Picnic Works , Seattle-based innovator of food automation technology. They faced challenges in providing easy access to crucial information. To address this, Picnic engaged Lake & Pine Design Studio to conduct an audit of their website's marketing funnel and leverage their expertise in UX and design to make improvements. The outcome of this collaboration is a highly usable website that effectively communicates how a pizza station integrates into restaurant kitchens and aligns with their budgetary considerations.

My role in the Picnic Works project involved:

Design strategy and planning: Collaborated with colleagues to develop a design strategy and plan based on user research findings.

Wireframing and prototyping: Created low-fidelity wireframes and prototypes to visualize website layout and user flow.

Visual design: Developed a final visual design aligned with Picnic Works' branding and optimized for user experience.

Collaboration and communication: Worked closely with team members, stakeholders, and developers to ensure alignment with project goals.

Iterative design process: Incorporated feedback from stakeholders and users at each stage to continuously refine and improve the design.The client already had an existing design guidelines in place, which served as the foundation for the project.

The ideation sessions involved key stakeholders from Picnic Works, Lake & Pine design team, and other relevant team members. This diverse group brought together expertise in UX design, product management, and business to ensure a well-rounded perspective.The ideation process was iterative, with multiple sessions conducted to refine and expand upon the generated ideas. The team embraced feedback from stakeholders and users, incorporating it into subsequent ideation sessions to continuously improve the design concepts.

Wireframing and prototyping: I created high-fidelity wireframes and prototypes to visualize the website's layout, structure, and user flow. These stage helped me iterate and gather feedback from the project manager and stakeholders.

User Interface DesignI worked on the visual concept and design elements, considering the preferences of the client, their design guidelines and the needs of the target audience. I created a final visual design that was aesthetically pleasing, aligned with Picnic Works' branding, and optimized for a modern and user-friendly experience.In addition to the homepage hero image featuring a pizza station and a human, visitors are now able to quickly determine physical fit by glancing a pizza station rendered in context and with dimensions.

As a UX/UI designer at Lake & Pine, I made it easier for prospective customers to understand how a pizza station fits into their budget. We achieved this by restructuring the Savings Estimator tool. Previously, it was complex and overwhelming for users to estimate costs accurately. However, through careful redesign, we created a single reactive screen that simplifies the process. This screen now provides all the necessary inputs required to perform a proper estimate. By streamlining the tool, we empower potential buyers to make informed decisions about their investment in a pizza station with ease and confidence.

Results The collaboration between Picnic Works, developers and Lake & Pine design team resulted in a highly usable website that effectively communicates the value and benefits of the Picnic Pizza Station. By improving the messaging and user interface design, potential customers can easily understand the physical fit of the pizza station and accurately estimate the costs, ultimately increasing their confidence in making a purchase decision.

Lessons Learned Throughout the project, I gained valuable insights into optimizing marketing funnels and simplifying complex concepts for potential customers. The experience reinforced the importance of customer-centric messaging and the power of visuals in conveying information effectively.

Additional Details The project timeline spanned 2 months, with Lake & Pine collaborating closely with the Picnic Works team. Tools and technologies utilized included Figma for design and prototyping, as well as communication tools such as Slack and Google Meet.