Impact
The website transformed Kay's Cakes from a local phone-order bakery to a streamlined digital business, improving both customer experience and operational efficiency.
40%
Increase in montly orders
65%
30%
Increase in customer cake orders
90%
Customer Satisfaction
overview
Kay's Cakes needed to establish their digital presence and streamline their ordering process. As their UX/UI designer, I was tasked with creating an intuitive website that would showcase their products and simplify the customer checkout experience.
Challenge
Kay's Cakes, a local bakery, needed to establish an online presence and simplify their ordering process. Customers were limited to phone orders, leading to miscommunications and lost business opportunities.
Research
The design process began with a thorough analysis of Kay's existing ordering system and customer feedback. Through customer interviews and observation, we identified several critical pain points in the phone-based ordering system:
Many customers felt anxious about ordering over the phone, worried they weren't clearly communicating their cake design preferences. They wanted to see options and prices before committing to an order. The business was losing potential customers who preferred to browse and order at their own pace.
Solution
After identifying the core user needs through research, I developed a streamlined ordering flow that would address both customer pain points and business inefficiencies. The process focused on three key areas:
First, I created user flows mapping the entire ordering journey, from initial cake browsing to final checkout. This helped identify potential friction points where customers might abandon their orders.
Next, I developed wireframes that emphasized clear product visualization and simple step-by-step ordering. The goal was to translate the personal experience of phone ordering into an intuitive digital interface.
Finally, I worked within Kay's existing brand guidelines to ensure the interface remained true to their identity while modernizing their digital presence.
Wireframes
Once we had a structure in place, we moved onto wireframes where we explored how each screen would be laid out. This allowed us to quickly sketch out different user flows without having to spend too much time thinking about visual design of those screens.
The main focus during the initial stages was on simplifying the cake ordering experience through an intuitive online system, allowing customers to easily customize their cakes and schedule pickup times. This addressed the core customer need for a convenient ordering process and laid the foundation for future enhancements to the digital bakery experience.
uI Design
After we were happy with the wireframes, it was time to translate them into UI designs that would be handed over to the developers for implementation. This included defining the app’s visual identity that aligns with the brand guidelines, while also following UI best practices.
optimization
While I took care of technical SEO from the very start, for the last 2 weeks of the project, I began contributing in a more serious capacity and became the lead person in charge of SEO. In addition to technical SEO audits and website performance monitoring, I started conducting keyword research and suggesting content ideas, adding schema markup and improving internal linking, all of which resulted in a 15x increase in organic traffic.