your one stop shop for foreign grocerries
Enhancing Asiatisk Mat's Online Experience:
A UX and Web Design Case Study for Attracting More Customers and Driving Profits
OUTCOME STATEMENT:
By implementing strategic UX and web design enhancements, ASIATISK MAT achieved significant improvements in their online presence, customer engagement, and profitability. The innovative solutions aimed at attracting more customers and driving profits without the need for an online shop resulted in measurable success within a short timeframe.
problem STATEMENT:
Asiatisk Mat, a local shop in Norway specializing in Asian and foreign groceries, faced challenges with its outdated online presence and limited customer engagement. Despite offering a diverse range of products and services, including a food truck with an Asian menu, the business struggled to attract sufficient foot traffic to its physical store. Additionally, the absence of an online shop hindered potential revenue growth and customer reach. Recognizing the need to modernize its digital platform and increase profitability without the option of online sales, Asiatisk Mat sought solutions to revitalize its online presence and drive customer engagement.
Project Overview:
Asiatisk Mat, a local shop in Norway offering a diverse selection of Asian and foreign groceries, sought to strengthen its online presence and increase profitability without implementing an online shop. Tasked with enhancing UX and web design, the project aimed to attract more customers to their physical store and food truck.
Users and Needs
Understanding Asiatisk Mat's Customer Base
Asiatisk Mat caters to a diverse customer base seeking a variety of Asian and foreign groceries. The primary users of Asiatisk Mat's services include:
Local Residents:
Individuals living in the vicinity of Asiatisk Mat's physical store who appreciate the convenience of accessing authentic Asian and foreign ingredients.
International Customers:
People from other countries, particularly Eastern Europe, seeking goods and products from their homeland to evoke a sense of familiarity and cultural connection.
The key needs and challenges of Asiatisk Mat's users include
Access to Authentic Ingredients: Users seek access to high-quality, authentic Asian and foreign ingredients for preparing traditional dishes and exploring new culinary experiences.
Cultural Connection: Many users visit Asiatisk Mat to experience a sense of cultural connection through food, seeking products that evoke memories of their heritage or travels.
Awareness of Product Availability: Despite offering a variety of products for foreign customers, Asiatisk Mat faces the challenge of limited awareness among potential customers. Many individuals are unaware of the unique offerings available at the store, missing out on the opportunity to purchase specialty items not found in larger mainstream supermarkets.
FOOD ENtHUSIASTs:
Cooking enthusiasts and food lovers who enjoy experimenting with international cuisines and require specialized ingredients not readily available in conventional grocery stores.
My ROLE in the project
In my capacity as the UX/UI and Web Designer for the Asiatisk Mat project, I assumed a multifaceted role aimed at elevating the online experience for the local food shop. Working collaboratively with the Asiatisk Mat team, my responsibilities extended beyond traditional design tasks to encompass strategic planning and business ideation. Key aspects of my role included:
1. User-Centric Design:
I led the process of understanding the needs and preferences of Asiatisk Mat's diverse customer base. This involved conducting user research, identifying pain points, and crafting solutions to improve the overall user experience.
3. Strategic Business Ideation
Beyond design aesthetics, I actively contributed to strategic business ideation aimed at expanding Asiatisk Mat's customer base and boosting profitability.
2. Creative Content Development
Recognizing the importance of engaging content in driving customer interest, I conceptualized and developed compelling ideas to enrich Asiatisk Mat's online presence.
4. Web Design
As the Web Designer, I spearheaded the redesign of Asiatisk Mat's website, focusing on creating a modern and engaging online platform.
5. UX Design
Leveraging my expertise in UX design, I crafted intuitive interfaces and user flows to enhance the overall usability and accessibility of the Asiatisk Mat website.
Throughout the project, I maintained a collaborative approach, working closely with the Asiatisk Mat team to ensure alignment with their goals and objectives. By combining strategic thinking with creative design solutions, I aimed to drive positive outcomes for both the business and its customers.
Constraints, Process, and Activities
Constraints and Objectives:
The challenge: Increase customer engagement and profitability without an online shop
Asiatisk Mat faced several constraints that shaped the scope and approach of the project. The primary objectives were to enhance the online presence and drive more foot traffic to the physical store and food truck, all within a tight budget and limited timeframe.
- Time Constraint: The project needed to show measurable improvements in customer engagement and profitability within three months.
- Budget Constraint: With a limited budget, the focus was on cost-effective strategies that could maximize impact without requiring significant financial investment.
- Operational Constraint: Asiatisk Mat did not have the capability to implement an online shop, so the solution had to drive in-store visits and purchases.
Week One: Research and Planning
Understanding the needs of Asiatisk Mat's diverse customer base was crucial. The first week was dedicated to gathering insights and defining the project scope:
- User Research : Conducted surveys and interviews with local residents, food enthusiasts, and international customers to identify key pain points and needs.
- Competitive Analysis: Analyzed local competitors and large retail chains like COOP NORD, KIWI, and MENU to identify gaps and opportunities.
- Strategic Planning: Developed a comprehensive plan focusing on content creation, social media engagement, and user experience improvements.
Week Two: Design and Content Creation
With insights in hand, the second week focused on creating engaging content and redesigning the website to enhance user experience:
- UX/UI Design: Redesigned the website layout for improved navigation and accessibility, ensuring a seamless experience for all users.
- Content Development: Created a series of engaging content pieces, including free recipes using Asiatisk Mat's products, and launched a catering service page.
- Social Media Campaigns: Designed Instagram campaigns to highlight unique products and promote the new services, aiming to increase brand visibility and attract more followers.
Week Three: Implementation and Testing
The third week was dedicated to implementing the changes and testing their effectiveness:
- Website Update: Launched the redesigned website with improved UI/UX, optimized for both desktop and mobile users.
- Content Integration: Integrated the newly created content into the website and scheduled regular updates to keep the audience engaged.
- Campaign Launch: Rolled out the Instagram campaigns, leveraging targeted ads to reach potential customers in the local area.
Week Four: Monitoring and Optimization
Continuous monitoring and iterative improvements were key to ensuring the success of the project:
- Performance Tracking: Set up analytics to track website traffic, user engagement, and conversion rates.
- User Feedback: Collected feedback from customers visiting the store and engaging with online content to identify areas for further improvement.
- Optimization : Made iterative changes based on performance data and user feedback, refining the strategies to maximize impact.
By the end of the fourth week, Asiatisk Mat saw a significant increase in customer engagement and foot traffic to the store, demonstrating the effectiveness of the implemented strategies and setting the stage for sustained growth.