Multidisciplinary creative and technology studio

Purebrot, Impossible Foods

Crafting an ecommerce experience for handcrafted breads and bakery products.

Web & Mobile UI

The Problem

Purebrot’s user experience was flawed and riddled with a number of issues related to product discovery and online ordering.

The Solution

We conducted an immersive session with the internal stakeholders followed by an extensive user research to understand the gaps. After speaking to a wide variety of users falling in different age groups, we defined user personas and created a user journey to help us chart the roadmap for the redesign.

The Process

Our broad approach was to unearth the issues and have a data led design methodology.

Research > Planning > Design & Test > Refine

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Wireframes

Basis the user flow, we created a site map to chart the structure of the website and developed wireframes.

Refining the brand’s visual language

In order for us to craft a contemporary UI, we had to tweak the visual design to meet the requirements. We did that without undergoing an extensive rebranding exercise by enhancing the existing design elements and creating a language close to the existing one.

Illustrations

Resulting UX/UI

We meticulously worked on multiple journeys and crafted the experience in a way that’s comprehensible to the primary audience with intuitive UI elements.

Homepage

Product

Search & Filter

Icons

Links

Default

View

Alternate

Roselle Jam

Form fields

One-line text field inactive

One-line text field active

Dropdown

Buttons

Add to Cart Counter

Cards

Order Tracking

Testimonial carousel

Product card

Cart item

Post-login actions

Checkout/Shipping

Subscription Model

The repeat business of the bakery was dependent on the success of the subscription model. We looked at multiple scenarios emerging in this journey and crafted a UX that’s heavily personalized. RIght from the type of bread they wanted on specific days to turning off the subscription as per their convenience, all this was planned in detail.