Kreamy Kupcakes Logo
Summary: A cupcake ordering app that allows users to order listed cupcakes or build their own.
Roles and Responsibilities: I worked on this project as a UX/UI Researcher, visual designer, and as a frontend developer for the prototype.
Tools used include: Figma, Notion, Google Slides, Google Forms, Zoom
Deliverables included: Wireframes, Empathy Map, Journey Map, Persona, Paper prototype, Clickable prototype, Survey
Problem: Kreamy Kupcakes owner struggled with the ordering process because of a lack of clarity with her customers over their options that stemmed from not having a digitized presence.
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Audience: Both the company owner, her current customers, and potential customers.
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Solution: I developed an app that lets users choose from a menu of cupcake options or build their own using a series of screens. They can then input their payment information, address, and confirm their order.
Process
Discovery and research
To better understand what my process would be, I spoke with the owner, her customers, and random people with no association to either who love cupcakes. I asked what experience they look for when purchasing/ordering cupcakes. Results showed that 70% of those surveyed liked the idea of customizing their cupcakes. Those I interviewed stated that building them was “fun” and gave a “sense of control” over the product.
Early surveys showed the importance of customization for most.
This inspired my approach. I chose to ensure that the solution involves a gamification of the cupcake ordering process.
Common concerns were not knowing the available options when ordering cupcakes and that ordering from Kreamy Kupcakes was tedious due to a lack of a website or app.
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From my research, I formed the Persona “Lois Lane”. Lois is an event planner with a focus on catering who prides herself on providing memorable experiences to those who eat at her events. She needs a lot of customizable options for her cupcakes, a simple checkout process, and information about her purchase. Her frustrations are that she finds the communication process when setting up orders too difficult in the past, feels held back by not knowing the options of her orders, and doesn’t know if her orders are confirmed.
Lois and her needs represent the customer
Information Architecture
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From my research, I mapped out a user flow for how I’d want the checkout process to go.
Brainstorming the User Flow
With flow in mind, I began to wireframe my idea. Initially, I planned on having one drop down menu page to handle all customization. I also developed a paper prototype that users could test before the low fidelity phase. After talking with my client and looking over my research some more, I felt it was better to gamify the experience by making the customization a multi-step process that is highlighted by a progress bar.
Wireframes helped to establish structure and hierarchy, and the paper prototype helped demonstrate the "build your cupcake" flow.
Prototyping
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My clickable prototype initially retained all of the elements illustrated in my paper prototype.
First iteration of prototype landing page
After initial testing, feedback indicated the users were unfamiliar with the home page being the cupcake quantity selection, and were used to that being near the end of the ordering process.
Additionally, some users did not want to customize their order, and instead just wanted a menu made option to choose from.
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Lastly, users pointed out a lack of a traditional footer.
With this in mind, the next iteration of my prototype had a landing page in which users could choose between a menu, or building their cupcake. I also moved the quantity page to the end of the ordering process and made multiple adjustments including: adding a landing page, log in page, dramatically enhancing the fidelity, and adding a footer.
Final Thoughts
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This project enabled me to better understand the mindset of customers in the food industry, what they prioritize in their shopping experience, and what they dislike. Cupcakes are seen as fun indulgence that brings joy, but that process doesn’t just begin when someone looks at a cupcake right before eating it. In actuality, it starts when they are conceptualizing their ideal cupcake through the ordering process. The Kreamy Kupcakes App brings the digitized presence to the owner's business, and post-testing interviews with users reveals it made the ordering process simple, fun, and exciting.
Users tested well with the second iteration
Through this process, I also learned that while most customers like an in-depth sense of control over their ordering process, plenty simply just want to order good cupcakes without thinking too much about it. By providing an menu with my second iteration, the testing went more smoothly, and the response was more positive. Overall, it was a pleasure to work on this project, and I look forward to assisting with further iterations.