reinvented an e-comm experience through :
Scope
A new E-commerce experience for Philippe's The Original. 

​

Duration
2 Weeks
Summary
This project was to redesign a new website and a new E-commerce experience for someone who's trying to order their famous mustard. Bringing the in store experience closer to the online one by tying in nostalgic aesthetic and consolidating their cart experience.

Project Type
This was done during UXDI bootcamp at General Assembly.

prototype sneak peek
2.1   Phillippe's, Angelenos, and French Dipped Sandwiches
Philippe's has became a landmark of Los Angeles in the past century. Locating just steps away from the historic Union Station. Its authenticity and close relationship with LA commuters bring classes together.  Some said one can often sees lawyers and blue collar workers rubbing elbows at this humble food hall chowing down those delicious french dip sandwiches.
Today, many Angelenos visit not just for their original french dipped sandwiches and nostalgia, it has also became a must stop before going up the hill to a Dodgers baseball game. The strong relationship between sports and this dining hall eventually helped shaped the restaurant itself.
What really brings people back are, of course, their delicious french dipped sandwiches with a slice of pickle, and their famous horseradish mustard. In fact, they even sell them online!
2.2   Losing the Experience
Unfortunately, their in person pleasant experience don't translate over on E-commerce. Major road blocks includes:
• Store page brings user to a different site
• Inconsistent global navigation 
• Home button on Store got lost
• Information overload
• 404 error
3.1   Who's Hungry, Angelenos? 
3.2   Pinpointing the Problems
Upon studying their current User Flow and Site Map, I identified the problematic area, and began consolidation and ideation with methods use such as Open and Closed Card Sorting. 
I focused the design intent on bringing back a nostalgic restaurant identity for Philippe's the Originals, at the same time streamlined the E-commerce experience of ordering mustard and sandwiches.
I consolidated the cart into one cohesive experience, without bringing users away from the site. History of Philippe's is also highlight at the home screen to emphasize the value of it. With two sets of sketches and usability testing, I narrowed down the idea to focus on the check out experience. A Style guide was curated revolving the concept of Sports Nostalgia. 
 4.1   Bringing Back the Nostalgia of Dining

view mood board collection
 4.2   A Timeless Experience
Mid Fidelity Wireframe was created to further illustrate the idea, and bring user through the journey of purchasing goods from one of the most iconic eatery of Los Angeles. 

jump to prototype