Celia Chocolatier

Description

Celia Chocolatier is a local artisanal chocolate brand based in San Luis Obispo, California. It is renowned for its commitment to quality and sustainability. The brand embarked on a journey to elevate its online persona and packaging aesthetics. The core mission is to craft digital and physical designs that not only embodies the essence of the brand's ethos but also captivate and attract its clientele.

Team and My Role

As the sole UX, brand and packaging designer, I took on multiple roles to conduct UX researcher, and redesign all the visual aspects, digital branding and packaging. I collaborated closely with the Celia Chocolatier teams and our interactions were iterative, with feedback sessions scheduled biweekly to ensure alignment with the brand's vision.

Digital User Experience

Challenge

Celia, as a startup chocolate brand, faced the challenge of effectively showcasing their natural and locally sourced chocolates through their existing website.
The website lacked a user-friendly interface on all platforms and failed to convey the brand's commitment to high-quality ingredients and artisanal craftsmanship.

Design Process

Utilizing an iterative design approach, I embarked on a journey to understand the brand essence and customer expectations. Following agile principles, I divided the project into sprints, each focusing on specific aspects of the design, including user interface, packaging, and digital experience.

Understanding the User

First, it was crucial to research the needs, goals, and motivations of customer, target market, and business.

Data Collection

During the initial stages of the project, data collection was essential to inform design decisions and understand user needs. Given the constraints of a limited budget and tight timeline, alternative methods were employed to gather insights.

• Owner Feedback and Customer Inputs: To gain an understanding of the existing challenges and user pain points, direct feedback was solicited from the owners of Celia Chocolatier. Their insights provided valuable perspectives on the shortcomings of the previous design and highlighted areas for improvement.
• Customer Feedback: Additionally, efforts were made to gather feedback from existing customers regarding their experiences with the old website design. This feedback served as a foundational element in identifying key usability issues and user preferences.

Limitations: Despite limited resources and time constraints, the iterative testing approach was crucial in improving the design. By constantly collecting feedback and making changes based on user insights, I created a new website that better matched what the audience wanted. Talking with the owners and some loyal Celia customers helped me find out what problems users had with the old website.

Project Goals

The primary objectives of the project were established to address the identified challenges and opportunities within Celia Chocolatier's digital presence.

User Goals

• Easily navigate the website to explore the options and larger range of chocolates.
• Gain insight into the ingredients and sourcing process.
• Enjoy a seamless shopping experience.

Business Goals

• Increase online sales and brand visibility.
• Enhance customer engagement and loyalty.
• Showcase the brand's commitment to quality and sustainability.

Key Findings

Through user research and analysis, several key insights emerged that informed the direction of the project:

• Poor Navigation: The website may lack intuitive navigation, making it difficult for users to find the products they're looking for. Confusing menus, unclear categories, or a lack of search functionality can frustrate users and lead to high bounce rates.
• Outdated Design: An outdated design aesthetic can give the impression of untrustworthiness or lack of professionalism. Cluttered layouts, mismatched colors, and poor typography may prevent users from exploring the website further or trusting the brand.
• Optimization: Users have complained that the website is not optimized for mobile devices, making it difficult to navigate and view content on smaller screens.
• Limited Product Information: Users expect detailed information about the chocolates, including ingredients, origin, flavor profiles, and pricing. An old website may provide insufficient or outdated product descriptions, leading to uncertainty and hesitation in making a purchase.
• Slow loading Times and Latency: Slow loading times can significantly impact the user experience, especially for e-commerce websites where users expect quick access to products and seamless browsing. An old website may be burdened with outdated technology or have excessive elements, leading to frustratingly long load times.

Creating a User-Centric Design

Intuitive Navigation

• Implement a clear and user-friendly navigation menu that allows visitors to easily find the information they need.
• Use descriptive labels and organize the menu logically.
  

Clear Messaging

• Craft concise and compelling copy that communicates the brand's value proposition and key messages.
• Use headings, subheadings, and bullet points to break up text and improve readability.

Appealing Visuals

• Utilize high-quality images and videos that showcase the products in an enticing way.
• Incorporate a visually appealing color scheme and typography that aligns with the brand's identity.
• Implement visual elements such as icons and illustrations to enhance the overall user experience.

Information Architecture

Drawing inspiration from the brand's ethos of transparency, I mapped out the information architecture to ensure clarity and ease of navigation on the website. Emphasis was placed on showcasing the sourcing process, ingredient details, and flavor profiles of the chocolates.

Solution

To address these challenges, I launched a redesign project to enhance the user experience and align the website with the brand's values. By redesigning the website's navigation and visual identity, I aimed to create a more seamless and enjoyable shopping experience for users.

Iteration & Testing

Usability testing was conducted to validate design decisions and gather feedback for each iteration. Insights from testing revealed areas for improvement.

Key Learnings & Next Steps

Key learnings from the project included the importance of researching brands within users' awareness and optimizing prototype fidelity for efficient testing. Moving forward, additional usability tests and iterations will be conducted, followed by collaboration with developers to implement the final design.

External Link 

Prototype

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Packaging Design

In redesigning Celia chocolate bars packaging, several key elements were integrated to elevate the brand's presence and resonate with consumers feedback Integration

Elegant & Memorable Design

Fonts and Size

The packaging prominently features a bold, eye-catching font to emphasize the richness and intensity of the chocolate flavors, ensuring immediate attention from consumers.

"Made in California" Highlight

A prominent callout showcasing the origin of the chocolates in California reinforces the brand's commitment to local sourcing and quality craftsmanship.

Catchphrase Inclusion

A carefully crafted catchphrase adorns the packaging, providing a memorable and engaging touchpoint for consumers, inviting them to embark on a delightful chocolate experience.

Illustrative Elements

Elegant illustrations complement the design, evoking a sense of sophistication and indulgence, while also adding visual appeal to the packaging.

Gourmet Aesthetic

The packaging exudes an air of gourmet sophistication, aligning with the brand's commitment to artisanal craftsmanship and premium quality.

Natural Ingredients Emphasis

Through subtle design cues and imagery, the packaging communicates the use of natural ingredients, appealing to consumers seeking authentic and wholesome chocolate experiences.

Handcrafted Essence

Handcrafted detailing and bespoke touches infuse the packaging with a sense of artisanal care and attention to detail, further enhancing its appeal to discerning chocolate enthusiasts.

Memorable Message

A carefully crafted message resonates with consumers, conveying the brand's story, values, and dedication to creating unforgettable chocolate moments.

Emotional Connection

The packaging design elicits an emotional response, forging a deeper connection between consumers and the Celia’s brand, fostering loyalty and repeat purchases.

By incorporating these elements into the packaging design, Celia chocolatier chocolate bars are transformed into more than just confectionery products; they become emblematic of a sophisticated and indulgent chocolate experience, deeply rooted in craftsmanship, quality, and California heritage.