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Larabar

Larabar, a company that produces energy bars and operates in three different countries, was established in 2003. Despite its international presence, the brand currently lacks an online retail platform. The project's primary objective is to incorporate e-commerce functionality into the existing Larabar website and enhance the user experience by introducing a distinctive and innovative feature through this e-commerce integration.

Time Duration

3 Months

Deliverables

Research and analysis, E-commerce website, Novel innovation, Saas Integration, Retention strategy

Tools

Figma, Dovetail Miro, Baymard, User research methods, Double diamond model

Industry Type

Food Manufacturing

Type of Project

Onsite project

Project goal and objective

The primary goal of this project is to expand Larabar's audience and boost sales.

How might we increase sales, enhance accessibility, drive revenue growth, and cultivate a positive brand image while delivering a personalized customer experience that empowers individuals to make healthier dietary choices?

Solution

Currently, Larabar offers delicious energy bars made from 100% real ingredients, but the absence of online purchasing options on their website has resulted in missed opportunities. Customers often turn to online or offline retailers like Amazon and Walmart or opt for competing brands. By introducing e-commerce functionality to their website, Larabar aims to attract a broader audience and stimulate higher order numbers, providing a convenient and direct way for customers to purchase their products. This initiative will strengthen customer engagement with the brand, promote accessibility, and support Larabar's commitment to offering healthy, natural food choices. Additionally, the project will incorporate a feature that allows consumers, like fitness enthusiasts with specific dietary restrictions, to "Craft their own real bar," providing a customizable experience and meeting individual dietary preferences, exclusively available for online orders through Larabar's official website.

Impact

The integration of e-commerce functionality into Larabar's website, accompanied by a remarkable increase in the Baymard score from 6 to 68, is expected to yield significant positive impacts.

These include an anticipated 20-30% surge in annual revenue due to the convenience of online ordering, along with a 15% boost in sales that will directly benefit local suppliers and underscore Larabar's commitment to real ingredients. Furthermore, the project envisions a 15% increase in consumer spending as customers embrace the ease of online purchases, and a 5-10% expansion of market share is projected thanks to the improved website experience.

Additionally, a comprehensive validation survey highlighted that 4 out of 5 respondents currently purchase Larabars from physical stores due to the absence of an online presence, underscoring the demand for online accessibility. Moreover, when asked about personalizing their energy bars based on dietary preferences, an encouraging 67.2% of the 58 respondents expressed interest, with 27.6% willing to try personalized options. These findings emphasize the potential benefits of introducing e-commerce and personalized choices, which could strengthen Larabar's market presence and cater to customer demands and preference

06

current baymard score

68

redesigned baymard score

67.2%

interested in the redesigned product

Prototype

E-commerce Integration

Integrating Novel Feature to increase user ratio

Process

Research Phase: The project began with comprehensive research, encompassing both secondary and primary research. The team delved into understanding the Larabar brand and its user base, conducting interviews to gain insights into user preferences, pain points, and needs.

Research Phase: The project began with comprehensive research, encompassing both secondary and primary research. The team delved into understanding the Larabar brand and its user base, conducting interviews to gain insights into user preferences, pain points, and needs.

Research Phase: The project began with comprehensive research, encompassing both secondary and primary research. The team delved into understanding the Larabar brand and its user base, conducting interviews to gain insights into user preferences, pain points, and needs.

Baymard Analysis: One significant discovery was the underutilization of Larabar's website due to the absence of e-commerce functionality, as well as the Baymard analysis, which assigned a score of 6 to the existing website.

Baymard Analysis: One significant discovery was the underutilization of Larabar's website due to the absence of e-commerce functionality, as well as the Baymard analysis, which assigned a score of 6 to the existing website.

Baymard Analysis: One significant discovery was the underutilization of Larabar's website due to the absence of e-commerce functionality, as well as the Baymard analysis, which assigned a score of 6 to the existing website.

User Journey Mapping: During the interview phase, the team explored user interactions with e-commerce websites, uncovering pain points and opportunities to enhance the online shopping experience. This process led to the creation of a user journey map, providing a foundation for improving Larabar's e-commerce functionality.

User Journey Mapping: During the interview phase, the team explored user interactions with e-commerce websites, uncovering pain points and opportunities to enhance the online shopping experience. This process led to the creation of a user journey map, providing a foundation for improving Larabar's e-commerce functionality.

User Journey Mapping: During the interview phase, the team explored user interactions with e-commerce websites, uncovering pain points and opportunities to enhance the online shopping experience. This process led to the creation of a user journey map, providing a foundation for improving Larabar's e-commerce functionality.

Conceptualization Phase: The team conceptualized the project, recognizing the need for an e-commerce website to broaden the brand's audience. The innovation extended beyond standard e-commerce by focusing on personalization and customization exclusive to the Larabar website.
Wireframing and Style Guide Development: The project advanced with the development of wireframes to visualize and plan the integration of new features. A style guide was established, aligning with Larabar's existing design language for consistency. Consideration was given to feature integration, accounting for Software as a Service (SAAS) principles.

Conceptualization Phase: The team conceptualized the project, recognizing the need for an e-commerce website to broaden the brand's audience. The innovation extended beyond standard e-commerce by focusing on personalization and customization exclusive to the Larabar website.
Wireframing and Style Guide Development: The project advanced with the development of wireframes to visualize and plan the integration of new features. A style guide was established, aligning with Larabar's existing design language for consistency. Consideration was given to feature integration, accounting for Software as a Service (SAAS) principles.

Conceptualization Phase: The team conceptualized the project, recognizing the need for an e-commerce website to broaden the brand's audience. The innovation extended beyond standard e-commerce by focusing on personalization and customization exclusive to the Larabar website.
Wireframing and Style Guide Development: The project advanced with the development of wireframes to visualize and plan the integration of new features. A style guide was established, aligning with Larabar's existing design language for consistency. Consideration was given to feature integration, accounting for Software as a Service (SAAS) principles.

New Baymard Analysis: A list of improvements was generated based on the Baymard score attributed to the current website. This list served as a guide to ensure that the project aligned with the correct direction. Following the redesign, the Larabar website was reevaluated with Baymard, showcasing improvements in overall quality and user experience.

New Baymard Analysis: A list of improvements was generated based on the Baymard score attributed to the current website. This list served as a guide to ensure that the project aligned with the correct direction. Following the redesign, the Larabar website was reevaluated with Baymard, showcasing improvements in overall quality and user experience.

New Baymard Analysis: A list of improvements was generated based on the Baymard score attributed to the current website. This list served as a guide to ensure that the project aligned with the correct direction. Following the redesign, the Larabar website was reevaluated with Baymard, showcasing improvements in overall quality and user experience.

Long Term Goal: The project concluded by considering long-term goals. These included the introduction of a "Business" option within the "Craft Your Own Bar" feature, allowing collaborations with gyms, companies, and studios for customized packaging. Larabar also aimed to provide an "Occasion" option, catering to various festivities and events. Furthermore, Larabar envisioned extending customization to other product lines such as cereals, minis, brownies, and kids' products. The possibility of an annual flavor competition was also considered, enhancing user engagement and promoting the Larabar brand.

Long Term Goal: The project concluded by considering long-term goals. These included the introduction of a "Business" option within the "Craft Your Own Bar" feature, allowing collaborations with gyms, companies, and studios for customized packaging. Larabar also aimed to provide an "Occasion" option, catering to various festivities and events. Furthermore, Larabar envisioned extending customization to other product lines such as cereals, minis, brownies, and kids' products. The possibility of an annual flavor competition was also considered, enhancing user engagement and promoting the Larabar brand.

Long Term Goal: The project concluded by considering long-term goals. These included the introduction of a "Business" option within the "Craft Your Own Bar" feature, allowing collaborations with gyms, companies, and studios for customized packaging. Larabar also aimed to provide an "Occasion" option, catering to various festivities and events. Furthermore, Larabar envisioned extending customization to other product lines such as cereals, minis, brownies, and kids' products. The possibility of an annual flavor competition was also considered, enhancing user engagement and promoting the Larabar brand.

Full Project

Learnings

The Larabar project was my first venture into web design since arriving in the USA, and it was a journey filled with extensive research, wireframing, prototyping, and crucial UI/UX elements. While my background initially focused on visual aspects like color, typography, and layout, this project went far beyond aesthetics. Its central goal was to integrate an e-commerce website, emphasizing the importance of robust research to implement features effectively.

Throughout this project, I gained valuable exposure to the complexities of designing an innovative e-commerce website. The focus was on creating a user-friendly journey, from onboarding to a streamlined checkout process, prioritizing efficiency and user convenience. In conclusion, the Larabar project was a significant learning experience, highlighting the multifaceted nature of crafting a successful e-commerce platform that not only looks appealing but also functions seamlessly to meet both user needs and business objectives.

Sanjana Shah

Converting thoughts into reality

2023. Designed by Sanjana Shah

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