Case studies

Waakei

Completed

Led a full-scale redesign to simplify ordering, boosting B2B and B2C order conversions by 30% and profitability by 50%.

Design Systems

Client Acquisition

UX Research

Stakeholder Meeting

Web Design

Impact Snapshot

📈 50% revenue boost

from direct client bookings, reducing reliance on third-party platforms

😆 25% increase

in customer satisfaction scores (validated by SurveyMonkey and Usability Hub)

🚀 20% reduction

💼 New client acquired

in order task completion times via simplified user flows (tracked in Maze)

📊 5% increase

in conversion rates with a consultation-first booking system

(measured via usability testing)

💡 15% increase

in profitability by aligning the platform with B2B customer needs

meeting business timeline goals

Team

UX Designer (me), Business Owner, Web Developer (me)

Contribution

UX Research, UI/UX Design, Stakeholder Interviews, Web Development, User Testing, Photography📸

Tools

Figma, Webflow, MidJourney, Survey Monkey, Usability Hub, BrowserStack

Timeline

3 years (Rotationally)

Context

Waakei Ltd, an Afro-Caribbean wholesale bakery, suffered post-COVID setbacks due to lost clients and no digital presence. To help the business regain momentum, I designed a user-friendly e-commerce website tailored for both B2B and B2C clients, creating a digital transformation that improved brand accessibility and engagement.

Quick facts

Backstory: Waakei needed a digital platform to connect with customers and stay competitive after pandemic-related losses.
The Problem: Lack of digital infrastructure limited business recovery and hindered customer engagement.
What I Did: Conducted UX research, developed wireframes and prototypes, and designed an accessible, scalable e-commerce system using Webflow.
Why: To build a sustainable digital presence, increase sales, and achieve a 5% boost in conversion rates.
Impact: Boosted revenue by 50%, increased conversions by 5%, and improved task efficiency by reducing order placement times by 20%.

UX Process Snapshot

Research and analysis

Research revealed that Waakei’s users were primarily B2B clients, and their frustrations centred around complex navigation, lack of personalisation, and inefficient ordering processes. Business stakeholders prioritised gaining a streamlined digital solution to regain lost clientele and support their B2B product offerings, particularly after COVID-19 impacted in-person operations.

I conducted competitor analysis, user surveys, and stakeholder interviews, resulting in key insights that guided the shift to a consultation-first booking model tailored to Waakei's dual (B2B and B2C) clientele.

User & Business Preferences

User & Business Preferences

User Preferences:
- Simplified and personalised ordering system with consultation-first options
- More straightforward access to service details and customisation options
- Faster order completion with intuitive site navigation
Business Preferences:
- Easy-to-manage backend with order tracking
- Ability to capture direct enquiries without third-party dependency
- Cross-product visibility to boost upselling opportunities

UX Process Snapshot

Research and analysis

User & Business Preferences

User & Business Preferences

User Preferences:
- Simplified and personalised ordering system with consultation-first options
- More straightforward access to service details and customisation options
- Faster order completion with intuitive site navigation
Business Preferences:
- Easy-to-manage backend with order tracking
- Ability to capture direct enquiries without third-party dependency
- Cross-product visibility to boost upselling opportunities

UX Process Snapshot

Research and analysis

User & Business Preferences

User Preferences:

Simplified and personalised ordering system with consultation-first options
More straightforward access to service details and customisation options
Faster order completion with intuitive site navigation

Business Preferences:

Easy-to-manage backend with order tracking
Ability to capture direct enquiries without third-party dependency
Cross-product visibility to boost upselling opportunities

Key Takeaways

🛠️ Simplification Drives Conversion → Shifting from a complex, feature-rich design to a consultation-first system highlighted the importance of simplifying digital experiences to align with both user and business needs.

👥 Balancing User and Business Needs → Through collaboration with stakeholders, I learned to design solutions that support backend operations while enhancing the user journey.

📊 Data-Driven Design Decisions Matter → Continuous research, usability testing, and data analysis helped refine the platform, boosting customer satisfaction by 25% and conversion rates by 5%.

🌍 Pivoting Through Contextual Change → Navigating business transformation post-COVID-19 showed me the value of adaptability in addressing evolving operational needs.