Just Picnic Things

Problem

Just Picnic Things, a small business based in Detroit, Michigan, specializes in hosting intimate picnics for individuals and groups across Michigan. The owner approached me with concerns about their existing website, which was plagued by usability issues and customer complaints. The main challenges were:

Non-Responsiveness: The original website was non-responsive, causing frustration for users accessing it from mobile devices.

Booking Issues: Customers were unable to book picnics directly through the website, leading to a cumbersome process and potential customer loss.

Disorganized Booking: Orders via Instagram DMs lacked organization, making it hard for customers to find and understand relevant information.

Hard to find Information: The website lacked comprehensive information, resulting in repetitive customer queries and manual responses.

Solution

Create a user-friendly website that caters to mobile users.

Implement a seamless booking system for convenient customer reservations.

Streamline information flow to reduce customer inquiries and provide quick, accessible answers.

Improve overall user experience to drive customer satisfaction and sales.

Discover

In the initial phase of the project, I conducted a comprehensive discovery process, prioritizing a deep understanding of Just Picnic Things and its unique challenges. This involved a series of interviews with the owner, enabling me to gain invaluable insights into the intricacies of the business and its pain points.

Booking picnics should be a stress-free event for me. However, I have to admit it has been very stressful to book picnics using the website.

- BB

I was unable to book picnics directly on the website. I had to DM the business on instagram to book my picnic. It was very frustrating.

- AT

Owner Interviews

In the initial phase of the project, I conducted a comprehensive discovery process, prioritizing a deep understanding of Just Picnic Things and its unique challenges. This involved a series of interviews with the owner, enabling me to gain invaluable insights into the intricacies of the business and its pain points.

Through these conversations, I delved into the nuances of Just Picnic Things' operations, learning about their core offerings, target audience, and their aspirations for growth. The owner expressed a keen interest in streamlining the customer experience, particularly through their online platform, which was currently beset by several critical issues.

Key concerns included the website's non-responsiveness, severely limiting accessibility for the majority of customers who accessed it via mobile devices. The owner also emphasized the pressing need for a seamless booking system, allowing clients to reserve picnics directly through the website, thereby eliminating the current cumbersome process. Additionally, disorganized ordering through social media channels had become a pain point, demanding a more structured approach to customer interaction.

Understanding the importance of comprehensive information dissemination, the owner sought an organized system to address frequently asked questions, reducing manual inquiries and enhancing overall customer satisfaction. These insights provided the foundation for the design and development phases, guiding the creation of a user-friendly, efficient platform that aligned seamlessly with Just Picnic Things' vision and business objectives.

User Interviews

To gain a deeper understanding of Just Picnic Things' customer base and their specific pain points, I conducted a series of user interviews. These sessions were instrumental in uncovering valuable insights that informed the redesign process.

Participants ranged from frequent picnic-goers to first-time customers, allowing for a diverse perspective on the existing website's usability. Through open-ended questions and guided discussions, I probed into their experiences, preferences, and challenges encountered while interacting with the website.

Common themes emerged, with mobile users expressing frustration over the non-responsive interface, highlighting the urgency of a mobile-friendly solution. Many customers also expressed a desire for a streamlined booking process, citing difficulties in reserving picnics through the existing DM to book system.

Furthermore, the interviews shed light on the prevalence of disorganized ordering via Instagram. Users described their preference for a more structured and intuitive way to interact with the business, emphasizing the importance of clear communication and ease of access to relevant information such as avaialable dates and price.

Incorporating these user insights into the redesign process was pivotal in ensuring that the final product not only addressed the client's concerns but also resonated with the needs and expectations of Just Picnic Things' valued customer base.

I created two different user personas that allowed me to empathize with the end-users and better follow a human-centered process.

Define & Ideate

With a clear understanding of Just Picnic Things' business goals and user needs, the next phase of the project focused on defining a strategic design direction and generating creative solutions.

Defining the Design Direction:

Drawing from insights gathered through client interviews and user research, it was evident that the primary objectives were to enhance mobile responsiveness, streamline the booking process, and provide easily accessible information. These key focus areas formed the foundation of the design strategy.

Ideation and Brainstorming:

In collaboration with the client, we engaged in brainstorming sessions to explore innovative solutions. Wireframes and prototypes were developed, emphasizing a mobile-first approach to ensure a seamless experience for users across all devices. The booking system was meticulously planned, aiming for a user-friendly interface that simplifies the reservation process.

Additionally, we prioritized content organization, creating a clear and concise information architecture. This included the implementation of an FAQ section, reducing the need for repetitive inquiries and enhancing customer satisfaction.

User-Centric Design Decisions:

Throughout this phase, user personas such as "Mobile-First Morgan" and "Organized Olivia" guided our decision-making process. By placing their needs and pain points at the forefront, we ensured that every design element was tailored to provide the best possible experience for Just Picnic Things' diverse customer base.

By leveraging a combination of user research, client feedback, and creative brainstorming, this phase laid the groundwork for a transformative redesign that would address the identified pain points and ultimately lead to a more user-friendly and profitable website.

Low-Fidelity Prototype

To ensure that the design solutions were on the right track, I created a low-fidelity prototype that allowed both the client and potential customers to interact with the proposed interface. This prototype provided a tangible representation of the design concepts, enabling stakeholders to provide valuable feedback and insights:

Final Design

Below are screenshots showcasing the final design of the Just Picnic Things website after the successful redesign. These images highlight the key features and improvements made to enhance user experience and streamline the booking process.

Final Thoughts

Embarking on the Just Picnic Things website redesign project has been a gratifying journey, one that has not only addressed critical pain points but also yielded tangible results. Witnessing a 45% increase in sales and receiving positive feedback from customers reaffirms the power of user-centric design in driving business success.

As I reflect on this project, I'm reminded of the importance of empathy in design. Understanding the needs and frustrations of both the client and their customers played a pivotal role in shaping the final product. The iterative process, from discovery to prototyping and implementation, underscored the value of collaboration and continuous refinement.

Looking ahead, I'm excited to apply the lessons learned from this project to future endeavors. It has reinforced my belief in the transformative potential of thoughtful, user-centered design. As I move forward, I'm eager to take on new challenges and continue creating meaningful experiences that make a positive impact.

I extend my heartfelt gratitude to the team at Just Picnic Things for their trust and collaboration throughout this journey. Together, we've achieved a website that not only meets the business goals but also provides an enhanced and seamless experience for its valued customers.