Designing a pastry chef's dream
Dulces Detalles bakery / UX / UI Design
The Challenge
Dulces detalles is a cake shop that offers delicious homemade pastry products made with beautiful finishes for all occasions, made to order to guarantee maximum freshness.
The dream of the pastry chef (my friend) is to increase her business, she wants to offer her clients the option of placing their orders digitally, this with two objectives: Client self-management and positioning the brand in order to increase profits.
My Role
First I spent time understanding my friend's needs and trying to figure out how to help her. Secondly, I analyzed her brand and we decided to renew it.
My role was to understand the needs of the business and the users, redesign the logo and give the brand a graphic sense, identify the segment, understand the problem and be able to offer them a digital solution that generates profitability for my friend's business.
The process
UX Research
First, we indentified which are their clients and possible user's, we identified 3 segments:
Fiorella: Family women, 25 to 45 years, socioeconomic level: medium, medium - high.
Jorge: Single men, 20 to 40 years, socioeconomic level: half.
Ana: Eldery adults, retired, socioeconomic level: medium-high.
We identified that your 80% of customers are "Fiorella", so this would be our user persona.
A customer interview was conducted to delve into current service needs and frustrations along with a card sorting test to validate how our customers categorize products and event type.
These are some insights that they told us:
-
The events they plan the most are birthdays (86%), religious events (57%) such as first communion and baptism, and others such as holidays or casual days (43%).
- The first contact with Dulces detalles is through a recommendation (86%) and Facebook (14%).
- The favorite products are: Cakes (71%), Cupcakes (43%) Desserts (43%)
- Points to improve in the service: Response time (43%), Packaging quality (14%), Payment method (14%), Payment options (14%).
- Users request that the digital platform have:
- A search engine, which allows you to search by product, category or topic.
- Sort photos by categories and by product.
- That the product, price and availability be shown (that the product is ready to consume, that it is not only by counter-order)
- They ask for more variety of products, how about presenting it through a menu.
After understanding what the main problems are, we come up with many ideas that we prioritize and define the value proposition:
Accessibility through a digital platform where customers can find options for each of your events.
So the goal is that our clients can recognize the brand and can count on this platform where they can plan, order, pay and have everything ready for their memorable event, taking care of every last sweet detail.
UX Design
I realized the card sorting through the Optimal Workshop platform and analyzed the grid and the dendogram. The card sorting was closed and that help me to understand and has a point of view for the next phase of architectural design.
Users categorized the content this way:
Religious events: weddings, First communion and Baptism.
Corporate events: Premium line and Work anniversaries.
Special dates: Anniversaries, Birthdays, Valentine's Day, Mother's Day, Children's Day, Father's day, Christmas.
The most ordered: Cakes, Cupcakes, Sweet tables, Desserts
Once the results of the card sorting have been analyzed, the alpha architecture and the user flow are created.
This is the map site and the principal goal is that user can "create your product". The platform is divided into 3 main sections:
Informative:
About the company
What we do
Contact
Order here
Products:
Galery (type of products, events, new products)
Create a product
Account:
Log in
Profile
Shopping cart
The user flow was carried out both to understand what are the tasks that the user is going to perform on the platform as well as how the interface interacts with the user. In addition, the user flows and the key content of the solution are specified, it works as a digital ecosystem.
3 User goals were specified as important points of the solution:
User goal #1: User wants to view, select and buy a product
User goal #2: User wants to create a custom product
User goal #3: User wants to login and create an account
I started designig the wireframes, we tested with the clients and ajusted the solution, they said to us:
1. Users suggest improving the selection of the type of event, as well as the type of product.
2. It is recommended to unify step 1 and 2, in order to reduce the number of steps so that users do not perceive the process as long.
UI Design
After testing the wireframes, I adjust the layout and created the graphic design elements by making a document to show the brand guidelines and implementing them into the solution.
This project was carried out at the beginning of the pandemic, it has not been finished and implemented due to a budget issue because it affected my friend's business, it is expected to be able to activate it in 2024, so the story will continue...