nothing Bundt Cakes website re-design

 

Project brief & Client background

The goal of this project is to redesign an e-commerce website that needs a UX/UI facelift to improve usability, accessibility, and visual design.

Nothing Bundt Cakes is a franchise founded by two friends, Debbie Shwetz and Deana Tripp. Debbie had the frosting recipe and Deana has the cake recipe. Nothing Bundt Cakes is dedicated to celebrating life and their slogan “cake for every occasion” is about bringing the sweetness to all milestones.


challenge

Create a website redesign for Nothing Bundt Cakes that aligns with current branding and typography, but also establishes a clear design system that is seamless and accessible for users.

Final Product

Tools: Adobe XD & Adobe Illustrator

Duration: 2 weeks

My Role: UX Designer

Contributions: wireframes, mockups, and final design

Year: 2020

goals

  • Better allocation of white space across the site

  • Change navigation for desktop and hamburger navigation

  • Make logo larger

  • Higher quality images that expand the width of the page/container it’s in

  • Similarity between all button shapes and design system elements

  • Improved footer design

  • Increase font size to be more compliant with accessibility

 

Initial Wireframes

In the first iteration of the wireframes, I cleaned up the footer design, increased the font size, and established a true hierarchy among the current website elements. After a design review, the final website design will have more a more autonomous button design and positioning across the site, a homepage that highlights product imagery, a functional search icon on every page, and title case for the navigation.

 

Final design

 

re-design vs Original

Homepage

 

careers page

 
 
 
 

Design Solutions

Increase Image & Font Size

  • On the original site the images of the product and font size were very small. This makes it difficult for customers to read product descriptions and puts the seller at a disadvantage

Make Customer Reviews & Testimonials Less Obscure

  • For smaller businesses, reviews mean a lot because it builds trust with current and future clientele. On the homepage, I brought a review from Food Drink Magazine that was buried on the “About Us” page to the forefront.

  • I visually placed more emphasis on the testimonials section on the careers page. Previously, the words were tiny, hard to read, and the carousel was difficult to decipher in its usability because it did not emulate the usual carousel design.

Redesigned the Footer

  • The footer in the original design had no hierarchy and lacked important footer elements like the logo, social media icons so customers can follow and connect with the company, and a newsletter sign up.

Homogenous Button Design

  • Across the site, buttons had different shapes, sizes, and color. Additionally, elements on the site that were not buttons looked like buttons. For example, on the original careers page “joyful working environment,” “sense of family culture,” and “flexible schedule” resemble buttons in their shape.

  • Cleaning up the buttons and non-buttons on the site will ultimately reduce the amount of rage clicks and the bounce rate.