Sweet Doh
Creating a visually compelling website that simplifies ordering and enhances customer engagement for a growing artisanal donut business.
ROLE
UX/UI Designer
TIMELINE
12 Weeks | Oct-Dec 2023
TOOLS USED
Figma, InVision, Useberry
BACKGROUND
what the doh?
Sweet Doh, an at-home bakery, operated exclusively through Instagram for updates, orders, and menu displays. While the platform allowed them to engage with their audience, it struggled to handle transactional and informational needs effectively.
What if there was a way to create a centralized platform, streamlining the ordering experience and strengthening SweetDoh’s brand identity, so customers could easily interact with and enjoy the baked good?
CURRENT CHALLENGES
is instagram good enough?
While many home bakeries, including Sweet Doh, have successfully grown through Instagram, the platform's structure presents significant challenges as the business expands. A detailed content audit and user feedback revealed several issues:
LOGO
The new logo enhances versatility and scalability across all platforms. Most importantly, it stands out. This was essential for creating a polished, cohesive image.
TYPOGRAPHY
Karla is a clean sans-serif font that’s perfect for body text. It’s gives a contemporary, approachable feel while keeping readability high.
Caveat Brush adds a touch of playfulness and personality to the brand, hinting back to that homemade aspect of the product’s background.
COLOUR PALETTE
The colour palette is taken from the colours of a donut: beige, yellow, and brown. The colour representation also reflects the brand perfectly—warmth, comfort, and joy.
VISUAL REBRANDING
every great brand starts with a striking aesthetic
FINAL DESIGNS
optimizing the selection experience
The flavour selection method underwent the most iterations due to user frustration and feedback gathered during multiple rounds of usability testing. Addressing these issues was crucial for enhancing the overall user experience. As a result, the final design achieved a 100% satisfaction rate, along with a significant reduction in completion time and errors.
refining the checkout journey
The original checkout flow caused confusion due to the order of steps, especially when users were prompted to input their address before selecting a collection method.
To improve clarity, the shipping method and address input were combined, with buttons that present different sets of information based on the user's choice, followed by the date selection. This change creates a more logical progression. Additionally, worded instructions were added to guide users through each step, reducing errors and confusion.
Reflections
This project marked my first time creating a logo and developing the entire visual branding for a business. I didn’t expect to receive such positive feedback, but it made me very proud every time someone complimented the logo and visuals.
I believe the website significantly helped streamline the business's operations and directly addressed key user needs identified in interviews. If I had more time, I’d love to include an image gallery to showcase products more dynamically and a reviews section where users can share their experiences. Both would add more interactivity and social proof, further enhancing the user experience.
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