Mingle is a Melbourne-based seasoning company known for its range of natural and flavourful spice blends.
Contribution
User research
Personas, Customer Journeys
Wireframes
Information Architecture
Lo-fi, Hi-fi Prototype
How might we
How might we improve the Mingle experience for both new and existing customers on the mobile website, making it easier to shop for spices amidst their busy lifestyles?​
About Mingle and client brief
Founded in 2016 in Melbourne, Mingle offers "no nasty" spices to help create healthy and simple meals. We were fortunate to work on this project, especially as Mingle is rapidly growing as a local business.
Our goal was to increase the purchase rate for visitors to their website through our research and design efforts.
Let's talk to the users and learn about their behaviours
We sent out two surveys to find out what people's online shopping habits are like.
​
We received 226 responses and after this process, we went out to the shopping mall and did
7 Guerilla interviews.
​
We also did 9 existing website usability tests and 4 competitor analyses.
We discovered that common pain points include
-
The landing page is too lengthy.
-
The recipe page is appealing but difficult to navigate.
-
The checkout process is not functioning properly.
-
Information about Mingle is hard to find.
-
Users want to learn more about the company.
-
Browsing by dietary options is challenging.
Understanding users
It helped us understand their needs and frustrations, identify pain points, and enhance the user experience, ensuring that our design decisions prioritize what matters most to users.
Sketch your ideas
The primary goal of these sketches was to outline multiple flows and explore the various ideas generated during the design sprint.
Low-fidelity prototype
After reviewing Google Analytics, we chose to focus on the mobile website and created low-fidelity prototypes to map out the ideal user flow.
​
Key Changes:
-
Added a hamburger menu
-
Incorporated gamification elements
-
Simplified the footer
-
Organized recipe pages by protein type
-
Enabled sign-up via social media
​
User Testing
Internal testing was conducted to identify and resolve any significant usability issues.
After many rounds of user tests, we started building a high-fidelity prototype.
We went through multiple times of user tests and were finally happy to move on to high-fidelity prototype. We decided to keep Mingle's current website colour scheme also the fonts.
​
Key Changes:
-
Simplified the header
-
Highlighted their stunning imagery
-
Fixed the broken checkout page
-
Added fun features like a recipe roulette
​
User Testing
User testing continued throughout the high-fidelity phase, with valuable feedback ensuring the website operated smoothly.
What's next?
-
Implement the quick wins for immediate impact
-
​Collaborate with a developer to bring the designs to life
-
Review and finalize the leave-behind materials
