Bakery Bridge
Website Design
Introduction
Bakery Bridge is a startup that aims to connect people with lesser-known local bakeries in Ottawa, making artisanal bakery creations easily accessible.
We aimed to provide customers with a centralized platform to discover a diverse range of baked goods, including cakes, desserts, and pastries from Canadian and renowned international bakeries.
Collaboration: Worked with a team of fellow UX designers, developers, and marketers to create the Bakery Bridge website.
My Role: UX Designer
Project Duration: 12 weeks
UX design process
1- Empathize:
I began by conducting user research to understand the needs, pain points, and motivations of pastry enthusiasts and local bakeries in Ottawa. I interviewed potential users, surveyed a wider audience, and observed how people interacted with bakery websites and apps.
I found that pastry enthusiasts were often frustrated by the lack of variety and uniqueness in their local bakery options. They also found it difficult to compare and discover new bakeries. Local bakeries, on the other hand, were struggling to reach their target audience online and to manage and fulfill online orders.
Based on my research, I created user personas to represent the different types of users that would interact with Bakery Bridge. These personas helped me to better understand the needs and goals of each user group.
Persona 1: Pastry Enthusiast
Persona 2: Local Bakery Owner
2- Define:
With a clear understanding of the user needs, I refined the problem statement to clearly articulate the challenges faced by the target audience.
Problem statement:
"How can we create a user-friendly website that connects pastry enthusiasts with lesser-known local bakeries in Ottawa, making artisanal bakery creations easily accessible and fostering a sense of community among pastry enthusiasts and local bakeries?"
I also established user-centered goals that aligned with the overall objectives of Bakery Bridge
- To increase the number of pastry enthusiasts who discover and order from local bakeries in Ottawa
- To enhance the visibility and online presence of local bakeries in Ottawa
- To foster a sense of community among pastry enthusiasts and local bakeries
3- Ideate:
In the ideation phase, I brainstormed potential solutions to address the identified challenges. I focused on creating features that would improve the user experience for both pastry enthusiasts and local bakeries.
For local bakeries, I proposed features such as:
- A centralized platform to showcase their products and offerings to a wider audience
- An easy-to-use order management system
- A marketing platform to reach their target audience
For pastry enthusiasts, I proposed features such as:
- A user-friendly search function that allows users to find specific bakeries or types of baked goods
- A recommendation system that suggests bakeries based on user preferences
- A secure online payment system
I also created concept sketches to visualize the potential design of Bakery Bridge.
4- Prototype:
For the homepage, search page, product listing page, about us page, order page, and other pages of the website, I designed prototypes. Additionally, I designed it to be responsive on mobile devices.
5- Test:
I conducted user testing sessions with a diverse group of potential users, including pastry enthusiasts and local bakeries from Ottawa. The sessions were designed to evaluate the usability, navigation, and functionality of the website.
Positive Feedbacks:
- Overall Navigation: Participants found the website's main navigation menu to be easy to understand and the search function to be effective in finding specific bakeries or products.
- Product Listings: Participants appreciated the clear and informative product descriptions, high-quality images, and easy-to-read product listings.
- Checkout Process: Participants found the secure and user-friendly payment options to be convenient and the order confirmation process to be straightforward and easy to follow.
- Benefits for Pastry Enthusiasts: Participants found Bakery Bridge to be a useful platform for discovering new bakeries, ordering baked goods for pickup or delivery, and supporting local businesses.
- Benefits for Local Bakeries: Local bakeries valued Bakery Bridge for its ability to showcase their products to a wider audience, manage online orders more efficiently, and create targeted marketing campaigns.
Negative Feedbacks:
- Search Function: Some participants mentioned instances where the search function was not as effective as expected. Search results may have included irrelevant or outdated information.
- Product Detail Pages: There were concerns about the completeness and consistency of product detail pages. Some pages lacked essential information, such as ingredient lists or nutritional information.
- Order Tracking: Participants expressed a desire for a more robust order tracking system. The current system provided limited information about order status and delivery updates.
6- Iterate:
Based on the user testing feedback, I made several changes to the website to improve the user experience:
- Search Function: Refined the search algorithm to improve relevance and accuracy of search results.
- Product Detail Pages: Enhanced the completeness and consistency of product detail pages by adding additional information and ensuring consistency across all listings.
- Order Tracking: Developed a more comprehensive order tracking system that provides real-time updates on order status and delivery progress.
Conclusion
As the UX designer on the Bakery Bridge project, I was thrilled to see both pastry enthusiasts and local bakeries embrace the platform. This experience reinforced the importance of user-centered design and the value of continuous iteration based on user feedback.
Throughout the project, I learned that truly effective design is not about imposing my own vision but rather about understanding the needs and preferences of the people who will use the product. I also discovered the power of continuous improvement, constantly refining the platform based on user feedback and data insights.
The Bakery Bridge project was a valuable learning opportunity, and I am committed to applying these lessons to future projects. I believe that by prioritizing user needs, actively seeking feedback, and continuously iterating, we can create products that truly make a difference in people's lives.
