Complicated Ordering Process: The system for ordering non-custom cookies was not straightforward, leading to frustration among users, especially those seeking quick purchases.

Text Readability Issues: The text on the site was hard to read due to insufficient contrast and cluttered presentation, leading to eye strain and accessibility challenges.

Confusing Flavor Menu: The Flavor Menu was not intuitive or user-friendly, making it difficult for users to find and select their desired options easily.

These issues collectively hindered the user experience, making it difficult for both primary and secondary users to navigate the site, place orders, and engage with the brand effectively.

Usability Testing

We gathered insights from nine diverse users, including tech-savvy young adults, experienced online shoppers, home bakers, small business owners, and creatives, to understand the usability challenges of the Mau Loa Sweets website.

Our team of three UX Designers conducted remote think-aloud sessions via Zoom, rotating roles as moderators, note-takers, and tech support during 30-minute sessions to ensure comprehensive data collection.

We synthesized the data using affinity diagramming in Figma, identified key trends, and presented a Findings and Recommendations Report to the client.

Lack of Engaging Visual Interaction: Photos on the site were not interactive, missing the opportunity to link directly to detailed descriptions, order forms, and confirmation processes, which could enhance the overall user experience.

Limited User Interaction Enhancements: The site lacked hover states and drop-down menus, which could improve user interaction by providing more contrast and a better browsing experience.

Challenges in User Experience and Accessibility

Mau Loa Sweets, a home-based bakery in Andover, Minnesota, specializing in custom-decorated cookies. Using organic, locally sourced ingredients, Kristin, the owner and operator, offers custom orders, holiday pre-sales, pop-up events, and cookie decorating classes, reflecting her Hawaiian heritage and boundless creativity.

I along with two other UX Designers were tasked with assessing Mau Loa’s website and suggesting ways of improving its usability.

Kristin’s goals are to:

attract more customers
encourage more custom cookie orders
boost holiday pre-sales
increase cookie baking class sign-ups

We conducted a Heuristic evaluation. We used the rating scale below.

“I would say that was, like, fairly hidden. Unless I go scrolling, I’m not gonna find that.”

Key Issues Included:

“It’s difficult. I feel a bit incompetent which is lovely, I mean, I don’t like feeling that way.”

Understanding The Users

Primary Users

Cookie Enthusiasts: Individuals who regularly purchase cookies, either for personal enjoyment or as gifts. They seek a simple, streamlined ordering process and clear, visually appealing options.
Event Planners: Professionals or individuals planning events such as weddings, parties, or corporate gatherings who need large quantities of custom cookies. They value an intuitive inquiry process and detailed customization options.

Secondary Users

Gifting Shoppers: People looking to purchase cookies as gifts, particularly during holidays or special occasions. They prefer an easy browsing experience with clear descriptions and an efficient checkout process.
Casual Browsers: Potential customers who might not be looking to buy immediately but are interested in exploring the offerings. They benefit from engaging visuals, clear navigation, and the ability to learn more about the products through clickable photos.

User Centered Design Solutions

Crafted for Users, Now and in the Future

Integrate a Simple Ordering System:
Implement an easy-to-use ordering system for non-custom cookies. Redesign the Flavor Menu to be intuitive, with clearly defined categories.

Improve Home Page and Custom Cookie Inquiry Process:

Text Readability:
- Darken text color site-wide for better readability and reduced eye strain.
- Streamline text for clarity by highlighting key details and removing clutter.
- Enhance text-background contrast to ensure legibility and accessibility.

Current: Minimal Contrast

Enhance User Interaction with Photos:
Make photos clickable, linking to detailed cookie descriptions, an order form, and a confirmation process for a seamless browsing experience.

User Interaction Enhancements:

Add hover states and drop-down menus with increased contrast for improved user interaction, similar to the example on the right.

“I don’t think my mom could read this.”

Usability Test participant

Example of Contrast

Next Steps and Learnings

Continuous Improvement Path

If I were to continue working with Mau Loa Sweets, I would implement and test the changes through close collaboration with the owner. I would conduct A/B testing to compare the new design with the current one to enhance user engagement.

Key metrics would include Custom Cookie Inquiries, Non-Custom Cookie Orders, and Event Sign-ups, with conversion rates tracked for event attendance and cookie orders. Usability testing sessions would provide insights into user interactions, such as page views, visit duration, and clicks on photos and links.

Working with Kristin, we would adopt an iterative approach to refine the website based on user feedback and data analysis, aiming to improve the overall user experience and help Mau Loa Sweets attract more customers and sell more cookies!