UX Design Project
Wilde & Green
Wilde & Green is a community-focused café and lifestyle store catering to a diverse local demographic, including the 45+ age group, students from Alexandra School, new mothers, and churchgoers. Despite serving as a neighbourhood hub, its online presence has stagnated since the 2020 lockdown. The outdated website, lacking an ordering system, fails to meet customer expectations, limiting digital engagement and hindering revenue growth.
Without a seamless online experience for browsing menus, placing orders, or promoting services, Wilde & Green struggles to extend its reach beyond walk-in traffic, inconveniencing loyal customers. To overcome these challenges, a comprehensive digital overhaul is essential. This will involve redesigning a mobile-first platform to enhance online engagement, clearly showcase services, attract new customers, boost lifestyle sales, and strengthen community connections—all while preserving the café’s warm and local identity.
Three main research goals for Wilde & Green
1. Understand Customer Needs & Behaviours
Learn how key customer groups (45+ locals, students, new mothers, churchgoers) find information, choose what to buy, and engage with Wilde & Green’s café and shop — in person and online.
2. Identify Digital Needs and Expectations in the Absence of a Working Website
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Capture what customers want to do online (e.g., view menus, order ahead, buy gifts, check opening hours), and where they currently go instead (Google, Instagram, phone calls, walk-ins), including pain points and accessibility needs.
3. Define Requirements for a New, Mobile-First Online Experience
Translate customer insights into clear requirements for a redesigned platform: essential features, content, and end-to-end journeys for ordering, click-and-collect, lifestyle shopping, and community updates — aligned with business goals.
UX research assumptions for Wilde & Green
1. Customers Prefer Mobile Access
The majority of customers - including students and busy parents - would prefer to access menus, opening hours, and ordering options via mobile rather than desktop.
2. Lack of a Working Website Reduces Sales Opportunities.
Not having an active, functional website limits online orders, click-and-collect sales, and lifestyle/gifting purchases.
3. Clear Information Increases Visit Intent.
Customers are more likely to visit or order if menus, pricing, dietary options, and services are clearly displayed and easy to find online.
4. Community Customers Value Simplicity Over Complexity
Wilde & Green’s core audience (45+ locals and regular community visitors) prioritises clarity, ease of use, and trust over advanced digital features.
