The Cupcakery App: Case Study

As part of the Google UX Design Professional Certificate program, this project included conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.

The problems I found from conducting interviews was users want an easy process to order custom cupcakes that can be delivered. Other users mentioned they wanted an option to reorder from previous orders, as well as mix and match from their previous orders to build a new cart.

Mockup of cupcakery app


The goal of this project was to Ideate solutions and create prototypes of a product which development process and iterations are based on the gained insights from user research studies and usability tests. Users want to easily order, customize, and have cupcakes delivered to their door.

Target Audience

The target audience includes anyone that enjoys baked goods which is a wide range of folks, with the majority falling around 30-50 years of age. Parent with kids and people who enjoy giving baked goods as gifts. Mostly targeting small town that don't typically get delivery services like the surrounding bigger cities.

User research

I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was those that order cupcakes like to be able to easily order and customize cupcakes where ever they are. They also like having them delivered instead of having to pick them up.

This user group confirmed initial assumptions about The Cupcakery customers, but research also revealed that customizing orders hasn’t been easy to do at home. The challenge came in when they were unable to communicate well with the bakery. They also didn’t like having to pick up orders, so they wanted an easy way to have their cupcakes delivered quickly


Problem Statement:

Vi is a busy social worker and awesome friend who needs and easy way to order cupcakes. Because she is too busy to pick up for last minute gifts.


  • To have an easy way to see current inventory online.
  • To have items delivered quickly for last minute gifts.
  • Have an easy way to reorder items that she liked.


"I find it annoying when I can't get cupcakes delivered last minute for a friends birthday"
"I wish there was a way I could see the bakery's inventory of what's available today!"

User Story

As a busy social worker and loyal friend, I want an easy way to navigate the inventory of a local bakery and have the option for delivery, so that I don't have to drive to the bakery to pick up items I need quickly for last minute surprises.

Illustration of a woman

Vi is a social worker that lives in a small town, who mostly works during the day. During the evenings, she likes to spend time with friends. She loves to gift baked goods to her friends for various reasons like birthday or just because! She gets frustrated with ordering bakery items because she finds the delivery options in her area and the inventory is difficult to find online.

Problem Statement:

Mike is an app developer who was recently married to his husband. He works during the day remotely from home, but spends his evening and weekends outdoors with his husband. He gets frustrated by bakeries that don’t make it easy to order vegan items and with ordering for food allergies in general.


  • An easy way to order for those with food allergies
  • Easy to navigate orders for specialty items
  • Find good vegan options with search filters


“I’m vegan, so finding good options that use no animal products is really difficult”
“Food allergies is a big deal for my husband. I can’t seem to find any information on bakeries sites about how to order special items that avoid his allergies.”

User Story

As a newly wed, I want a better way to order speciality items that include vegan and options for food allergies so that my new husband and I can enjoy our treats without worry.

Illustration of Mike

Mike is an app developer who was recently married to his husband. He works during the day remotely from home, but spends his evening and weekends outdoors with his husband. He gets frustrated by bakeries that don’t make it easy to order vegan items and with ordering for food allergies in general.

User Journey

User Journey Map

Key Challenges

With user research, challenges were brought to life. I learned that users want to know what the bakery has in stock and what they can customize and have delivered quickly. They also want to be able to access previous orders and reorder entire orders, or mix and match those orders, they want a simple solution for this experience.


While addressing pain points, iterations of wireframes were created for searching inventory, the checkout process, and reordering. These were the top priorities when thinking of the structure of the app.

Wireframe for shopping

Shop Search

The first iteration had the search, but after usability testing, a filter was added to make the search experience much easier to navigate.

wireframe for checkout


Checkout seems to be a pain point for many uses. They especially wanted a good way to communicate with the bakery when customizations were added.

Wireframe for recent orders

Previous Orders

After usability testing, the previous orders tab now includes a way to reorder the entire order or add those previous items to the cart to build a new order.

Low-Fidelity Wireframe & Prototype

Lo-fi Prototype

Usability study: findings

I conducted two rounds of usability studies. Findings front he first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.

Round 1 findings

1. Users wanted to customize orders

2. Users wanted delivery

3. Users wanted a reorder function

Round 2 findings

1. The search function needed a filter for different offerings.

2. User is frustrated that they can’t reorder items from multiple orders to create a new cart


Early Designs allowed for users to view their orders. But after user review, they mentioned they like to order from previous orders and also build a new order for different orders. I chose to add Reorder buttons and Add to cart links for a new cart.

before wireframe of order page

Before usability study

updated recent orders screen

After usability study

High-Fidelity Prototype

High Fidelity Prototype
Cupcakery Home screen
Cupcakery Signup page
Final screenshots
View Prototype

Impact and What I Learned

The app made order and reordering much easier.

I learned that while I have some great ideas, without the feedback from others, I’m very limited by my own bias.

“I really like how there’s links to build a new cart from previous orders. It makes ordering so much easier. I’d definitely use this app!”

Next Steps

1. Conduct another usability study. I’d like to make sure all the user pain points were addressed well.

2. Plan another iteration of ideas to include better customizations.