village neighborhood.
Problem
Despite operating for several years, the bakery didn’t have a website. While the bakery has social media, information was sparse and inconsistent; this put them in a position of potentially losing out on new customers.
Defining the Scope
Open Questions
Client alignment meetings provided important context yet left some key questions unanswered, particularly:
What task flows do current and potential customers need? How do their needs match up the business’ needs?
Methods
- Competitive Benchmarking → understand the ultra-competitive NYC food industry
- User Interviews → understand the needs of current and potential customers
Findings
- Competitors all had robust websites, including logistic information and menus
- Customers use mobile devices to access bakery websites
- Prospective customers tend to look for the menu and hours before visiting a bakery
All of these findings narrowed down the scope and dictated the process: mobile-first design of a website that customers can use to quickly identify operating hours, menu offerings, and catering.
The simplicity of the task flows meant precious time could be saved on information architecture and used towards designing the layout and clarifying the branding.
Designing the UI
With key findings from user research established, I had clarity on task flows and was ready to start designing the UI.
Findings
- Shopify had limited layouts but enough customization
- Branding needed to match the classic charm of a boulangerie while maintaining an overall modern and sleek feel
Methods
- Alignment with Shopify platform → understand technical constraints
- Sketching → easily generate and iterate potential designs
- Mid-fidelity Wireframing → present to client for feedback
- Mood boards & UI kits → generate potential branding options and present to client for feedback
Validating & Evaluating
Methods
- High fidelity prototyping in Figma → use as tool during moderated usability testing
- Moderated usability testing → identify usability issues and areas for iteration
- Systems Usability Scale (SUS) → gather quantitative data
Findings
- Branding resonated well with current and prospective customers
- The area of biggest concern was the menu page
Iterations & Outcomes
User testing showed that the website was successful in matching company branding and making key information more accessible.
System Usability Scale
SUS scores ranged from 92.5 to 97.5, with the mode being 95 out of 100. These scores reaffirmed that participants found the design to be extremely intuitive and user friendly.
"It definitely has a bakery vibe to it, like a Parisian vibe to it as well...[it's what] I would expect that a French bakery might convey in the digital world."
other projects
Atom Power Driver App
A mobile progressive web app for drivers to find and use Atom Power EV chargers.
Read More