Michiebakinghabit
RESPONSIVE WEBPAGE · E-COMMERCE
OVERVIEW
What is MichieBakingHabit?
MichieBakingHabit is a small Instagram business that started in March 2020. Michelle specializes in making custom cookies, cupcakes, and cakes for all occasions.
The Challenge
Currently, Michelle’s business has been only through Instagram, where customers private message her to get more information and potentially make an order.
As Michelle’s business continues to grow, her current model of ordering via Instagram DMs, is not efficient or sustainable in the long run.
Our Solution
Michiebakinghabit’s website provides a more efficient way to display important information and receive orders.
Research: Empathize
KICK-OFF MEETING
The Client: Michelle
Before research, I had a Zoom call with Michelle to learn about her business & wants for her website.
Pain Points
A notable pain point was the process it takes for someone to order. Customers private message her to get more information and potentially make an order.
It seemed inefficient for both the customer and Michelle.
USER INTERVIEWS
User Testing & Observations
I interviewed a sample of five participants when conducting research.
What makes a shopping experience enjoyable and frustrating, specifically when ordering baked goods online?
Quality and Taste are as Promised
All participants found that photos & reviews helped reassure them and influenced their decision to order.
“I want it to look and taste as good as the pictures.”
Clear Customer Journey
Most participants want clear communication from when they first browse to after ordering. They liked ordering online because it’s more efficient and convenient.
“I like the process to be smooth and intuitive.”
RESEARCH
Competitor Research
Michelle gave me some of her favorite bakers’ websites/forms for inspiration.
They all had a custom order form and pricing information, and most of them had a gallery and faq section.
Define: Designing Priorities
DESIGN
Creating Personas
Based on my research, I created the fictional user, Esther, who wants to purchase products from reliable, trustworthy businesses.
QUESTION
How can we create a more efficient and sustainable process?
USER JOURNEY
Someone Ordering Today From Michelle
What it Could Look Like Ordering From Michelle
Adding a website would reduce the ordering process time by 37% (from 4 to 1.5 weeks)
Ideate: Information Architecture
Initial Sketches
One main focus was to intentionally include lots of images on the home page & throughout the website.
The most difficult page to sketch was trying to present the pricing information in a clear way.
Mid-Fidelity Wireframes
Preliminary User Testing
I had a portfolio/gallery to showcase Michelle's past work & give inspiration. However, almost all users thought it was a product page.
Not everyone has a specific design in mind when ordering, so it would be easier to choose from a product list.
Michelle liked the idea of having a shop since it would simplify her orders, attract a new group of customers, and save her time & resources.
Site Map
After getting users' feedback, I changed the name & order of the pages to make the user's journey flow and transition better.
"The pages should be in the order of priority. What do I want to see first? What would help with my purchase?"
High-Fidelity Wireframes
Responsive Mobile Screens
Mobile Prototype
Made sure the site was responsive for mobile. The video on the right is showing someone using filters to find the Star Wars theme cookies.
Final MichieBakingHabit Website
Testing: Effectiveness of The Design
I tested a sample of four participants. I had them complete the task challenges and share their initial thoughts.
Task Challenges
I created two scenarios, looking for a specific product and submitting a custom order, to observe the customer’s journey.
Challenge #1
Your friend wants to give out ‘Star Wars’ themed cookies at her baby shower.
Task #1: Using the website, find the ‘Star Wars’ theme cookie
Task #2: Purchase the ‘Star Wars’ themed cookie
Challenge #2
Your friend wants ‘summer beach’ themed cookies for her birthday and doesn’t want any of the products listed.
Task #3: Submit an inquiry form for her custom cookies.
USABILITY TESTING FEEDBACK
Analysis & Findings
Users’ Post Reflections
Most users were able to successfully complete the given tasks relatively quickly.
The site was easy to navigate & use.
Users thought that the information was presented clearly & was easy to understand.
Pain Points
All participants didn’t like having to fill out their names and email first before putting in their order requests.
Most participants wanted the testimonials text to be larger
Branding & Visual Design
Iterations
Learnings & Inspiration
When I found out that I could use a client for my capstone project, I immediately thought of Michelle. I met Michelle back in 2019 at my church’s small group. Michelle is someone filled with joy and kindness and is someone I personally admire.
I loved being able to iterate my design based on feedback. Being able to transform the gallery into a product page, allowed Michelle to save time and resources, and expand to new customers.
I’m thankful for the opportunity to work with a small business I love & support!
Some of the baked goods that I had the privilege of eating from Michelle!
