A to Z Pâtisserie
Branding & Website Design
I designed this website for a fictional specialty food and equipment retailer. The project is detailed below.
Overview
Role: UX/UI Designer, Conducted User Testing
Tools: Adobe XD, Adobe Illustrator
A to Z Pâtisserie is a fictional family operated specialty food and equipment retailer that is dedicated to providing quality ingredients and products to professional and at home chefs.
Target Audience
Male and female professional chefs ranging from 30 to 60 years old.
Aspiring pastry chefs
Male and female baking hobbyists looking for quality ingredients. Ranging in age from 25 to 60 years old.
Brand Guidelines
A to Z Pâtisserie’s color palette has been designed to appeal to the finest professional chefs as well as aspiring at home bakers looking to refine their skills. Our colors are meant to reflect the refined quality of our ingredients and equipment. Warm Charcoal represents the elegant and high-end nature of our products. The subdued and muted tones of Chocolate and Sienna are warm, appetizing, and signify the rich and complex flavors our ingredients can help achieve. Cream creates an earthy alternative to white so our brand can be inviting to budding pastry chefs. Meno Banner Bold is used for stylized headlines. Muli is used for all other text elements.
Brand Logo
The research and competitor analysis process informed the logo design. Based on my findings, dark, muted colors and serif fonts appealed to a high-end clientele. These elements were combined into a classic style logo that can compare to and standout from competitors. The logo is a graphic treatment of the company name, A to Z Pâtisserie. The “A to Z” portion is meant to be used as a logo mark as well as a part of the complete logo. It was important for users to know that A to Z Pâtisserie offers everything they need for their pastry project from “A to Z.”
Wireframes
Prototype
Testing Approach:
Five test subjects with baking skills ranging from novice to intermediate have been selected. Each usability test occurred in person, and lasted 15 to 20 minutes. Users were given a series of tasks to complete on AtoZPatisserie.com. Each task was timed, and the user had the option to complete or abandon the task. Following the user completing the tasks, they were asked questions to gauge how they felt about their experience using the website.
Scenario Given to Users:
You are a baker and you are looking to buy a product for your next baking project.
Tasks:
Find the Pastry category page.
Find the cake and pie servers.
Use the filters to find an All-Clad pie server, and view the product detail page.
Add the product to your cart, and go through the checkout process.
Questions:
