Understanding the User and Problem Space

I conducted interviews and created empathy maps to understand the users I'm designing for and their needs. A primary user group identified through research was working adults who don't have time to go to the bakery.

This user group confirmed initial assumptions about Sweet Box Bakery customers, but research also revealed that time was not the only factor limiting users from going to bakery. Other user problems included obligations, interests, or challenges that make it difficult to order online a desirable cake for various event types in advance.

During this stage, I interviewed four users to further empathize with their online ordering process and frustrations. By talking to users ranging in experience from about to online ordering for the first time, I validated user motivations and frustrations what they genuinely do during online ordering processing.

Taking the time to draft iterations of screens of the website on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized a quick and easy Making/Customizing cake process to help users save time.