Toronto Cupcake Website Redesign

About Toronto Cupcake

The website for Toronto Cupcakes, a local cupcake shop in Toronto, is in need of a redesign. By improving the UI and information architecture of the website, we can increase the order of cupcakes as users experience an efficient checkout process with tasty imagery

About the project

Website Redesign for Toronto Cupcake created in FIGMA. Using personas and a study of the original website and brand, a new design was created in order to entice new customers and compete with other cupcake bakeries/brands.

Project brief

Problem

In its current state, the Toronto Cupcake website is causing users to second guess the professionalism and quality of cupcakes they provide

The Solution

By designing a website with strong visuals, a clear brand identity, and intentional information architecture, I will provide users with an experience that allows them to easily view and purchase cupcakes while increasing their overall experience with the Toronto Cupcake website

User Research

Heuristic Evaluation I started by conducting a heuristic evaluation of the current site. Problems we noticed:

Unclear navigation

No easy access to the shopping cart
Large white space in the footer
Unable to easily get to home page
Cupcake pictures different heights
Text overlapping with shadows, making it difficult to read

original website

Research Goals

I have hypothesized that the UI on the Toronto Cupcakes site needed to be addressed. I also wanted to pinpoint user pain points when navigating the Toronto Cupcake website What types of things do our users expect to see and do if they visited a cupcake bakery website?

Usability Tests

Low Fidelity Wireframes

I had five users take a look at the current site for Toronto Cupcakes, giving them a task of ordering a dozen cupcakes. I wanted to know what pain points they were feeling during the checkout process, as well get their first impression on the business from the UI of the website.

key takeaways were:

The information architecture needed an overhaul, as users were struggling to navigate the site
The brand identity needed improvement via a clean, clear user interface with a professional appearance
The images throughout the site, especially the cupcakes, needed to be of a higher quality

I have set out to sketch wireframes for a new Home Page, coming back together to see how each other tackled different features we wanted present. I could then cooperatively combine ideas I found best from each to create the best design