Sprouts Cooking Club

UX Design Case Study

In this case study, we'll walk through a real-world design challenge that inspired me to dissect the steps I would take to improve the information architecture of this website.

 

Introduction

I recently came across a company named, Sprouts Cooking Club, where I noticed an opportunity to improve the user’s homepage experience. Sprouts Cooking Club is an organization based in the San Francisco Bay Area, New York City, and Paris, that empowers youth ages 16-24 from all socioeconomic, physical, and mental health backgrounds the importance of healthy, nutritional foods through hands-on cooking with real chefs with real ingredients in real restaurants. I discovered on the homepage that there is an opportunity to improve the information architecture of the main navigation. The existing main navigation drop-downs are brimming with information; however, with proper user research, we can determine the best way to organize the content that suits the needs of users, thus increasing website traffic to key pages.

 
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The Problem

The client’s existing homepage experience: I believe users could be experiencing challenges with finding what they are looking for, using the main navigation. Therefore, this could be impacting web traffic to
key information.

 

My Role

My role in this project was to reexamine the information architecture of the site. Here are the top things I worked: 

  • Interview the key stakeholders to understand the current pain points, challenges, and opportunities with this website 

  • Review existing data analytics for the website and social media metrics

  • Research existing information architecture (i.e. sitemap, footer, etc.)

  • Organize a discovery meeting with internal stakeholders to present initial findings 

  • Share UX strategy

 
Image by Gareth Hubbard

My Approach

I would have approached this project using UX best practices and common design thinking methodologies. In this case, I would compare my approach to using the 5-step design thinking process: 

  1. Empathize to understand what the users' and stakeholders' pain points are with the current information architecture.

  2. Define the problem. 

  3. Ideation sessions are used to formulate solutions that could potentially help users arrive at their desired outcome.   

  4. Prototype to design lo-fidelity to high-fidelity samples of improved user experience.

  5. Testing to gather user data insights to see if the shipped design helped users achieve their desired outcome. 

 

How to Discover the Key Findings

After performing user research, collecting data, and analyzing the results, this is where I would determine the best way to tackle the restructuring of information on the site. Helpful tools that I would use to help narrate these findings are: 

  • Write up user personas to better understand the audience and what they want to accomplish from the website 

  • Mapping out user journeys - how do they find their way around the site now? How do they envision a clearer process?  

  • Survey existing users - short feedback survey (if there is time, interviews with actives users can be helpful)

    • Pull out user testimonials/quotes

  • Examine opportunities (through the user’s eyes) to see how information architecture can be improved

 
Image by Caroline Attwood

Ideation Process

After collection the intel from users, I would:

  1. Present the user data collection to stakeholders

  2. Host "quick-fire" ideation session(s) and collaborate with stakeholders 

           a. Use card sorting 

The purpose of these sessions is to generate as many ideas as possible to improve the way content is currently displayed in the main navigation of the site. 

 

Solution & Testing

Based upon the ideation session(s), this will help define the best path forward to begin prototyping and testing a solution. 

Depending on time constraints and budget, the most efficient way to get quantitative feedback would be to use: 

  • A/B testing 

  • Web traffic analytics

However, if more time and resources are allocated, a survey to users could be beneficial in collecting qualitative feedback. 

 

Takeaways & Reflections

After conducting testing for a certain length of time, these results will help determine if we are seeing improvements with the way users are navigating the site. Here are the steps I would take to showcase these findings: 

  • User findings would be formally presented to internal stakeholders. 

  • Stakeholders can see if goals were met. 

  • Share any key takeaways or feedback from users; this information could help with future enhancements

 

©2020 Created by Arika Lawrence