MINGLE SEASONING

UX DESIGN

Mingle Seasoning is an Australian company that was  established in 2016. They value confidence, creation and connection both in and out the kitchen. Their all-natural seasonings give Australians the convenience and confidence to ﬂavour their food and create healthy, tasty and fuss-free meals.

Mingle currently sell their products though an online store , or wholesale (via a distributor), and at some retail outlets (currently stocked in two Coles stores with  plans to expand into 250+ stores later this year).

PROJECT BRIEF

Mingle wanted to re-look at their current customers purchasing  behaviors and reﬁne the customer journeys to drive more initial trial and repurchases. They had a  database of 12,000 customers at the beginning of this project.

RESEARCH

The video above is a montage of expressions taken from the user testing of the current Mingle mobile site. It was a powerful demonstration to the client of the frustrations users were experiencing while trying to navigate through the site.

KEY INSIGHTS

Google Analytics:
• 40.5% of Mingle customers 25-34 years of age
• 89% are female
• 76.9% were using their mobile device
• Drop-off rates: after 10 secs – 47%; on homepage – 16.4%

Surveys:
• 41% weren’t aware there were any recipes on Mingle website
• 67% weren’t aware of the Mingle story
• 76.9% were using their mobile device

User tests:
• Checkout not functioning properly
• The site was difficult to navigate
• Hard to find recipes
• People didn’t like the pop-ups