Market research
Comparative analysis across local bakeries and large confectionery chains, audiences and CJM.
01 / SWEET DELIGHTS
SWEET DELIGHTS
TURNING HOMEMADE WARMTH INTO A BRAND
PEOPLE WANT TO EXPLORE.
A confectionery website that makes the brand feel distinctive, helps customers browse the assortment and turns product interest into a confident online order.
RoleUX/UI Designer
FocusE-commerce engagement
PlatformDesktop website
ScopeResearch → UI kit
DK / SWEET DELIGHTS02Overview
STRONGER BRAND.
EASIER CHOICE.
A SHORTER PATH TO ORDER.
Sweet Delights is a modern confectionery website that turns the brand's warmth, craftsmanship and product quality into an intuitive shopping experience. I owned the process from competitor research and architecture to testing, desktop UI and the component library.
Commerce structure
Information architecture, catalog navigation, product discovery and online ordering flows.
Prototype & test
Wireframes, interactive desktop and mobile flows, client feedback and testing with 10 participants.
Brand system
Final desktop screens, visual identity, product imagery, UI kit, components and hover behaviour.
Responsibilities
Competitor analysis · Information architecture · Online ordering flows · Wireframes · Interactive prototypes · Desktop UI · UI kit and components
03The challenge
THE SWEETS HAD A PERSONALITY. THE WEBSITE DID NOT.
Sweet Delights relied heavily on social media and word of mouth. The old website did not express the brand's warmth or product quality, while a confusing assortment and cumbersome ordering path limited online engagement.
Create a modern digital storefront that communicates joy, coziness and craftsmanship, makes products easy to compare and reduces the distance between discovery and purchase to one or two clicks.
04Research
UNDERSTANDING HOW PEOPLE DISCOVER, CHOOSE AND TRUST A SWEET BRAND.
I compared local bakeries with large confectionery chains, defined two audience groups, mapped the customer journey and tested the solution with 10 participants—five young adults and five family clients.
DK / SWEET DELIGHTSThe catalog must reduce choice effort.
Difficult search and overloaded assortments made browsing feel like work. Clear categories and compact cards helped products stay comparable.
Visual identity shapes perceived quality.
Younger customers valued aesthetics and effortless ordering. Appetising imagery and a cohesive visual language made the assortment feel more desirable.
Family buyers look for reassurance.
Quality, transparency and ease of choice mattered to family clients. Brand story, reviews and clear contact details supported confidence.
Research focus
Local bakeries · Confectionery chains · Catalog patterns · Ordering flows · Brand storytelling · Quick contact
05Process
FROM PRODUCT DISCOVERY TO AN ORDER IN ONE OR TWO CLICKS.
I structured the website around Home, Catalog, About Us and Contacts, then designed product cards and CTAs to shorten the route to purchase. Wireframes and prototypes tested navigation, card layout and ordering behaviour.
DK / SWEET DELIGHTS
DK / SWEET DELIGHTSFocus navigation on four destinations.
Home, Catalog, About Us and Contacts created a simple structure with no competing menu layers.
Make every card useful for purchase.
Each card combines product photography, a concise description, price and a direct ordering action.
Test navigation and CTA placement.
Desktop and mobile flows compared multiple locations for banners, product cards and purchase actions.
Validate with both audiences.
Five young adults and five family clients helped refine forms, CTA size, readability and card layout.
Key design decisions
MAKE THE BRAND FEEL RICH. KEEP THE INTERACTION LIGHT.
Put the decision inside the product card.
Image, description, price and “Order Now” stay together so users do not lose purchase context.
Place CTAs where desire appears.
Banners, highlighted products and catalog cards offer a clear next step without becoming intrusive.
Use story to make quality credible.
“Our Sweet Story,” customer reviews and quality assurances connect craftsmanship with social proof.
Remove uncertainty from ordering.
Essential form fields and visible progress keep the checkout understandable from action to completion.
06Product solution
DESIGNED TO TURN CURIOSITY INTO A CONFIDENT ORDER.
The solution pairs an appetising, recognisable visual identity with lightweight commerce mechanics. Visitors can discover products, understand quality and order without navigating an overloaded catalog.
01 / HERO + CTA
MAKE THE BRAND DESIRABLE IN ONE GLANCE.
An engaging banner combines the brand mood, product imagery and a direct path to the catalog or physical store from the first screen.
- View Our Catalog
- Visit Our Store
- Highlighted products
DK / SWEET DELIGHTS02 / CATALOG
LET PRODUCT CARDS DO THE SELLING.
Each card combines an appetising photo, concise description, price and “Order Now” action so customers can compare and decide in context.
- Clear categories
- Simplified filters
- Order from the card
DK / SWEET DELIGHTS03 / BRAND STORY
SHOW THE CARE BEHIND EVERY SWEET DETAIL.
The “Our Sweet Story” section introduces the people and values behind the bakery. Warm imagery, a personal narrative and clear quality highlights give visitors a reason to connect with the brand beyond its products.
- Brand story
- Quality ingredients
- Freshly baked daily
DK / SWEET DELIGHTS07Outcome
STRONGER IDENTITY. SHORTER PATH. MORE ORDERS.
Increase in online order conversion
Increase in new customers
Increase in average session duration
Final outcome
The redesigned website became a practical growth channel: customers could browse and order more confidently, while Sweet Delights strengthened its digital identity, communicated product quality and increased online sales and engagement.