Welcome to a digital dream, where every click opens the door to a world of soothing self-care treasures and magical moments. Welcome to my vision for Amsterdam’s beloved self-care store and cafe Lalik.
This project’s specification
Team: 3 designers : Kathy Shahwaladi (me), Michèle Dekker & Siwanthika Edirisinghe
Roles: UX designer _ UI designer _ UX researcher _ UX writer
Duration: 8 days
In a nutshell: This project centers around creating an inspiring website from the ground up, designed to function as a comprehensive webstore for products and events. Additionally, it encompasses a rebranding initiative aimed at refreshing and revitalizing the overall identity of the brand.
LALIK
Live A Little
Lalik, a delightful acronym for ‘Live a Little Ink,’ embodies the essence of conscious living. Lalik is a nice and spacious self-care store and cafe in Amsterdam that sells products and events. Our stakeholder is a dedicated owner and a hard working entrepreneur who tirelessly works to infuse a sense of mindfulness into the hustle and bustle of modern life.
For years, she has curated a physical haven for her clients — a community-driven space where individuals can empower themselves by embracing what truly matters: the well-being of oneself and loved ones. Located in the heart of Amsterdam, her unique store and cafe offer carefully selected products designed to evoke a sense of self-empowerment.
Beyond the shelves, Lalik is a hub for experiences. Our stakeholder organizes events that guide you toward your goals, providing moments of relaxation and empowerment to live the best life you envision. In a world that often feels hasty and stressful, Lalik stands as a tranquil oasis, inviting you to embrace a life that radiates positivity and fulfillment.
When the owner came to us she was ready to elevate Lalik to new heights, aiming to establish a digital presence and reach a broader audience.
A local project to my heart
As an entrepreneur with a heart deeply rooted in the pulse of startup challenges, I’ve walked the path of turning dreams into reality. It’s a journey that has made me intimately familiar with the needs and struggles of those daring to embark on the entrepreneurial adventure. When the opportunity to contribute to a local project that aligns with my values arose, it felt like a calling close to my heart.
Self-care has always been more than a buzzword for me; it’s a philosophy that resonates with the essence of well-being. Building a community, connecting people, and promoting sustainable, local products have also been my driving forces. This project, a harmonious blend of entrepreneurship and self-care, allowed me to use my creativity to weave these passions together into a digital haven for LALIK.
LALIK was not just a project; it became a reflection of my commitment to empowering startups, something that I have been doing passionately for many years now.
Stakeholder Interview
Our project journey began with a kick-off interview with the stakeholder, during which we gained valuable insights and information regarding her goals and aspirations.
She expressed her desire to expand her customer base by starting her online sales, exploring innovative strategies to attract a wider audience, Additionally, she aspired to diversify the community by reaching out to a segment of customers she currently couldn’t connect with.
She also aimed to promote her events effectively through the website, with the goal of maximizing event attendance and ensuring sold-out success.
In addition, she expressed her strong desire to cultivate a serene and enchanting digital space for her clients — an oasis where everyone could effortlessly discover what they sought without any stress or hassle. Creating a calm and magical environment for users navigating the website was another goal in her vision.
Despite having a well-defined branding, she remained open to the possibility of rebranding. This openness reflected her commitment to adapt and evolve in order to better meet the needs and aspirations of her clientele, demonstrating a forward-thinking approach to the project.
These priorities became the guiding beacons for our project, providing a clear vision from the outset. As we navigated through the design process, these insights remained at the forefront, influencing every decision we made to create a website that not only met but exceeded her aspirations.
Research
Competitive Analysis
We initiated the project with comprehensive research. Given Lalik’s absence from the online sphere, our analysis involved examining their current marketing across various social media channels. Additionally, a thorough study of Lalik’s competitors, including both large industry players and small local stores, was conducted. We scrutinized their features to compare respective advantages and disadvantages.
Strategic insights into features, functions, flows, and the overall user experience were provided by studying the designs of competitors. This allowed us to learn from what already works and avoid reinventing the wheel.
part I
part II
Quantitative research
Transitioning to the quantitative phase, we conducted surveys and interviews to discern the users’ actual needs. In these interactions, we sought insights into what truly mattered to users when seeking self-care products and booking events, aiming to capture a nuanced understanding of their preferences and expectations.
Quantitative research allowed us to gather a larger amount of data quickly.
We needed to quantify people’s overall thoughts and preferences for concrete statistical analysis.
The choice allowed us to have solid statistical data to support and guide our design decisions.
Surveys were an effective method to reach a diverse range of communities and gather input from a wide audience.
The focus on quantitative research helped us identify and understand general trends in user preferences and expectations.
Survey
Goals
Efficiency
Quantification
Data-Driven Decisions
Broad Reach
Trend Analysis
Key findings
Interviews
Valuable participant insights
“When there is not enough information available about a product that I’m not familiar with and also no instructions how to use it, I face a barrier.”
“If there are too many options, I usually need more details to figure out what I should buy.”
“I need to see the product or at least be able imagine how it looks like.”
User persona
Lily was born from the User Research, Secondary Research and the previous insights. A 30 year old, project manager, living in Amsterdam. She is one of those busy but self aware professionals who despite her hectic schedule, likes to take care of herself the best way she can. She carefully chooses self-care items based on benefits, natural ingredients, products stories, quality reviews. She also books self empowering workshops to help herself grow and enjoy life. But she often finds it difficult to make a choice because of the lack of information on various websites.
Problem statement
Busy, self-aware women struggle to make informed choices when selecting self-care items and workshops online. Existing self-care websites offer a multitude of options but lack sufficient information, hindering effective decision-making.
Ideation
Brainstorm
During our ideation phase, we conducted a brainstorming session that generated a myriad of creative ideas. As a team, we faced the challenge of prioritizing and refining these ideas to ensure the most impactful features made it to the forefront. Here's a glimpse into our thought process:
Prioritized Features:
Contact, store, and cafe information
Social media integration
Events calendar
Search bar
Filter and sort options
Categories for easy navigation
Detailed product descriptions
Ingredient listings
Usage instructions
Eco labels for sustainability
Highlighting product benefits
Clear pricing structure
Dropped Ideas
Star reviews: Initially considered, but we opted to focus on the website's launch and initial traction, postponing this feature for future enhancements.
Compare button: Deemed a valuable feature, but not implemented in the current phase.
Newsletter: While important, we decided to defer the newsletter feature for a later stage.
Low stock status: Acknowledged but set aside for now as we concentrated on core functionalities.Our ideation process allowed us to distill a wealth of ideas into a streamlined set of features, ensuring a purposeful and user-friendly website for Lalik's audience.
Sitemap
Once we successfully prioritized our ideas, the next step involved crafting a visual roadmap that delineates the structure and organization of our website's content – a crucial element known as a sitemap.
Low-fidelity Sketches
Process
Following the decision on the website's organization, we initiated the process by brainstorming the visual representation of each page. Every team member contributed by sketching their unique ideas.
Mid-Fidelity
The inaugural version of the website has taken shape, providing a glimpse of its structure. We began by constructing the foundational elements, akin to building the framework of a house, allowing us to implement swift changes before adding intricate details such as colors. In the pursuit of a user-centered design, we rigorously tested this rudimentary structure with feedback from four users.
First iterations
Usability testing
When the mid-fi prototype was ready, we conducted usability testing and gathered valuable insights, which we then incorporated into our new design. The images below showcase the refined adjustments made in the high-fidelity version, providing a clear understanding of the specific changes we implemented.
Iteration 1:
In the "All Products" section, we revamped the filter options for a cleaner and more efficient search experience. In our previous design, you could filter by price, benefits, and eco labels. Now, we've expanded the options to include product categories and sorting preferences.
Product Categories:
Handpicked for You
Handmade Soaps
Candles
Crystals
Palo Santo
Gift Sets
Sort By:
Price - Ascending
Price - Descending
Newest Products
Popular Products
Iteration 2
Iteration 3
Moodboard
Our moodboard was based on some keywords we were gathering during the stakeholder interview.
Keywords
Calm - Dreamy _ Feminine - Relaxing - Mystical
We tested the mood board on couple of fellow designers and checked if we were on the right track.
Style tile
Rebranding
Redesigning the Logo
Given our client's openness to rebranding, we opted to change the logo. Initially, I considered incorporating symbols already present in her shop and on social media, such as plants and stars. However, the end result didn't align with our vision. Striving for a logo that exuded friendliness yet carried a more impactful message of empowering women, I retained the blue from the previous logo but heightened its saturation for a clearer statement. Additionally, we sought user input on various logo options, and the latest version emerged as the preferred choice among the surveyed group.
Thank you message
I also incorporated the other logos into the thank-you message at the end because many people found them charming, although not as powerful as the final one.
Final product
Feel free to click on the link below the picture in order to see the final product and play with the prototype.
CLICK -> Hi-fi prototype
PROGRESSION
As a designer, it's always a pleasure to showcase and reflect on the progress of your designs.
Next steps
Considering the nature and limitations of this project, we have chosen to deliver it as showcased on the link above. However, there are additional steps to be planned for the future.
1- Star reviews
2- About
3- Personal account
Key learnings
1- User/usability tests are an invaluable tool, offering insights that can significantly impact your design at various stages. The beauty lies in their repeatability, so don't feel limited and revisit them whenever needed.
2- Competitive analysis serves as a wellspring of inspiration, particularly when gleaned from research-driven large companies. It also informs and shapes the development of features.
3- Prioritize accessibility: Maintain a keen eye on contrast and font size consistently to ensure a user-friendly experience for everyone.
Personal growth
Teamwork not only helped us as team to reach our goals but also always teaches me something about myself. It's in these collaborations that personal and team growth naturally happens, something I've consistently experienced in all my projects so far. And this project was no exception.
