Baked by Melissa
Pick Your Own Experience
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.
The goal of the "Pick Your Own" experience was to provide users a way to build a fully customized box of cupcakes, tailored to their preferences. This feature allows users to select from a variety of seasonal and staple flavors, giving them the freedom to choose the number and mix of cupcakes that best suits their needs. Additionally, as we found many users gift Baked by Melissa cupcakes, users can easily choose the perfect gift box to accompany their selections. This level of customization empowers users to create a truly unique and personalized cupcake experience.
Role
Lead UX Design
while UX Designer at Corra
Skills Utilized
User research and testing
User persona creation
Customer journey mapping
Analytics analysis
Iterative UX design
Project Highlight
+29.8%
Conversion Rate YOY
User research
We ran a series of generative user tests, to learn about the Baked by Melissa experience for both existing and new users. We asked users about their perception of the brand & observed their online shopping behavior.
Customer journey mapping
Based on user testing and 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 and 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.
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.
Desktop Experience
With the addition of clean, bright product photography this experience really comes alive.
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
+29.8%
Conversion Rate YOY
↑ 109.4%
Transactions YoY
↑ 61.3%
Sessions YoY
↓ 36.3%
Bounce Rate YoY