PrimaDéli : Online Cake Shop
With a homegrown legacy of over three decades, PrimaDéli seeks to elevate its online presence and increase sales revenue. We envision a website that mirrors the in-person experience of its physical store - a seamless shopping and ordering process to allow users to shop from the comfort of their homes.
Industry:
E-Commerce
Food & Beverage
Tools:
Figma
Adobe Illustrator
Adobe Photoshop
Skillset:
E-Commerce
UI/UX
Visual Design
Prototyping & Testing
Image: PrimaDéli Archives
What are PrimaDéli's business goals?
Launched in 1992, PrimaDéli is Singapore’s first home-grown bakery franchise and the longest-running Singapore food franchise. Today, they have above 40 franchise outlets located at major business, shopping and residential areas. Known for their baked goods, PrimaDéli has fed generations of Singaporeans. They aim to:
1
Ensure Business Continuity and Brand Legacy
Remain relevant over time and fortify brand reputation through consistent quality, innovation, and customer engagement.
2
Elevate Online Presence
Enhance brand visibility and connect with a wider audience on the internet, beyond its physical stores.
3
Improve Sales Revenue
Transform online presence into a powerful sales engine, attracting leads and converting them into paying customers.
What are market sentiments
towards PrimaDéli and baked goods?
In order to understand our audience, we conducted user surveys to gather quantitative data on market sentiments towards PrimaDéli and user behaviours towards baked goods. This survey was conducted anonymously and without leading questions to solicit uninfluenced responses.
Noticeable impressions and foot traffic for cakes
37% of respondents purchase baked goods at least weekly or more frequently
Noticeable demand
for PrimaDéli
28% of respondents recall they have purchased from PrimaDéli in the past 6 months
Demand is driven by brick-and-mortar shops
64% of respondents say they will only purchase baked goods in physical stores
Lack of awareness of cake offerings
Of respondents who recalled PrimaDéli, 82% of them did not cite cakes in their past purchase
Weak online demand for bread and pastry
Only 7% of respondents are more likely to purchase online than in store due to convenience of shops
Lack of awareness of online shop
100% of respondents are not aware of PrimaDeli’s existing online cake shop
Identifying our target audience online and offline
With the aid of user responses, key market segments were identified. 2 of which are viable market segments which the website can address. We interviewed 5 respondents and mapped out their user journey to begin defining our minimal viable solution.
Offline Existing
Customers
(How might we convert
leads to online purchases)
Offline
Non-Customers
(Marketing action
is required)
Online
Non-Customers
(How might we convert them
to PrimaDeli customers)
Online Existing
Customers
(Non-existent)
Users need an impressionable platform which combines benefits of online and offline experiences in order to be confident in their purchases with PrimaDeli
Our Solution
An intuitive cake buying experience elevating customer satisfaction
for a loyal customer base.
Solution Objective 01
Engage users with an attractive
shopfront which represents PrimaDéli's brand and offerings
1
Text and color styles to represent brand in an elegant mature manner and connect with target audience
2
Prominent punchlines and product displays to represent brand's legacy and many offerings
3
Promotional banner for seasonal campaigns and footer for secondary info
Solution Objective 02
Showcase cake options comprehensively and facilitate comparison
5
Navigate flavours intuitively with an interactive side menu, with cake thumbnail previews upon hover to provide clarity and motivate exploration
6
Compare cake options effortlessly using informative cake cards with visuals, price and ratings
7
Sort cakes by ratings and reviews, or
filter by available cake sizes
Screens
Gif Demo
Solution Objective 03
Encourage cake indulgence with comprehensive information and upsell unique offerings
8
Navigate between product and listings easily with product page modal
9
Comprehend cakes instantly with enlargeable photos and instant price updates for chosen sizes
10
Learn peripheral considerations through expandable links (reviews, serving guide, storage etc.)
Screens
Gif Demo
Was the website successful?
Click to try Expand
100% user approval
5/5 users indicated the prototype is more intuitive and user-friendly than the existing website.
100% improved task efficiency
Comparing to existing site, the prototype halved task clicks to product page from 6 to 3.
60% upsell opportunity
3/5 users clicked to add toppers to the cake, indicating a revenue opportunity.
Lessons Learnt
Images are key for e-commerce
Through tree-testing, we learned users often confuse products by their names and rely on supporting images to make their considerations
Jakob's Law
Early prototype testing revealed users were skipping Step 2 of the cake ordering process due to the call to action "Personalize." Replacing this with "Next" led to a significant increase in completion of Step 2.
