• Inconsistent font sizes and hierarchy
• Weak navigation visibility
• Limited interactivity (non-clickable product images)
• Underutilized social media presence (no recent X/Twitter posts)

Research:

Heuristic Evaluations

Applied Nielsen’s heuristics to assess visual hierarchy, navigation, and interactivity.

Competitor Benchmarking

Compared Sprinkles.com with Baked by Melissa and Kupcakerie.

Social Media Audit

Analyzed engagement metrics from Facebook, Instagram, and X.

Content IQ Framework

Intrinsic, Contextual, Representational, Accessibility IQ.

Insights:

Font inconsistency

Mismatched sizes on homepage need to create a style guide for consistent typography.

Poor navigation visibility

Menu blends into page, needs to increase contrast and font size for navigation labels.

Inactive X account

No posts since Apr 2024, needs to resume daily posts with visuals & promotions.

Lack of descriptive product pages

Needs to add ingredient details, flavor profiles & “Save for Later” option.

Design:

Created mood boards inspired by warm colors and vintage packaging.

Prototype:

Developed a Figma prototype for increased usability.

Test:

Conducted usability tests with five participants; refined order navigation and confirmation flow.

Result:

• Refined user interface streamlining the user experience by.
• Increasing engagement and readability.
• Improving conversions through clarity and trust signals.
• Strengthening brand perception through consistent design.

I recommended that Sprinkles.com

• Simplify navigation and increase search relevance.
• Improve visual hierarchy with consistent font and image scaling.
• Integrate SSL trust badges and customer testimonials.
• Add a blog and loyalty program to drive engagement.
• Unify tone and brand story across web and social media.