Anne's Cakes

Anne’s Cakes is a small business bakery looking to streamline the way customers order custom cakes from their website.

Date :

April 17 - May 5

Role:

Visual designer, researcher

Challenge

How can we create a faster, easier way to order custom cakes online?

Research

Research was completed by taking a small but diverse sample of users, creating empathy maps, and then building a single profile based on the lifestyles of those users. We referred to users’ responses, and also answered preliminary survey questions based on the assumed user profile. What I found was that many users expressed social anxiety or inconvenience at the thought of ordering a custom cake. This resulted in users buying bland, generic grocery store cakes for special events and avoiding bakeries altogether.

Pain Points

Design

Sitemap

In order to emphasize the importance of accessibility and user flow, I created a sitemap.

With my main focus being streamlining the ordering process, I made custom cakes an emphasis in the structural hierarchy of the website.

I wanted to keep the experience of ordering cakes just as easy and exciting as picking one out at a bakery, so I created my wireframes based on the idea that product images were the most important component for users.

Digital Wireframes

Prototypes

Low-fidelity prototype

The low-fidelity prototype guides the users through the process of browsing bakery items and making custom orders.

Studies and Testing

I conducted a usability study based on the low-fidelity prototype, in which my goal was to locate any issues or snags in the user flow of ordering products from the menu and creating a custom cake design.

Anne's Cakes

Challenge

How can we create a faster, easier way to order custom cakes online?

Research

Pain Points

Design

Sitemap

In order to emphasize the importance of accessibility and user flow, I created a sitemap.

With my main focus being streamlining the ordering process, I made custom cakes an emphasis in the structural hierarchy of the website.

I wanted to keep the experience of ordering cakes just as easy and exciting as picking one out at a bakery, so I created my wireframes based on the idea that product images were the most important component for users.

Digital Wireframes

Prototypes

Low-fidelity prototype

The low-fidelity prototype guides the users through the process of browsing bakery items and making custom orders.

Studies and Testing

I conducted a usability study based on the low-fidelity prototype, in which my goal was to locate any issues or snags in the user flow of ordering products from the menu and creating a custom cake design.

Results

Mockups

Accessibility Considerations

Takeaways

Anne's Cakes

Challenge

How can we create a faster, easier way to order custom cakes online?

Research

Pain Points

Design

Sitemap

In order to emphasize the importance of accessibility and user flow, I created a sitemap. With my main focus being streamlining the ordering process, I made custom cakes an emphasis in the structural hierarchy of the website.

I wanted to keep the experience of ordering cakes just as easy and exciting as picking one out at a bakery, so I created my wireframes based on the idea that product images were the most important component for users.

Digital Wireframes

Prototypes

Low-fidelity prototype

The low-fidelity prototype guides the users through the process of browsing bakery items and making custom orders.

Studies and Testing

I conducted a usability study based on the low-fidelity prototype, in which my goal was to locate any issues or snags in the user flow of ordering products from the menu and creating a custom cake design.

Results

Mockups

Accessibility Considerations

Takeaways

In order to emphasize the importance of accessibility and user flow, I created a sitemap.

With my main focus being streamlining the ordering process, I made custom cakes an emphasis in the structural hierarchy of the website.