Overview

🧭 Project Overview

The business wanted to understand why users weren’t engaging with their website and how to increase both site traffic and online orders.

Role: UX/UI Designer

Timeframe: 5 week sprint

Tools: Figma, Slack, Zoom

Approach: Double Diamond Framework

The project followed the Double Diamond Method — Discover, Define, Develop, Deliver — to ensure research-driven and user-centered solutions.

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🔍 1. Discover — Understanding the Problem

Existing Site Designs

Interviews

Qualitative Research

To add context to the numbers:

10 User Interviews
- Participants: Local residents and returning customers.
- Key findings:
  - “I couldn’t find the order form easily.”
  - “The menu looks great, but I wasn’t sure if you deliver.”
  - “On mobile, the site felt slow and cluttered.”
Stakeholder Interviews
- The bakery team mainly updated images but never optimized structure.
- They relied on walk-in traffic and word-of-mouth.

📈 Key Insights

Users came with purchase intent (birthday cakes, catering), but poor navigation, lack of mobile optimization, and slow load times caused early exits.

Competitive Analysis

Objective

To evaluate how other successful bakeries present their products, structure their navigation, and optimize their digital experiences in order to identify opportunities to improve Starburst Parlor Cafe’s website.

🧩 2. Define — Framing the Core Problems

Problem Statements:

Navigation Confusion: Users can’t easily find how to order or view pricing.
Poor Mobile Experience: Majority of traffic comes from mobile, but the site isn’t optimized.
Content doesn’t reflect the bakery’s personality or offerings clearly.

Design Goals:

Simplify navigation and ordering flow.
Improve mobile responsiveness.
Highlight product variety and freshness visually
Create emotional connection through storytelling

🧠 3. Develop — Ideation & Prototyping

Design Solutions

Reworked Information Architecture:
- Grouped products under intuitive categories (Menu, Nutrition, Catering, About Us).
Homepage Redesign:
- Hero section with clear CTA: “Order Online"
- Prominent delivery/pickup toggle (insert Image)

Mobile-first Layout:
Simplified card grids, sticky bottom nav for quick access to ordering.

Prototyping & Testing

Low-fi Wireframes → Mid-fi Prototype tested with 8 participants using Maze:
- 87% could find the order form within 10 seconds.
- 92% described the new design as “cleaner” and “friendlier.”

🚀 4. Deliver — Final Design & Impact

Final Designs were implemented from the Low-Fi wireframes and presented to previous candidates, as well as 10 new participants.

Qualitative Feedback:

“It’s so much easier to order now — I even found the catering options!”

“The new site feels like the bakery — warm and welcoming.”

Final Mobile Designs

Final Desktop Designs

Main Page

Nutritional Page

Menu Ordering Page

💼 Reflections

Reflections

🎯 Key Takeaways

Data-Driven UX Decisions:
- Interviews revealed where users dropped off and where the website was unsatisfactory for some.
Mobile-first Design is Essential: A majority of bakery users browse on-the-go.
Emotional Storytelling Converts:
- Adding a human touch through visuals and stories improved brand trust and loyalty.

💬 Next Steps

Implement a loyalty/rewards program.
Introduce online cake customization tool.
Continue A/B testing CTAs.

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