Baked by Melissa x corra - Website Redesign
Baked by Melissa, a NYC-based bakery known for their iconic mini cupcakes, worked with Corra to redesign their e-commerce experience, including their Pick Your Own Flavors experience.
Role
Lead UX Design
Outcome
+ 29.8% Conversion Rate YOY
Generative user testing
We ran a series of generative user tests, to learn about the Baked by Melissa experience for both existing & new users. We asked users about their perception of the brand & observed their online shopping behavior.
Customer journey mapping
Based on user testing & stakeholder interviews, we developed user personas & mapped how each persona would interact with the Baked by Melissa brand. We used our mapping to generate ideas for improvement & guide our design efforts.
For example, we found that most customers were shopping based on events (birthdays, work parties) & holidays; so, given this observation, we knew that the online user needed clear event-based categorization of products.
One of the key sections of the site, Pick Your Own Flavors is an area where users can build out their own cupcake assortments. This custom experience needed the right flow & interaction.
First Exploration
We explored a layout with flavors visible on the right and the “cupcake box” on the left. Utilizing drag and drop functionality, users would build their assortment by dragging and dropping and then typing in a desired quantity.
Second Exploration
We explored a flavor-centric approach, where flavors were front and center on the screen, and users could track their assortment-building process via the left rail.
Final Approach
Our final design is easy to use, simple to understand, and scales intuitively. We allow users to select their quantity directly on the “flavor card”, with a secondary listing of editable selected flavors in the right rail.
Final desktop experience
With the addition of clean, bright product photography this experience really comes alive.
Final mobile experience
For the mobile experience, we focused on creating a similarly intuitive experience, with the user’s selections easily accessible via a container sticky to the bottom of the user’s screen.
Measuring Success
Bounce rate is down 36.3% YoY
Transactions are up 109.4% YoY
Sessions have increased by 61.3% YoY
Post launch report via Corra