Hayley Cakes and Cookies:
CASE STUDY
Summary
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Summary ~
Client:
Hayley Cakes and Cookies
Year:
2024
Haley Cakes & Cookies' website is restricted with an outdated design, excessive pages, and poor navigation, creating a fragmented user experience. Customers face difficulty exploring products, placing orders seamlessly, and effectively connecting with the brand, leading to increased frustration and poor customer satisfaction. Additionally, these issues negatively impact SEO performance, ultimately causing lost sales and diminished brand loyalty.
Intro:
Welcome to the redesigned digital experience for Haley Cakes & Cookies! Recognizing the recipe for confusion that comes with an outdated website filled with too many pages and tricky navigation, we've baked in an intuitive, user-friendly redesign. The updated layout ensures smooth browsing, simplified ordering, and clear brand communication. Our streamlined approach is crafted to boost customer satisfaction, enhance SEO performance, and sweeten every sales opportunity.
The Process:
Research: Our research began with seven user interviews focused on navigating the original Haley Cakes & Cookies website, revealing valuable insights into user preferences and pain points. Additionally, we conducted an in-depth interview with our client, Hayley, who provided crucial context about her bakery's origins, brand image, and specific website elements she wanted to retain or improve. To further enrich our understanding, we visited all three bakery locations in Austin, gaining firsthand experience of the atmosphere, clientele, and style that define the brand.
User Insight statement: Users are overwhelmed by the confusing and cumbersome process of ordering baked goods online, this negative experience can lead to unsatisfied customers and incomplete checkouts. Users need a simple checkout experience that allows them to customize their orders so that they feel confident they made the best choice and will be repeat customers.
Heuristic evaluation: We conducted a heuristic evaluation of Haley Cakes & Cookies' original website, assessing usability issues based on Nielsen’s heuristics. The key findings included poor navigation, excessive and redundant pages causing confusion, outdated design impacting aesthetics and trust, limited user control, and inconsistencies hindering seamless user experiences. These usability shortcomings resulted in difficulty locating products, cumbersome ordering processes, and reduced overall customer satisfaction. This evaluation provided clear direction for targeted improvements in our redesign strategy.
