Exquisite Bakery Store App Design
- aaliafazal0207
- Nov 19, 2023
- 6 min read
Updated: Nov 28, 2023
Author & Tools:
Aalia Fazal | UX researcher
Miro | Online Whiteboard for Visual Collaboration
Google Slides/Forms/Sheets/Docs
Figma: the collaborative interface design tool
Project Overview
The Product:
Sweet Sensation is an exquisite bakery store focused on people having sweet-tooth to relax and enjoy their free time after their hectic work schedules.
Project Duration:
July 2022 to September 2022.
The problem:
Picky-eaters having sweet-tooth and busy managing their hectic work schedules in the tech world (at times even household chores) find it difficult to order and get all delivered including cakes and pastries perfectly on time and at ease.
The goal:
Our Exquisite Bakery Store App (Sweet Sensation: Baked with care) will let users order and receive cakes and pastries at ease which will affect those who have sweet-tooth but are also picky eaters and busy managing their hectic schedules in the tech world order and get all delivered including cakes and pastries perfectly on time at ease.
My role:
UX designer designing an app for Sweet Sensation: Baked with care from conception to delivery.
Responsibilities:
Conducting interviews, paper and digital wire-framing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Understanding the user
User research: summary
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults who don’t have time to bake cakes/pastries...
This user group confirmed initial assumptions about Sweet Sensation Bakery Store customers, but research also revealed that time was not the only factor limiting users from baking at home. Other user problems included obligations, interests, or challenges that make it difficult to get groceries for baking or go to bakery store in-person.
Project Background:
The reason for choosing this project is my love for exploring food, especially since I have sweet tooth. I am a big fan of various forms of cakes & pastries, which excited me to choose this project. The idea of the app is to cater to the needs of a wide array of people of all ages who are bound by the love for cakes and pastries to celebrate (simple and precise), to enjoy every moment of life while also, receiving quality customer service at their fingertip (during their hectic daily schedules) & for those who feel connected and productive to work sitting in a calm space away from family and office.
Research Goals:
I would want to determine if users can easily order and receive cakes and pastries. These findings will measure the effectiveness/impact on those who have sweet-tooth but are also picky eaters and busy managing their hectic schedules in the tech world by having proper coordination when orders are placed and picked up with efficient customer care support.
User research: study details
Research Questions
Open up our Exquisite Bakery App on your phone and customise a drink order for yourself. How easy do you feel it is to customise a cake or pastry the way you like it? What was easy and what was challenging?
If I were to say, “start a new group order”, would you know what to do?
From the existing group order screen, customise your order with your desired add-on preferences (confectioneries/dips/drinks) and proceed to the checkout screen. How do you feel about the process of purchasing multiple items in the same order?
Finally, checkout and complete the group order. How do you feel about paying for different orders in the same transaction? What are your feelings about the amount of time it took to complete?
How do you feel about our Exquisite Bakery Store App overall? What did you like and dislike about it?
Participants
5 participants
4 Females, 1 Male
Participants include full and part-time workers, students, caretakers, and parents.
KPIs
Time on task
User error rates
System Usability Scale (SUS)
Methodology
5-10 minutes per participant, based on a list of prompts
Remote (Each participant will complete the study in their own home)
Compensation: NIL
Unmoderated usability study
Users were asked to perform tasks (lists of prompts) in a low-fidelity prototype
User research: pain points
too many elements on a page and users find it a little confusing
Navigation was a bit complex and confusing
hard to complete & very confusing
Users were totally confused (couldn't find the place to start a group order)
checkout process seems easy (not for multiple orders)
Users felt the order completion process was a bit complicated (as they need to log in first at the end)
faced slight difficulties (wasn't sure how to add new items)
Users felt the process wasn't clear (couldn't find the option to do a group order on the order page)
too many elements present on a page & its little confusing
Users feel a confirmation page would be nice
UX Design Storyboard (Big Picture Storyboard)
UX Design Storyboard (Close-Up Storyboard)
Persona: Danny
Problem statement:
Danny is a fresher in the tech world. He is quite picky and perfectionist who works round the clock. His colleagues depend most of the time on him during hectic schedules. His craze for sweet makes him often order pastries as a mark of happiness and appreciation for the teamwork.
User journey map
Mapping Danny’s user journey revealed how helpful proper communication regarding the timing aspect of preparing and delivering cakes and pastries & more flavours to try, would be for users to have access to a dedicated Sweet Sensation: Baked with care app.
Persona: Heer
Problem statement:
Heer, an author is a focused woman who very well knows how to manage family life. She maintains a balance between work schedules and family chores, without making a mess together. She loves calm environment where she can concentrate easily on work.
User journey map
Mapping Heer’s user journey revealed how helpful timely deliveries, and proper customer care to solve delivery and payment issues, would be for users to have access to a dedicated Sweet Sensation: Baked with care app.
Design Iterations
Paper wireframes
Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritised a quick and easy ordering process to help users save time.
Digital wireframes (Case 1)
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
Digital wireframes (Case 2)
Easy navigation was a key user need to address in the designs in addition to equipping the app to work with assistive technologies.
Low-fidelity prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected for ordering and customising cakes & pastries, so the prototype could be used in a usability study.
View the Sweet Sensation: Baked with care low-fidelity prototype
Usability Study: Findings
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Refining The Design
Mockups (Case 1)
Early designs allowed for some customisation, but after the usability studies, I added additional options to choose cakes & pastries. I also revised the design so users can see all the customization options when they first land on the screen.
Mockups (Case 2)
The second usability study revealed frustration with the checkout flow to streamline this flow, I consolidated the “current order” and “add-ons / customisation ” to one “My Cart summary” screen with arrows to how many items are added in the cart and each items details (in concise format). I also added products billed option to this screen (for users to cross-check too).
Key Mockups
High-Fidelity Prototype
The final high-fidelity prototype presented cleaner user flows for ordering cakes & pastries and checkout. It also meets user needs for a pickup or delivery option as well as more customisation.
View the Sweet Sensation: Baked with care
Accessibility Considerations
Provided access to users who are vision impaired through adding alt text to images for screen readers.
Used icons to help make navigation easier.
Used detailed imagery for cakes and add-ons to help all users to customise according to their taste buds.
Takeaways
Impact:
The app makes users feel like Sweet Sensation (Bakery Store) really thinks about how to meet their needs.
One quote from peer feedback:
“I believe the app feels complete around the ordering experience of custom pastries. With just that aspect alone, I think this app is all set and successful. Your customisation experience is great and has a nice flow.”
What I learned:
While designing the Sweet Sensation (Bakery Store) app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.
Next steps
Conduct more user research to understand what new features might be implemented in the future so we can further create a true experience for users
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
Let’s connect!
Thank you for your time reviewing my work on the Sweet Sensation: Baked with care (Bakery Store) app! If you’d like to see more or get in touch, my contact information is provided below.
Email: aaliafazal0207@gmail.com
Behance: https://www.behance.net/AaliaFazal
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