OVERVIEW
The primary goal of the project was to redesign some of the main screens of the Bake Me a Wish website to make it more intuitive, cleaner, and visually appealing while also modernizing its design and ensuring ease of use for customers.
The primary goal of the project was to redesign some of the main screens of the Bake Me a Wish website to make it more intuitive, cleaner, and visually appealing while also modernizing its design and ensuring ease of use for customers.
MY ROLE:
UX/UI Designer
TIMELINE:
4 weeks
UX/UI Designer
TIMELINE:
4 weeks
In my project to redesign the UX/UI of an ecommerce platform, I chose to work on Bake Me A Wish!, a cake website. The current site has a very dated interface, cluttered navigation bars, messy homepage and a search function that lacks auto-suggest features. This makes it difficult for users to find what they need, especially on the disorganized product pages. To address these issues, my goal was to create a clear, clean, and user-friendly website with a professional baking-inspired aesthetic, enabling customers to easily and efficiently order cakes in a seamless manner.
To tackle these challenges, I initiated the redesign process by giving the Bake Me A Wish! homepage a sleek appearance. I consolidated the top three navigation bars into a single, streamlined one, added a live video on the homepage to capture customers’ attention and included a live chat option for easy communication with Bake Me A Wish! Additionally, I developed a user-friendly search interface and search results page, implementing auto-suggest functionality and filtering options to enhance ease of use for customers. Furthermore, I revamped the product page with a clear UI, integrating a video feature to provide a comprehensive view of each cake.
In the initial phase of the research stage, I began with user interviews, acknowledging their importance as a crucial qualitative research method to deepen my understanding. User interviews act as a gateway into the users' mental models, employing open-ended questions that unveil insights beyond my own biases. Through interviews with five individuals, I collected a range of questions and responses, shedding light on various perspectives. Below are excerpts from some of the questions and responses gathered:
After the interviews, I created user personas to better understand and design for the users' needs, improving the overall experience.
After gathering responses from the user interviews, I proceeded to construct an affinity diagram to organize the information effectively. I grouped the users based on common themes and insights, allowing me to highlight key ideas from each group. This method facilitated the identification of recurring patterns and critical insights, guiding the next steps of the redesign process.
I then took a step back to my affinity maps and asked myself how I could solve these user problems with UX design. I came up with the solutions below.
I analyzed three cake e-commerce websites to grasp their strengths and weaknesses, gaining valuable insights and ideas for structuring the pages I was redesigning to meet users' needs and expectations more effectively.
In the defining stage, I first identified the key problems that the Bake Me a Wish redesign aimed to solve. Then, I crafted a UX strategy to deeply understand and address user needs, generating solution ideas. This strategy also outlined methods to measure the success of Bake Me a Wish upon completion.
During the design process, I developed low-fidelity wireframes to precisely map out the placement of all elements. These initial wireframes provided a foundation for additional design revisions, allowing for the creation of a consistent and brand-aligned user experience.
The Bake Me A Wish redesign project taught me the significance of intuitive design and the need to harmonize personal design preferences with brand standards. Crafting an intuitive user interface ensured smooth navigation and enriched user interaction. While the interface largely met project objectives, given additional time, I would concentrate on enhancing the checkout process, which, while satisfactory on the original site, could be refined for clarity and efficiency.
I thoroughly enjoyed working on the Bake Me A Wish project, from its inherent challenges to the gratification of achieving a finished product that seamlessly merged intuitive design with brand directives. It was a deeply rewarding endeavour that further ignited my passion for UI design.
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