Ann & Leslie’s Bakery Case Study
Project Overview
Ann & Leslie’s is a fictional small business, selling a small selection of premade and custom cakes to their clients. Started by two young girls who sold their confections to friends and family, they’re ready to take the next step.
The Client
A website where customers can view options for cake flavors and decorating styles, with a custom cake inquiry and purchasing function.
The Product
The Problem
The girls want a more convenient way to showcase their work and show potential clients the flavors and cake styles they have to offer. Rather than reading the list off the top of their heads, they’d like a website.
The Goal
A functional website consistent with the brand identity that has a flavor list and showcases premade cakes, as well as gives users a way to order custom cakes.
Understanding the User
1
Menu cannot be accessed easily
Pain Points
Customers are only able to see premade cakes and flavor list via word of mouth and a photo menu sent to those who inquire.
2
Bakery doesn’t take card payment
Customers are only able to pay in cash or Venmo, this is inconvenient for those who don’t carry cash or do not have the Venmo app.
3
No way to learn more about the company
It is difficult for new customers to trust a small business they know nothing about! It’d be helpful for the bakery to have a website where customers could see what they have to offer.
4
Can only contact bakery via social media and text
Customers are only able to inquire about orders through the bakery’s Instagram page and by text (if they have their phone number). This isn’t a great system for those who don’t know the owners personally or don’t have social media.
Persona
Lacey is a single mother of two, which is a lot of fun, but also very difficult. She would love to make a cake for her son’s birthday but has no experience in baking and he’s asked for a Fortnite cake… what even is that?! She wants to find a bakery near her that can make the cake of her son’s dreams and support a small business at the same time. Lacey finds an Instagram page for Ann & Leslie’s and loves their work but their bio says to text them for inquiries. She doesn’t have their number! It would be a perfect fit if she had a way to contact them.
Lacey Williams
Age: 34 Education: High School Hometown: Annapolis, MD Occupation: Data Analyst
Goal:
Support a small business
Order a cake for her son
Frustrations:
Can’t access menus online
Can’t contact the bakery
Knows nothing about the company
Starting the Design
Paper Wireframes
Wanted to include:
“About Us”
Showcase holiday specials
Easy navigation to order page
Notes:
Liked large order button
Large “About Us” section keeps the business feeling more personal
Seasonal banner changes throughout the year to show any featured products
User Flow
Wanted to include:
Cards showing premade cakes
A way to simply switch flavors or colors after selection
A spot for special instructions in cake customization
Digital Wireframes
Large “About Us” section to make the company feel friendly
Photos of past work to showcase style and event types available
Banner for seasonal promotions
Large Order button to aid intended user flow
Low Fidelity Prototype
Intended User Flow of ordering a cake
Navigation menu overlay for easy navigation from any page
Refining the Design
Handwritten fonts help to convey a playful and friendly nature
Brand colors display adequate contrast
