Case Study Conceptual Redesign for “Edward Don”
This case study presents a conceptual redesign exercise for Edward Don & Company, a renowned family-owned distributor of foodservice equipment and supplies. The objective was to explore the potential for improving the user experience and online presence of their website (www.don.com). While this case study does not have an official endorsement from Edward Don & Company, it offers valuable insights into the challenges faced, the proposed solution, and key takeaways for designing a successful website.
Introduction: For this conceptual case study, I took on the challenge of redesigning the website (www.don.com) for Edward Don & Company, a prominent family-owned distributor of foodservice equipment and supplies. While this exercise does not have an official endorsement from the company, it allowed me to explore the redesign process and apply UX/UI principles to enhance the user experience. In this case study, I will summarize the challenges faced, my solution, the UX review, a comparison of the old and new designs, my approach and process, the context study, target audience, workflow, and key takeaways.
Challenge: The primary challenge was to create a redesigned website that not only reflected the company's legacy and market position but also provided an intuitive and seamless user experience. The existing website had become outdated, lacked visual appeal, and had usability issues. My goal was to revamp the website to align with modern design standards and cater to the diverse needs of Edward Don & Company's customer base.
Solution: To address the challenge, I adopted a comprehensive redesign approach, encompassing both UX and UI improvements. The key elements of my solution included:
User Research: I conducted thorough user research to gain insights into the preferences, pain points, and expectations of the target audience regarding the website.
Information Architecture: Based on the research findings, I restructured the information architecture to ensure easy navigation and logical organization of content.
Visual Design: I created a visually appealing design that incorporated Edward Don & Company's brand identity while enhancing the overall aesthetic appeal. The design focused on clarity, legibility, and consistent use of visual elements.
Streamlined Checkout Process: I optimized the checkout process to minimize friction and provide a seamless experience for customers placing orders.
Responsive Design: I ensured that the new website was fully responsive, adapting to different screen sizes and devices, to cater to customers accessing the site from various platforms.
UX Review: During the UX review, I identified several pain points in the old design, including:
Complex Navigation: The previous website had a convoluted navigation structure, making it difficult for users to find relevant products or information.
Lack of Visual Hierarchy: The information presented on the website lacked proper visual hierarchy, causing confusion and making it challenging for users to prioritize content.
Inconsistent Branding: The old design did not effectively communicate Edward Don & Company's brand identity and failed to create a cohesive visual experience for users.
Old Design vs. New Design: The old design featured cluttered layouts, outdated typography, and an inconsistent color scheme. In contrast, the new design presents a clean and modern interface with improved typography, well-organized content, and a consistent visual language. The new design retains the essence of Edward Don & Company's brand identity while providing a fresh and engaging user experience.
Approach and Process: My redesign process consisted of the following key stages:
Research: I conducted user interviews, analyzed competitor websites, and studied industry best practices to inform my design decisions.
Wireframing and Prototyping: I created wireframes to establish the website's structure and flow, followed by high-fidelity prototypes to validate design concepts.
Iterative Design: I gathered feedback from stakeholders and users, iterated on the design, and refined it based on usability testing.
Development and Implementation: Once the design was finalized, I collaborated with developers to ensure a smooth transition from design to development.
Context Study: Understanding the context in which users interact with the website was crucial. I considered factors such as the specific segments served by Edward Don & Company, the competitive landscape, user goals, and the technology platforms used to access the website.
Target Audience: Edward Don & Company serves a diverse range of businesses, including independent restaurants, national chains, healthcare facilities, hospitality establishments, country clubs, schools, government institutions, and food service management facilities. The target audience for the redesigned website includes decision-makers and professionals within these segments who are responsible for procuring foodservice equipment and supplies. This includes restaurant owners, chefs, procurement managers, and administrators in healthcare and educational institutions.
Workflow: To ensure an efficient workflow, I focused on the following aspects:
Clear Product Categorization: I organized the product catalog into relevant categories, allowing users to easily browse and find the items they need.
Streamlined Search Functionality: I implemented an advanced search feature that enables users to quickly locate specific products by keywords, SKU numbers, or categories.
Enhanced Product Details: Each product page provides comprehensive information, including specifications, pricing, availability, and customer reviews, empowering users to make informed purchasing decisions.
Intuitive Checkout Process: I simplified the checkout process by minimizing steps, providing clear calls-to-action, and offering multiple payment options.
Personalized Account Management: I created a user-friendly dashboard where customers can manage their profiles, view order history, track shipments, and access personalized recommendations.
What I've Learned: Throughout this conceptual redesign exercise, I gained valuable insights as a UX/UI designer. Some key takeaways include:
User-Centric Approach: Understanding the target audience and their needs is fundamental to creating a successful redesign. User research and testing should guide design decisions.
Consistency and Branding: Consistent use of visual elements and adherence to the brand's identity is essential for creating a cohesive and memorable user experience.
Streamlined Navigation: Simplifying the navigation structure and ensuring easy access to important information improves usability and reduces user frustration.
Responsive Design: With the increasing use of mobile devices, designing for a responsive experience is crucial for reaching and engaging a broader audience.
Collaboration and Iteration: Regular communication and collaboration with stakeholders and development teams, coupled with an iterative design process, lead to better outcomes and a smoother implementation.
Conclusion: In this conceptual redesign exercise for Edward Don & Company's website (www.don.com), I aimed to enhance the user experience, align with modern design standards, and cater to the diverse needs of their customer base. By implementing user-centered design principles, improving navigation, enhancing visual aesthetics, and streamlining the checkout process, I created a redesigned website that reflects Edward Don & Company's legacy while providing an intuitive and seamless experience for their customers. Please note that this case study is a conceptual exercise and does not have an official endorsement from Edward Don & Company.