Crafting a Journey Map for the Redesign of a Donut Website

In this project, I meticulously crafted a journey map to gain a deep understanding of the user experience on a donut shop's website. The journey map focuses on John, a retired donut enthusiast, and tracks his experience from the moment he starts interacting with the website until he decides to abandon it.

John initially finds the website visually overwhelming due to its vibrant color scheme, which makes it difficult for him to focus and navigate. Despite this, he successfully locates the menu, which was the only straightforward part of his journey. However, the simplicity of finding the menu contrasts sharply with the rest of the site’s usability issues.

As John attempts to add donuts to his shopping cart, he encounters a significant obstacle: the absence of a clear "add to cart" button. This leaves him confused and frustrated, unable to proceed with his order. The final straw comes during the ordering process, where John finds the pre-ordering options and checkout process confusing and unclear. This experience ultimately leads him to abandon the website in favor of finding an easier alternative.

By carefully mapping out John’s entire experience, I was able to identify several key areas that needed improvement. The insights gained from this journey map guided the redesign of the website, focusing on creating a more user-friendly interface. The redesign included a calmer color scheme that improved visual comfort, clearer navigation paths, and the addition of essential features like an easily accessible "add to cart" button.

This journey map was not just a diagnostic tool but also served as a blueprint for enhancing the overall user experience. The redesign transformed the donut shop's website into a more intuitive and enjoyable platform for users like John, ensuring they can easily navigate the site, make selections, and complete their purchases with ease. This project underscored the importance of empathy in design, highlighting how understanding user needs and challenges is crucial to creating a successful user experience.