THE SCICILIAN DELICATESSEN

UI DESIGN .USER RESEARCH . GRAPHIC DESIGN
1 WEEK SOLO PROJECT . 2024
CLIENT : GENERAL ASSEMBLY - PERSONAL PROJECT

Final screens

2024

Introduction

Project overview: This project was aimed to go out and find an already existing e commerce business and see if there was potential for improvement or development.

Challenges:

  • Finding an existing local e-commerce business.

  • Conducting an initial search using Google Maps.

  • Narrowing down options to relevant businesses.

Results:

  • Identified four local businesses:

    • Bicycle Nation – A small bike shop specializing in repairs.

    • The Sicilian Delicatessen – A newly opened family-owned deli.

    • Clapham Books – A bookshop offering second-hand book donations.

    • Bleu Vintage Furniture – A furniture shop sourcing vintage pieces globally.

I ended up choosing The Sicilian Delicatessen as it was a place I was familiar with and from a first glance the website was very bare in terms of layout and content.

Problem statement and scope

First problem statement To feel connected to the local business and understand the story of how the business and product came to be and feel as if they are supporting a local business.

Key Insights:

  • Storytelling & Transparency:

    • Customers value knowing the journey of a product, from sourcing to delivery.

    • Clear and engaging storytelling can enhance trust and emotional connection

  • Authenticity & Personal Connection:

    • Sharing the owners' stories, values, and motivations fosters a deeper connection.

    • Featuring behind-the-scenes content (e.g., interviews, workshops) adds a human touch.


  • Visual & Interactive Elements:

    • Using images, videos, or timelines can effectively showcase the product’s journey.

Discovery and research

I ended up going back to the deli for some more insights into the brand and deli experience and how I could use this when developing my designs

Challenges:

  • Limited Online Product Range: The deli's website did not showcase the full variety of products available in-store.

  • Inconsistent Brand Representation: The in-store experience was curated and engaging, but this was not reflected online.

  • Understanding Brand Vision: Needed to capture and translate the deli’s identity into a digital format.

Results & Key Takeaways:
  • In-Person Research Provided Deeper Insights: Visiting the store helped uncover gaps between the physical and digital experience.
  • Product Display Strategy: The deli prioritized showcasing its own products prominently, an approach to consider for the website.
  • Website Redesign Focus: The online store should mirror the in-store experience, ensuring a seamless and immersive brand presentation.

Ideation

Flow sketching helped me visualize the screens I had envisioned after gathering research. My focus was on the bottom two screens, where products would be displayed with detailed descriptions, highlighting the sauce’s origin. This aligned with user goals of feeling connected to the supplier and understanding the product’s background. Additionally, I used my background as an artist to create a mood board that complemented the existing visuals and captured the essence of Sicily.

Prototyping and wireframing

Wireframing:

  • Focused on product display, ensuring key items were highlighted with detailed descriptions.

  • Designed an intuitive navigation flow to make browsing and purchasing seamless.

Building the Prototype:

  • Used design tools (e.g., Figma,) to create a high-fidelity interactive prototype.

  • Integrated product pages with detailed origin stories to enhance user engagement.

  • Designed a layout that balanced functionality with storytelling, keeping the deli’s vision in mind.

User testing insights

What Worked Well:

  • Seamless Checkout Experience: Users found the checkout process smooth and intuitive, minimizing friction during purchases.

  • Engaging Storytelling: The storytelling aspect effectively conveyed the brand’s background, making users feel more connected.

  • Aesthetic Alignment: The use of baby blue and white complemented the Amalfi-inspired colour scheme, reinforcing the brand's visual identity's.

Areas for Improvement:

  • Concise Storytelling: The "About Us" section contained a lot of text, which could be condensed for better readability and engagement.

  • Expanded Navigation Options: The dropdown menu could include more categories or filters to enhance product discoverability.

  • Additional Product History: Including the history behind the sauce could provide more depth and further enrich the storytelling experience.


Before & After

Before:

  • The product card featured the sauce with a small description, brief history, and customer reviews.

  • The navigation bar was limited, restricting access to the full product range.

After:

  • The product card maintained its visual appeal but enhanced storytelling, potentially expanding the history and details.

  • The navigation bar was completely redesigned, allowing users to access the entire product catalog more easily.
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Final Prototype

Next steps

Conclusion: This project allowed me to apply and further develop the key skills I've learned as a UX designer. From conducting user research and creating wireframes to designing interactive prototypes, to also conducting in person research I felt as if I was beginning to develop my arsenal of tools to use within the UX design space.

Next Steps:

  1. Refine Content for Clarity – Condense the "About Us" section to improve readability without losing depth.

  2. Expand Product Storytelling – Incorporate more historical context about the sauces to strengthen customer connection.

  3. Enhance Navigation Further – Optimize the dropdown menu by categorizing products more effectively.

  4. Gather User Feedback – Conduct usability testing to identify any remaining pain points and make final refinements.

  5. Prototype to Development – Work on transitioning the prototype into a fully functional website.