Full Online Store Redesign for a Specialty Food E-Commerce Brand
A complete UX/UI redesign of every page of a U.S. online store for Liège waffle ingredients and equipment, from the homepage and catalogue to the account area, cart and checkout.
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| Location: | U.S.A |
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Client
Waffle Pantry is a California-based online store dedicated to everything needed for authentic Liège waffles: Belgian pearl sugar, waffle mixes, professional waffle irons, chocolate and specialty spreads. The store serves both home bakers and businesses, with retail orders, bulk packaging and wholesale and reseller programs. The client wanted to redesign the existing online store so that every type of customer could move from product selection to a completed order as smoothly as possible.
Challenges
- Supports different customer journeys, from first-time guests to returning logged-in customers and wholesale buyers
- Makes the cart and checkout simple, clear and quick to complete
- Lets returning customers choose a saved delivery address in one click
- Offers a modern, appetising visual style that fits a specialty food brand
- Is tested in several variations before the final direction is approved
Impact / Result
Waffle Pantry received a fully reworked store experience built around how its customers actually shop. Guests and returning customers each have a clear path to checkout, saved addresses remove repetitive steps, and the refreshed visual style presents a specialty food brand in a modern, consistent way across all pages.
Around 300 hours went into the redesign alone, most of them into user flows, cart and checkout scenarios, and the comparison of page variations. The final design was approved only after the key hypotheses had been checked, so every screen in the handover reflects a tested decision rather than a first idea.
