All the Cakes Bakery & Gifts
Responsive Website, November 2022
3 weeks | UX Designer & Researcher
Overview
For the Google UX Design course, the challenge was to create an easy ordering flow for a bakery website.
THE PROBLEM
Users needed an easy way to order gifts, create advanced orders, and have the ability to choose when they received orders from a local bakery. The website did not have a way to order in advance.
THE SOLUTION
All the Cakes Bakery & Gifts ordering system allows for cakes to be easily purchased in advance for pickup, delivery, or as gifts based on customer needs and schedule.
Research
PERSONA
To learn more about users, I did short interviews with various people who would benefit from having an easy to use website for ordering products. I created a persona about someone who might benefit from having easy ways to order cakes from a bakery.
EMPATHY MAP
To better understand users, I created an empathy map to learn what users might say, think, do, and feel when trying to order cakes. Ideas came from conversations with friends and colleagues who often order things in advance.
USER JOURNEY
Thinking about what it might be like as the user to order a cake from other competitor bakeries, below are the emotions a user may go through when ordering from one of these websites.
Design
SITE MAP
The site map goal was to have a simple flow to completing an order through the cart.
WIREFRAMES
Key elements such as navigation, product images with links, and call to action buttons are included in the wireframes. Through research, it was important for the user to have several options on how to receive orders. After feedback from other designers, I included an order button on the bottom navigation bar for the mobile versions along with easy access to the cart. A search bar was also added to make it easier to find cakes.
Paper wireframes
Homepage wireframe
Order option wireframe
Responsive wireframes
​LOW-FIDELITY PROTOTYPE
The low-fidelity prototype shows how a user can order a birthday cake for delivery. This prototype was shared in a usability study with potential users to see if the checkout process is easy and successful.
Testing
USABILITY TESTING
INSIGHTS
The usability study was conducted with five participants that all purchased items online. The study was moderated with two activity prompts directing users to order a birthday cake and complete the checkout process for delivery.
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Users skipped the search features and browsed the pictures
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Users wanted consistency in customizing features on each page along with knowing prices
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Users liked the pop up checkout boxes for ordering
Adjustments
CHANGES FROM TESTING
A search space was removed to include bigger pictures. During the usability study, users were confused with button choices and wanted to know prices along with serving sizes for the cakes. After the study, I added a different choice feature and descriptions to the page.
HIGH-FIDELITY PROTOTYPE
The high-fidelity prototype shows how a user can order and pay for a traditional birthday cake for delivery. This prototype was shared in a second usability study with users.
2ND ROUND TESTING
The usability study was conducted with five participants that all have purchased items online. The study was moderated with two activity prompts similar to the first round of testing.
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Users liked the ability to pick a time for delivery but wanted a calendar view to pick date and time
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Users were not sure of the delivery service location based on the website's current function
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Users really liked the pop up checkout boxes for ordering
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Reflection
NEXT STEPS
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Add a calendar feature to the delivery date and time selection area to make it easier for users to pick the specific day needed.
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Include a delivery service area screen and map so that users can check to know where their orders can be delivered.
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After adding a few additional features to help users navigate the website, it would be helpful to run one more usability test to avoid any large issues before launching the final site.
“The flow of the website checkout was great. I liked that I could schedule the delivery time and sign up for delivery confirmation. Very easy to use and I would definitely order from a website like this!”
- Emma, Usability Study Participant
