RESPONSIVE CAKE ORDERING SYSTEM CASE STUDY

PROJECT INTRODUCTION

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DURATION

1 Month in March 2022

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TEAM

Individual Project

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PURPOSE

To Create a Piece for my Portfolio & the Google UX Professional Certificate

THE PROBLEM

Cakery & Co. needs an online web presence that will allow their customers to place cake and cupcake orders online anytime. They currently offer an in-bakery catalogue with pictures of previously made cakes and a paper order form. This system is not convenient, or efficient and is no longer working for the volume of orders they are receiving.

THE GOAL

Create a responsive cake ordering system that scales from desktop to mobile seamlessly. The website will allow users to "build" their cakes and cupcakes by selecting everything from the cake flavors to the design details. Users will also be able to order sample boxes to try out flavors, purchase candles and other add-ons, and schedule a meeting with the bakery owner online via Zoom, or in-person to discuss custom orders.

UNDERSTANDING THE USER

USER RESEARCH

I started the process by conducting six virtual interviews and creating empathy maps. Then, I created a survey on Google forms which was distributed on social media. Next, I conducted a competitive audit of 2 indirect competitors and 3 direct competitors. Finally, I created an affinity diagram and identified user pain points.

"Cakes are important during any celebration because everyone loves cake and it makes the event more fun. I think custom ordering cakes or baking them yourself shows the recipient how much you care."

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PAIN POINTS

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Traditional cakes with birthday candles are not sanitary.

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Going to a bakery to buy or order a cake during their business hours is inconvenient and takes planning.

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Having to pick-up a cake on party day is frustrating because of all the other things you have to do and the cake could be damaged in transport.

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In-store bakeries don't let you customize your cake beyond the inscription.

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Premade cakes aren't personal enough to show the recipient you care.

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Pretty cakes don't taste good.

MEET THE USERS

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Abby is a wife and mother of two young children. As a mother with young kids she wants to order themed birthday cakes for her kids so they feel special on their birthdays. View Abby's journey map.

Tammy-Burrows-Orders-custom-cakes

Tammy is a teacher married to her high school sweetheart. As a romantic and thoughtful wife, Tammy wants to order a cake that looks and tastes like the top-tier of her wedding cake so that she and her husband can celebrate their anniversary with a meaningful cake. View Tammy's journey map.

STARTING THE DESIGN

INFORMATION ARCHITECTURE

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PAPER WIREFRAMES

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Want to see the paper wireframes from a better angle? View a PDF of the paper wireframes.

USER FLOWS

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DIGITAL WIREFRAMES & LOW-FIDELITY PROTOTYPE

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Want to see the wireframes in action? View the wireframes PDF.

USABILITY TESTING

Usability testing is currently in-progress. Check back soon for updates on this project.

jess.price882@gmail.com   |   425.417.9705

 Copyright © 2022 - Jessica R. Price-Freedman