Berkeley Student
Food Collective
ROLE
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UI UX Designer for the About Us section of the website
TEAM
Kayley Chan, Kiana George Carolyn Cho, Vanessa Ngai, Sophia Paradowski
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Overview
For this project, our team redesigned parts of the Berkeley Student Food Collective website to better reflect its mission of providing fresh, local, healthy, affordable, and ethically sourced food to the Berkeley community. Our goals were to better organize information about the store’s programs, highlight key vendors and stakeholders, and update outdated content with a more visual, welcoming design.
My role as a UI/UX designer focused on reworking the About Us page and the Our History subpage—clarifying BSFC’s story, improving content hierarchy, and creating a more engaging, scannable experience that communicates the co-op’s values and impact.
Problem
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The problem I wanted to tackle is the inauthentic food culture that dominates our current social media landscape. From unrealistic "What I Eat in a Day" videos to overly curated and edited Instagram food pics, there's a lack of food content that feels real and relatable.
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How Might We Statement
How might we create a more authentic and communal space for people to share and connect through their everyday meals - whether home-cooked or store bought?
Research
1
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User Persona
and Journey map
First, we created a user persona who is a berkeley student, she's vegetarian and low income, and she wants to find healthy and convenient food options. We went through her journey map of discovering BSFC, deciding to go in the store and then explore more on their website to find out how she can get involved, and we uncovered some painpoints of not being able to find the vendor directory and clear directions on how to become a member.
Competitive Analysis
We found that strong competitors use clear calls to action, simple navigation, and warm visual storytelling to build trust and engagement. Many sites, however, suffer from cluttered menus, dense text, and inconsistent design systems that make key information hard to find.
Information Architecture
We redesigned the information architecture to create a more intuitive content hierarchy, improving site flow and reducing unnecessary complexity across pages.
CURRENT
UPDATED
New users did not clearly understand what BSFC is upon first landing on the website
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The website’s structure did not align with how users naturally explore the site or take action
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Users were more motivated by BSFC’s mission and values than by its products alone
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Vendors and collaborators lacked visibility and were difficult to discover within the site.
Ideation
LO-FI's
MID-FI's
ABOUT US
OUR TEAM
ABOUT US
OUR HISTORY
Membership
FAQ +
RESOURCES
CONTACT
US
GENERAL
VENDOR
CLUB DISCOUNT
HI-FI's
Home Page
About us
Membership
FAQ and RESOURCES
Contact Us
Thank you, Berkeley Student Food Collective, for a truly memorable first design project.
Reflection
This project reinforced the importance of using research to guide design decisions and balancing BSFC’s mission with usability and accessibility. Through our redesign, we successfully clarified program information, improved vendor visibility, and created a more welcoming, consistent, and scannable experience across the site.
Overall, our redesign met our core goals: simplifying navigation, strengthening storytelling around BSFC’s mission, and modernizing outdated content and visuals. Huge thanks to my team for the collaboration, thoughtfulness, and countless iterations that made this project possible.