Alice’s Table

Scope: Web Design + Build
My Role: Design Lead


After appearing on Shark Tank, Alice’s Table approached Intrepid for a usability audit of their website in preparation for an increase in traffic following the airing of the show. The company — which went through the Boston Techstars accelerators in the spring of 2017 — is a startup with the mission of helping women start their own businesses leading flower arranging classes. When women sign up to be “Execs,” they are given everything they need (in terms of both tools and training) to run their own classes, allowing them the flexibility to set their own schedules. I was tasked with leading the user experience audit on the existing site, which lead to a larger redesign and build.

I began by re-architecting the web experience based on the following personas:

  1. The user whose primary goal was to find and sign up for classes

  2. The user who wished to join the Alice’s Table team as an Exec

My mission was to increase the overall usability of the service and increase engagement by leveraging effective UX patterns like behavior based email capture modules, progress indicators, instructional walkthroughs, etc.

As of early 2018, Alice’s Table had signed on over 120 Execs in over 30 states nationwide.