W'S Bakershop Website Case Study
W'S Bakershop Website Case Study
This UX Strategy case study effectively uncovers the synergy between user needs and business goals to deliver solutions for the bakery brand. The study showcased a strategic approach, detailed analysis, and effective solutions that contributed to a user-friendly and converting website for the brand.
This UX Strategy case study effectively uncovers the synergy between user needs and business goals to deliver solutions for the bakery brand. The study showcased a strategic approach, detailed analysis, and effective solutions that contributed to a user-friendly and converting website for the brand.
who
W'S Bakershop
W'S Bakershop
what
E-Commerce
E-Commerce
result
Strategy for brand improvement
Strategy for brand improvement
Project Overview
In this project, I aimed to design a website for W's Bakeshop, a brand known for its captivating cake designs featuring hand drawings and sassy texts. My mission is to elevate my skills, contribute to the growth of a real business, and apply my knowledge of UX strategy and design psychology to create a unique and user-centric online experience for the bakery.
In this project, I aimed to design a website for W's Bakeshop, a brand known for its captivating cake designs featuring hand drawings and sassy texts. My mission is to elevate my skills, contribute to the growth of a real business, and apply my knowledge of UX strategy and design psychology to create a unique and user-centric online experience for the bakery.
In this project, I aimed to design a website for W's Bakeshop, a brand known for its captivating cake designs featuring hand drawings and sassy texts. My mission is to elevate my skills, contribute to the growth of a real business, and apply my knowledge of UX strategy and design psychology to create a unique and user-centric online experience for the bakery.
Who are we designing for?
I found a brand on twitter, W's Bakershop, a bakery brand that specializes in crafting really cool cakes and cake designs their distinctive cakes features playful hand drawing designs and witty texts should have a website. Their approach revolves around creating bold, expressive, and minimalist cake designs that I so much love (at least I find them cool) so I thought, “how about I design a website for them?” and that’s how we are here.
I found a brand on twitter, W's Bakershop, a bakery brand that specializes in crafting really cool cakes and cake designs their distinctive cakes features playful hand drawing designs and witty texts should have a website. Their approach revolves around creating bold, expressive, and minimalist cake designs that I so much love (at least I find them cool) so I thought, “how about I design a website for them?” and that’s how we are here.
I found a brand on twitter, W's Bakershop, a bakery brand that specializes in crafting really cool cakes and cake designs their distinctive cakes features playful hand drawing designs and witty texts should have a website. Their approach revolves around creating bold, expressive, and minimalist cake designs that I so much love (at least I find them cool) so I thought, “how about I design a website for them?” and that’s how we are here.
Project Definition
At the start of this project before jumping right into ideation, creating a mood board… I decided to use Joe Notali’s UX Strategy approach. First step was to plan to project and to do that I asked 3 questions:
1. Why am I designing this website?
i. Challenge and elevate my skills as I haven’t worked on a project like this
ii. I have been exploring UX strategy and Design psychology, what better way to solve users and business goals than design a website for a real business?
iii. Help a real business grow or at least attempt to
2. Who are my users and what do they expect to accomplish with this website?
3. What do I or would the business expect to accomplish with it?
To answer the last 2 questions I carried out secondary research to identify users and business needs.
At the start of this project before jumping right into ideation, creating a mood board… I decided to use Joe Notali’s UX Strategy approach. First step was to plan to project and to do that I asked 3 questions:
1. Why am I designing this website?
i. Challenge and elevate my skills as I haven’t worked on a project like this
ii. I have been exploring UX strategy and Design psychology, what better way to solve users and business goals than design a website for a real business?
iii. Help a real business grow or at least attempt to
2. Who are my users and what do they expect to accomplish with this website?
3. What do I or would the business expect to accomplish with it?
To answer the last 2 questions I carried out secondary research to identify users and business needs.
At the start of this project before jumping right into ideation, creating a mood board… I decided to use Joe Notali’s UX Strategy approach. First step was to plan to project and to do that I asked 3 questions:
1. Why am I designing this website?
i. Challenge and elevate my skills as I haven’t worked on a project like this
ii. I have been exploring UX strategy and Design psychology, what better way to solve users and business goals than design a website for a real business?
iii. Help a real business grow or at least attempt to
2. Who are my users and what do they expect to accomplish with this website?
3. What do I or would the business expect to accomplish with it?
To answer the last 2 questions I carried out secondary research to identify users and business needs.
USER RESEARCH
IDENTIFYING USERS NEEDS
At this stage I already had a clear definition of what I wanted to achieve with this project and some scattered ideas on how to, so to understand the users in dept and not only identify what the users would need but also emphasise with them I went ahead to ask and search for the answers to certain questions:
i. Who are our target users?
Younger, social media-savvy audience who appreciates humor and creativity in cake design and either want to satisfy their cravings, gift a loved one a cake/ baked stuff or want to celebrate an occasion.
ii. What do they need to do with the website and why is it important to them?
The primary goals users need to accomplish with this website is a streamlined, smooth and easy way to buy cakes and snacks for occasions… Users expect to place orders ASAP. Users need to perform various actions on the W'S Bakershop website, including browsing, ordering, viewing pricing, checking availability, accessing support. These are important to them beacause they want to:
Create memories & Satisfy cravings: The ultimate goal users want to reach i to celebrate birthdays, weddings, apologize, mark an anniversary, put a smile on someones face or satisfy a craving and this could be important to them to different degrees and for different reasons. It is important to make sure accomplishing any of these is as smooth as walking into a store and picking a cake.
iii. How does this website fit with other sites or mediums they may have already been using?
This website complements other online platforms users may already be using, such as social media apps like Twitter and Instagram, where W'S Bakershop showcases its products. The website will serve as an extension of these platforms, providing a dedicated space for users to place orders, access detailed information, and interact with the brand. It will also streamline the overall customer journey by offering a centralized and convenient ordering platform.
iv. How else do they purchase their baked products?
- Walk-in store
- Websites like jumia etc
- Mobile apps like Chowdeck, Jumia food, Glovo,
IDENTIFYING USERS NEEDS
At this stage I already had a clear definition of what I wanted to achieve with this project and some scattered ideas on how to, so to understand the users in dept and not only identify what the users would need but also emphasise with them I went ahead to ask and search for the answers to certain questions:
i. Who are our target users?
Younger, social media-savvy audience who appreciates humor and creativity in cake design and either want to satisfy their cravings, gift a loved one a cake/ baked stuff or want to celebrate an occasion.
ii. What do they need to do with the website and why is it important to them?
The primary goals users need to accomplish with this website is a streamlined, smooth and easy way to buy cakes and snacks for occasions… Users expect to place orders ASAP. Users need to perform various actions on the W'S Bakershop website, including browsing, ordering, viewing pricing, checking availability, accessing support. These are important to them beacause they want to:
Create memories & Satisfy cravings: The ultimate goal users want to reach i to celebrate birthdays, weddings, apologize, mark an anniversary, put a smile on someones face or satisfy a craving and this could be important to them to different degrees and for different reasons. It is important to make sure accomplishing any of these is as smooth as walking into a store and picking a cake.
iii. How does this website fit with other sites or mediums they may have already been using?
This website complements other online platforms users may already be using, such as social media apps like Twitter and Instagram, where W'S Bakershop showcases its products. The website will serve as an extension of these platforms, providing a dedicated space for users to place orders, access detailed information, and interact with the brand. It will also streamline the overall customer journey by offering a centralized and convenient ordering platform.
iv. How else do they purchase their baked products?
- Walk-in store
- Websites like jumia etc
- Mobile apps like Chowdeck, Jumia food, Glovo,
IDENTIFYING USERS NEEDS
At this stage I already had a clear definition of what I wanted to achieve with this project and some scattered ideas on how to, so to understand the users in dept and not only identify what the users would need but also emphasise with them I went ahead to ask and search for the answers to certain questions:
i. Who are our target users?
Younger, social media-savvy audience who appreciates humor and creativity in cake design and either want to satisfy their cravings, gift a loved one a cake/ baked stuff or want to celebrate an occasion.
ii. What do they need to do with the website and why is it important to them?
The primary goals users need to accomplish with this website is a streamlined, smooth and easy way to buy cakes and snacks for occasions… Users expect to place orders ASAP. Users need to perform various actions on the W'S Bakershop website, including browsing, ordering, viewing pricing, checking availability, accessing support. These are important to them beacause they want to:
Create memories & Satisfy cravings: The ultimate goal users want to reach i to celebrate birthdays, weddings, apologize, mark an anniversary, put a smile on someones face or satisfy a craving and this could be important to them to different degrees and for different reasons. It is important to make sure accomplishing any of these is as smooth as walking into a store and picking a cake.
iii. How does this website fit with other sites or mediums they may have already been using?
This website complements other online platforms users may already be using, such as social media apps like Twitter and Instagram, where W'S Bakershop showcases its products. The website will serve as an extension of these platforms, providing a dedicated space for users to place orders, access detailed information, and interact with the brand. It will also streamline the overall customer journey by offering a centralized and convenient ordering platform.
iv. How else do they purchase their baked products?
- Walk-in store
- Websites like jumia etc
- Mobile apps like Chowdeck, Jumia food, Glovo,
BUSINESS NEEDS
At this stage, I've successfully defined the project, addressed the 'why' behind designing the website, conducted user research to understand their needs and importance, identified the business needs, clarified what success means for the business, and formulated a strategy for website design that prioritizes valuable features for users. Now, I'm shifting my focus to delve deeper into the business aspect, with the ultimate goal of aligning user needs with business objectives.
i. What objectives need to be met?
The primary business objective for the W'S Bakershop website is to increase sales and revenue.
The overall goal is to make money, this will be seen through increase in sales, customer acquisition and ROI
ii. How do we define success?
- Successfully expand the customer base beyond its current Social media audience
- Improve brand awareness.
- Enhanced customer loyalty which and increase in referrals
- Positive customer satisfaction and reviews
iii. How do we measure this success?
- Customer Acquisition: Monitoring the growth in the number of new customers who discover and engage with the brand through the website.
- Website Traffic: Monitoring the number of visitors, page views, and bounce rates
- Customer Retention: Evaluating the rate at which existing customers return to the website
- Increase in sales and revenue: A 20% increase in sales and revenue in 60 days compared to previous periods
- Positive customer feedback and reviews: Positive feedback through surveys, reviews, and customer support interactions
- Return on Investment (ROI): Calculating the overall return on investment by comparing the costs of website development and maintenance to the generated revenue and profit.
- Conversion rate: Tracking the percentage of website visitors who complete desired actions
At this stage, I've successfully defined the project, addressed the 'why' behind designing the website, conducted user research to understand their needs and importance, identified the business needs, clarified what success means for the business, and formulated a strategy for website design that prioritizes valuable features for users. Now, I'm shifting my focus to delve deeper into the business aspect, with the ultimate goal of aligning user needs with business objectives.
i. What objectives need to be met?
The primary business objective for the W'S Bakershop website is to increase sales and revenue.
The overall goal is to make money, this will be seen through increase in sales, customer acquisition and ROI
ii. How do we define success?
- Successfully expand the customer base beyond its current Social media audience
- Improve brand awareness.
- Enhanced customer loyalty which and increase in referrals
- Positive customer satisfaction and reviews
iii. How do we measure this success?
- Customer Acquisition: Monitoring the growth in the number of new customers who discover and engage with the brand through the website.
- Website Traffic: Monitoring the number of visitors, page views, and bounce rates
- Customer Retention: Evaluating the rate at which existing customers return to the website
- Increase in sales and revenue: A 20% increase in sales and revenue in 60 days compared to previous periods
- Positive customer feedback and reviews: Positive feedback through surveys, reviews, and customer support interactions
- Return on Investment (ROI): Calculating the overall return on investment by comparing the costs of website development and maintenance to the generated revenue and profit.
- Conversion rate: Tracking the percentage of website visitors who complete desired actions
At this stage, I've successfully defined the project, addressed the 'why' behind designing the website, conducted user research to understand their needs and importance, identified the business needs, clarified what success means for the business, and formulated a strategy for website design that prioritizes valuable features for users. Now, I'm shifting my focus to delve deeper into the business aspect, with the ultimate goal of aligning user needs with business objectives.
i. What objectives need to be met?
The primary business objective for the W'S Bakershop website is to increase sales and revenue.
The overall goal is to make money, this will be seen through increase in sales, customer acquisition and ROI
ii. How do we define success?
- Successfully expand the customer base beyond its current Social media audience
- Improve brand awareness.
- Enhanced customer loyalty which and increase in referrals
- Positive customer satisfaction and reviews
iii. How do we measure this success?
- Customer Acquisition: Monitoring the growth in the number of new customers who discover and engage with the brand through the website.
- Website Traffic: Monitoring the number of visitors, page views, and bounce rates
- Customer Retention: Evaluating the rate at which existing customers return to the website
- Increase in sales and revenue: A 20% increase in sales and revenue in 60 days compared to previous periods
- Positive customer feedback and reviews: Positive feedback through surveys, reviews, and customer support interactions
- Return on Investment (ROI): Calculating the overall return on investment by comparing the costs of website development and maintenance to the generated revenue and profit.
- Conversion rate: Tracking the percentage of website visitors who complete desired actions
MORE ABOUT THE BUSINESS
Analyse the industry
- Business/ service process: The process typically involves order placement, cake customization, baking, decorating, and delivery weda customers walk in to pick them up or have them delivered.
In certain cases, cakes are baked and put out on display for customers to buy without prior order, but for W’S Bakershop, it is based on orders.
- Tone of voice and design:
The tone is likely to be friendly, celebratory, and creative, reflecting the joy associated with cakes and baked goods.
Design elements are expected to be visually engaging with a focus on cake images, unique designs, and vibrant colors. a very good example of this is Milkbar.com
- Ratio of “show” (images, animation) to “tell” (facts, figures):
In the baking industry, visuals are paramount. The ratio leans heavily toward "show," with images of beautifully designed cakes being a primary means of attracting customers. I wouldn’t have noticed W’S Bakershop if not for their signature minimalist cake designs.
2. Analyse the business
- Ratio of “show” (images, animation) to “tell” (facts, figures): In the baking industry, visuals are paramount. The ratio leans heavily toward "show," with images of beautifully designed cakes being a primary means of attracting customers. I wouldn’t have noticed W’S Bakershop if not for their signature minimalist cake designs.
- Challenges: While their unique cake designs are a strength, the potential challenge may lay in maintaining the quality of their cakes.
- Branding: W'S Bakershop has a distinct branding that combines bold colors, emojis, sassy texts, and minimalism. Their brand is centred around minimalism, using minimalist cake designs to set themselves apart from competitors.
- Strengths: Unique and eye-catching cake designs that incorporate emojis and humor.
Effective use of social media platforms like Twitter and Instagram for marketing and customer engagement.
Diversification of products, including cakes and snacks such as glazed doughnuts and cupcakes.
- Target audience: They cater to a younger, social media-savvy audience who appreciates humour and creativity in cake design.
3. Analyse the competition
- What are the primary differences between their business model and that of their competitors?
Cakes and Cream offers a wide range of cakes and pastries, Fastest Cake focuses on quick delivery, and Cookie Jar specializes in gourmet cookies, each catering to different customer preferences and needs.
The primary difference is on the Branding( brand image they sell), Product Focus and Product Range (the type and variety of products they sell).
- How will W’S Bakershop position itself and differentiate itself from competition?
W'S Bakershop's unique selling point lies in its humorous and creative approach to cake design, appealing to a younger, social media-savvy audience who appreciates humor. They can emphasize this aspect in their branding, setting them apart from more traditional competitors like Cakes and Cream. Focusing on humor and creativity in their branding can make them memorable.
Differentiating through a diverse product range, including cakes, snacks, and unique flavors, can attract a broader customer base.
- Why do people buy from the competitors?
Cakes and Cream: Customers who prefer a wide variety of cake options for different occasions, including weddings and birthdays, may choose Cakes and Cream. They also provide customization options, although not as extensive as W'S Bakershop.
Fastest Cake: Customers with urgent cake needs who prioritize speedy delivery are likely to choose Fastest Cake. Their focus on prompt cake delivery caters to time-sensitive requirements.
Cookie Jar: Those looking for gourmet cookies and personalized gifts, particularly cookie enthusiasts, may opt for Cookie Jar.
IN CONCLUSION
I learnt a lot during this project, what stood out for me was there is no single approach to product design and each project is unique and so should the process be.
My next steps would be to hopefully design more pages and review the designs and create deeper research. Until then, Choi!
Analyse the industry
- Business/ service process: The process typically involves order placement, cake customization, baking, decorating, and delivery weda customers walk in to pick them up or have them delivered.
In certain cases, cakes are baked and put out on display for customers to buy without prior order, but for W’S Bakershop, it is based on orders.
- Tone of voice and design:
The tone is likely to be friendly, celebratory, and creative, reflecting the joy associated with cakes and baked goods.
Design elements are expected to be visually engaging with a focus on cake images, unique designs, and vibrant colors. a very good example of this is Milkbar.com
- Ratio of “show” (images, animation) to “tell” (facts, figures):
In the baking industry, visuals are paramount. The ratio leans heavily toward "show," with images of beautifully designed cakes being a primary means of attracting customers. I wouldn’t have noticed W’S Bakershop if not for their signature minimalist cake designs.
2. Analyse the business
- Ratio of “show” (images, animation) to “tell” (facts, figures): In the baking industry, visuals are paramount. The ratio leans heavily toward "show," with images of beautifully designed cakes being a primary means of attracting customers. I wouldn’t have noticed W’S Bakershop if not for their signature minimalist cake designs.
- Challenges: While their unique cake designs are a strength, the potential challenge may lay in maintaining the quality of their cakes.
- Branding: W'S Bakershop has a distinct branding that combines bold colors, emojis, sassy texts, and minimalism. Their brand is centred around minimalism, using minimalist cake designs to set themselves apart from competitors.
- Strengths: Unique and eye-catching cake designs that incorporate emojis and humor.
Effective use of social media platforms like Twitter and Instagram for marketing and customer engagement.
Diversification of products, including cakes and snacks such as glazed doughnuts and cupcakes.
- Target audience: They cater to a younger, social media-savvy audience who appreciates humour and creativity in cake design.
3. Analyse the competition
- What are the primary differences between their business model and that of their competitors?
Cakes and Cream offers a wide range of cakes and pastries, Fastest Cake focuses on quick delivery, and Cookie Jar specializes in gourmet cookies, each catering to different customer preferences and needs.
The primary difference is on the Branding( brand image they sell), Product Focus and Product Range (the type and variety of products they sell).
- How will W’S Bakershop position itself and differentiate itself from competition?
W'S Bakershop's unique selling point lies in its humorous and creative approach to cake design, appealing to a younger, social media-savvy audience who appreciates humor. They can emphasize this aspect in their branding, setting them apart from more traditional competitors like Cakes and Cream. Focusing on humor and creativity in their branding can make them memorable.
Differentiating through a diverse product range, including cakes, snacks, and unique flavors, can attract a broader customer base.
- Why do people buy from the competitors?
Cakes and Cream: Customers who prefer a wide variety of cake options for different occasions, including weddings and birthdays, may choose Cakes and Cream. They also provide customization options, although not as extensive as W'S Bakershop.
Fastest Cake: Customers with urgent cake needs who prioritize speedy delivery are likely to choose Fastest Cake. Their focus on prompt cake delivery caters to time-sensitive requirements.
Cookie Jar: Those looking for gourmet cookies and personalized gifts, particularly cookie enthusiasts, may opt for Cookie Jar.
IN CONCLUSION
I learnt a lot during this project, what stood out for me was there is no single approach to product design and each project is unique and so should the process be.
My next steps would be to hopefully design more pages and review the designs and create deeper research. Until then, Choi!
Analyse the industry
- Business/ service process: The process typically involves order placement, cake customization, baking, decorating, and delivery weda customers walk in to pick them up or have them delivered.
In certain cases, cakes are baked and put out on display for customers to buy without prior order, but for W’S Bakershop, it is based on orders.
- Tone of voice and design:
The tone is likely to be friendly, celebratory, and creative, reflecting the joy associated with cakes and baked goods.
Design elements are expected to be visually engaging with a focus on cake images, unique designs, and vibrant colors. a very good example of this is Milkbar.com
- Ratio of “show” (images, animation) to “tell” (facts, figures):
In the baking industry, visuals are paramount. The ratio leans heavily toward "show," with images of beautifully designed cakes being a primary means of attracting customers. I wouldn’t have noticed W’S Bakershop if not for their signature minimalist cake designs.
2. Analyse the business
- Ratio of “show” (images, animation) to “tell” (facts, figures): In the baking industry, visuals are paramount. The ratio leans heavily toward "show," with images of beautifully designed cakes being a primary means of attracting customers. I wouldn’t have noticed W’S Bakershop if not for their signature minimalist cake designs.
- Challenges: While their unique cake designs are a strength, the potential challenge may lay in maintaining the quality of their cakes.
- Branding: W'S Bakershop has a distinct branding that combines bold colors, emojis, sassy texts, and minimalism. Their brand is centred around minimalism, using minimalist cake designs to set themselves apart from competitors.
- Strengths: Unique and eye-catching cake designs that incorporate emojis and humor.
Effective use of social media platforms like Twitter and Instagram for marketing and customer engagement.
Diversification of products, including cakes and snacks such as glazed doughnuts and cupcakes.
- Target audience: They cater to a younger, social media-savvy audience who appreciates humour and creativity in cake design.
3. Analyse the competition
- What are the primary differences between their business model and that of their competitors?
Cakes and Cream offers a wide range of cakes and pastries, Fastest Cake focuses on quick delivery, and Cookie Jar specializes in gourmet cookies, each catering to different customer preferences and needs.
The primary difference is on the Branding( brand image they sell), Product Focus and Product Range (the type and variety of products they sell).
- How will W’S Bakershop position itself and differentiate itself from competition?
W'S Bakershop's unique selling point lies in its humorous and creative approach to cake design, appealing to a younger, social media-savvy audience who appreciates humor. They can emphasize this aspect in their branding, setting them apart from more traditional competitors like Cakes and Cream. Focusing on humor and creativity in their branding can make them memorable.
Differentiating through a diverse product range, including cakes, snacks, and unique flavors, can attract a broader customer base.
- Why do people buy from the competitors?
Cakes and Cream: Customers who prefer a wide variety of cake options for different occasions, including weddings and birthdays, may choose Cakes and Cream. They also provide customization options, although not as extensive as W'S Bakershop.
Fastest Cake: Customers with urgent cake needs who prioritize speedy delivery are likely to choose Fastest Cake. Their focus on prompt cake delivery caters to time-sensitive requirements.
Cookie Jar: Those looking for gourmet cookies and personalized gifts, particularly cookie enthusiasts, may opt for Cookie Jar.
IN CONCLUSION
I learnt a lot during this project, what stood out for me was there is no single approach to product design and each project is unique and so should the process be.
My next steps would be to hopefully design more pages and review the designs and create deeper research. Until then, Choi!
