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🎂 Fastest Cakes

We have the know-how you need.

Project Overview

Fastest Cakes is an online cake store offering same-day delivery of affordable, custom cakes in Nigeria. While their service is highly rated, the old site had dated visuals, inconsistent navigation, and poor hierarchy, negatively impacting user trust and conversions.

This case study presents the transformation of Fastest Cakes' digital storefront — from a cluttered layout to a delightful, user-focused experience.

Goals

  • Improve visual appeal to enhance brand trust.

  • Simplify navigation and improve product categorization.

  • Enhance mobile responsiveness and usability.

  • Reduce decision friction with clear CTAs and pricing.

  • Improve information clarity on delivery and customization.

PROJECT SCOPE

Platform: E-commerce
Industry: Bakery / Food Delivery
Designer: Tope Olorunfemi Ojo
Project Type: Website Redesign
Duration: 2 Weeks
Tools Used: Figma, Photoshop, Notion

Problem statement

The original product page was cluttered, lacked visual hierarchy, and made customization difficult.
Customers were overwhelmed and confused:
- Too many disconnected UI elements
- Poor mobile responsiveness
- Lack of real-time feedback on selections
- Product details were buried
As a result, drop-off rates were high at the product detail level, especially on mobile

Solution & Summary

I redesigned the product page to be modern, intuitive, and visually appealing. The improved
experience now:
- Simplifies customization (flavor, size, message, and add-ons)
- Clearly shows total pricing with updates in real-time
- Makes "Buy Now" and "Order" CTAs prominent
- Improves accessibility and visual hierarchy
Impact: Conversions improved by an estimated 28% in A/B testing; users completed the order
process more confidently and quickly.

Process

Following our initial competitive analysis and heuristic review, it was evident that we needed authentic user feedback to drive the redesign. No level of UI inspection or trend analysis could rival the insights gained from direct interactions with our users. Therefore, I proactively scheduled calls with individuals who could provide valuable input—our users.

I engaged with five people, each bringing a distinct perspective but united by a shared experience: attempting to purchase a cake online while feeling unsure about the final product they would receive.

Ada is a 34-year-old HR manager and a mom of two. She had ordered a birthday cake online a month prior but felt anxious the whole time.

"I just wanted to know exactly what it would look like. I wasn’t sure if the writing would be neat or if the colors would match," she told me

Ada’s words stayed with me. She wasn’t just buying a cake. She was hoping for delight on a loved one’s face—and the uncertainty in the current design was killing that joy.

Chuks, 29, had never bought a cake online before. He wanted something quick for his girlfriend’s birthday.

“I couldn’t tell what size I was ordering or how many people it would serve. I just guessed,” he admitted.

For someone like Chuks, who wanted a stress-free experience, the confusion around cake size and servings created friction. I realized we had to make the page think about the user, not the other way around.

What We Heard (and Felt)

Through these conversations, we uncovered recurring pain points:

Cluttered Layout: The homepage was text-heavy with inconsistent spacing and too many competing visual elements.

Lack of Visual Hierarchy: It was hard to differentiate between cake categories, testimonials, and CTAs.

Weak Navigation: Menu options weren’t grouped logically, and users had to scroll excessively to reach key sections.

Low Engagement Elements: User testimonials and CTAs didn’t feel interactive or convincing.

Poor Use of Imagery: Product photos lacked consistency in size and framing, impacting professionalism.

👥 Target Audience
Redesign Strategy

By the end of the interviews, we had something more valuable than features to improve. We had stories of frustration and opportunities to delight.

These stories became the heart of the redesign. They helped us.

Visual Refresh

  • Introduced a clean, minimal design with ample white space.

  • Leveraged a consistent pink branding palette for emotional warmth and recognition.

  • Used rounded containers and drop shadows to give depth to cake images.

Improved Navigation

  • Created fixed top navigation with clear categories: Budget Cakes, Special Cakes, Children’s Cakes, etc.

  • Included sticky CTAs ("Buy Now") to increase product interaction.

Clear Product Hierarchy

  • Grouped cakes into well-defined categories with product cards.

  • Each card shows the cake name, price, rating, and "Buy now" button — reducing cognitive load.

Mobile-First Responsiveness

  • Prioritized legibility and tap targets for smaller screens.

  • Optimized image loading and layout stacking for vertical scrolling.

Conversion Boosters

  • Highlighted unique selling points early: free sparklers, fastest delivery, and affordable cakes.

  • Used customer testimonials with names and images for social proof.

  • Integrated visible star ratings on all products.

Old design
Low wireframe
New Design
Usability Enhancements
Takeaways

This project shows how a thoughtful UI refresh, grounded in user needs, can dramatically improve an e-commerce experience. By reducing clutter, increasing consistency, and guiding users with clearer CTAs, we can turn even the simplest cake shop into a delightful online journey.

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