Problem
When buying baked goods online, people often feel uncertain. They can’t always see what goes into the product, the checkout takes too long, and delivery or pickup isn’t dependable for important occasions.
Survey Insight: 90% of respondents prioritized the ability to order & pay online and schedule pickup/delivery. 80% wanted to view the full menu with prices before ordering. These findings directly shaped the app’s core goals.
Goals
Ingredient Transparency
Ensure easy access to ingredient lists and calorie details for all menu items.
Convenient Ordering
Design a fast, intuitive ordering flow that reduces time from browse to checkout.
Event-Friendly Features
Include pre-scheduling options to make ordering for events and gatherings easier.
Constraints
Mobile-First Experience
Optimized for the on-the-go lifestyle of urban Los Angeles customers.
Meeting the Needs of Both User Types
Serve the needs of both health-conscious buyers and event-driven customers.
Balanced Brand Personality
Maintain a modern, clean UI while preserving the warm, approachable feel of a neighborhood bakery.
The Solution
Proof. solves these challenges by combining ingredient transparency with a fast, intuitive ordering experience. The design focuses on making users feel confident about what they’re buying while reducing friction at checkout.
Ingredient Transparency
View complete ingredient lists and calorie counts before adding to cart.
Quick Ordering Flow
Browse, customize, and checkout in under two minutes.
Pre-Scheduled Pickup/Delivery
Reserve orders in advance for events or peak hours.
Research Methods
1:1 Interviews
Survey (Google Forms)
Industry Reports
Google Trends
Observation
Review Analysis
Key Insights
My research revealed a few emerging patterns that guided my direction
#1
#2
#3
Personas
Based on surveys and interviews, I developed two personas that reflect the main audiences of Proof. bakery.
Greg represents the health-conscious shopper who values ingredient transparency and quick ordering, while Emily reflects the event-driven customer, who needs reliable pre-scheduling and bulk options. These personas helped keep user needs at the center of design decisions.
Competitor Analysis
Competitor Platforms
Weaknesses
Low product transparency
Missing or hidden ingredients, portion sizes, calories, and dietary tags.
Accessibility gaps
Low text contrast, inconsistent mobile layouts, hard-to-find delivery options.
Weak personalization
no suggestions, limited tone, no language options for diverse users.
Clunky navigation
oversized desktop elements, inconsistent search, features locked until signup.
Strengths
Smooth flows
Clear navigation and easy checkout.
Loyalty programs
Strong rewards and repeat use.
Event options
Affordable catering and group orders.
Design
The challenge was merging two needs. Health-conscious users want clear ingredients and nutrition. Busy users want speed and easy scheduling. The design had to deliver both, staying efficient and modern while still warm like a local bakery.
THE APP IS
A place to quickly find baked goods that match your lifestyle and diet
A tool for ordering ahead so you save time and skip long lines
Designed to give you clear details about what you’re eating and when it will be ready
THE APP IS NOT
Just another menu with hidden fees or missing info
A complicated process that slows you down when you’re busy
A generic experience with no filters or options
Ideation
To generate solutions, I used How Might We exercises, Storyboards and Crazy 8s sketching.
These methods helped me quickly brainstorm ideas to address user pain points such as missing nutrition info, unclear menus, and complicated scheduling.
Crazy 8’s excersize
HMW questions
Storyboard scenario for health-conscious users
Storyboard scenario for convenience-driven users
Health - concious user
Event & convenience driven user
Lo-fi wireframes
Usability Testing
To validate my early wireframes, I conducted quick usability testing sessions with target users. The goal was to check if the navigation felt intuitive and whether users could easily find product details, filters, and scheduling options.
Key Findings
1.
The word “Order” on the navigation confused users, so I renamed it to “Menu”.
2.
In the Rewards section, the “How it works” feature was unclear with only a question mark icon, so I replaced it with text + icon for clarity.
3.
The prep-time estimate on product cards looked like a button, so I redesigned it as plain text for clarity.
4.
The flip-card ingredient design was clear and engaging, but needed a more visible tap cue.
Iteration & Final Design
Based on usability testing, I refined the wireframes and finalized the core design decisions that shaped the app’s experience. These iterations focused on making the interface clearer, more transparent, and faster to use.
1.
Renaming “Order” to “Menu”
The word “Order” on the navigation confused users, so I renamed it to “Menu”.
2.
Clarifying Rewards with Text + Icon
In the Rewards section, the “How it works” feature was unclear with only a question mark icon, so I replaced it with text + icon for clarity.
3.
Redesigning Prep-Time for Clarity
The prep-time estimate on product cards looked like a button, so I redesigned it as plain text for clarity.
4.
Improving Tap Cue on Flip-Card Ingredients
The flip-card ingredient design was clear and engaging, but needed a more visible tap cue.
Key design decisions
Flip card interaction
Dietary & Category filters
Phone number login
Pre-schedule an order
Rewards offers
Branding
The brand needed to feel both timeless and modern, like a family bakery with deep roots, but also quick and approachable for today’s digital-first customers in Los Angeles.
Accessibility
From the beginning, I designed Proof to be inclusive and easy for different user types, ensuring that key actions are never hidden behind one single interaction.
1.
High Contrast
Dark text on light backgrounds meets WCAG AA standards for readability.
2.
Simple Log In
Phone number login reduces memory load and avoids password fatigue.
3.
Gestures + buttons (redundant actions)
• In Rewards onboarding, users can either swipe or tap the “Next” button.
• In My Bag, users can swipe to delete or tap the trash can icon without swiping.
Hi-Fi Mockups
The Final prototype
Explore the full interactive prototype to experience the final design in action.
To navigate prototype
R
To restart
Conclusion
Next steps & future plans
Conduct User Testing
User testing will show how customers navigate the app and reveal usability issues, guiding improvements to ordering, rewards, and scheduling.
Measure KPIs & Analytics
Measuring engagement, conversions, and repeat orders will highlight valuable features, surface underused ones, and ensure the app meets user needs.
Enhance Rewards
Clarifying how points and perks work will make the rewards system more transparent and motivating, encouraging loyalty and repeat purchases.
This project showed me how important it is to take research and turn it into clear design priorities. I learned to balance simplicity with transparency, and realized how small changes, like clearer labels or offering multiple ways to act, can really improve the experience.
Most of all, it gave me confidence in moving from early sketches to a final prototype that feels both functional and approachable.