Leveraging heuristics to integrate E-commerce
presence.
Role:
Academic project
UX Research
UI Design

Key Methods:
Research analysis
Heuristic evaluation
Baymard analysis
Wireframes
Prototyping
Usability testing

Details:
Partner : Sanjana Shah
Duration : 14 weeks
Problem:
Whenever people want to buy Larabars, they have to visit nearby stores or if they want to buy them online, they have to order them through online retail stores like Amazon, Walmart, etc. This takes away the true essence of the brand which is real goodness. There is no E-Commerce presence to the existing website that helps our consumers buy Larabars directly on-site whilst immersing in the experience that our re-designed website provides.


Solution:
The main objective of the project was a responsive web prototype with element-level interactivity. We used Heuristics to evaluate existing usability ness and used them to redesign the website whilst integrating E-Commerce presence so that users can have a seamless shopping experience. All deliverables were designed to allow Larabar to expand its website with visual and structural cohesion.
Link to detailed analysis of project
Impact
The Hypothetical Impact on the Economy by introducing e-commerce to Larabar's website, coupled with a boosted Baymard score of 68, could drive substantial economic benefits. Anticipated outcomes include a 20-30% surge in annual revenue, a 15% rise in sales benefiting local suppliers, a 15% increase in consumer spending due to increased convenience, and a 5-10% larger market share thanks to the improved Baymard score. These projections highlight the positive economic impact of Larabar's e-commerce initiative and user-friendly website design.
Overview
Website Usability Analysis
1) We understood the overlying faults in the website that have not been caught.
2) We also wanted to use the evaluation as a vehicle to communicate the relationship between usability, visual design, and user experience for our users.
3) Finally, it helped shed ineffective design thinking that may linger from the rendition of the existing website
Defining the areas to focus on
After Baymard analysis the usability findings were organised and prioritized based on various guidelines that determines the level of impedance of user experience. Some of the factors can be
Visual ambiguity
Visual elements such as the navigation menu caused confusion amongst users. Many visual cues fall flat due to less than ideal typography choices. Users struggled to find the information they needed on text-heavy pages.
SAAS Integration 🔗
Using SAAS tools like Kibo by Certona, we made sure that Larabar’s website consists of everything that can make user’s e-commerce surfing as easy as possible. Navigating the user to get what they want in a smooth and seamless manner takes in a lot of research variants which will be the main focus.
Unclear Information Architecture
There is much organizational confusion where links in vertical tabs lead to other subpages located in other horizontal tabs. There seems to be some redundant linking when the user is not logged in. Users were confused by the inconsistent language to describe the same asset
Interview Findings
We have taken 6 User interviews who are fitness enthusiasts, people with healthy life choices and aged around 18-44.

This is a journey map of our ideal persona filtering required products according to the allergies he has.
‍Problem Statement : I am peter and I am allergic to gluten when I am trying to buy gluten-free bars from Larabar I couldn’t find where shall I choose that feature because of the bad feature visibility and understandability which is very confusing for me.
‍Expectations : He wants a clear idea about the food content that Larabar product has because he is allergic to certain food products.
After figuring out what and how our users go through, we sent out google survey forms to get a deeper understanding about various aspects of the website. These are the findings from the survey. We got an idea of our competitors and what they do, buying patterns of our users etc
Brainstorming what fits in redesigned model
High-fidelity Prototypes
This is a working prototype video of our redesigned Larabar website that clearly shows all the changes made and experiences created to make the process of user seamless and aesthetic.
Web version
Mobile version
Baymard analysis for the redesigned website.
After integrating E-commerce presence to the existing website, we have done Baymard analysis and the performance score turned out to be 68. We repaired the glitches in Home page, Product page, Cart & Checkout, Customer accounts and Order related screens. Below is the result of our redesigned website.
SAAS Integration
Who are your target audience
It requires this kind of information to provide target & segment personalization to our users. In the current situation, my target audience is Fitness freaks, Athletes/trekkers, busy people who choose quick meal options but tend towards healthy choices, and people with dietary restrictions.
What actions are you looking for
To provide personalized experiences, we have to choose certain actions according to our needs and goals. Some of the actions or services provided by Kibo software are Analytics & reporting, testing & experimenting, product recommendations, Segment & targeting, Personalised search, Social proof & badging.
When
You have to enter the time and date on which, the software starts working.
Why
Why do we need to use software like this? The solution is to improve metrics like conversion rates, and new customer acquisition rate, improve add to cart rate, decrease cart abandonment and bounce rate, and improve revenue session.

1. Personalised Search.

2. Personalized product recommendations

3. Segmentation & targeting

Contact
me