Portfolio

Lois Allen, Aaliyah Wycoff, Lita Salinas, and I were tasked with analyzing the Baskin Robbins website. The project began with a competitive and comparative analysis between three websites: Baskin Robbins, Vanilla Bake Shop, and Sweet E’s Bake Shop. This analysis reviewed how easy, difficult, and efficient it was to order a cake from each site. We kept a very detailed journal about every point of frustration and the actual time and number of steps it took to complete ordering from each site. After that, we made a heuristic evaluation of Baskin Robbins’ website, with Jakob Nielsen’s 10 principles for interaction design as the framework. This further detailed different areas that needed an overhaul, including consistency and standards, flexibility and efficiency of use, and aesthetic and minimalist design. Major issues included link styling, a clearer display of price range values for cake options, provision for input fields for coupon code entry, and the like in terms of aligning elements. To better understand the users, we came up with two user personas based on the research data and simulated their use of the Baskin Robbins website while identifying any issues faced by them. The issues were screenshotted and presented in detail in a presentation. We included in the presentation our process of analysis, extensive details of user personas, wireframes both low- and high-fidelity, and a prototype prepared in Figma. Although the prototyping phase was challenging because I had to learn how to prototype, I adapted very fast and was able to make a working prototype. In our presentation, we outlined various recommendations for the betterment of this website, such as resolving issues of overlapping display of elements, setting a starting price for cake options, displaying pink for all clickable elements for non-technical users of the website, and making the website responsive.