The brief for Pride Bakery was simple: design an app. No existing product. Build from scratch.

The temptation with a food app is to start with the menu. Make it visual. Make it appetising. Make it beautiful.

I started somewhere else.

I started with the moment a new customer opens the app for the first time and asks themselves: should I trust this place with my money?

Because that moment — that 3-second gut check — decides everything else.

So before any screen was designed, I mapped what trust looks like in a bakery experience. Real photography over illustrations. Visible reviews near the top, not buried. Order tracking that feels reassuring, not vague. A checkout flow with zero surprises.

The business goal was conversions. But conversions live downstream of trust.

Get trust right. The rest follows.