CLIENT EDOCUMENTATIONCheryl Soong

www.woodhousechocolate.com

BACKGROUND SUMMARY

Woodhouse Chocolate is located on the quaint main street of Saint Helena in the heart of the Napa. The charming 19th century building resembles the chocolatiers that can be found in Paris and Brussels. The interior is sumptuous with tapestries, a crystal chandelier and rich wood paneling painted the color of butter and cream. Woodhouse is an intimate jewel box filled with choc-olate gems. Behind the store a productive kitchen creates all their handmade yummy confections.

Owners John and Tracy “Wood” Anderson opened the doors of Woodhouse Chocolate on April 3rd, 2004. The idea to open a chocolate shop came after the couple attended a movie showing of Chocolat.

The shop now represents the combined efforts of three genera- tions of the Anderson/Wood family. Their mission is to create the world’s most flavorful and rich chocolates and confections using local, sustainable ingredients whenever possible. They are dedicated to one core idea: the creation of the finest choc-olates is an art that requires not only the skills of a chef, but the eye of an artist. The Andersons are committed to maintaining a small family operation to guarantee the freshness and quality of every piece of chocolate. Whichever of the wide variety you choose, you’ll find three things in common: the finest natural ingredients, perfectly balanced flavors and, above all, freshness.

PROJECT OVERVIEW

To redesign their website for brand image consistency and to increase online sales. With only one store location, having products available online is important for company revenue. The outdated website lacks efficiency and fails to encourage add-ons. A redesign aims to create an exceptional user-friendly buying experience which will result in new customers, repeat purchases and overall increased sales.

TARGET AUDIENCE

Woodhouse Chocolate’s target market relies heavily on tourism. They range between the ages of 30-65 years old and are middle to upper-middle class. Well educated, cultured and have an appreciation for art and fine things.

COMPETITION WEBSITE

“Zagat” and “Legendary Napa Valley” lists the top chocolate shops to visit while in Napa. Woodhouse Chocolate along with competitors La Foret Choco-late and Kollar Chocolates are amongst them.

La Foret Chocolate www.laforetchocolate.com/

pros E Updated responsive design / Great blog sec-tion / Clear detailed product images and information / Big buttons / Updated cart preview in upper right when adding items for purchase.

cons E Homepage does not communicate chocolates and contains a unimpressive hero section / Confusing hero message regarding allocation program / Limited selection for purchase.

Kollar Chocolates kollarchocolates.com/

pros E Updated modern design / Java-script features when clicking on images / Homepage has large image of shop and clear call-to-action buttons on slideshows.

cons E Figuring out shopping feature requires numer-ous clicking through main page and subpages / Black background color creates clarity issues on images and the selection of main and subnav menu categories.

CLIENT BRIEF E

CONTENT NEEDED

s Product Pictures

s Product Detail

s Prices

s Story

s Specials & Best Sellers

s Product Categories

s Allergy Content

s Customer Reviews

s High Resolution Logo

s Mission & Values

s Recommended Add-On

s Shipping / Return Info

s Location / Contact

s Article & Press Blog

s Filtering Categories

Janet Summerland AGE 30

LOCATION Seattle, WA

EDUCATION B.A. Brown University

FAMILY Engaged

HOBBIES Foodie & Wine Enthusiast, Hiking

OCCUPATION Amazon Accountant

INCOME $115K Annually

WORK HOURS M–F 9am–5pm, Occassional Nights & Weekends

DISABILITIES N/A

COMPUTER SKILL Very Good

WEBSITE INTERACTION EPISODE

Janet first encountered Woodhouse Chocolate during a recent trip to Napa. She fell in love with the decora-tive feel of the store and the assortment of delicious chocolates which were treated like precious jewels wrapped delicately in a beautiful signature blue box. In planning for her upcoming wedding Janet knew the chocolates, would be the perfect favor for her guests. Janet’s first impression of their website was below average, as she felt the poorly designed website conflicted with their brand image. The buying process was simple enough for her needs, but since she works for Amazon she was unaccustomed to the outdated steps prompted. The overall experience did not leave her feeling special like she did during her shopping experience at the store.

USER PROFILE 1 E

Steve Robinson AGE 47

LOCATION Contra Costa, CA

EDUCATION B.A. North Western

FAMILY Wife + 3 Teenage Kids

HOBBIES Golf, Drinking Home Improvement

OCCUPATION Software Salesman

INCOME $150K Annually

WORK HOURS Traveling Variable

DISABILITIES N/A

COMPUTER SKILL Excellent

WEBSITE INTERACTION EPISODE

Steve’s home in Contra Costa is fairly close to Napa Valley, so when he’s not traveling for work he and the wife visit wine country quite frequently. As a software salesman, Steve has many clients in various locations, which he buys Christmas presents for in appreciation for their business. Steve’s busy traveling schedule forces him to almost always do his shopping online from his phone. For the upcoming holiday he has choosen Woodhouse Chocolate for his client gifts. Steve pulls up the site from his phone and tries to figure out their shipping options and rates. The con-densed mobile version has no shipping information listed, so instead clicks on their full site version. The full site version definitely has more information and a navigation directed to shipping. However, the full site is not responsive in design, which leads to unnecessary zooming in and out and lengthening the timeframe of the whole buying process.

USER PROFILE 2 E

Barbara FreemontAGE 60

LOCATION Charlotte, NC

EDUCATION B.A. UMass

FAMILY Husband + 2 Kids + 3 Grandchildren

HOBBIES Traveling Antique Shopping

OCCUPATION Bank Manager

INCOME $80K Annually

WORK HOURS M-F 9am-6pm

DISABILITIES Eyeglasses

COMPUTER SKILL Good

WEBSITE INTERACTION EPISODE

Barbara’s friend, Joan, recently returned from a trip to wine country and brought back various wines and delectable treats to share amongst friends. During a get-together, Barbara tried some of the Wood-house Chocolates that Joan brought back and was immediately wowed. Barbara decided she wanted to order some right away and immediately went on their website to review their selection. While the selection was immense the pictures and website did very little to convey the same great experience. After surfing their website for a few minutes, she decides to put off ordering for now and makes a mental note to visit the shop whenever she visits Napa in the future.

USER PROFILE 3 E

FUNCTIONAL SPECIFICATIONS E

s Responsive Design

s Enlarged Detailed Pictures and Information

s Cart Preview - Drawer Function

s Recommended Add-Ons

s Sorting Filters

s Customer Reviews

s Search Function

s Social Media Links

s Embedded Google Map

s Customized Shopping Functions: Build Your Own Box Pick Your Wrapping Pick Your Bow Recipient Message

s Account Login / Register

s Sticky Main Navigation

s Drop Down Hover Navigation

s E-Gift Cards & Balance

s Promotional Email Sign-Up

s Homepage Slideshow

EmailSign-Up

SITE MAP E

Login / RegisterShop s Specials s About Us s Custom s Contact Us

Search

HOME

STICKY NAVIGATION

SPECIALS ABOUT US CONTACT USSHOP

CHOCOLATE

BOXES

CARAMELS

BARS

TRUFFLES

ENGLISHTOFFEE

SEASONALFAVORITES

OTHERTREATS

Create YourOwn Box

BESTSELLERS

LIMITEDSUPPLY

GIFTBOXES

E-GIFT CARDS

* Form

ProductDetail

ProductDetail

ProductDetail

ProductDetail

ProductDetail

ProductDetail

ProductDetail

ProductDetail

ProductDetail

ProductDetail

OUR STORY

OURTEAM

OURKITCHEN

GoogleMap

Shipping & Return

Contact Us Yelp

FOOTER ITEMS

Facebook

Instagram

Press

Help

CUSTOM

PARTYFAVORS

CORPORATE

BRANDING

* Form

ProductDetail

Privacy & Terms

E-Card Balance

Check-Out

Order Preview

Cart

s Homepage Slideshow

s Quick Links: - Create Your Own Box - Email Sign-Up

Billing

Shipping

Payment

* sorting filter * sorting filter

* sorting filter

* sorting filter

* sorting filter

* sorting filter

* sorting filter

* sorting filter

* sorting filter

* sorting filter

* sorting filter

* Form

2 Get These 1EXCLUSIVE WOODHOUSE

GIFT SETS

LOGOSHOP SPECIALS CUSTOM ABOUT US CONTACT US 0

Shop Now

SAVE 20% OFF when you purchase two or more gift sets

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Start Box Now

EASTER SPECIALCREATIONS

Shop Now

CUSTOM BRANDING AVAILABLE

Contact Us

RECOMMENDED BY

Read More

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Go!Enter Your Email Address Here

Contact

Press

E-Card Balance

Help

Shipping & Returns

Privacy & Terms

Join The Conversation

copyright @ 2017. All rights reserved.

CHOCOLATE BOXES

CARAMELS BARS TRUFFLES ENGLISH TOFFEE

SEASONAL FAVORITES

OTHER TREATS

2 Create 1YOUR OWN CHOCOLATE BOX

Hover effect on main navto expose subnav.

Homepage slideshow advertises current

promotions.

HOMEPAGE A: (FULL PAGE SITE)

LOGOSHOP SPECIALS CUSTOM ABOUT US CONTACT US 0

SUPBAGE A: (FULL PAGE SITE)

Landing page when clicking on shop link located on main nav.

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Shop Now

2 Create 1YOUR OWN

CHOCOLATE BOX

Start Box Now

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Shop

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Photo zooms in when hovering over category.

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congue porta mollis. Etiam ut nisl ultrices, consectetur erat

Go!Enter Your Email Address Here

Contact

Press

E-Card Balance

Help

Shipping & Returns

Privacy & Terms

Join The Conversation

copyright @ 2017. All rights reserved.

Shop Now

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Shop Now

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Shop Now

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SEASONALFAVORITES

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