Planet Bake
Planet Bake E-com direct-to-consumer and B2b site/app that sells healthy desserts.
The Company
Planet Bake was founded with the express purpose of making desserts far healthier and more lifestyle conscious without sacrificing taste, texture, and quality. Planet Bake’s Vision is to change consumer behavior and educate people that desserts and sweet snacks can be “Good For You” and have health benefits.
Project Duration
Sept 2021 - Aug 2022
Project Role
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UX/UI designer
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Experience designer
The Problem
How do we rebrand the company’s image and experience to be aligned with the prices it is charging and expected price increases without alienating the established customer base?
The Goal
Rebrand the company’s packaging to align its luxe feel and price increases. Creating marketing materials that represent the in-person shopping experience. Revamp app/website to resemble rebranded packaging.
Responsibilities
Conducting interviews, paper and digital wireframing, low and high fidelity prototyping, conducting usability studies, iterating on the design, creating new packaging, creating email marketing templates, and revamping the website for desktop and mobile devices.
User research
Foundational user research was carried out on 20 women between the age of 22 to 33, and 10 men between the age of 25 to 35, the goal of this research was to prioritize the users by putting them first. The interview was the main research method and was conducted to get more in-depth information. The research answered questions like:
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What should we build?
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What are the problems with product and order placement?
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How do we solve them?
Some of the interview questions included:
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How do you go about finding what ingredients were used?
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What difficulties do you have when searching for how these ingredients affect your body?
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Do you have any food restrictions that stop you from enjoying your dessert?
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What factors do you think about when buying something sweet?
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How much are willing to pay for something that accommodates your restrictions?
And more...
The Persona
Based on the interviews/workshop/data from purchase history, I set one persona showing an ideal/average customer. I referred to this ideal person throughout the entire product development process. For each design decision, I referred back following statements:
Guiding Statements:
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To locate ingredient information easily.
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To have a smooth and simple way to shop.
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To have great packaging she can Instagram.
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To not worry about gaining weight.
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To have a product that is self-stable.
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to have packaging that protects from heat.
User journey map
I mapped out a user journey map for Jenn to illustrate the list of steps and actions to be taken in order to purchase a donut.
Problem Statement
Jenn is a busy lawyer
who needs a healthy treat always at home quickly and efficiently
because she needs something quickly available at odd hours of the day
Information Architecture
Wireflow
Style Guide
The colors were chosen to represent green and earth (nature, vegan).
Web/App Re-Design
The website was redesigned to give as much information about ingredients as possible. It fully directs the customer to purchase a product while being fully informed.
Package Re-design
The package was redesigned to replicate a luxe feel while protecting the product from sunlight.
Instagram Presence
The social media presence is to validate and advertise "Sugar-Free, Low-Carb, Gluten-Free, Soy-Free, Vegan Almond Donuts with NO Artificial Ingredients" messaging
Usability Testing
I ran four(4) tests with five users each within the target demographic using the prototype. The design was well received by the participants, who found it simple to use.
There were a few complaints and suggestions, which helped me improve the user experience by creating a useful and pleasant product for the brand and its future.
Takeaways
What I learned: While working for Planet Bake, I discovered that the users will complain about changes because of their comfort. Each iteration of the web design and product design was informed by usability research and peer feedback.
Next step: Conduct another round of usability studies to know whether the pain points have been fully addressed. Additionally, conduct more user research to know more areas of need.