What is it
Bumi creates traditional vegetarian products like tempeh and vegetable spreads. I redesigned the website to inform consumers about Bumi.
How does it work
The redesign is focused on inform consumers about Bumi, sharing recipes and knowledge.
My skillset
User Research, Concept, Wireframing, User Experience, User Interface
Goal
How can Bumi inspire, motivate and inform consumers about their brand, using a mobile website?
Research
Using desk research I looked at the competitors of Bumi. To have a better understanding of the user, I looked at the definition of home cooks and the modern consumer. Because Bumi wants to create a healthier world with home cooks, I focused more on the home cooks who are interested in cooking or have a lot of knowledge regarding cooking.
Target audience
Home cooks have a passion for cooking and love to serve something delicious for others and for themselves. Besides the home cooks the modern consumer is an important audience. They find it important to make sustainable choices but their intention to behavioural change is low.
Looking at what consumers and users said about of Bumi and their competitors gave me a better understanding of what their consumers thinks of the brand and product(s). I interviewed two consumers to walk through the current website of Bumi. With the insight I created an empathy map and customer journey which helped me understanding the user and their needs and goals.
Competitors
To understand who the competitors of Bumi are and see what their main features, community, strengths and weaknesses are, I wrote out a competitive analysis. This gives me a view of the pitfalls I have to be aware of and what they do well which can be an inspiration for Bumi’s website.
Wireframes
Now it’s clear what the needs and goals of the users are, I created a requirement list based on user stories. I sketched out the wireframes in a flow to see how the website works.
Style guide
It’s important for Bumi to use the cheerful and colorful illustrations – which represents the brand – on the website as well. I chose one of the illustrations for the packaging of the product to create a style guide for the website.
Design
Social proof
People are getting influenced by behaviours of others. By showing how many likes a recipe has you’ll decide quicker what you want to cook. Popularity influences your behaviour.
Video
By showing the recipe visually you’ll tackle the users who don’t want to read the recipe and want to follow it by seeing the cooking happen in action.
Liking principle
We connect faster with people who have the same values as we do. Bumi wants to create a better world. Research showed that the modern consument adapts quickly to new developments. This can be about eating less meat to wasting less water.
Personal message
A video where the creators tell you how they came up with Bumi feels more intimate than text. You can feel and hear the emotions and passion better. Creating a bond between brand and user will result to long-term benefits.
Selling points
User interviews has shown that users want to know where Bumi is being sold. By simply filling in your location you can see the shops where they sell Bumi products.
Triggers
Now the user knows where Bumi is being sold, you want them to take action and go to the shop and buy the product(s). Showing the distance and starting the route makes it easier to take immediate action.
Reciprocity principle
Newsletters and social media content are appreciated by consumers if they contain information they are looking for. Recipes, tips, updates and articles will create a bond with your users. You ask them for something – subscribe to the newsletter or follow the account – but in return, they will get more.