Patticakepop
This independent cake business required a mobile website, with branding, photography, ecommerce functionality, and a webform so customers could submit their cake ideas.
Enabling customers to articulate a rough idea for a bespoke cake design with enough detail to interpret their requirements was the challenge with this project, along with tapping into the ultimate reason why people want cakes at parties.
As ever, the research provided the answers, informing the UX, the UI, the branding and the content, resulting in a mouth-watering cake box of indulgent treats to encourage and inspire customers creativity.
Asking the right questions
Following the goal-led approach to design, I wanted to find out the ultimate reason why people want a cake at their party. Why do they want a party? And what does cake bring to the party?
And how do they go about getting the right cake for their party?
The answers to these burning questions were found with the usual research suspects…
- User test & interview
- Survey
- Customer messages
- Direct competitors
- Indirect competitors
Finding the right insights
The research was wrangled together in Miro to find the usable insights that informed the design, following the journey from initial motivations and cake goals, through to finding the right bakery and agreeing on a brief for a bespoke design.
Designing the right solution
With the purpose of cake established, the design aimed to:
- Tap into the emotional reason why people like to celebrate life’s big moments and milestones
- Tap into the sense of happiness and connection people get from parties
- Relate this to Sally’s cakes, and demonstrate how they will help turn their event into a special occasion
- Provide a friction-free journey to make an order that matches how people typically buy cakes, with plenty of images to show them off
- Provide inspiration, ideas and guidance to help articulate their rough idea into a set of details that Sally can interpret into a full design brief
Overall aesthetic
I wanted it to feel like you were holding a luxury cakebox, with big, appetising close-ups and a general vibe of indulgence.
Copy
The words relate back to the ultimate purpose for wanting a cake – the celebration of life’s big moments with nearest and dearest.
Colour scheme
Luxurious golds and rose gold and cool teal on the opposite end to refresh and so the CTA buttons stood out.
Font
Josefin Sans is clean and readable, but with an elegance that just fits the vibe.
Graphics
Golden decorations to add sparkle, and illustrate the luxury celebration feel.
Testimonials
Survey quotes worked perfectly to reiterate the ultimate purpose for wanting cake at your party.
Photography
Candid interactions and big smiles, with the girls having fun together. The room and cakes were styled with the same colours from the palette, and the girls all in white.
Galleries
Liberal use of cake galleries on the landing pages and sections, rather than separate gallery pages like other sites. No need to navigate away – they are within the same journey on the way to the purchase decision.
Cake builder
The cake builder explanation
