Initial Research & Design Opportunity
The current Toronto Cupcakes website is not user-friendly and struggles to engage visitors effectively. To enhance user experience, it’s essential to rebrand the site and simplify the online ordering process. This will attract food enthusiasts and tourists, ensuring a seamless and enjoyable customer journey. The goal is to make the website a delightful and convenient destination for all, ultimately driving customer satisfaction and business growth.
Process
In this project, I have chosen to use this series of UX processes.
Research
When I selected Toronto Cupcakes as the focus of my project, I understood that it would be a challenging topic to investigate. Nonetheless, I recognized the paramount importance of thorough research in the design process, as the success of the entire project hinges on the quality of the research phase.
We’ll now introduce you to Sarah Smith, a persona crafted from data collected as a typical customer for Toronto Cupcakes.
Meeting the persona
Meet Sarah, our persona! She’s an adventurous food enthusiast with a passion for exploring and running a food blog on social media alongside her job as a Marketing Professional. Sarah dedicates her weekends to trying diverse artisan foods and curious fusion delights. As a true foodie, she also enjoys baking and cooking. Raised as a millennial in Toronto, Ontario, she has a fondness for hipster trends.
Journey Map
Pain points
Here are some of the pain points I’ve identified from the journey map for our persona.

Research Pain Point:
Sarah may face frustration due to outdated information on bakery websites. Inaccurate data on operating hours, cupcake flavors, or pricing can lead to disappointment when she arrives at a bakery only to find it closed or with limited options.

Planning Visit Pain Points:
Some bakeries might not provide online ordering, necessitating in-person visits. This can be inconvenient, particularly when Sarah is exploring multiple bakeries in one day.

Visiting Bakery Pain Point:
Sarah might encounter cupcakes that do not meet her taste, texture, or freshness expectations. This could lead to disappointment and potentially impact her reviews.

Review and Blogging Pain Points:
A lack of a sense of community or engagement on bakery websites or social media can leave Sarah feeling disconnected. She may miss opportunities to connect with fellow cupcake enthusiasts.

Repeat Visit Pain Point:
Given the multitude of bakeries in Toronto, Sarah could feel overwhelmed by choice, making it challenging to decide which ones to visit first.
Opportunities

Research Opportunity:
Make Bakery Websites Better: Let’s make bakery websites more user friendly. We need clear navigation and all the info foodies like Sarah need, such as cupcake flavours, prices, and operating hours.

Planning Visit Opportunity:
Order Online: We can save time for Sarah and others like her by setting up an easy online ordering system. Convenience is key!

Visiting Bakery Opportunity:
Join the Cupcake Community: It’s time to build a cupcake lovers’ community on the website or social media. Let’s encourage people to connect, share experiences, and fall in love with the brand.

Review and Blogging Opportunity:
Listen to Customers: We should create a simple way for customers to give their feedback. That’s how we improve our cupcakes and service.

Repeat Visit Opportunity:
Measure and Improve: Let’s get into the details with website analytics. We’ll see how people use the site, what they’re saying in reviews, and how our improvements make them happier.

In a nutshell, we’re making Toronto cupcake websites more user-friendly and providing all the cupcake info people need. We’re also streamlining online ordering for convenience, building a cupcake community, listening to customer feedback, and tracking our progress through analytics. All to make Sarah and others’ cupcake experiences even sweeter!
Competition
When we talk about Toronto Cupcakes, it’s essential to consider the big players in the food delivery game companies like Uber Eats, Skip the Dishes, and DoorDash. These giants have the resources to offer enticing deals and serve a wide area. On the other hand, Toronto Cupcake is an independently owned business, so its delivery operations are on a smaller scale. It’s a bit like comparing David to Goliath.

But there’s more to it. There are also local bakeries and coffee shops, which are unique. They serve up a variety of baked goods, not just cupcakes. These places offer a warm, cozy atmosphere for foodies to hang out, chat, and savor delightful treats. So it’s not just about cupcakes; it’s about the experience too. This makes it a delightful option for anyone looking to enjoy some good company along with their baked goods.
Sketches / Lofi Wireframes / Testing
Testing Result
During user testing, we observed a notable improvement in the website’s usability and user satisfaction. Participants overwhelmingly preferred the new and more modern design, especially when compared to the paper prototype phase. They found the new website design to be more intuitive and visually appealing. They appreciated the clear navigation, updated cupcake flavour layouts, and easily accessible pricing information. The new, modern, and simpler design allows for easy implementation of updates or expansions if Toronto Cupcake wishes to grow or introduce new features.

Out of the 5 people tested, they all preferred the new modern feel and look for the final design. However, 2 out of the 5 expressed a desire for more accessibility features.

out of the 5 users appreciated the search function, finding it helpful in locating information quickly.

One of the 5 users found the navigation to be awkward, primarily due to the limited number of options available (only 2).

Despite this, all 5 users found the new site easy to navigate, indicating that the redesign has been successful in creating a user-friendly experience.
Final Mockup
Outcomes & Lessons Learned
As I look back on the Toronto Cupcake project, I’ve learned some important lessons. Even though I chose this topic on a whim, it taught me the value of prior knowledge in any project. Knowing the industry and subject matter makes a big difference in the quality of research and the final product.

I also realized how important it is to connect with people who can understand my target audience. However, finding these people with certain niches can be a bit challenging.

If I could start over, I’d spend more time planning and researching. Rushing through research left me unsatisfied with the project’s look and feel.

But despite the challenges, I had a lot of fun and learned a lot. This project highlighted the importance of industry knowledge, the value of connecting with the right people, and the need for careful planning in design. It’s been a valuable experience that has expanded my understanding of the design process.

Thank you for reading!

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