An artisanal feel for handcrafted fresh pasta e-commerce.

CLIENT
PANZAMORENA

SERVICES
UX RESEARCH. USER & STAKEHOLDER RESEARCH. COMPETITIVE ANALYSIS. UX STRATEGY. USER PERSON DEFINITION. UX/UI DESIGN. WIREFRAMING & PROTOTIPING. EXPERIENCE & INTERFACE DESIGN. E-COMMERCE DESIGN.

Panzamorena is an artisanal pasta workshop in the heart of Córdoba. This project aims to design an e-commerce platform aligned with the stakeholder’s needs. Through UX research, we will define the most suitable e-commerce model and understand users’ perceptions of delivery to create an effective solution.

Competitive analysis revealed a clear pattern.

Strength:

Panzamorena stands out for its truly artisanal and organic products.

Weakness:

It has no website or e-commerce platform, even though it already offers delivery.

Things happen during research, and that’s exactly why research matters.

What we didn’t anticipate was the need for a second round of user interviews, but it became essential to move forward.

First research phase

In the first round, we interviewed both existing Panzamorena customers and people unfamiliar with the brand. We explored their habits, expectations, and decision-making processes when ordering food online. These were the key insights:

THIS STAKEHOLDER INPUT SHIFTED THE DIRECTION OF THE PROYECTS

“Panzamorena’s online sales aren’t meant for immediate orders. They’re designed for planned, advance requests, especially for people hosting guests, who don’t want to cook but still want to offer something high-quality at a good price.”

Second research phase

This revealed a scenario we hadn’t initially considered. While retaining relevant insights from the first interviews, we conducted a second round with customers who order in advance to host guests at home. These were the key insights gathered:

Synthesizing research to define the key problem and user persona.

PROBLEM STATEMENT

How could we make it easier for Panzamorena customers who want to place advance orders for multiple people to buy online, while providing enough information about the products and their order to feel confident throughout the purchasing process?

From Low-Fi to High-Quality Handmade Moments

Task flow.

The user places menu orders.

Applying Insights from Concept Testing

After creating the low-fidelity prototype and conducting concept testing, we implemented the following changes in the mid-fidelity prototype:

Shipping Address Reminder on the delivery page.

If the user already has a saved shipping address from previous purchases, it will still be displayed as a reminder. This allows them to quickly verify the information and easily update it if needed for a specific order. This helps streamline the checkout process and builds trust.

Shipping Address + delivery date reminder on the success page.

For the same reason, a reminder of the address will also be shown on the success page, this time including the reserved delivery date and time.

Applying Insights from Usability Testing

Through usability testing, we identified the need to include a user reviews section, as this information is often essential in the purchase decision process. This finding also aligned with several insights gathered during our initial round of user interviews.

Defining de visual identity

Lets define the visual identity accosting to the stakeholder idea

WHAT THE STAKEHOLDER SAYS

“Panzamorena … where customers can see the full production process of our products at any moment.”

Why this e-commerce create value for the user?

The new Panzamora e-commerce experience reflects one of the key insights gathered during user interviews: the enjoyment of preparing meals at home. Throughout the purchase flow, users can build their menu step by step, choosing which ingredients they want to add at each stage, reinforcing a sense of control and personalization in the process.

Bringing the Brand’s Values Into the Purchase Flow

Throughout the entire purchase flow, the user is guided by highly visual food imagery that reflects the brand’s core values: transparency, craftsmanship, and authenticity. This makes the shopping experience not only more intuitive but also more aligned with Panzamora’s identity.

Similarly, throughout the entire website, numerous photos of the products and the store are showcased. As mentioned, a sense of closeness and authenticity is one of Panzamora’s key brand pillars.