Toronto Personal Branding Photography, Visual Graphic Design, and UX & UI Work by Cristina Arce

A LITTLE BIT ABOUT THE FÉLIX AND NORTON

In the early 1960’s in the home kitchen at the age of eight, Michael Eskenazi was already wearing a chef’s hat, cooking up lavish 5 course meals for his family, always finished off with a lavish chocolatey dessert. Yummy chocolate was already his passion, all day long and even in his dreams. Growing up, he had aspirations of becoming a great chef, but it remained simply a hobby while he worked for a variety clothing retailers. The inspiration to follow his dreams came during a trip to Manhattan where he discovered gourmet cookie boutiques on every corner, which was followed just days later by an incredible stroke of fortune – his employer fired him from his job. It was time to do what he was meant to do- Make people smile by baking the best cookies in the world!

On April 24, 1985, the first Monsieur Félix & Mr. Norton cookie shop opened on Queen Mary Road in Montreal. During the first four years, 8 boutiques were opened. Félix & Norton cookies became well-known throughout Montreal. By 1993, there are 25 stores in Quebec and Ontario.

Years later he converted this crazy idea into Montreal’s first food truck, and it was a huge success. Supermarket chains wanted superior cookies and wanted a quality brand with an immense following. And that is why today you can find Félix & Norton cookie dough and their other new dessert creations in stores like Loblaws, Metro, Longos, Provigo, IGA and many more… and even in Dubai and Qatar.

After many highs and almost as many lows, his cookies and his unique gourmet desserts have tickled millions of taste buds and are now found from coast to coast in Canada and even overseas.

Images taken from the Felix and Norton’s website

UX Research and Usability Study

Cristina and a team of another 5 UX Designers conducted an extensive UX research and Usability Study for the store Félix and Norton, a gourmet cookie delivery located in Quebec, Canada.

Félix and Norton’s goals were:
– Grow the Canadian market
– Build a direct-to-consumer channel
– Continue to support grocery store sales

Their Objectives were:
– Increase revenue targets
– Increase repeat sales
– Increase AOV
– Maintain a 4x ROAS (Return on Ad Spend)

Product to be tested:
Félix and Norton was launching their new site redesign to help meet its main objectives of increasing revenue and online sales.
The product to be tested in this usability study was the Félix and Norton website.

USABILITY TEST OBJECTIVES AND PRIORITY AREAS TO BE TESTED:

The objectibes of this usability test were to get user feedback while interacting with the product (website) and determine if users behave as expected.

The test helped gain qualitative insights to improve the design, and to discovered issues and friction points with the website to continuously improve the experience.

During the test, there was a expansion of the market to new geographies and enhanced efficiently the experience.

Some of the priority areas tested during the research study were:
– Find details about specific products
– Test the path to purchase
– Mobile tap targets
– User’s ability to navigate back through the experience
– Value of UGC in the purchase path


DUE THE PRIVACY OF THE CLIENT, ONLY A LITTLE SECTION OF THE ENTIRE RESEARCH AND USABILITY STUDY WILL BE SHOWN AS PART OF THIS CASE STUDY.