"Ordering custom cakes in minutes"
Project Scope: 2 weeks
Project Type: School Project
Roles: UX Researcher, UI Designer, Usability Testing
Tools: Figma, Paper, Pencil
Callie's Cakes is a cupcake bar located in Normal, Illinois. What started as a small operation has quickly grown as her create your own concept has blown up in popularity. When you walk in there's two options, pick a cupcake already made, or create your own. Callie says "it's like a froyo bar, you pick your base, frosting, and then the toppings". When Covid hit Callie had to get creative about her business. She started taking phone orders but realized how time consuming it was when it came to listing all the options for the create your own. Callie wants an app where people can order on the app and pick up in store.
Callie's Cakes needs to find a new way to reach customers. People want to be able to pick something up quickly without spending much time in store. Making a custom cake in store takes about five minutes, and the line in Callie's is usually long. Customers want convenience, especially with Covid, waiting in store isn't always the best option when it comes to making multiple custom cakes.
She is ready to take her business to the next level by offering online ordering.
Our goal is to Create a user friendly app for customer to order cupcakes from home.
Empathize: Survey, User Interview
Define: User Persona, User Journey Mapping, POV (Point Of View)
Ideate: Brain Storming Ideas, Product road map, User flow, Sketches.
Build: Wireframes, Prototype
Test: Usability Testing, Final UI Screens
13 People Surveyed
General Questions included:
How often do you treat yourself?
When do you have treats?
Who do you enjoy treats with the most?
What is the holiday you eat cupcakes the most?
Demographics (family or no)
Interview One: Debra
Debra is a single mom who doesn't have much time, and the time she does have she wants to spend with her kids.
The major takeaway: She doesn't want to go somewhere where she doesn't know what she's walking into. Debra always wants to be prepared with kids and make sure it's a good option for her family.
Interview Two: Cindy
Cindy is a stay at home mom who always is looking for something new to do with her kids.
Major takeaway: She wants to take her kids somewhere they both can have a good experience. Besides her kids sometimes she just needs some quick mom time. She doesn't get much time to herself so when she does, she doesn't want to wait in lines or run too may places.
Debra, 26 year-old single mom
Cindy, 30 year-old mom of two
After getting insights from user research I had a clear understanding of who my target user will be and created a persona. User persona will help me make better design decisions that will satisfy the user's needs.
I wanted the branding to feel familiar with typical bakery's upbeat and fun colors. While keeping it familiar I also wanted Callie's Cakes to stand out from the crowd.
I ended with purples. Pinks and blues are the typical bakery colors. Purple feels familiar to pink with still being its own. Keeping the branding in two shades of purple keep the focus on the product and not the branding and background colors. The logo gives the customers instant knowledge of what the business is and keeps to the fun, upbeat, familiar feeling of a bakery.
Usability Test
Order one custom cupcake and two Raspberry Creme cupcakes.
Results
Radio buttons are too small for mobile.
Usability Test
Edit your order from two cupcakes to one vanilla cupcake.
Results
Radio buttons are too small for mobile.
The client is my mentor through my school program so she was happy to see such a big improvement from my first design to this one. I was able to have a better focus on the MVP and a clear design concept.
