Rice's Shopping Experience

Rice's Shopping Experience UX Case Study Picture


UX Designer


User Research, UX Design, UI Design, Usability Testing


Adobe XD, Miro, Proto


6 weeks

Tip: Key terms are highlighted to enhance your readability and scanability experience.


RICETERIA, a subsidiary of the Danish homewares and accessories company RICE, is known for its colorful, intricate designs in melamine, handmade baskets, storage solutions, and hand-glazed tableware.

Aiming to enhance the mobile shopping experience while preserving its vibrant brand identity, RICE sought to address a critical pain point: the suboptimal mobile checkout flow.

Rice's Shopping Experience UX Case Study Overview


RICE's existing website failed to provide an optimized mobile experience, particularly during the checkout process.

This issue posed a significant challenge as the majority of RICE's customers accessed the website through their smartphones.

To alleviate this pain point, the focus shifted towards improving the checkout flow, ensuring a seamless and enjoyable shopping experience for mobile users.

Rice's Shopping Experience UX Case Study Problem


To guide the design process and ensure a comprehensive approach, the Double Diamond framework was employed.

With its 4 stages of Discover, Define, Develop, and Deliver, each stage was touched upon in this project.

Rice's Shopping Experience UX Case Study Problem

01 Discover

The Discover phase commenced with a comprehensive user research effort to delve into the preferences and expectations of RICETERIA's target audience.

Through in-depth user interviews and surveys, valuable insights were gathered, providing valuable guidance for the subsequent design stages.

Additionally, a heuristic evaluation of the existing RICE website uncovered usability issues and identified pain points experienced by users.

02 Define

During the Define phase, the research findings were analyzed, revealing key insights into RICETERIA's target audience and their aspirations for an engaging mobile experience:

  1. Target audience - while RICETERIA caters to a diverse range of customers, the primary target group consists of young women between the ages of 22 and 26;
  2. Visual style - users expressed admiration for RICETERIA's playful, youthful, and fun visual aesthetic, and they desired a mobile experience that seamlessly aligns with this brand identity;
  3. Latest products - users expressed a strong desire to stay informed about RICETERIA's ever-evolving product offerings, as the company consistently introduces new collections.

03 Develop

Building upon the valuable insights gathered during the Discover phase, the Develop phase focused on transforming these insights into tangible design artifacts, including user flows, wireframes, and mockups.

These design artifacts served as essential tools for guiding the design process and ensuring the creation of a user-centered mobile shopping app that met the needs of RICETERIA's target audience.

User Flows

With the user needs and business requirements clearly defined, user flows were crafted to outline the ideal user journey within the mobile app.

These visual representations of the user's interactions served as roadmaps for the design team, ensuring a seamless and intuitive experience for mobile shoppers.

Rice's Shopping Experience UX Case Study Flow Diagram


To rapidly explore and refine design ideas, paper sketches were utilized as the initial step.

This low-fidelity approach enabled swift ideation and fostered collaboration among the design team.

Multiple sketches were created to investigate various layout options, information hierarchies, and interaction patterns.

Rice's Shopping Experience UX Case Study Sketches


Based on the paper sketches, digital wireframes came into play as the next phase.

These wireframes provided a more refined and structured representation of the app's interface, encompassing the arrangement of content, navigation elements, and overall layout.

They emphasized functionality as well as visual design, ensuring not only a clear and intuitive user experience but also a visual experience that aligned with RICETERIA's established visual motif.

Rice's Shopping Experience UX Case Study WireframesRice's Shopping Experience UX Case Study Wireframes


With the wireframes finalized, the creation of mockups commenced.

Mockups are high-fidelity visual representations of the app's screens, incorporating the brand's visual identity, typography, color scheme, and UI elements.

These mockups showcased the intended look and feel of the app, providing stakeholders with a tangible representation of the final product.

Rice's Shopping Experience UX Case Study MockupsRice's Shopping Experience UX Case Study Mockups


To validate design decisions, gather user feedback, and identify any usability issues or pain points, a testing prototype was developed.

This prototype simulated the interactive experience of the mobile shopping app, allowing stakeholders and users to preview the app's functionality and flow in a more realistic manner.

Rice's Shopping Experience UX Case Study Overview

Usability Testing

The developed prototype underwent usability testing with representative users.

Through structured test scenarios, observation and a post-testing interview, valuable feedback was gathered on the app's usability, navigation, and overall user experience.

This iterative process aided in further refining the design and ensuring it effectively met user needs.

04 Deliver

The Deliver phase culminated in the successful completion of the mobile shopping app project, resulting in the following deliverables:

  1. Style guide - acomprehensive style guide was provided to maintain consistency in the app's visual design and branding elements;
  2. Prototype - the final prototype incorporated the refined mockups, providing a realistic representation of the app's interactive features and user flow;
  3. Usability test findings - a detailed report summarizing the usability testing results was provided, highlighting key insights and areas for improvement.

The deliverables consisted in a style guide, mockup iterations, prototype, and usability test findings.

The usability findings prompted some changes to the prototype delivered, in order to enhance the mobile shopping user experience.


Usability testing validated the effectiveness of the design approach, demonstrating significant improvements in the mobile shopping experience.

Users consistently praised the smooth navigation, intuitive checkout process, and engaging visual aesthetic.

The playful and youthful design aligned seamlessly with the target audience, fostering a sense of satisfaction and encouraging continued engagement with the app.

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