Cakeland Case Study
Preface
Determination of Actors
Design Process
Problem Approach
User Persona
User Journey Map
Wireflow
Hi-Fi Design
Design System
Usability Testing
Thank You
Design Scope
Welcome to the case study of an app called Cakeland. This case study was made to fulfill the assignment of Binar Academy in the Kampus Merdeka program by the Indonesian Ministry of Education and Culture and I hope it can serve as a reference and inspiration for all readers. Happy reading, my name is I Putu Dana Putra, the author of this case study, would like to thank you for taking the time to read this case study. Hope it inspires you as a reader.
10 Min Read • By I Putu Dana Putra 27 May 2022
The beginning of this case study is the determination of actors. For me, this is very important and will make the case study clearer and easier to read. In this case study, I will act as a Product Designer who works on a freelance basis and is being asked to solve a problem experienced by a well-known cake shop, Cakeland. Let's dive into the process.
It's good before going deeper, I would like to introduce a design process that I will use in the design later. Namely, Design Thinking. It is a familiar process design and is well known, especially in solving problems in the UI/UX world. Why did I choose to use Design Thinking as a design process in solving the problems facing this cake shop? That's because Design Thinking is an iterative design process and is very flexible according to the problem and timeframe.
One of the stigmas that a Product Designer must break is that Design Thinking can start from any phase. It doesn't have to be rigid and in order, because the real UX process is messy and iterative, and there's no such thing as a "Perfect UX Process".
Before starting the design, I took the time to dig deeper into the real problem with this cake shop. This step is very important and crucial to achieving success. Here, the Cakeland cake shop owner contacted me, that he had a significant decrease in his cake purchases. This is because the location of the cake shop with a buyer base is quite far plus the dense city streets make shoppers feel lazy to go to the shop for this reason. It must be admitted that the owner of this cake shop is very open-minded, innovative, and contemporary, this Cakeland cake shop is a favorite of all circles, especially young people, and is well known, especially from social media which is the key to Cakeland's marketing to reach customers other than its famous cakes. delicious and modern. The shop owner intends to make this cake shop become a large and independent cake shop, and can be the most innovative in Indonesia. Here he asked for my help regarding the right and appropriate solution to solve the problem.
From the shop owner's confession, I also want to make important points that I can use as reference material in making designs later and as steps to provide solutions.
↘ First, this Cakeland cake shop is a favorite of all circles, especially young people because of its very innovative and contemporary impression.
↘ The second, is that Cakeland's cake shop experienced a significant decline in its cake purchases. This is because the location of the cake shop with the buyer base is quite far away and the shoppers are lazy to go to the shop for this reason.
↘ Third, the shop owner intends to make this cake shop become a large and independent cake shop, and can become the most innovative in Indonesia.
The conclusion that I got from the three points above, led to a solution, where the solution is as follows.
With the dream and goal of Cakeland's cake shop to become the most innovative cake shop in Indonesia, it's time for Cakeland's cake shop to have its application. Not only will later get recognition but this will also make Cakeland superior to competitors. This is a WIN-WIN solution because the problem is not in the types of cakes or cakes being sold. After all, this cake shop is known to be very tasty and the cake models are contemporary. But the problem is on the part of reaching a wider range of customers and being able to reach beyond the buyer base. This application will later act as a digital store from Cakeland that already has a delivery message feature to answer pain points from customers.
The big impact that can be raised from Cakeland's cake shop later is that it can create new jobs in Indonesia. Especially in the field of technology to manage Cakeland applications, and there are driver vacancies specifically for Cakeland cake shops and many more.
The next step I take is, to create a user persona. Why did I choose to create a user persona? This can help me to describe the users who use this Cakeland application later. This user persona helps me to think more clearly and makes me clearer in making design plans later. Here is the user persona that I have created.
Next is to create a user journey map. For me, a user journey map is something that is very important to make, because it helps me illustrate the problem and how users respond when they encounter problems before the Cakeland application. The following is the result of the user journey map that I have made complete with the scenario.
In the next process, I chose to create a wireflow in this application, the wireflow that I made here only describes the rough side or rough concept of the user's journey from using the Cakeland application until the user reaches his goal of buying cakes and having cakes delivered to the user's home.
Consisting of 35+ hi-fi designs.
Consisting of color system, typography scale, and component.
The last part is doing usability testing. Here Cakeland managed to get very good results from respondents who are willing to try this design. There are a total of 3 backgrounds that I use in doing Usability Testing here. Here is the description.
↘ First respondent: Children 15-17 years old
↘ Second respondent: Teenagers aged 18-25 years
↘ Third respondent: Adults aged 25-40 years
And the following are the results of usability testing using a tool called Maze
Thank you very much for reading this case study. Hope it inspires you.
The tools used in this design process are: Figma Figjam Maze Zoom Meeting
Contact Me ↗ LinkedIn ↗ Behance ↗
The next step I took was to identify the design scope of this product later. This design scope helps me to deal with unexpected things suddenly, reduces project delays, and helps me as a Product Designer to always focus on the manufacturing process later. In this scenario, I will illustrate the Cakeland application, which functions as a digital store and also has a delivery service. The following is a design scope that I made.
Step 01 - Identifying Users and Their Goals
Who will be the user of this application later? What are their goals? Why do they want to reach that goal?
↘ User: Cakeland cake shop customer
↘ Goal: Buy a cake
↘ Intent: For them to eat
Step 02 - Creating a Simple User Journey
What steps should users take to achieve their goals?
↘ User Goal: Buy a cake
Steps taken:
↘ Choose the cake to buy
↘ Process the payment
↘ Determine the destination address
↘ Cakes are delivered to their destination
↘ Cakes arrive at their destination
Step 03 - Breaking Conditions
In each step that is taken I try to break down the state which is from the step the user takes.
For example, choosing a cake to buy, there are the following conditions:
↘ Users choose directly what to buy
↘ Users search for the cake they want to buy by typing in the search field
For example, regarding the payment process, there are the following conditions:
↘ The user uses a credit card payment type
↘ Users use digital payment types such as OVO, DANA, and so on
For example, specifying the destination address, there are the following conditions:
↘ Enter frequently used destinations
↘ Ordering a cake for someone (example: parents, best friend, boyfriend, etc.)
For example, when the cake is being delivered to its destination, there are the following conditions:
↘ Call the driver
↘ Contacting the driver via chat
For example, when the cake has arrived at its destination, there are the following conditions:
↘ Give a review of the cake delivery person or driver
Step 04 - Breaking User Tasks
So, in every condition, what tasks do the users have to do to reach the goals that have been identified?
For example, when the condition is looking for cakes to be purchased, there are tasks as follows:
↘ The user selects the home menu
↘ The user chooses the cake he wants to buy
For example, when you are looking for a cake you want to buy by typing in the search field, there is a task as follows:
↘ The user presses the search field
↘ The UI will display the searched cake and the user selects the cake he wants to buy
For example, when the user uses the type of payment using a credit card, there are tasks as follows:
↘ The user chooses the type of payment using a credit card
↘ User fills in credit card information
↘ The user enters a credit card pin
For example, when a user uses a digital payment type, there are tasks as follows:
↘ The user chooses the type of payment using digital payment
↘ User fills in digital payment information
↘ The user enters a digital payment pin
For example, when conditions enter frequently used destinations, there are tasks as follows:
↘ The user presses the address field
↘ The UI will display the recent addresses that the user has used
↘ User selects address
For example, when the condition is ordering a cake for someone, there is a task as follows:
↘ The user types the address of the person
For example, when the condition calls the driver, there is a task as follows:
↘ Option 01:
- The user selects the chat menu
- User selects driver
- The user calls the driver
↘ Option 02:
- The user selects the track order section
- The user presses the phone button on the component card in the track order section
- The user calls the driver
For example, when contacting the driver via chat, there is a task as follows:
↘ Option 01:
- The user selects the chat menu
- User selects driver
- The user sends a message to the driver
↘ Option 02:
- The user selects the track order section
- The user presses the chat button on the component card in the track order section
- The user sends driver a message
For example, when the condition provides a review of the cake delivery person or driver, there are tasks as follows:
↘ Users fill in the stars in the review view
↘ The user fills in the suggestions he wants to give to the driver in the suggestion column on the review display
↘ The user sends review result
Step 05 - Identifying Design Questions
From each task, are there any design challenges or questions that must be incorporated?
↘ For example, if the user wants to buy a cake that has already been bought? Is there a recent order option that can provide a feature to buy the cake again?
↘ For example, if the user turns out to be doing a prank order, aka sending an address that is intended to prank the driver, how do we prevent it?
Copyright Dana 2022
Bali, Indonesia
