2024
Cakes by Rasa app design
UX/UI design
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Project overview
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Project: Cakes by Rasa App
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UX/UI: Greta Rainyte
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Timeline: 3 weeks
In this project I helped a local baker in London borough of Bermondsey to enhance the cake ordering experience for her clients by creating an app where customers can easily choose from a selection of cakes and customise them without the hassle of calling or exchanging a vast amount of messages over the Instagram.The scope involved designing an intuitive platform, providing a hassle-free process for clients to select their desired cakes. We aimed to simplify and personalise the ordering journey.
Problem
The baker cannot reach many new clients due to lack of online presence. All new clients currently find her through the word of mouth. She is also receiving clients’ messages and calls at out of office hours which at times can feel disturbing to her.
Target audience
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All genders
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18+ year olds
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Individuals planning events and celebrations
Persona
The baker was knowledgeable about her clients and was able to rely that information to me clearly. Based on the information I got, I created our Persona Sarah.
Client requirements/ design restrictions
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Use existing logo that clients are familiar with
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Open to new design ideas but would like a simple and easy to use UI as well as pastel/soft interface colours.
Current cake order timeline
User journey map
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Clients seem to feel the most at ease when they find the right baker for themselves and when collecting their cake.
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​Searching for the baker can be a frustrating task for the user.
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Waiting for their cake also seems to make users uneasy.
Competitor analysis
​After completing a competitor analysis here are my takeaways:
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Nearby (but not local) bakeries do have websites but not apps, these bakeries are also better known and some have more than one branch
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Small local bakeries don’t have websites nor apps which would be advantageous to Cakes by Rasa.
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They also offer quick cake pick ups and other special features.
Sketches
At this stage I started to note down my initial design ideas and made some sketches to visualise my ideas.
Storyboard
Created a storyboard to visualise the new way of ordering.
User flows
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Prototype
Sketching out the idea on paper.
I have created low-fidelity wireframes for usability testing
Suggestions
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Add an option to continue as a guest instead of the skip button.
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Users found that sizing page is not necessary, they rather see the sizing choice under each cake.
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​Word “portfolio” was confusing for the users and they would rather have title “cake examples”.
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Users found that the ‘Edit’ button is not needed in the order summary as they can just click on button that represent the section they want to change and the app will direct them there.
Pain points
Future improvements
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In the “Order Summary” page the commentary and date field were missing.
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I have observed that users weren’t reading the important text on the top of each page. When asked why users said “It’s too long, I will never read it. I would rather have short reassurance prompts that whatever I’m doing is correct.”
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Clients found that they would like to speak directly to the baker when ordering completely customised cakes. “I want to have an advice when customising my cake and doing this online leaves too much room for error. I just don’t feel confident doing this.”
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Users wanted to see a progress bar as they weren’t sure how long does the ordering process take.
Log in
Initially I named a “Skip” button, to let users explore the app without logging in. However, during user testing it showed that users were specifically looking for a “Continue as a guest” button and were quite distressed when they couldn’t see it. To make it easier for users it is now renamed “Continue as guest”.
Home screen
Cake design
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Based on user's feedback, the progress bar was added.
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Users were confused by the page title "Portfolio" therefore it was changed to "Cake design".
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​Reassuring prompts were added bellow each title, so that users are reassured they are on the right page.
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Since users were hesitant on ordering a customised cake, the customisation button was made secondary.
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Instead of sectioning the cakes into separate groups and pages, there is now a page with all the cake designs and filter at the top right for users to use should they wish to. This will increase the baker's chances of making more sales as more of her cakes are exposed to clients.​
Cake details
Bottom sheet for users to see detailed cake view as well as choose the size, flavour and add it to the basket.
Cake collection date
To make the user journey more exciting, the "Cake collection date" was moved towards the end on the flow.
Order details
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Removed the "edit" button.
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​Since users wanted to use the app as a guest, the "create an account" option was moved to the end of the flow as there is no way of placing an order without creating an account/giving personal details.
Custom cake
For customers that chose to customise their cake
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Button to upload their cake design pictures. As well as all the other features that are in the main flow as well.
Contact
For customers that would still prefer to order ​by phone there is a contact page which includes working hours.
By creating this app, my client will now be able to reach more customers. This will also give users more flexibility in regards to ordering out of office hours.
The cake ordering timeline stays the same even on the app so current clients don’t need to learn anything new.
Next steps
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Do a further user research and understand what would make users more confident in creating custom orders in the App rather than over the call or Instagram.
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Build information pages such as About and FAQ that create trust for new users.
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Build a website
What I would change
Creating an app for online orders is a great solution. However, I think building a website would’ve been a better solution as it would be available across multiple devices and therefore reaching even more new clients.