Overview
Background
‘Seitan Way’ is an online store for a home-based vegan boutique deli
in the management of Aya Khilah Sirkis.
in the management of Aya Khilah Sirkis.
As a small, home-based business owner, Aya based her work mainly through WhatsApp.
She also did everything in the business herself - creating the products, marketing, packaging, delivering - and all while maintaining the day-to-day routines of being a full-time mom.
She also did everything in the business herself - creating the products, marketing, packaging, delivering - and all while maintaining the day-to-day routines of being a full-time mom.
Still, alongside success, it was time to create a fresh look for the business
and create an actual responsive website that will display the wonderful products
that Aya has to offer and will simplify the order process for both customers and Aya.
and create an actual responsive website that will display the wonderful products
that Aya has to offer and will simplify the order process for both customers and Aya.
Aya needed optimization of her time, and we came into the picture
to help her with that.
My Role
UI design | Brand design
Team Members
Kfir Fuks: UX design | Business research
Alex Guberman: Full stack developer
Challenge
Optimizing time and effort in the business's day-to-day operations to eliminate Aya's need to be available for customer calls
throughout the hours of operation to receive orders and provide explanations about products, order procedure, shipping method, etc.
throughout the hours of operation to receive orders and provide explanations about products, order procedure, shipping method, etc.
Project goals
Brand design
Refresh the brand’s design and create a strong presence by using new fonts, a unified color plate,
a professional product photoshoot, and a clean and esthetic design that speaks to the values of the brand
Create a simple and smooth user experience
Creating a simple and efficient responsive web design for desktop and mobile experience that will simplify the order process for the 'Saiten Way' customers
Transparency & flexibility
Allow customers to choose from various products and create an independent shopping experience that will
show clear and detailed information about each product, including ingredients, nutritional values, recipes ideas, etc.
show clear and detailed information about each product, including ingredients, nutritional values, recipes ideas, etc.
Save time
Make the shopping experience fast and smooth for the customers while freeing up time for the behind-the-scenes production work process by creating a web app management platform that will replace the existing Google Forms/Whatsapp method and enable easy, efficient and convenient documentation and all in all, make the business management easier for Aya.
Business research
To understand the entire system surrounding the business and customers, we had to take apart
the various components and figure out the complexity of needs and implications.
the various components and figure out the complexity of needs and implications.
The process included three key stages:
1. User research - Users interviews (via phone), online information gathered from social media, and relevant sites.
2. Owner research - interviewing the business owner
3. Market research - Team meeting, brainstorming, internet, and social media analysis
1. User research - Users interviews (via phone), online information gathered from social media, and relevant sites.
2. Owner research - interviewing the business owner
3. Market research - Team meeting, brainstorming, internet, and social media analysis
Customers main points
Target Audience
Desktop design
Mobile design
Branding
Before
Process
In working on the new look of the business, I wanted to express the manual work that Aya invests in Seitan products. I wanted the whole business to have a more boutique, unique and creative look. I researched different shapes, varied fonts, and colors that would connect to the values of the brand.
After
Merch & Stationery
Social Media
