My Work

UI/UX Design

Local Cake Bakery Store Website, Responsive design. (Google Certificate Student Project)

The product

Orange Cake is local Toronto based family owned bakery, with homemade healthy, allergy free, delicious cakes for local customers. The bakery has options to choose from daily ready cakes or customize the cake with desire ingredients and decor.

The problem

To organize online order flow for ready cakes and custom order with delivery and pick up option.

My role

UI/UX Designer.

Responsibilities

Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iteration on design.

Project goal

To design an responsive design for the bakery website, allow to access, view, place an order, or create a custom cake order for people who has a food allergy, online, deliver to their location or picked up at the store.

Target audience

Full time busy workers, parents who has limited time and ability to visit the bakery in person.

Research study details

I conducted interviews and created empathy maps to understand the users I am designing for and their needs. A primary user group identified through research was working full-time parents who have limited time and ability to visit the bakery in person. This user group confirmed the initial assumption about Orange Cake Bakery customers, but research also revealed that time was not only the factor limiting users from visiting the store. Other user's problems included access to complete ingredients list, customization, and ability to use websites.

Persona

Sketches

User Map

Wireframes

User testing results

Task 1: Ask user to find the desired category or cake name.

Task 2: Ask user to select custom cake and go step by step.

Task 3: Ask user to go back from the order page and change the order.

Task 5: Ask user from contact page go to ready cakes page.

Insights

Bakery websites not always equipped with option to customize the order or change ingredients online and complete the payment. Young parents, teachers and event coordinators not always have and access to complete ingredient details, when choosing the cake for event.

KPIs:

Time on task

Use of navigation vs. search

Drop-off rates

Usability Study (Before and After)

I conducted two rounds of usability studies. Findings from the first study show that users want to be able to find a category menu, from any page to be able to see other options. Users find it is not clear when you place an order in the shopping cart icon is not visible enough, difficult to find the step back. The second study's findings show that users want to be able to change settings at checkout in easy steps. The iterations have been made to revise the mockup.