Menu
Menu
Link to MovieGlu Website
Team
1 Product designer (me)
Tools
Figma, Survey monkey, Usability hub, Webflow, Midjourey
Position
Product designer, Web designer, Photographer, Brand strategist
Timeline
2020 - 2023
Link to Full Project
Waakei
As the sole product designer, I helped transition Waakei, a small non-digital catering business, onto a digital platform. This project involved UX research, wireframing, prototyping, and designing an e-commerce website to increase profitability and sales by providing a digital presence and improving customer experience.
As the sole product designer, I helped transition Waakei, a small non-digital catering business, onto a digital platform. This project involved UX research, wireframing, prototyping, and designing an e-commerce website to increase profitability and sales by providing a digital presence and improving customer experience.
As the sole product designer, I helped transition Waakei, a small non-digital catering business, onto a digital platform. This project involved UX research, wireframing, prototyping, and designing an e-commerce website to increase profitability and sales by providing a digital presence and improving customer experience.
As the sole product designer, I helped transition Waakei, a small non-digital catering business, onto a digital platform. This project involved UX research, wireframing, prototyping, and designing an e-commerce website to increase profitability and sales by providing a digital presence and improving customer experience.
As the sole product designer, I helped transition Waakei, a small non-digital catering business, onto a digital platform. This project involved UX research, wireframing, prototyping, and designing an e-commerce website to increase profitability and sales by providing a digital presence and improving customer experience.
Creating Waakei’s First Digital Presence to Reach New Markets and Boost Sales
Creating Waakei’s First Digital Presence to Reach New Markets and Boost Sales
Creating Waakei’s First Digital Presence to Reach New Markets and Boost Sales
Creating Waakei’s First Digital Presence to Reach New Markets and Boost Sales
Creating Waakei’s First Digital Presence to Reach New Markets and Boost Sales
Context
Smaller, culturally focused businesses like Waakei often face challenges connecting with broader audiences due to a lack of online presence. Waakei’s specialty lies in wholesale Afro-Caribbean baked goods, catering to a local market that values their unique offerings. However, COVID-19 severely impacted their in-person operations, highlighting an urgent need to build a digital bridge for both existing and new customers to engage with the brand.
Smaller, culturally focused businesses like Waakei often face challenges connecting with broader audiences due to a lack of online presence. Waakei’s specialty lies in wholesale Afro-Caribbean baked goods, catering to a local market that values their unique offerings. However, COVID-19 severely impacted their in-person operations, highlighting an urgent need to build a digital bridge for both existing and new customers to engage with the brand.
Role
As Waakei’s sole UX designer, I took on multiple roles—including Brand Strategist, Web Designer, and Product Designer. I led user research efforts, built wireframes and prototypes, and created a user-friendly e-commerce website designed to increase conversions and support retention. My goal was to achieve a 5% conversion rate increase by making Waakei’s offerings accessible online, while keeping user experience intuitive and culturally resonant.
As Waakei’s sole UX designer, I took on multiple roles—including Brand Strategist, Web Designer, and Product Designer. I led user research efforts, built wireframes and prototypes, and created a user-friendly e-commerce website designed to increase conversions and support retention. My goal was to achieve a 5% conversion rate increase by making Waakei’s offerings accessible online, while keeping user experience intuitive and culturally resonant.
Problem
Waakei’s absence online became a critical issue post-pandemic, with decreased demand, lost clients, and no digital channels for customer engagement. Without a functional online presence, Waakei struggled to reach its audience, putting its unique value and business sustainability at risk.
Waakei’s absence online became a critical issue post-pandemic, with decreased demand, lost clients, and no digital channels for customer engagement. Without a functional online presence, Waakei struggled to reach its audience, putting its unique value and business sustainability at risk.
Challenge
Challenge
Transitioning Waakei from an offline model to an e-commerce platform meant navigating a steep digital learning curve for the team. The online booking system needed to be simple enough for the business to manage orders, while also intuitive and efficient for customers. Understanding and prioritizing user needs was essential to overcoming this digital transformation hurdle.
Transitioning Waakei from an offline model to an e-commerce platform meant navigating a steep digital learning curve for the team. The online booking system needed to be simple enough for the business to manage orders, while also intuitive and efficient for customers. Understanding and prioritizing user needs was essential to overcoming this digital transformation hurdle.
Solution
Solution
Using Webflow, I designed an online booking site that connects Waakei to its local and potential customer base. After conducting surveys, interviews, and focus groups, I pinpointed specific user pain points and crafted a wireframe and prototype for an e-commerce platform that catered to Waakei’s business goals.
The website features a streamlined ordering system for both B2B and B2C clients, balancing accessibility with usability. This step-by-step digital migration plan made it easy for Waakei to manage their online presence effectively.
Using Webflow, I designed an online booking site that connects Waakei to its local and potential customer base. After conducting surveys, interviews, and focus groups, I pinpointed specific user pain points and crafted a wireframe and prototype for an e-commerce platform that catered to Waakei’s business goals.
The website features a streamlined ordering system for both B2B and B2C clients, balancing accessibility with usability. This step-by-step digital migration plan made it easy for Waakei to manage their online presence effectively.
Impact Snapshot
📈 25% Increase
📈 25% Increase
📈 25% Increase
📈 25% Increase
📈 25% Increase
📈 25% Increase
in navigation efficiency
through timed user testing.
🔍 Usability Errors Reduced
🔍 Usability Errors Reduced
🔍 Usability Errors Reduced
🔍 Usability Errors Reduced
🔍 Usability Errors Reduced
🔍 Usability Errors Reduced
by 20%, based on post-design user testing and heuristic evaluations.
💼 New Client Acquisition
💼 New Client Acquisition
💼 New Client Acquisition
💼 New Client Acquisition
💼 New Client Acquisition
💼 New Client Acquisition
Successfully secured a B2B client (FIVA) after demo sessions.
🚀55% Upgrade In B2B Workflow
🚀55% Upgrade In B2B Workflow
🚀55% Upgrade In B2B Workflow
🚀55% Upgrade In B2B Workflow
🚀55% Upgrade In B2B Workflow
satisfaction rates from user feedback in demo sessions
🚀 34% Investing Interest
🚀 34% Investing Interest
🚀 34% Investing Interest
🚀 34% Investing Interest
🚀 34% Investing Interest
🚀 34% Investing Interest
Respondents expressed interest in integration of the VA tool.
👣 Process
Understand the company: I conducted desk research, competitor analysis, brand positioning mapping, and stakeholder interviews to ascertain business goals, understand existing problems, and define Waakei's unique market position.
Understand the company: I conducted desk research, competitor analysis, brand positioning mapping, and stakeholder interviews to ascertain business goals, understand existing problems, and define Waakei's unique market position.
Understand the user: Through surveys, affinity mapping, persona creation, customer journey mapping, and focus groups, I gathered insights into user needs, pain points, and preferences, validating my approach to the Jobs-to-be-Done objectives.
Understand the user: Through surveys, affinity mapping, persona creation, customer journey mapping, and focus groups, I gathered insights into user needs, pain points, and preferences, validating my approach to the Jobs-to-be-Done objectives.
Information architecture: Based on user research, I created a sitemap and user flows for B2B and B2C audiences, refining based on client feedback to ensure logical, intuitive navigation.
Information architecture: Based on user research, I created a sitemap and user flows for B2B and B2C audiences, refining based on client feedback to ensure logical, intuitive navigation.
Wireframes and usability testing: I developed low-fidelity sketches, mid-fidelity wireframes, and interactive prototypes, conducting usability testing to refine the design and ensure ease of navigation and feature discoverability.
Wireframes and usability testing: I developed low-fidelity sketches, mid-fidelity wireframes, and interactive prototypes, conducting usability testing to refine the design and ensure ease of navigation and feature discoverability.
UI development: I created a design system, considering accessibility guidelines, responsive design, and AI-powered image generation for branding. I also handled web development and cross-browser testing using WebFlow and BrowserStack.
UI development: I created a design system, considering accessibility guidelines, responsive design, and AI-powered image generation for branding. I also handled web development and cross-browser testing using WebFlow and BrowserStack.
Impact
Impact
The new website established Waakei’s digital presence, connecting them to a broader audience while enhancing the customer experience.
The platform’s tailored e-commerce interface makes it easy for users to browse and order Afro-Caribbean baked goods and catering services.
This digital shift helped Waakei adapt post-COVID by bridging its traditional business model with the benefits of an online presence, supporting the goal of a 5% conversion rate increase and customer retention improvements.
generated more revenue for the business
The new website established Waakei’s digital presence, connecting them to a broader audience while enhancing the customer experience.
The platform’s tailored e-commerce interface makes it easy for users to browse and order Afro-Caribbean baked goods and catering services.
This digital shift helped Waakei adapt post-COVID by bridging its traditional business model with the benefits of an online presence, supporting the goal of a 5% conversion rate increase and customer retention improvements.
generated more revenue for the business
Outcome
The shift to a booking enquiry model simplified the entire ordering process, aligning the platform with customer expectations and business goals. Customers appreciated the ability to discuss details before purchasing, while the business gained better control over the orders they received. The pivot resulted in a more effective, tailored system that improved user adoption and customer satisfaction, meeting the goal of increasing conversion rates by 5%.
The shift to a booking enquiry model simplified the entire ordering process, aligning the platform with customer expectations and business goals. Customers appreciated the ability to discuss details before purchasing, while the business gained better control over the orders they received. The pivot resulted in a more effective, tailored system that improved user adoption and customer satisfaction, meeting the goal of increasing conversion rates by 5%.
Key Takeaways
In hindsight, I would have been more selective in choosing research methodologies, prioritizing those that would move the project closer to its goal, and setting a clear project scope to avoid spending excessive time on design iterations.
Moving forward, I would conduct a thorough analysis of Key Performance Indicators (KPIs) and SEO measures to gain insights into the website's performance and user adoption rates. By linking these metrics to business objectives, I can identify strengths, weaknesses, and opportunities for optimization, providing actionable insights to enhance the business's overall performance.
