Work

About

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Work

About

Resume

Proof.

Proof.

Proof brings clarity, convenience, and trust to bakery ordering.

Proof brings clarity, convenience, and trust to bakery ordering.

Proof.

Mobile Application

This project focuses on improving the online ordering experience for a bakery. Clear ingredient information, intuitive customization, and a smooth checkout flow were brought into focus to reduce friction. The result is a mobile-first app that prioritizes clarity, transparency, and ease of use, helping users make confident ordering decisions.

This project focuses on improving the online ordering experience for a bakery. Clear ingredient information, intuitive customization, and a smooth checkout flow were brought into focus to reduce friction.

My Role

Product Designer — Led end-to-end UX. Identified issues in ordering flow and ingredient clarity through research and testing. Designed a mobile-first experience focused on clarity and ease of use.

Product Designer

Timeline

Timeline

May – August 2025

May – August 2025

The 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.

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.

The Problem

The Challenge

How might we make ingredient and nutrition information easy to find and trustworthy and create a fast, intuitive ordering flow that reduces friction?

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.

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.

Research & Insights

Methods used

I used a mix of primary and secondary research to understand user needs and market gaps. From surveys and interviews to industry reports and reviews, each method gave me a piece of the bigger picture.

1:1 Interviews

Survey

Industry Reports

Google Trends

Observation

Review Analysis

Key Insights

Research revealed consistent patterns around clarity, speed, and planning.

Users want to understand what they’re ordering, move through the process quickly, and plan ahead when needed. Current experiences often make this difficult.

“I want to see ingredients and calories before I buy not after.”

Annie, 36

Interview Participant

“Sometimes I need to plan ahead for events, but bakeries don’t make it easy.”

Arish, 26

Interview Participant

“I want the ordering process to be simple and clear.”

Steven, 35

Interview Participant

Survey results reinforced these patterns. Most users expect core features like online ordering, scheduling, and full menu visibility.

Survey results reinforced these patterns. Most users expect core features like online ordering, scheduling, and full menu visibility.

Most users (80–90%) expect fast, reliable ordering, along with clear ingredient and nutrition visibility.

Most users (80–90%) expect fast, reliable ordering, along with clear ingredient and nutrition visibility.

This led to a simplified ordering flow, clearer menu structure, and visible ingredient details throughout the experience.

Health-related queries make up over 50% of search trends, indicating a strong focus on nutrition and ingredient quality.

Health-related queries make up over 50% of search trends, indicating a strong focus on nutrition and ingredient quality.

This directly informed the inclusion of ingredient transparency and dietary filters in the app.

Constraints

Mobile-first experience

Designed for quick, on-the-go interactions.

Supporting multiple user needs

Balances everyday purchases with event-based ordering.

Balanced brand personality

Clean and modern while preserving warmth of a local bakery.

personas

Research insights were synthesized into two primary user groups: health-conscious customers seeking transparency, and busy users prioritizing speed and convenience.

Research insights were synthesized into two primary user groups: health-conscious customers seeking transparency, and busy users prioritizing speed and convenience.

Health-focused users need clear ingredient information and filtering to make confident decisions.

Busy users prioritize speed, expecting a fast, intuitive ordering flow with minimal friction.

Design & Prototyping

Ideation

I began with rapid ideation techniques like sketching and brainstorming to explore a wide range of possible solutions.

These ideas were then refined into user flows and storyboards to define clear paths for key user actions.

User Flows

Storyboards

Usability testing

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.

Home

Menu

Rewards

More

Home

Order

Rewards

More

Renaming “Order” to “Menu”

  1. Renaming “Order” to “Menu”

The word “Order” on the navigation confused users, so I renamed it to “Menu”.

The word “Order” on the navigation confused users, so I renamed it to “Menu”.

Clarifying Rewards with Text + Icon

  1. 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.

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.

Redesigning Prep-Time for Clarity

  1. 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.

The prep-time estimate on product cards looked like a button, so I redesigned it as plain text for clarity.

Improving Tap Cue on Flip-Card Ingredients

  1. Improving Tap Cue on Flip-Card Ingredients

The flip-card ingredient design was clear and engaging, but needed a more visible tap cue.

The flip-card ingredient design was clear and engaging, but needed a more visible tap cue.

key design decisions

Key design decisions focused on reducing friction, improving clarity, and supporting different ordering behaviors.

Flip card interaction

Dietary & Category filters

Phone number login

Pre-schedule an order

From the beginning, the experience was designed to be inclusive and easy to use, with high contrast, simplified phone login, and both gestures and buttons ensuring accessible actions.

From the beginning, the experience was designed to be inclusive and easy to use, with high contrast, simplified phone login, and both gestures and buttons ensuring accessible actions.

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.

Aa

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5

Heading 5

Body Text 1

Body Text 2

Lora Regular

28px

Lora Regular

24px

Lora Regular

20px

Lora Regular

18px

Manrope Semibold

16px

Manrope Medium

14px

Manrope Regular

16px

Manrope Regular

14px

#AE8F67

#AE8F67

The Final prototype

Explore the full interactive prototype to experience the final design in action.

To navigate prototype

R

To restart

Next steps & future plans

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

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.

final conclusion

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.

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.

LET'S DESIGN

elenkar.design@gmail.com

LinkedIn

2026

Elen Karapetyan

LET'S DESIGN

elenkar.design@gmail.com

LinkedIn

2026

Elen Karapetyan