Scoops & Kettle Website Redesign

Scoops & Kettle is a local ice cream and gourmet popcorn shop that needed a more usable and modern online presence. The project focused on making the site easier to navigate, improving product presentation, and supporting online popcorn sales through a clearer e-commerce flow.

The site also needed to communicate the business clearly: Wisconsin-made ice cream, gourmet popcorn, tin and bag sizing, vending machine availability, and product options that customers could understand quickly before ordering.

I worked as the UX designer and web designer for the project, helping rethink the site structure, product flow, and visual presentation. The work included research, competitor review, wireframing, information architecture, responsive layout decisions, and implementation support.

The project eventually moved into Shopify, which meant the design work had to support real product logic, inventory behavior, cart interactions, shipping needs, and customer ordering patterns.

The previous site did not make the product experience as clear as it needed to be. Customers needed to understand product categories, available sizes, flavor options, shipping rules, and ordering limits without becoming confused.

A major challenge was making the e-commerce experience feel simple while still supporting real business constraints, including popcorn tin sizes, gallon options, jumbo bags, mix-and-match rules, and shipping box limitations.

I looked at the target audience, local food websites, product ordering flows, and common pain points in small business e-commerce. The research focused on what customers needed to know before buying and where confusion could happen in the ordering process.

• How are products grouped and explained?
• Can customers quickly understand sizes and quantities?
• Is the cart behavior clear when product options change?
• Does the site work well on mobile?
• Can the business support shipping logic without confusing the customer?

The design direction focused on making the site feel more direct and usable. Product pages needed clear hierarchy, mobile-friendly layouts, visible options, and stronger category separation. The goal was not to over-design the brand, but to make the shopping experience smoother.

I worked through product visibility, navigation structure, cart behavior, and responsive layout. The site needed to support browsing and buying without making users decode the business rules.

• Improved product categories for ice cream, popcorn, tins, bags, and gallons.
• Clearer navigation and product information hierarchy.
• Responsive layouts for mobile and desktop shopping.
• Mix-and-match product logic for gallon popcorn orders.
• Cleaner cart behavior and subtotal updating.
• Support for shipping constraints and multi-box thinking.

The redesign improved the clarity of the site and helped move the business toward a more functional online sales experience. The project became a practical example of UX design meeting real business constraints, where the interface had to support products, inventory, shipping, and customer decision-making.

This project is important in my portfolio because it was not only conceptual. It involved real product rules, real client needs, and the kind of messy details that make e-commerce design more complicated than a clean mockup.