Latino Foods wanted to address several key issues affecting retention and conversion:
Low customer retention: New customers made up 86% of traffic, while returning customers were only 14%.
High bounce rate: Between 41–50%, with a 6% increase year-on-year, suggesting missed opportunities in a niche market.
Slow website speed: Frustration and drop-offs during checkout were common.
Complex navigation: Poor categorisation and limited search functionality made product discovery difficult.
Our objectives were to:
Identify pain points in navigation and checkout flows.
Understand user needs and expectations through surveys and interviews.
Improve the mobile experience, given that mobile was the most common access point.
Reduce bounce rate and increase returning customers.
Optimise product categorisation, filtering, and stock visibility.
Align the website experience with social media promotions.
Research Insights
Creative Drey conducted surveys with 130 respondents and usability tests, uncovering valuable insights:
Demographics: 80% of respondents were Colombian, followed by Venezuelans, Argentinians, Peruvians, Mexicans, and others.
Location: 62% lived in Auckland, the city with the highest traffic and engagement.
Shopping behaviours: Online shopping frequency was low, but speed, convenience, and deals were major motivators.
Frustrations: Out-of-stock items (especially frozen goods like plantains) were the most common complaint.
Awareness: Many users discovered Latino Foods via social media or word of mouth, yet awareness was still limited across wider Latin American communities in New Zealand.
Key UX Issues Identified
UI kit and colour palette caused accessibility issues.
Social media promotions (e.g., product combos) were not mirrored on the website.
Address input was not optimised for New Zealand users.
“Out of stock” messaging created frustration—no option to notify customers.
Navigation caused confusion: categories and liquor store layout were unclear.
Cart interactions (side panel opening repeatedly) disrupted the shopping flow.
Through UX research and design recommendations, Creative Drey provided a clear roadmap to improve Latino Foods’ online store.
Proposed Improvements:
Optimise loading speeds and overall performance.
Refine the visual system with improved contrast and accessible UI design.
Align product listings with social media campaigns for consistency.
Rebuild product categorisation, filtering, and search to make navigation seamless.
Enable “Notify me” functionality for out-of-stock products.
Streamline cart behaviour to reduce friction in the checkout process.
Improve liquor store layout and introduce product labelling for promotions, discounts, and new arrivals.
Enhance mobile usability, the most common device for purchases.
Impact of Research:
Website traffic increased by 50% (Feb 2022–Feb 2023).
Page views grew by 73% in the same period.
Insights confirmed mobile-first design as a priority.
User interviews revealed opportunities to strengthen brand awareness across other Latin American communities in New Zealand.
Conclusion:
The UX case study revealed that Latino Foods had strong growth potential but required critical improvements to ensure long-term customer retention. By focusing on speed, clarity, and consistency, Creative Drey helped the brand map out a customer-centric digital experience—one that not only supports growth but also deepens loyalty among New Zealand’s Latin American community.
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Branding / Digital UX/UI / Marketing
