I led a team of four UX designers in a redesign of TastefullySimple.com. Our efforts included several user research methods, content strategy, responsive wireframes, and visual design, totaling more than 2,000 hours.
Tastefully Simple is a direct sales company that depends on home parties to sell their products, but their website wasn’t doing a good enough job of communicating the party experience. We redesigned the site with a few key goals in mind: to emphasize the party experience, introduce a number of new features, and make the website a joy to use on mobile devices. We conducted discovery workshops with business stakeholders to define these goals and specific metrics to measure success.
The most important goal was to live up to the expectations of their fiercely loyal audience. Tastefully Simple has a network of thousands of consultants nationwide, and many more party hosts and guests. A successful redesign meant developing a deep understanding of the Tastefully Simple audience.
We created separate surveys for the consultant audience and the guest/host audience, and ended up receiving almost 50,000 total responses thanks to the great distribution channels in place. But our goal was to balance great quantitative data with qualitative methods. Numbers can tell you what’s happening, but not why. So we also conducted dozens of interviews with active consultants and Tastefully Simple employees from nearly every department in the organization.
Finally, we went to parties to observe the actual party environment and the nature of the interactions between guests, hosts and the consultant. We documented our research in a report that included profiles of each main user role, a journey map as people transition from guest to host to consultant, and content strategy recommendations for the new website.
With valuable research insights and design recommendations in tow, we worked with Tastefully Simple stakeholders and development leads to finalize the feature set and pave the way for information architecture and interaction design. We created wireframes to show both desktop and mobile layouts of content to fully communicate the experience.
After visual styles were applied, this effort culminated in a responsive prototype created by our front-end development team. We did usability testing on both desktop and mobile devices with Tastefully Simple customers to ensure that we were achieving our original goals, and to find ways to further improve the design.
The investment in up-front research and discovery on this project resulted in invaluable insights into the behaviors, motivations and goals of Tastefully Simple audiences. The resulting design was one that could then support those behaviors and spur people along their journey with relevant features and messaging. And by tying metrics to design goals, we were able to develop a clear picture from the beginning of what success would look like. Since launch, the site has performed very favorably against metrics related to mobile traffic, year-over-year party sales and total eCommerce revenue.
This project was a milestone for the Tastefully Simple organization, and the relationship between Tastefully Simple and The Nerdery is ongoing.