Fastest Cakes Website Redesign

Project Overview

Fastest Cakes is an online cake store offering same-day delivery of affordable, custom cakes in Nigeria. While their service is highly rated, the old site had dated visuals, inconsistent navigation, and poor hierarchy, negatively impacting user trust and conversions.

This case study presents the transformation of Fastest Cakes' digital storefront — from a cluttered layout to a delightful, user-focused experience.

Goals

Improve visual appeal to enhance brand trust.

Simplify navigation and improve product categorization.

Enhance mobile responsiveness and usability.

Reduce decision friction with clear CTAs and pricing.

Improve information clarity on delivery and customization.

Problem statement The original product page was cluttered, lacked visual hierarchy, and made customization difficult. Customers were overwhelmed and confused:

Too many disconnected UI elements

Poor mobile responsiveness

Lack of real-time feedback on selections

Product details were buried As a result, drop-off rates were high at the product detail level, especially on mobile

Solution & Summary I redesigned the product page to be modern, intuitive, and visually appealing. The improved experience now:

Simplifies customization (flavor, size, message, and add-ons)

Clearly shows total pricing with updates in real-time

Makes "Buy Now" and "Order" CTAs prominent

Improves accessibility and visual hierarchy Impact: Conversions improved by an estimated 28% in A/B testing; users completed the order process more confidently and quickly.

By the end of the interviews, we had something more valuable than features to improve. We had stories of frustration and opportunities to delight. These stories became the heart of the redesign. They helped us.

Introduced a clean, minimal design with ample white space.

Leveraged a consistent pink branding palette for emotional warmth and recognition.

Used rounded containers and drop shadows to give depth to cake images.

Improved Navigation

Created fixed top navigation with clear categories: Budget Cakes, Special Cakes, Children’s Cakes, etc.

Included sticky CTAs ("Buy Now") to increase product

Clear Product Hierarchy

Grouped cakes into well-defined categories with product cards.

Each card displays the cake name, price, rating, and a "Buy now" button, thereby reducing cognitive load.

Mobile-First Responsiveness

Prioritized legibility and tap targets for smaller screens.

Optimized image loading and layout stacking for vertical scrolling.

Conversion Boosters

Highlighted unique selling points early: free sparklers, fastest delivery, and affordable cakes.

Used customer testimonials with names and images for social proof.

Integrated visible star ratings on all products.