— Team

✦ Mahmoud Galal

✦ Ayla Kehia

✦ Celia Boureau

Duration/

10 Days

product/

Website

Bootcamp/

Ironhack

Client/

Ghiott Confectionery

— Challenge

The brief of the class as a part of Ironhack UX/UI Bootcamp was to Design a responsive website for a local business or professional in which we create An e-commerce website as it is often the best way to promote the shop, as search engines do support local businesses. It is also a great way to increase sales and revenue by offering services such as delivery or click-and-collect.

The story of Ghiott is the story of the Salaorni family. From fine Tuscan pastry and Ghiottini, to Ghiott Firenze chocolate, our story begins in 1953 and speaks of inventiveness, courage, tradition, quality and love for good things.

Nowadays, Ghiott is a family-run factory at the third generation, lead by its founder’s daughters and grand-daughters. Ghiott specialises in a wide range of products that are all characterized by a strong relationship to the Tuscan territory, and which reach the shelves of both Italian and International clients.

— Problem

Ghiott is an artisanal product of high quality and very high standards for mature people who appreciate this kind of specialty products with a large array of biscuit variety but due to the Covid-19 era and the economic situation going on worldwide they are facing some struggles with the sales because their only points of selling are the supermarkets as they don’t have an E-Commerce Platform.

— Client Discovery

To deeply know about the client and the roots of the problem and get details from the people behind this precious brand, we first conducted a stakeholder interview with the one and only Ghiott CEO, Laura Salaorni.

Then we decided to take a deep dive into the brand and their competitors and the whole business by creating a brand comparison and feature comparison map.

— Research

To get accurate insights from our users and to be in their shoes so start the Empathizing stage we conducted 5 interviews with people from the age of 35 and above.

One of the most important aspects about this target audience is that they are not that tech savvy like our generation so the website had to be super clear, super direct so it can be easy to navigate and get the products as smooth as possible.

So, we grouped our data and findings from the interviews via the Affinity tool Diagram.

Then After synthesizing our data we managed to find these patterns that are causing the main problem.

    “One day I went to my local supermarket and i just couldn’t find it there anymore. I asked if they didn’t sell them anymore and I didn’t really get an answer.”

User Quote:

— Key Pain Points

My husband only eats ghiottini’s, so I had to go to another shop to find them.

It’s just annoying sometimes because you can’t find anything cool in the groceries stores in Fano.

Here in NYC, it’s hard to find any of my favorite things from Italy, even in speciality Italian stores.”

— Key Insights

Accessibility/ Users can’t find the products in all supermarkets.

Supermarket unreliability/ If the product was once there, it can suddenly become unavailable.

Wasted time and Energy/ Due to having to go to another store just to find Ghiottini’s

Almost impossible to find outside EU/ Users can’t find their favorite products abroad.

Accessibility

Client/ Ghiott

Team/ Mahmoud Galal, Ayla Kekhia, Celia

Role/ UX/UI Design

The brief of the class as a part of Ironhack UX/UI Bootcamp was to Design a responsive website for a local business or professional in which An e-commerce website is often the best way to promote the shop, as search engines do support local businesses. It is also a great way to increase sales and revenue by offering services such as delivery or click-and-collect.