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Baking by Max


A redesigned web interface layout for a local bakery in Edmonton, Alberta curating specialized customizable pastries for customers with specific dietary needs.

Prototype Presentation Deck



Overview

Main Role:

Mentor

Project Timeline:

February 18th, 2024 – March 2nd, 2024

Tools:

Figma
Discord
Illustrator 
Purpose

Objective

Curated by FLUI (For the Love of User Interface) Hackathon, a student-led user interface design hackathon based out of Emily Carr University of Art and Design which empowers students to collaborate with experienced mentors to solve real-world problems. 

The main goal was to redesign a website layout for Maxine, a local bakery owner in Edmonton, within a week. The design team collaborated closely with her, receiving regular feedback and recommendations from the mentor to ensure success.


Learn More About FLUI

Problem

Redesigning Baking by Max’s landing page into multiple pages to create seamless navigation ad enhanced user engagement.

To meet Baking by Max’s growing demand of their growing customer base, our redesign aims to implement a simple, yet intuitive custom ordering interface that will streamline the ordering process for their customers.

Client Brief

The FLUI team meticulously organized the client information in a Google Drive folder to streamline collaboration and ensure easy access to essential resources throughout the website redesign process.  Within these documents in the folder includes:
  • Client Information
  • Product Goal
  • Product Objectives
  • Competitors Map (SWOT Analysis)
  • User Story
  • User Persona
Client Information
Maxine Sobisch owns Baking by Max, specializing in gluten-free, dairy-free, vegan, and paleo alternatives for customers with specific dietary needs.
Product Goal
The overall product goal is to tailor the product for their customers through:
  • Gluten-free, dairy-free, vegan, and paleo alternatives.
  • Intuitive and customizable online ordering interface.
Product Objectives
Baking by Max plans to upgrade its website's user interface by transitioning to a multi-page platform for better information access. They also aim to introduce a customized ordering interface, focusing on simplicity, user-friendliness, and design consistency.

Two main minimum viable products (MVP) features would consist of the following: 

  • Ordering Feature: Develop an interface for customers to make selections and specifications of their baking order. Create a few high fidelity screens of this interface.

  • Improve the website’s existing UI: Redesigning Baking by Max’s landing page into multiple pages to create seamless navigation and enhanced user engagement. Design 2-3 website pages highlighting this redesign.

Design Assets Baking by Max has provided photo assets and naming conventions for all menu items. New designs should incorporate colours from the logo and Baking by Max images. 

They also provided a flow chart outlining the order interface and a list of essential informational sections for the website, including:
  • Reviews
  • About Me
  • Certifications
  • Photo Gallery
  • Order From Us

Additionally, specific flow charts were provided for the ordering process and product information structure, along with notes to aid the design team in ideation.
Flow Chart of Ordering Product

Competitor Map
Baking by Max was compared with two competitors, aiding in understanding its market position. This analysis helps identify strengths, weaknesses, and strategic opportunities for differentiation.

Baking By MaxStrengthes:
  • Specialized Dietary Offerings: Expert in crafting gluten-free, dairy-free, vegan, and paleo alternatives.
  • Customization Options: Catering to diverse dietary needs.
  • Quality Ingredients: Committed to using high-quality, clean ingredients.
  • Growing Customer Base: Meeting increasing demand from a growing clientele.
Weaknesses:
  • Limited Physical Presence: Operating mainly online may restrict reach due to fewer physical locations.
  • Complex Ordering Requirements: Customization options may result in a more intricate ordering process.
Opportunities:
  • Expanded Product Line: Introduce innovative dietary alternatives to diversify the offerings.
  • Local Partnerships: Collaborate with health food stores or cafes to enhance visibility and accessibility.
  • Educational Initiatives: Provide workshops or online content to educate customers about dietary benefits.
Threats:
  • Competitive Market: Rising competition in the specialized dietary sector.
  • Supply Chain Disruptions: Vulnerability to supply chain issues due to dependence on specific ingredients.
  • Changing Consumer Trends: Shifts in dietary preferences or trends among consumers.
Erin McKenna’s BakeryStrengthes:
  • Established Brand: Recognized for quality gluten-free, dairy-free, and vegan offerings.
  • Diverse Product Range: Provides a wide variety of specialty baked goods.
  • Global Presence: Multiple locations across various regions.
Weaknesses:
  • Price Point: Specialty ingredients may result in higher product prices.
  • Limited Paleo Options: Fewer choices available for those adhering to a paleo diet.
Opportunities:
  • Online Expansion: Enhance online presence to reach a wider customer base.
  • Collaborations: Partner with health influencers or organizations for joint promotions.
Threats:
  • Intense Competition: The specialty bakery market is saturated with competitors.
  • Ingredient Sourcing Challenges: Obtaining quality specialty ingredients may pose difficulties.
Sweet Laurel BakeryStrengthes:
  • Natural Ingredients: Emphasizes all-natural, grain-free, dairy-free, and refined sugar-free ingredients.
  • Niche Positioning: Targets plant-based and paleo communities with specialized offerings.
  • Creative Flavours: Offers unique and creative flavour combinations.
Weaknesses:
  • Limited Dietary Options: Specializing may initially limit the customer base.
  • Regional Presence: Lacks a global presence, focusing on local markets.
Opportunities:
  • Online Cooking Classes: Capitalize on healthy baking's popularity with online classes.
  • Collaborations with Nutritionists: Partner with nutritionists to provide expert insights.
Threats:
  • Market Saturation: Facing competition from local and global specialized bakeries.
  • Changing Dietary Trends: Must adapt to shifts in consumer preferences.

User Story 
  • As a customer with gluten sensitivity, I would like to easily find a variety of gluten-free desserts on the bakery's website so that I can meet my dietary needs more efficiently.
  • As a vegetarian, I would like the ordering interface of the bakery to allow me to effortlessly filter all vegetarian baking options, so that I can easily choose products that align with my dietary preferences.
  • As an environmentally conscious customer, I would like to find information on the bakery's website about the production process, the use of sustainable materials, and other eco-friendly practices so that I can make more informed and sustainable purchasing decisions.

User Persona





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