Baskin Robbins Web Audit – Ankita Borawake

To improve the personalization and usability of Baskin Robbins' online platform, focusing on seamless navigation and customer satisfaction.

Context

Baskin Robbins, known for its vast array of ice cream flavors and treats, aimed to revitalize its digital presence to reflect its in-store experience. Despite a strong brand identity,

their online platform faced challenges in user navigation, mobile responsiveness, and transaction ease, which impacted customer satisfaction and sales.


				
				
									The goal was to create an intuitive, enjoyable online experience that mirrors the delight of visiting a Baskin Robbins store.


		
					
				
				
					            Details
    				
				
		
				
				
					            Time Frame:
    				
				
				
				
									2 week
								
				
				
		
				
				
					            Role:
    				
				
				
				
									UX Researcher
								
				
				
		
				
				
					            Tools:
    				
				
				
				
									Figma, Miro, UserTesting.com
								
				
				
		
				
				
					            Responsibilities:
    				
				
				
				
									Gap Analysis, Heuristic Evaluation, Usability Testing, Website Audit, Information Architecture, High Fidelity Mockups


		
					
				
				
																														
				
					
				
		
					
		
				
				
					            Overview
    				
				
				
				
									This case study explores the redesign of Baskin Robbins’ online shopping platform to improve personalization and streamline the user experience. As the UX Researcher, I was tasked with identifying usability gaps and implementing solutions to enhance customer satisfaction and engagement.								
				
				
				
					       	
		            Full Process Deck - Content Strategy
                        
					
				
				
				
					       	
		            Full Process Deck - Website Audit
                        
					
				
				
		
				
				
					            Challenge
    				
				
				
				
									Baskin Robbins’ website needed enhancements to better showcase deals, simplify the ordering process, and ensure a consistent user experience across devices.								
				
				
				
							
							
											

												
													
										Ordering Process
											
									
								
											

												
													
										Visibility of Offers
											
									
								
											

												
													
										Inconsistent Experience
											
									
						
						
				
				
					
				
		
					
		
				
				
					            Business Goal
    				
				
				
				
					            The goal of Baskin Robbins is to spread happiness by celebrating everyday moments with delicious ice cream treats, cakes, and desserts, offering over 1400 flavors for every occasion.
    				
				
				
					
				
		
					
		
				
				
					            Observed Issue - 01
    				
				
				
				
									During usability tests, it became evident that customers found it challenging to efficiently combine multiple ice cream flavors in one order. This issue often arose from an interface that wasn’t designed to easily accommodate such customization, especially when mixing classic and limited-time flavors.
								
				
				
				
					            Suggested Approach
    				
				
				
				
									It’s crucial that customers don’t face a complex process when searching for an item on the website. Implementing a search and filter option allows customers to easily narrow down their search, accelerating the ordering process and increasing business profitability.
Creating a seamless procedure for customers results in a positive user experience.
								
				
				
		
				
				
																														
				
				
					
				
		
					
		
				
				
							
					
				
						
				
				
		
				
				
					            Observed Issue - 02
    				
				
				
				
									During evaluations, it became clear that while the mobile version effectively highlights deals in the menu bar, the website places these offers in the footer, making them less visible and harder to read. This inconsistency affects users’ ability to easily access and take advantage of discounts, particularly when browsing on desktop platforms.
								
				
				
				
					            Suggested Approach
    				
				
				
				
									To enhance user experience, it’s recommended to display deals and offers directly on the main page rather than having just a navigation link to a separate page.
Making deals and offers upfront and visible encourages customers to explore and purchase more products, resulting in increased sales and customer satisfaction.
								
				
				
					
				
		
					
		
				
				
					            Observed Issue - 03
    				
				
				
				
									User testing revealed that the absence of a clear return policy on the website made customers hesitant to purchase size-dependent merchandise like T-shirts. This hesitation often led them to opt for alternative products that did not require size specification, impacting sales of merchandise that could otherwise enhance brand engagement.
								
				
				
				
					            Suggested Approach
    				
				
				
				
									Implementing a clear return policy is essential to build trust and confidence among customers, encouraging them to make purchases without hesitation, especially for size-dependent items.
								
				
				
				
									Since the merchandise option was not available in the mobile version, it is recommended to integrate this feature to ensure consistency across all digital platforms, enhancing the user experience and maintaining uniform access for all customers.								
				
				
		
				
				
							
					
				
						
				
				
					
				
		
					
				
				
							
					
				
						
				
					
				
		
					
		
				
				
					        
        
                   
            
                        	Designer's Insight
                        
				
				
				
				
									As a designer, I recognize that enjoying ice cream is not just about taste, it’s an emotional experience of joy. Reflecting this in our UX design means creating an inviting and seamless digital journey that enhances the user’s happiness, mirroring the delight of Baskin Robbins’ flavors. This empathetic approach deepens user engagement and supports the brand’s mission to spread happiness.
								
				
				
					
				
		
					
		
				
				
					            Reflection and learnings
    				
				
		
				
				
							

						
				
								
			
			
						

									
						
							Simplifying Complexity						
					
				
									
						Enhancing Baskin Robbins' digital presence taught me to distill complex processes into user-friendly experiences, aligning closely with users' expectations and needs.					
				
			
			
		
						
				
				
				
							

						
				
								
			
			
						

									
						
							Proactive Feedback						
					
				
									
						Regular feedback from mentors and user testing sessions was crucial. It guided design refinements and ensured decisions were data-driven and user-centric.					
				
			
			
		
						
				
				
				
							

						
				
								
			
			
						

									
						
							Ensuring Consistency						
					
				
									
						Maintaining design consistency across platforms proved essential for user trust and seamless experience, emphasizing the brand’s reliability.					
				
			
			
		
						
				
				
				
							

						
				
								
			
			
						

									
						
							Designing with Empathy						
					
				
									
						I learned the importance of creating emotionally resonant experiences, where every design element contributes to the joy associated with the brand.