CAKES BY LEANNE
Cakes By Leanne is a B2C company that offers customers customisable, made-to-order gourmet pastries and desserts for any occasion.
Role - Art Direction, Research, Branding, UX, UI, Web Development
Platform - Desktop/Tablet/Mobile
Link - Cakes By Leanne
Cakes By Leanne has been providing gourmet pastries and desserts to the Greater Sydney Area for a number of years. Since inception, they have prided themselves on creating custom cakes and desserts unique to their customers' vision, dietary, and event requirements. While they have steadily been growing, they have found that it has been becoming increasingly frustrating to be able to fulfill their clients' orders due to the way they currently process and manage orders. They have always had a personal approach of engaging with the customer one-on-one to collect the required information so that they can provide the customer with a quote, and ultimately, a processed order of their customised product.
We were tasked with ushering their company into the digital world by creating a fully functioning ecommerce website with a self-serving order processing and management platform.
PROVIDING CUSTOMERS WITH AN EFFICIENT CUSTOM ORDER AND MANAGEMENT PLATFORM.
THE STORY
Cakes By Leanne has been providing gourmet pastries and desserts to the Greater Sydney Area for a number of years. Since inception, they have prided themselves on creating custom cakes and desserts unique to their customers' vision, dietary, and event requirements. While they have steadily been growing, they have found that it has been becoming increasingly frustrating to be able to fulfill their clients' orders due to the way they currently process and manage orders. They have always had a personal approach of engaging with the customer one-on-one to collect the required information so that they can provide the customer with a quote, and ultimately, a processed order of their customised product.
We were tasked with ushering their company into the digital world by creating a fully functioning ecommerce website with a self-serving order processing and management platform.
PROVIDING CUSTOMERS WITH AN EFFICIENT CUSTOM ORDER AND MANAGEMENT PLATFORM.
THE STORY
WHAT'S THE GAME PLAN?
Our projects always begin with figuring out the client's objectives and identifying the problem, then constructing a well-crafted plan to execute a proposed solution. Hosting a strategic planning session with the company's stakeholders was our first line of business. This allowed us to define what the stakeholders envisioned and to gather essential primary research about the industry through those who are a part of it day in and day out.
During this session we formulated our business and project goals and constructed a roadmap for the finished product.
DISCOVERY STAGE
01. Finalise product & project goals
02. Define user types & motives
03. Identify industry leaders & trends
04. Propose user flows based on user types & motives
05. Approximate the website's functionality & purpose
06. Delivery of roadmap
“WHO BE YE, AND WHY DOST THOU LURK?”
Having been an old school brick and mortar company, the first thing we needed to know was who their customers were, as this would allow us to understand their needs and wants and guide us towards building a customer order processing and management platform catered to their target audience.To get there we conducted secondary market research coupled with semi-structured experience interviews with current employees.
The results of our research: “Simple, logical, and inclusive be ye!”
Our research studies led us to conclude that simple, logical, and inclusive were the core common essential terms that summed up our results and were going to be the foundation in constructing a successful a successful digital product.
EXPLORING THE CHALLENGES
SIMPLE.
LOGICAL.
INCLUSIVE.
BRANDING & STYLE GUIDE
LOGO & COLOURS
Although we were starting from scratch in designing their website, we weren't starting from scratch in regards to their branding and style guide as they currently were a functioning establishment.
Our objective was to take what they currently had and rework it to align with our current vision for the end digital product.
We accomplished this by refining and modernising their current logo design and style guide, giving them a fresh new feel to go along with their upcoming revamped customer experience.
Take a look at our updated logo and and style guide as part of our deliverables.
THE DESIGN PROCESS
With simplicity, logic, and inclusivity at the core of our user's interactions and reactions across the design platform, we were now ready to construct the lo-fi wireframes to create an ease of use custom order and processing experience.
We accomplished this by creating an easy-to-use, multi-step custom order process with automated filtration curating the options available to a client based on their previous selections.
This allowed for quote accuracy as the end user would only be able to construct a custom product based on the parameters set by the organisation.
INTERACTION & UI DESIGN
A COMPREHENSIVE DESIGN SYSTEM
Constructing a design system was one of our main priorities. As the company was still young and had plans of expanding, they needed to have the flexibility to be able to add and/or subtract features and options in the future. To accommodate this, we constructed an extensive design system consisting of reusable components and tokens that could be used in the future by anyone continuing the project or maintaining the project.
Our complete design system included over 40 design tokens and 80 reusable components. It also featured a complete auto layout which made moving, adjusting, and swapping components and tokens easy to do.
*NOTE: Only part of the complete design system is displayed due to privacy agreements.*
DESIGN SYSTEM & TOKEN
6
Segmented Categories
40+
Design Tokens
80+
Reuseable Components
35+
High Fidelity Designs
SOLUTION
Simplicity &
Logic.
Our solution was a multi faceted site which main features included product inventory, customer checkout, and custom order and management platform. This design solution allowed us to deliver a product that rectified our client's issues while also providing the end user with an ease of use user experience when creating and ordering products from their store.
*NOTE: Final design prototype coming soon.*
User Experience
An easy to use multi step custom order process with automated filtration curating the options available to a client based on their previous selections.
UI Design
A visually appealing platform that represented the brand's identity while evoking simplicity, logic, and inclusivity in both functionality and visual aesthetics.
