Baking Heaven is a blog that inspires its users to bake delicious cakes and desserts by providing a range of recipes. They also sell baking tools and ingredients that can help amateur bakers become more professional. The assignment was to help attract tech-savvy women to find the Baking Heavens blog online and sell more baking tools.
Role: UX designer
Course: Treehouse
Problem
Baking Heaven had two main goals with this project:
The blog focused highly on providing their users with recipes but forgot to showcase the other side of the business, that they sell baking tools that could help improve their user’s baking.
Baking Heaven also wanted to appeal to tech-savvy elderly women who are a large group of Baking Heaven’s in-store customers.
Audience
Women between 50-70 years that have a passion for baking and want to excel in it. They use Baking heaven to find outstanding recipes and get tips from professional bakers. Meet my two personas Arna and Rose for the target audience of tech-savvy elderly women below.
Baking Heaven
Solution
When sketching my designs, I had a template to follow that had been given by Baking Heaven.
To help increase sales for baking tools, I showcase at the bottom of the recipe what baking tools that will help the user bake this recipe. I also wanted to include a video where a professional baker can guide the user through the recipe, and highlight and explain why the baking tool is a great help.
To help tech-savvy elderly women find Baking heaven, I wanted to display images of the recipes and when hovering over the images, a more detailed description will appear.
When a recipe is chosen, the user can print out the recipe or watch the video for great tips.
Iteration
Highlight baking tools
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To attract tech-savvy eldery women
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Wireframe
Recipes
Recipe being hovered
Recipe selected
Baking tools
Mockups
Recipes
Recipe being hovered
Recipe selected
Baking tools
Learnings
My biggest learning from this project was to design for an older audience who might have other expectations for the design than a younger audience. To ensure that my design worked I asked my 83-year-old Grandmother for help to test my designs for each iteration. She mentioned that she loves to have recipes in paper when she bakes, which is why I included that functionality. If I had to do it again I would have done more user testing on elderly tech-savvy women.
This project was completed as a part of the UX/UI Tech degree course in 2019. Reviewing it now in 2023, I can't believe that I didn't have a mobile version and designed mobile-first.