Key Information
A self-initiated project
Role Responsibility
Tools Used
Research Plan
Branding
Medium Fidelity Mock-Up
Macro Business Analysis
User Interview
Affinity Mapping
Sentiment Analysis
Data Collection
Figma
Paper Sketch
Miro
The Problem Space
The vegan chocolate company faces the challenge of translating the sensory-rich and personalized in-store experience into the digital domain. This involves bridging the gap between a market's tactile, multisensory interactions and the limitations of online stores.
Living Lotus Food & Nutrition Inc. is a distinguished plant-based dessert and food education company located in Vancouver, BC. Their signature offering is vegan bean-to-bar chocolate. It is handcrafted in small batches using beans from two dedicated farms. The beans are grown and harvested by farmers who are paid fairly for their hard work. In June 2023, the company proudly marked a decade of operation, reflecting on its contributions to both the community and the plant-based food sector
The Goal
How might we build emotional connections with online customers similar to those formed during in-person visits?
The Research Plan
Competitors Analysis
One of the biggest strengths was the product itself—it is one of the few vegan bean-to-bar chocolate brands available globally and is unique in the Vancouver chocolate scene. However, searching for “bean-to-bar chocolate” online doesn’t bring the company to the top results. Other weaknesses affect user experience and are an opportunity to improve.
According to the research, veganism is rapidly growing in popularity, and consumers have increased their interest in choosing healthier ingredients. Attracting new communities will require us to introduce them to the product smoothly through new-customer-friendly design.
Empathize - Client
According to the client, her target audience is women aged 20 to 65 who are educated about the importance of fair trade products. Her main online method for attracting and retaining customers is through newsletters, while her offline method relies on business cards. The client preferred increasing sales using her current strategy rather than entering new markets. Previously, most of her revenue came from wholesale operations, but now she plans to stop it completely. During the interview, I also learned that her cocoa beans are sourced from Ecuador and Peru, which will be important factors to consider when developing the UX solution.
Identify Possible Problems
PESTEL Analysis
Problems in User Journey
Reflecting on the company’s weaknesses identified in the SWOT analysis, examining the website, and observing Audrey’s approach at the market, I discovered several areas for improvement that could benefit the online customer experience. While visiting the market, I got the chance to experience chocolate tasting for the first time. Audrey guided me through different textures, tasting notes, and sweetness levels, helping me choose the perfect chocolate for me.
In my online research, I noticed that many indirect competitors prominently feature their best-selling chocolates to simplify the selection process for new customers and put limited edition products above others to be seen. Equally important, direct competitors have a page on their site dedicated to sourcing ingredients and explaining how they positively impact the farmers who produce their cocoa beans.
Other Problems
When I was learning more about ways to attract customers online, specifically through search engine optimization, I found that many components significantly affect how search filters and the site's overall visibility.
User Interview
Data Analysis
Proposed Solution
Key Solution Elements
There are multiple factors that can create friction for users that can potentially leave them uncertain, and dissuade them from completing their purchase
Attract
Help users to find you effortlessly. Outrank competitors and cater to users' wants.
Update the domain
Updating the domain from www.livinglotus.NET to www.livinglotus.CA has many advantages, such as:
1) The website will be a priority for Canadian viewers on most web browsers.
2) .CA is viewed in searching engine as .COM(mercial), rather than .NET(work); therefore, has all the benefits of .COM
3) Sites with .CA domain has more significant support from the Canadian community
Utilize plugin for SEO
Optimizing the search using keywords like “Bean-to-Bar,” “Vegan,” “Dairy-free,” “Vancouver,” and “Artisanal” can put you in the right position.
Percentages are from conducted research in 2020 by IBM & IBV (Institute for Business Value) of 18.980 consumers in 28 countries
By integrating SEO into your site’s structure, you improve its visibility in search results and create a more user-centric architecture. Therefore, it will draw organic traffic and provide a seamless user experience.
Engage
Recreate the familiar in-store experiences online to reassure both new and returning customers. By mirroring each phase of the real-life purchase process, you can help your users feel more confident and supported in their buying decisions
One way to achieve this balance is by creating dedicated pages for each phase of the user journey, ensuring a structured and intuitive experience. For phase 1, I researched chocolate-tasting procedures and went through the non-seasonal products on the website to find repetitive details on their tasting notes and chocolate types. Additionally, the mouthfeel of the chocolate can be added to the product's page, which can help users choose between Ecuadorian and Peruvian chocolates. The "Learn" phase I found the most fascinating as I learned a lot about the brand’s commitment to fighting child labour and harsh farm conditions. I believe this information can be extremely helpful to foster trust and help customers feel more confident about choosing this brand for future purchases.
Navigate
Enable users to quickly locate exactly what they need, eliminating the need for endless scrolling. Organize products into clear categories and offer filtering options to accelerate the search process.
It is essential to incorporate filters into the site architecture. This approach allows users to easily view the types of products you offer, enhancing overall navigation and user satisfaction. I chose this colour palette according to overall brand aesthetics. I selected the most common chocolate types and used the words "Dark" for 70% chocolate and "Milk" for 57% chocolate to make it easier for new customers. Additionally, I looked for the pattern in tasting notes to tailor to the majority of non-seasonal products.
Original Page
Remade Page
Streamlining category options helps minimize user confusion. I selected only the most descriptive categories for the available products, which not only supports a cleaner user experience but also aids in faster SEO indexing. Additionally, these categories guide users to quickly discover related items.
Preserve
Offer customers clear, readily accessible information on the product's main ingredients. Distinguish and highlight your brand by providing details on origins, handling practices, and how you directly influence farmers; dedicate a page to any innovative technology used in production
During the client interview, I discovered that the company eagerly seeks to improve by implementing Institute of Chocolate-approved technologies into production. From user interviews, it is clear that users are interested in learning about the benefits and sustainability of alternatives; for example, the sweeteners that Living Lotus uses in their chocolate—such as coconut nectar, coconut sugar, and Medjool dates—are safe for diabetic people and do not require cutting down trees. Creating dedicated pages for these innovations can heavily increase bonding between customers and the brand.
