bolo da bia
online ordering
Platform: Mobile App
Role: UX Researcher, UX Designer.
Tools: Figma, FigJam, Miro, Adobe Creative, Google Suite,
Timeline: 12 weeks
Screens Produced: 44+
Process: Research, Ideation, Prototyping, Testing. Repeat.
OVERVIEW
Scope
This project will develop an app to simplify and enhance the online ordering process for a bakery that simplifies customization, accommodates dietary restrictions, and enables real-time bakery-client communication.
Process
Conducted market research and user interviews to understand the challenges of locating individuals when ordering custom desserts online. Developed user personas and mapped out user journeys to define key interaction points. Created wireframes and interactive prototypes using Figma, iteratively testing and refining the interactions with target users.
Outcome
Designed a ordering process, creating a personalized ordering experience and streamlining the checkout flow. These UX improvements boosted user approvals on app usability by 85%, increased conversion rates by 72%, enhanced order efficiency and user satisfaction by 25%, and drove a 60% increase in order volume for the cake business.
overview
Setting the stage for a delightful dessert ordering experience
Bolo da Bia, a family-owned Brazilian bakery, is a community favorite, where cake holds deep cultural significance. From everyday treats to elaborate celebration cakes, they create desserts that bring joy to every occasion.
As custom bakeries rise in popularity, online ordering remains challenging, especially if you mix personalized cakes and dietary needs.
Target Market: Brazil
Main Target Audience: Dessert Enthusiasts and Dietary-Conscious Individuals
Platform: Mobile (Android)
the problem
A recipe for frustration
I identified several key issues within the cake ordering experience that affect user satisfaction and engagement. Here are some:
Confusing Options
Difficulty navigating
and visualizing choices.
Lack of Updates
Insufficient communication
about order status.
Unclear Pricing
Lack of transparency in how customizations affect costs.
Dietary Limitations
Challenges in finding safe options for dietary restrictions.
Long Order Completion Time
Inefficient flows causing
cart abandonment.
how might we…
Streamline the customization options
so that users can easily visualize and understand how their choices impact the final product and pricing?Optimize communication throughout the ordering journey to keep users updated on order status and alleviate anxiety?persona
emma, the discerning dessert lover
Emma, 37, is a busy mom of two young children, one of whom has special dietary needs.
“I often end up settling for something that’s almost right but not exactly what I want. I’d love a simpler way to customize my desserts to fit my exact tastes, especially when dealing with dietary restrictions.”
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Personalization: Emma wants to tailor desserts
to her family’s specific dietary needs.Convenience: She seeks an easy and efficient online ordering process that minimizes stress and saves time.
Dietary Accommodation: As a gluten-free consumer, Emma needs clear and dependable options that meet her dietary restrictions.
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Complex Customization: Emma finds it difficult to see how her custom choices impact price and availability.
Dietary Restrictions: Finding and verifying gluten-free options is a major challenge.
Ordering Frustrations: Current systems are confusing and lack transparency, causing frustration and wasted time.
Emma's Journey
wireframes
Whisking up CREATIVE SOLUTIONS
After in-depth research into our users' needs, it became clear that the design must prioritize time-saving and clarity. Users want to make confident choices without feeling overwhelmed by options.
The goal is to create an intuitive experience that allows them to easily craft their ideal dessert order, all while ensuring their dietary requirements are securely met.
key final results
Rolling out the dough
As of today, based on data gathered during final testing with our target users and over three months of collaboration with the client, we can confidently report an 85% increase in user approvals on app usability, a 25% improvement in order efficiency and user satisfaction, and a 60% growth in order volume for the Bolo da Bia.
Quote from Users
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Amanda F.
“I appreciated the simplicity of the order process coupled with the ability to personalize every aspect of my dessert choices. I know exactly how many people I can feed with a 6-inch cake before ordering. Saves so much time, this is amazing.”
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Beatriz C.
"Being able to track my order with updates made the process feel much smoother, and I appreciated the convenience of the quick order feature too. I felt confident in what to expect or if in case I need to prepare for any possible delays."
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Vanessa R.
"The clear, detailed pricing for each customization made it so easy to adjust my order without surprises. I felt confident knowing exactly how my choices would affect the final cost."
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Nikita J.
"I found the bakery app's flow to be incredibly intuitive and user-friendly. Navigating from selecting desserts to customizing, to ordering them, even tracking my order was seamless.”
UI ENHANCEMENTS
Design system
Here’s a preview of the design system I’ve created, built to bring consistency, efficiency, and scalability to the design and development process. It includes styling specifications, reusable components, and interaction patterns that ensure a seamless and cohesive user experience.
By standardizing elements and behaviors, the system reduces design debt, streamlines decision-making, and enhances team collaboration, while also providing a strong foundation for future iterations to ensure efficient updates, seamless scalability, and brand alignment.
The Cherry on Top
the Final Screens
The Onboarding and Homepage
Account, profile,
favorites, and Contact us
Current and past orders and
One-Click Reorder feature
Cart, checkout and
payment process
Menu, Single Product Page, and Customization Options
a slide of the future
key takeaways
Personalization Matters: Customizing orders while accommodating dietary needs boosts user satisfaction and trust.
Transparency Enhances Trust: Real-time pricing updates and order tracking reduce anxiety and improve the user experience.
Simplicity Encourages Engagement: Clear, intuitive navigation and progressive disclosure lead to smoother order completion and better user flow.
potential enhancements
AI-Driven Recommendations: Use machine learning to suggest popular flavor pairings and designs based on user behavior, streamlining decision-making.
Community Integration: Create a platform for sharing custom creations, and reviews to boost engagement.
Loyalty Rewards Program to give special deals and discounts to customers who come back often.
Thanks for reading through! ✨
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