Copyright © 2025 All rights reserved. Built with love in Texas.
Branding Product SaaS Web App
About a Project
Wallflower Confection Bakery is a local Texas-based bakery specializing in whimsical, handcrafted sweets. The goal was to create an immersive online storefront that mirrors the brand’s playful and artisanal personality—while making online ordering and promotions seamless for their growing customer base.
Outcomes
3x increase in weekly online orders within 2 months
40% of site traffic from mobile, with <2s load time
30% increase in returning users thanks to engaging blog and sale alerts
Objectives
My Role
Digitally transform a physical bakery into a modern e-commerce destination
Create a visual story that matches the charm of their in-store experience
Implement easy-to-manage sales modules, product displays, and blog functionality
Optimize for mobile-first performance and checkout flow
Role: Designer & Web Developer
Platform: Custom responsive eCommerce website (HTML, CSS, JS), mobile-first
Location: Local business in Texas
Launch Year: 2023
Design Strategy
I led the UI/UX design with a focus on:
Color and texture: Soft pastel tones paired with high-res food photography to evoke warmth and crave-ability
Product hierarchy: Clean modular layouts for Our Specials, Deals, and Top Sale items
Brand voice: Handwritten accents and minimal typography to retain a boutique feel
Microinteractions: Smooth hover states and button transitions to improve engagement
Development Highlights
Fully responsive layout built with mobile performance as a priority
Custom CMS-ready components for product galleries, blog, and promo banners
Shopping cart integration with scalable checkout logic
Dynamic sales modules: Auto-discount tags and limited-time offers easily swappable via backend
Accessibility-minded: Semantic HTML, image alt text, and WCAG-friendly contrasts
Research & Personas
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Persona Snapshot
1. Event Mom Melanie
🧁 37, Suburban Mom of 3
📍 Pearland, TX
💡 Orders themed cookies & cupcakes for birthdays, school parties, and holidays
📱 Shops from phone, prefers quick checkout and large visuals
🎯 Needs: Seasonal promos, clear pickup/delivery options2. Busy Professional Sam
🍪 29, Project Manager
📍 Houston, TX
💡 Loves gifting baked goods to colleagues and clients
🖥️ Shops via desktop during work breaks
🎯 Needs: Corporate order options, gift wrap add-on, fast re-order3. Indulgent Foodie Jess
🍩 24, Food Blogger
📍 Austin, TX
💡 Loves discovering new dessert brands and sharing content
📱 Uses mobile almost exclusively, wants Instagrammable packaging
🎯 Needs: Beautiful product pages, blog posts, loyalty perks
We conducted:
Business Research
To understand the bakery’s needs and the local market, I conducted:
Stakeholder interviews with the bakery owner to identify pain points in the current in-store and online experience.
Competitive analysis of other Texas-based bakeries and national boutique e-commerce dessert shops to benchmark best practices in:
Visual merchandising
Checkout flows
Mobile responsiveness
Seasonal campaign integration
User Research
Methods:
5 customer interviews with loyal in-store patrons to understand preferences and ordering behavior
Survey (N=48) sent via Instagram story asking followers how they would prefer to order cakes, cookies, and catering online
Key Findings:
Users want to see deals fast (on homepage)
Many use Instagram or mobile to place spontaneous dessert orders
Customers frequently buy for occasions (birthdays, holidays, events), so seasonal relevance is key
Users want to “feel the brand” through visuals, not just see product grids
Process
1. Discovery
Stakeholder interview
Market research and goal alignment
Website audit of old site and branding
2. Define
Identified core goals: mobile-first, brand identity, sales growth
Created 3 key user personas
Defined success KPIs: load time, order conversions, return rate
3. Design
Wireframes: Low-fi homepage, product, and checkout flows
Moodboards with pastel themes, texture overlays, and hand-drawn elements
Figma prototypes tested with 3 real users
4. Develop
Hand-coded the front-end using HTML, CSS, and JS
Integrated e-commerce logic and CMS-friendly layout
Optimized assets for mobile speed
5. Test
Cross-browser and mobile responsiveness via BrowserStack
Real-user testing with bakery’s own customers before launch
Iterative refinements based on feedback
6. Launch & Monitor
Trained staff on backend content updates
Set up Google Analytics and basic SEO optimization
A/B testing on hero banner clicks and CTA button placement
Landing Overview
Features Showcased in UI:
Hero image with seasonal welcome and CTA
Promo banner blocks for limited-time events like “Mom’s Night Out” and “First Bites”
Deal sections with vibrant sales backgrounds
Top sale carousel of bestsellers
Sticky contact/CTA info
Embedded blog previews to drive storytelling and community
