Toronto Cupcakes

HomePage redesign

Goals

  • Enhance the overall aesthetic of the website.

  • Provide clear and compelling and encouraging calls-to-actions, to guide visitors toward desired actions.

  • Ensure that the website's design, content, and messaging are consistent with the brand's identity and values.

Role and Responsibility

  1. Research

    Conduct a UX Audit for the current Homepage and identify the gaps/issues

    Research about similar Websites and conduct a Competition Analysis

  2. Design

    Create wireframes, Usability test and provide the final wireframe for implementation

    Follow the Brand Guidelines- adhere to the existing branding as much as possible

UX Audit

I conducted a thorough UX audit and analysis based on the NN Usability Heuristics to understand the current issues in the Toronto Cupcake’s homepage.

Competition Analysis

I identified 5 direct and indirect competitors and conducted a audit on each home page to understand the strengths and weaknesses of each web site. Below is the summary of their strengths and weaknesses.

Competition analysis1.png
Competition analysis2.png

Low Fidelity Wireframe

Below low fidelity wireframe was created as a first step keeping in mind the issues from the Audit and learnings from Competition analysis.

UI Elements

It is important to stick with the brand’s existing colors and logo as Toronto Cupcakes is a very well established brand.

I collected all the information about Toronto Cupcakes and created data. I also created a brand guidelines not deviating from their existing branding.

High Fidelity Wireframe

Derived after a couple of iterations and UX reviews.

High Fidelity Wireframe

Derived at the final homepage design after UX and usability reviews, and iterations.

Final Prototype

Outcomes

This is my personal project and has not been implemented by Toronto Cupcakes.

After Implementation, The new website would..

  • The design enhances the website's usability and accessibility and would lead to an increase in overall performance, decrease in user drop-offs, improving navigation ease for the customers.

  • Clear and compelling calls-to-action are used to guide visitors towards desired actions, attracting more customers.

    Learnings

  • Sticking with the Brand identity is important when recreating an establish brand’s design or UI.

  • Investing time in Research and Competition Analysis to understand how other similar companies proved to be helpful is creating an impactful design.

  • Highlighting numbers and using the right words are an important way to position a brand.

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