Scoops Ice Cream
Rebranding / UI + UX Design
the Challenge
Scoops Ice Cream is a family-friendly ice cream shop located in the Bridgeport neighborhood of Chicago, IL. Launching their business 15 years ago, they have yet to revamp their logo as well as making changes to their current brand. From what I observed, they do not have a set color palette as well as a primary typeface. They also have another location in the Chicago area which also does not have set brand guidelines. Without a style guide to follow, this will result in having confused customers and unknown identities.
Role
UI/UX Designer
Timeline
3 Weeks
Work
Freelance
Old Logo
New Logo
the Outcome
My thought process when redesigning the new scoops brand was to create a brand that not only tells a story but also demonstrates personality. Scoops is a fun, cozy, and friendly ice cream store that embodies the ideal characteristic that all ice cream stores should strive to be. The vivid imagery combined with the simple rounded typeface not only illustrates the name of the company perfectly it also shows that scoops has character and distinguishes itself from other ice cream competitors, local and nationwide.
Identifying needs and solutions
What people would Say:
“Very hard to navigate site”
“I can’t read what’s on the site. There is a lot going on and by a lot I mean there is a lot of colors”
“Very confusing to book services for a party”
‘When looking through the site, I can’t seem to find the flavors that they offer”
“I can’t look up the ingredients of each flavor”
“One look at this website made me not want to go to there Ice Cream Shops”
What users say to do:
Improving the user flow and readability of site (how a user navigates on the site/app)
Make it easier to book party services and how to schedule it
Lack of attention on brand identity for Scoops
What users thoughts were:
Why is the site lacking in terms of content?
Why does the menu page only show the printed menu for the Ice cream shop?
Why is everything on the site hard to read?
Why aren’t the flavors showcased on the site?
How users felt:
Overwhelmed
Confused
Stressed
What users need:
Being able to read and understand the menu
Being able to locate the current locations
Readability
Book party services
Showcase Flavors
Being more welcoming
What are the users' pains:
Leaving the site because the site was confusing
Feeling stressful of where to find everything
Not being able to understand the interface
Fear of not knowing what flavors they offer
What are the users' Insights:
Target people who are on the go and who are mobile-first
Cater to users who want to look up the different flavors
An easier way to book party services
Identifying Needs
After completing interviews and having reflected on the research I found, I have come to understand the needs of Scoops Target audience and users. There is a strong need for having a resource which provides users old and new with information/data that they can easily locate and navigate. People also strongly voiced the need for Scoops to have a rebranding because of having their current brand lacking a personality and identity.
Conclusion of Research
In order to find the best solutions for the users' problems and needs, there needs to be a restructuring and redesigning of their current website which combines the essential features of other Ice cream websites. By integrating the easy to navigate user flow of Talenti gelato; the simple yet informative flavors page as well as the easy to book party services of Ben & Jerry’s; and the strong branding of Jeni’s Ice Cream.
Personas
Site Map
Flow Chart
User Case Scenarios
What is the story of how they found out about the site? How did they get to the site? On what device?
Scenario #1
While on her phone, Becky was using the Groupon app to search for new places to go to with her family where she came across a coupon for a little ice cream shop called Scoops.
Scenario #2
Browsing the web, Mari was looking for new places to eat on a foodie blog where she came across the Scoops website on her phone.
What did they do when they were on the site?
Scenario #1
Becky checked Scoops's online menu to see what type of ice cream flavors they offered along with which location to go to. She also went ahead and booked an Ice cream serving for her next party.
Scenario #2
Mari went on their site to see images of ice cream as well as what Ice cream flavors they offer.
How did their viewing experience finish? Did they find what they were looking for? Did they do anything afterward related to the company, like go to the restaurant after viewing the online menu?
Scenario #1
Becky had a very pleasant experience and found more than what she was looking for. Because of her pleasant experience, she and her family went to go eat at Scoops for the first time and it has now become one of their favorites spots to eat. Not only that, she found out when browsing the website that you can book parties with Scoops and they will cater for your special occasion. Now she always uses Scoops for not only an occasional little treat but also for upcoming parties.
Scenario #2
Mari was very happy with her experience and is very excited to check out the ice cream shop! After going to Scoops, she posted a selfie on her Instagram with their ice cream and was able to make more people aware of Scoops. Which brought more customers.
