I worked on a team of two UX designers and one strategist to redesign Ghirardelli.com. This site redesign was certainly not built in a day — we spent significant time getting to know users and responding to their specific needs. Over four months, we completed a number of UX research and design activities in order to create the best solutions.
The dated Ghirardelli site offered a host of problems for our team to solve, but through talking to users, digging through Google Analytics data, and visiting Ghirardelli stores, we landed on a primary problem to tackle — Ghirardelli customers are not offered an efficient and delightful shopping experience online, unlike the shopping experience in Ghirardelli stores.
We created three personas to design for: the Bulk Buyer, the Gifter, and the Baker. The following example is an early iteration of a user flow for our primary persona, the Gifter:
With the gifter in mind, we implemented the following changes:
- simplified, task-based navigation
- prioritized gift content to the first homepage module
- added a persistent “free gift” promotion to header
- allowed users to add items to cart directly from product grid
The redesigned Ghirardelli site is full of impactful improvements, some small, some large, across the site:
- fully responsive layout
- single page checkout process
- sticky global navigation
- natural language recipe search
- add to cart functionality on rollover
- sliding content modules on homepage
- drawer functionality on header elements
These improvements combined with the full re-architecture of the site provide a quick and delightful shopping experience for Ghirardelli customers – something they have come to expect from Ghirardelli for more than a century.