Revolutionizing the Väcka online experience
Redesigning the web experience of Väcka, a plant-based cheese brand, to make it as badass as them.
OVERVIEW
TASK
Turn your current website into a communication hub that authentically and effectively channels your experience of revolutionary and activist spirit.
TIME
2 weeks
TOOLS
Figma, Figjam, Zoom, Slack, Notion, Photoshop, Midjourney, Google Forms.
COMPANY
Väcka, a powerhouse plant-based cheese company from Barcelona, has sparked an undeniable culinary revolution with its innovative flavors, transformative textures, and game-changing ingredients.
SUMMARY
Amid life's small pleasures – the morning coffee's aroma, a secret chocolate treat, or a melty cheese sandwich – an emerging trend sees people embracing a broader, "global" joy. This pursuit leads them to organic Arabica coffee, artisanal, sugar-free chocolate, and a… plant-based cheese sandwich.
This, indeed, is a quest akin to seeking a trap singer without autotune. Just like a natural voice struggles to mimic the boundless echoes of a cathedral, reproducing the texture and taste of cheese isn't a walk in the park.
Or Why Väcka matters:
Cheese, inherently, comes in myriad textures and forms (melted, sliced, gratinated, creamy...), and making it work across all these dimensions without an animal origin is no mean feat. However, this small enterprise has achieved just that, marking a revolutionary leap forward.
Something this groundbreaking deserves the proper spotlight, spanning all available avenues. The folks at Väcka knew this, and we started to work with them to make the web experience coherent with their work and full of rebelliousness, activism but above all good vibes.
UX DESIGN
In order to situate Väcka in the competitive landscape, we drew up a strategic positioning map. to do this, after researching the main market players, we asked ourselves:
Which brands have fully local manufacturing versus fully industrialised processes, and which emphasise global distribution versus those that prioritise the local market to ensure quality?
After our research, we discovered that:
As companies grow, product quality often diminishes, impacting taste and authenticity. (e.g. Violife)
The limited resources impede small producers from expanding while maintaining taste and texture. (e.g. Honestly tasty)
Väcka expands in a unique way without sacrificing taste, thanks to its R&D-driven growth.
Väcka is more than a brand; it's a culinary adventure. Their plant-based cheeses cater to vegans, vegetarians, and flexitarians alike, offering a delicious and ethical alternative. But before we delve into the redesign process, let's take a moment to savor the essence of Väcka.
First of all, WHAT is Väcka
Thanks to the Väcka team, we had a clear brand and graphic design style, with its own style guide. However, we conducted a visual analysis of their closest competitors within their current positioning to see how they present themselves to the world.
They all have a rebellious and fun personality, a dash of activism depending on the brand, and a somewhat irreverent character.
Primary Research
After an initial sector analysis and a comprehensive assessment of Väcka's market positioning, we delved into an in-depth interview with Luz Sanz, the CEO and co-founder of Väcka. This tête-à-tête allowed us to delve into the intricacies of the vegan cheese sector through the expert lens of someone deeply immersed in the field. It also unveiled Väcka's role within this dynamic landscape.
From this insightful interaction, we distilled that Väcka identified several areas of improvement:
Discrepancy between Väcka's social media personality and the tone portrayed on their website.
A pressing need to enhance the user experience on the website, boosting retention and engagement. After all, Väcka is a party to which everyone is welcome.
Their unique selling proposition revolves around fermentation (tradition), while their most distinctive trait lies in their unwavering commitment to constant innovation.
Interviews - Stakeholders
Interviews - Väcka lovers
Armed with the insights gleaned from Luz, we embarked on an independent study involving genuine Väcka consumers sourced from their social media channels. In total, we conducted online interviews with 8 consumers and further disseminated an open survey, engaging nearly 40 individuals.
From this twofold data collection, we derived the following overarching conclusions:
UX Conclusions
After all this work we could see what challenges we were facing:
By synthesizing over 150 user insights, we distilled the essence of user expectations. This pivotal step laid the foundation for our design strategy, illuminating key focal points like taste, price, and ingredient transparency
Affinity Diagram
Extracting information from the research findings, we drew up the user persona and a user journey map.
Persona & User Journey Map
VÄCKA’s website is designed to solve some problems users are experiencing in the shopping and looking for information process. We observed that they are poorly informed about the products (composition, how to cook or use them and buying locations), which is causing some lack of engagement in the buying process and awkward moments in the shops when they ask for the products and there is no stock available.
It’s a common story, which generates a lot of uncertainty in the process, with many ups and downs, and an easily improved user experience.
‘How Might We’ and Problem Statement
After collecting all this information, we can define our problem statement as follows:
Understanding the specific challenges faced by VÄCKA's website users is crucial to refining their online experience. In this section, we outline the core issues that have been identified, shedding light on areas where improvement is essential. These insights form the foundation for our UX/UI design solutions, ensuring they directly address the pain points and concerns of VÄCKA's target audience.
Addressing these "How Might We" questions will be pivotal in optimizing VÄCKA's website to cater to user needs and deliver a more seamless shopping experience, aligning with the brand's values and goals.
In pursuing a user-centric design approach, we have identified the need to prioritize and focus our efforts on the most essential features and functionalities for VÄCKA's website. The Minimum Viable Product (MVP) serves as the initial version of the website, encompassing core elements necessary to provide a valuable and functional experience to users. This section introduces the MVP and highlights the key features that will be included in the first iteration of the redesigned website, aligning with our strategy to meet immediate user needs and gathering feedback for future enhancements.
MVP, Moscow and sitemap
To prioritize our design efforts effectively and ensure that we address the most critical user needs, we've conducted a MOSCOW analysis. This framework helps us categorize features and enhancements based on their importance. "MOSCOW" stands for "Must have, Should have, Could have, and Won't have," and it assists us in determining which elements are essential for immediate implementation and which can be considered for future iterations of VÄCKA's website.
Creating a clear and intuitive sitemap is fundamental to organizing the structure and navigation of VÄCKA's website. In this section, we present our sitemap design, which outlines the arrangement of pages and content on the site. This visual representation serves as a roadmap, illustrating how users will navigate the website and access key features and information. It plays a pivotal role in enhancing user experience by ensuring logical and user-friendly pathways throughout the site.
In this section, we'll delve into the user flow, providing an in-depth understanding of the journey that visitors to VÄCKA's website undertake. We will follow a user who initially comes from Instagram, driven by curiosity about the activism page, and then navigates through various sections of the website, ultimately making a purchase and returning to leave a review. Below are the key stages of this user's journey.
User Comes from Instagram:
The user arrives at VÄCKA's website from Instagram, drawn by their interest in the activism page.
Exploration of the Activism Page: The user explores the activism page, discovering content related to plant-based food and VÄCKA's mission.
Discovery of a Tasty Recipe: While browsing the activism page, the user stumbles upon a mouthwatering vegan recipe featuring VÄCKA cheese.
Navigating to the Product Page: Intrigued by the recipe and the cheese used, the user clicks on the recipe, leading them to the product page of the specific VÄCKA cheese.
Seeking More Cheese Information: On the product page, the user looks for comprehensive information about the cheese, including ingredients, nutritional value, and potential recipes using that cheese.
Locating Nearby Stores: Impressed by the product, the user is eager to purchase it. They search for nearby stores or supermarkets where they can buy VÄCKA cheese, using the website's store locator feature.
Purchase at the Store: After locating a nearby store, the user goes to the physical location to buy the desired VÄCKA cheese product.
Returning to the Website for a Review: Satisfied with their purchase, the user returns to VÄCKA's website to leave a positive review about the product and their overall shopping experience.
Sketching plays a pivotal role in the user interface design process. It serves as a fundamental step in visualizing and conceptualizing design ideas, layouts, and elements before moving into digital development. In this section, we explore the concept of sketching in the context of VÄCKA's website redesign. Sketches serve as the initial blueprints for our design, allowing us to quickly iterate and refine concepts, ensuring that the final interface aligns seamlessly with user needs and expectations.
Concept Sketch and Prototypes
Following the creation of lo-fi and mid-fi prototypes, we conducted usability testing with a diverse group of potential users. The insights gathered during these tests provided valuable feedback and revealed areas where further improvements were required to enhance the user experience.
Users encountered difficulty in locating the recipes within both the product page and the 'Activism' section of the website.
Filters for different cheese types were found to be mixed with merchandise and gifts, leading to confusion among testers.
The map section was one of the sections that, according to the client and users, was the most annoying. After analyzing all the data obtained, we proposed to improve the location of shops and restaurants. On the one hand, we wanted to distinguish between the two types of shops and implement a filter so that users could narrow their search according to their needs.
On the other hand, the worst experiences of users had been in the physical location. Users suggested showing the different types of shops individually and offering information about an estimate of the availability of stock for each shop.
In the realm of digital rebellion, VÄCKA's website is a different kind of manifesto. Just as plant-based food defies tradition, our horizontal scroll defies convention. It is an energetic step in harmony with VÄCKA's innovation, inviting users to explore their journey towards compassionate cooking.
The scroll is a canvas of activism that echoes the bold spirit of conscious eating. It paints a vivid picture of VÄCKA's dedication to sustainability, whispering stories of a world where choices harmonize with nature.
With a friendly and playful embrace, it invites users to embark on a path less travelled. This unique scroll is not just a design choice, but a testament to the rebellious, inspiring and poetic heart of VÄCKA's mission. It is a reminder that sometimes breaking the parchment can lead to the discovery of a richer story.
UI DESIGN
VÄCKA's website moodboard radiates innovation, authenticity, vibrancy, and a deep connection with nature. It embraces inclusivity and transparency while maintaining a playful and friendly tone. These attributes collectively contribute to an inviting and impactful online experience that aligns seamlessly with VÄCKA's commitment to revolutionizing plant-based eating.
Mood-board
In our analysis of VÄCKA's brand attributes, we explore how the brand conveys values such as activism, humor, humility, and ambition through its website and messaging. These attributes not only define VÄCKA's character but also form the foundation of its mission to revolutionize plant-based eating while making it a joyful and accessible journey for all.
Activism: VÄCKA's website embodies activism by actively promoting plant-based eating as a conscious choice for the environment and animal welfare, inspiring users to join their mission.
Jokes and Irony: VÄCKA incorporates humor and irony in its messaging, creating a friendly and relatable brand image that encourages users to explore plant-based options with a smile.
Humility: VÄCKA's website humbly acknowledges the challenges of vegan cheese production, emphasizing transparency and continuous improvement in line with its humble yet audacious mission.
Ambition: VÄCKA's ambitious pursuit of revolutionizing the plant-based food industry is evident in its website's innovative design and commitment to providing accessible, delicious, and sustainable vegan cheese alternatives.
Brand attributes
The style tile is a visual snapshot that summarises the design elements, colour palettes, typography and overall aesthetics of VÄCKA's website. In this analysis, we will delve into the style mosaic to discover how it harmonises with VÄCKA's brand attributes, conveying the essence of activism, humour, humility and ambition. These elements come together to create a cohesive and engaging online experience that resonates with the brand's mission and audience.
Style Tile
Maria's journey begins on Instagram, where she discovers VÄCKA's interesting content. Intrigued by the brand, she decides to explore further and clicks on the link to visit the website.
Upon arriving at the Home page of the VÄCKA website, Maria is greeted with a dynamic horizontal scroll. She begins to browse through the captivating content, imbibing the rebellious spirit of the brand. She encounters various sections, such as products, "More about us", "Locations" and "Opinions". Curious to learn about the brand's mission and values, Maria clicks on the Learn more about us section. Here she discovers VÄCKA's commitment to activism and plant-based living, which coincides with her interests in veganism.
Now that we've explored the foundation and elements of VÄCKA's website redesign, let's embark on a guided user journey through the HiFi prototype. This journey will allow us to witness how the design concepts and strategies we've discussed earlier come to life.
Our user persona, Maria, plays the central role in this journey. Maria is a conscious consumer who values plant-based living and is keen to explore VÄCKA's offerings.
High Fidelity Prototype
Intrigued by VÄCKA's activism and educational approach, Maria navigates to the section. Here she delves into plant-based living, gaining valuable insights and inspiration related to the vegan lifestyle, recipes, and additional relevant content.
Naturally, Maria's next stop is the Products section, where she finds a range of exclusive vegan cheeses from VÄCKA. She is particularly drawn to "Mozza", a cheese made from melon seeds, and decides to explore it further.
Wishing to try VÄCKA's delicious cheeses, but reluctant to buy refrigerated products online, Maria looks for a physical shop near her. She clicks on the Locations section to find a shop near her workplace.
Maria takes a trip to the local shop she discovered on the website. There she buys VÄCKA cheese, tastes it, and finds it delicious.
After tasting the VÄCKA cheese and being really impressed, Maria returned to the website to share her positive experience. She navigates to the Reviews section, where she leaves a complimentary comment and becomes part of the VÄCKA community.
At the end of Maria's captivating user journey with VÄCKA's website, she not only discovered a brand that resonates with her values but also experienced a seamless digital interaction. From Instagram intrigue to exploring activism, from product exploration to finding a nearby shop, Maria's journey was marked by delight and convenience. Her decision to leave a glowing review symbolizes not just her satisfaction but also her engagement with a brand that embodies the essence of plant-based living and activism. This concluding moment encapsulates the successful alignment of VÄCKA's rebellious spirit, friendly approach, and commitment to transparency, creating a truly joyful user experience.
As we continue our journey through VÄCKA's website redesign, we venture into the realm of mobile responsiveness—a crucial aspect of modern web design. In this segment, we'll explore how VÄCKA's website adapts seamlessly to mobile devices, ensuring that users like Maria, who engage with the brand on their smartphones, have an equally captivating and user-friendly experience. Join us as we navigate the responsive prototype, where VÄCKA's commitment to activism, humor, and delightful plant-based living comes to life in the palm of your hand.
Responsive
In this exploration of VÄCKA's HiFi prototype, we witnessed how the brand's rebellious spirit, activism and commitment to delivering a delightful user experience come together. The prototype showcases a seamless user journey, from discovery on Instagram to in-person purchase and community engagement. It effectively addresses the challenges identified and lays the foundation for a website that not only informs, but also inspires and engages users in the world of plant-based living. With visually appealing horizontal scrolling, clear information and interactive sections, the VÄCKA website prototype embodies the unique attributes of the brand while ensuring a user-friendly and enjoyable experience.
In closing, our journey through VÄCKA's website redesign exemplifies a harmonious fusion of innovative design strategies and the brand's distinctive attributes. From the initial analysis to the creation of HiFi and responsive prototypes, every step was guided by a deep understanding of the brand's mission: to revolutionize plant-based cheese, infuse activism, humor, humility, and ambition, and foster a sense of community.
The case study illuminated key milestones and insights:
Understanding the Brand: VÄCKA's rebellious spirit, commitment to activism, and dedication to offering a delightful user experience set the stage for transformation.
User-Centric Redesign: We embarked on a comprehensive user journey, addressing issues like lack of product information, stock availability, and engagement with an empathetic touch.
Innovative Prototyping: The HiFi and responsive prototypes brought VÄCKA's vision to life, ensuring a seamless experience on both desktop and mobile devices.
Enhanced Engagement: By incorporating horizontal scrolling, improved navigation, and clear product details, we deepened user engagement.
Embracing Values: Throughout the process, VÄCKA's values of activism, humor, irony, humility, and ambition remained at the forefront.
As we conclude this case study, VÄCKA's website redesign reflects not only a visual transformation but a commitment to empowering users on their plant-based journey. With these foundations in place, VÄCKA is poised to make a significant impact in the world of plant-based living, embodying its values while inspiring change—one delightful cheese at a time.
Next Steps
VÄCKA's website redesign project exemplifies the fusion of design creativity with a deep understanding of brand identity and user needs. The brand's commitment to activism, combined with a playful and friendly approach, has been successfully translated into a visually engaging and user-centric design.
This case study underscores the importance of aligning design choices with brand attributes and user expectations. It highlights the significance of empathy in design—knowing your users, their needs, and their journey is essential for creating a memorable digital experience.
VÄCKA's journey is a testament to the transformative power of design. It's not just about aesthetics but about enhancing the lives of users, inspiring positive change, and bringing delightful plant-based living to the forefront. As VÄCKA's website redesign project moves forward, it does so with the conviction that it will continue to make waves in the world of plant-based cheese, one joyful user interaction at a time.
Thank you for joining us on this creative and insightful journey.