Cake Play
Cake Play
Cake Ordering Website
Embedded Files
TYPE Web Design
CLIENT Cake Play
SECTOR Food/Restaurant
DUTY Visual and User Experience Design
INTRODUCTION & CHALLENGE
INTRODUCTION & CHALLENGE
Cake Play, a premium fondant cake shop in Taipei, Taiwan, caters to prestigious clients like Google, Nvidia, and local celebrities. Despite launching their website in early 2023, customers still prefer ordering via other methods, leading to added pressure on customer service.
OBJECTIVE
OBJECTIVE
Increase cake orders from the website
WHAT I DELIVERED
WHAT I DELIVERED
Redesigned the website layout to beautifully highlight and showcase cake products, enhancing their visual appeal.
Developed an intuitive cake order flow to enhance the user experience of ordering cakes on the website.
Created custom illustrations that reflect and elevate the brand style, adding a unique, cohesive aesthetic to the site.
INITIAL WEBSITE PROBLEMS
INITIAL WEBSITE PROBLEMS
Low website traffic:
Lack of information and out-of-date website content.
Few orders were being placed through the website:
Incomplete order system on the website which caused customers seeking for customer representative for help.
Customer service inefficiency
The owner uses LINE APP for customer service inquiries, as it retains chat history. Some customers, however, do not have LINE; they instead seek other ways to contact shop staff.
REFINED WEBSITE
REFINED WEBSITE
COLORS
COLORS
The main colors on the old Cake Play site are pink and gray. However, they use dark red to decorate their physical store, logo and website banners, which are part of their brand images. Therefore, I chose dark red as the main color for the website to maintain consistency with their brand colors.
Typography
Typography
Cake Play’s brand identity embodies high-end quality and exceptional cake design craftsmanship. To reflect its elegance and delicacy, I selected Kaisei Tokumin and Karla as the primary typefaces. The serif font, Kaisei Tokumin, adds a refined and sophisticated touch, making it ideal for headings, while the sans-serif font, Karla, features decorative strokes and excellent readability, making it well-suited for website content.
Components
Components
The design components focus on an elegant style, using thin strokes to create a sophisticated online experience that reflects the high-end ambiance of a fondant cake store.
ILLUSTRATIONS
ILLUSTRATIONS
Developed an illustration style with thin strokes to create an elegant aesthetic that aligns with the store’s brand identity.
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