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Daniel Lee, the owner of S'more Amore, a Seattle based pre-launch startup specializing in specialty handmade s'mores wanted to create an online presence with an e-commerce website that is scalable in the future.  Daniel hopes to turn his products into a lifestyle brand, but at the moment, he has very few products, and not a lot of information to provide his customers.  

SKILLS: Wireframes, UI, UX, user interviews, usability testing (moderated and unmoderated) 

TOOLS: Axure, Sketch, Adobe Photoshop, Adobe Illustrator

CLIENT: S'more Amore

DURATION: 2.5 Weeks

•    Manage the team
•    High-fidelity prototype
•    Logo and branding research

•    Hatim Dossaji
•    Stephanie Buno
•    Paul Casey

The owner of the business, Daniel Lee, was envisioning the final prototype with a high degree of interactivity with two prototypes (desktop and mobile) along with research data on logo recognition, branding design, etc.  The client wanted several things that were outside of the UX scope, and this was communicated early on.  In the end, per agreement with the client, we delivered the final desktop version of high fidelity mockup, and research data on logo and branding. 

My team and I created a prototype website for the client that is scalable to include his future product line.  The prototype has an easy to use ecommerce platform for Daniel to use without needing any coding knowledge.

The whole final design was completely stripped down with products page taking place of the landing page, and an "About" section that highlights the S'more Amore lifestyle.  My team and I also improved the overall flow of the website.



At the start of this project, we sat down with the owner of S'more Amore, Daniel Lee, to find out more about the history of the business, and his future vision. In the process, we realized that the business is still new, and the client will end up maintaining the site in the short term.  Based on that, and the limited product offerings, we decided to keep the site very simple, so that the client can manage it without being overwhelmed.  Overall, our entire conversation boiled down to three keywords: Simplicity, Scalability, and Memorable.

In person and phone interviews along with online surveys were conducted to discover more specifics about users who align with S'more Amore lifestyle. 

The goal of the survey was to answer two specific needs: 
•    What users look for in a specialty food website
•    2) Validation of the ideal S'more Amore customer our client was targeting.  

In addition, we also asked users to list pro's and cons of two specialty food sites to learn what is working and what needs improvement.  The results indicated that users want a website that is upfront with the costs, and contains information on the allergens upfront.  They are willing to pay top dollar for service that is fast, hassle free, and willing to work with customers.



One of the first things we did was to conduct a heuristic evaluation of similar specialty food sites.  It was important to our team to get a sense of what other companies are doing, and how can we improve.  

We chose two local Seattle based specialty food stores, and conducted heuristics evaluation with the users. The websites we asked users to evaluate were, and The information was then compared to the current website layout. 



The data collected was then organized into an affinity diagram to identify overall themes in the responses. Our persona, Jennifer Robinson, was developed to represent potential users. 

The Persona our client was targeting was an outdoor photographer who loves food, loves to share pictures on Instagram, and has basically managed to monetize their account.  

Our research revealed that an ideal person is someone who eats, lives, and breaths an active lifestyle, cares about the environment, and develop their lifestyle brand based on influences from social media, but they don't overly share their life on Facebook, and when they do share, it's mostly with close friends and family - not the whole world.




The information collected from user research allowed us to create customer journey map and precisely pinpoint user pain points when dealing with e-commerce website and especially when purchasing food.  We developed a list of favored features by the user, and a site map evolved from it.