ux presenation 2 - JaLynne Farrar

Your Cupcake, Your Way. Why Not Click Today!
A UX Case Study

Our team had the task of understanding and addressing why consumers are choosing to call Baked by Melissa stores instead of ordering online at bakedbymelissa.com.

Goals

Why It Matters

- Identify pain points in the online ordering process.
- Find actionable solutions.
- Improve the overall user experience.

If we don’t address these issues, we risk losing sales to competitors with more user-friendly websites.

BakedbyMelissa

-The site offered many choices, but this made navigation somewhat challenging.

-The design is not minimal; the webpage feels cluttered and overwhelming. There are too many items competing for attention.

-The overall aesthetic is not appealing—excessive use of color detracts from user experience.

Sweet E's

-A lot of menu options that are repetitive , cluttered, and redundant; some links lead to the same endpoint.

-Cluttered like the Melissa site, but the navigation is easily accessible to the user.

-Loved the website, but it needs to be simplified.

Sprinkles

-Love this design out of the three sites; it’s easier to navigate since there isn’t too much happening on the pages and it’s easy to navigate.

Persona 1

Persona 2

Consumers of cupcakes

Always-on mobile users who value simplicity and speed.

Frequent Online Shoppers

Have Specialty Diets

Women & Men
Ages: 20 - 50

1. Users can’t edit their selected items once they’re on the checkout screen
The selections are locked in.

2. The webpage lacks a minimal design—it feels loud and cluttered.

3.The Help AI bot is too small and easily overlooked by users on the webpage.

Solution: Include an Edit button on the checkout screen to allow users to modify their order without starting over.

Solution: Simplify the color palette to create a cleaner, more cohesive look. Reduce visual clutter by limiting redundant items and streamlining product displays.

Your Cupcake, Your Way. Why Not Click Today! A UX Case Study