PHILLY CUPCAKEwebsite redesign

Amy FioreLaura Gabel

Shannon Abraham

HTTP://WWW.PHILLYCUPCAKE.COM/

Draft 1

WHAT IS THE MISSION OR PURPOSE OF THE ORGANIZATION?To provide Philadelphia with a specialty boutique offering gourmet, artisan cupcakes to reflect the creative couture style of at trendy city.

WHO ARE THE INTENDED AUDIENCES?Females 20-54 interested in the fashionable aspect of the city life, and willing to treat themselves with high-end quality sweets.

WHY WILL PEOPLE COME TO YOUR SITE?Philly Cupcake is a local, well-known pastry retailer. A stronger online presence is necessary for those who can not make it to the store as they please, but still want to enjoy the luxury of a gourmet dessert.

The site can give tourists who visit the boutique a chance to satisfy their craving without traveling, at the same time making it a must-see Philadelphia destination.

WHAT ARE THE SHORT- AND LONG-TERM GOALS OF THE SITE? Short Term

1. Become a user friendly site 2. Match aesthetic of store/brand with online interface 3. Create a social media buzz 4. Function as promotional channel via mobile app 5. Cater to customer via personal interaction

WHAT ARE THE SHORT- AND LONG-TERM GOALS OF THE SITE? Long Term

1. Develop a stronger corporate identity 2. Expand regular/frequent customer base 3. Drive traffic to site with online order accessibility 4. Become a Philadelphia tourist destination 5. Extend local ties with other businesses through promotion

DEFINE THE AUDIENCE THAT YOU WILL TARGET.

Tourists looking to continue their craving online once they fall in love with the cupcakes on their visit to Philadelphia.

Professionals working in the corporate world who are looking to order cupcakes for a company event.

Local city-goers looking to get their favorite treat while avoiding the hustle and bustle.

PROFILES

Creative & Stylish StudentChic Working WomanSavvy Career MomUpscale Mature Fashionista

AUDIENCE SCENARIOS

NAME: JordynAGE: 20Young, fashionista, who is new to the city. Likes to party on the weekends but is focused on her education. Enjoys yoga in the morning, shopping at Urban Outfitters with her roommates, and posting photos on Instagram.

SITE PATH: She heard about the delicious cupcakes at Philly Cupcake from girls in her sorority. Visits the site to find out the store’s location, menu options and pricing. She reaches the home page, first clicks on “Contact” tab. From there she is able to click the “Menu” tab to find out flavors and pricing. A tab called “Dressing Room” catches her eye. She spends time designing custom cupcakes and then signs up to build a “closet” where she can save her creations. She can share them via social media sites and/or place an order.

AUDIENCE SCENARIOS

NAME: DeborahAGE: 28Professional woman, focused on a career and wants to take in all that the city has to offer. She enjoys staying fit, and the occasional happy hour with her co-workers. In her spare time she connects with friends on Facebook.

SITE PATH: She passes Philly Cupcake on her way to work but has never had the time to stop in and treat herself. She has an upcoming new business meeting and wants to impress the client by providing a sweet takeaway. She remembers Philly Cupcake and goes to the site to place her order online. She reaches the homepage and clicks on the “Menu” tab and sees a link that says “place order” at the bottom of the page. She clicks through and selects her choice of cupcake flavor, icing and toppings and enters the amount she will need. She submits her order and recieves a confirmation.

AUDIENCE SCENARIOS

NAME: ColleenAGE: 45Light-hearted mom, with substantial finances. Loves spending time with her two kids and keeps a very active lifestyle. Her and her husband like a night out on the town but she also enjoys cuddling up with a good book when she can.

SITE PATH: She is planning a birthday party for her 14 year old daughter. Her daughter loves Philly Cupcake so she visits the site to look at the ordering options. She looks at the “Menu” tab first to see what they offer. She knows that two of the girls attending the party can only eat gluten-free cupcakes and selects the “gluten-free” product options. She finalizes her purchase and receives confirmation of her order. After the party, she uploads pictures of the girls with their cupcakes onto the “Gallery” page and posts a review on the “comment” thread about how much they enjoyed the treats.

AUDIENCE SCENARIOS

NAME: Leslie AGE: 26An adventurous, hip foodie, venturing from Chicago to tour and taste the city of Philadelphia. She is tech savvy, and keeps up with a daily blog of her travels. She hopes that her life will turn out like her favorite romantic comedy.

SITE PATH: Leslie is walking through the streets of Center City, shopping at small boutiques. She decides to indulge in something sweet between sites. She looks on her phone for bakery shops in the area. Her search brings her to Philly Cupcake’s website and she chooses to download the mobile app so that she can get the details as she travels. The app gives her directions and navigates her to the store. After enjoying a cupcake and her visit to Philadelphia, she decides to blog about Philly Cupcake in her post about her trip and it pings her viewers to her website. From the website she also follows the link to Philly Cupcake’s facebook page to “like” it.

AUDIENCE SCENARIOS

NAME: Ana MaeAGE: 64A grandmother at the brink of retirement, who is invested in her community, an avid jewerly collector and paints in her spare time. She loves vacationing with her family and gardening.

SITE PATH: Her grandkids are in Philly visiting and she wants to treat them to something sweet when they arrive. She heard about Philly Cupcake from a friend at her charity and visits the site to find out more. She wants to know others’ opinions so she clicks on the “Our Story” tab to find out what the press has to say. She also clicks on the “What’s New” tab to skim through the review thread. The majority of the reviews are exceedingly positive so she explores the menu to see what her grandkids would enjoy. After a wonderful visit to the boutique and tasting the delicious cupcakes, she decides to place a large order for the charity event next month.

AUDIENCE SCENARIOS

NAME: BradAGE: 31A sports loving, finance broker. Works a 9-5 job, spends his weekends on the golf course and doting on his fiance. He is humble but persues and upscale lifestyle. His favorite show is “How I Met Your Mother”.

SITE PATH: Brad wants to surprise his fiance with a romantic candlelit Valentine’s dinner. Her favorite dessert is cupcakes so he searches the cupcake bakeries around Philadelphia. He stumbles upon Philly Cupcake and from there clicks on the “What’s New” tab to see if there are any Valentine’s Day promotions on the “Events Calendar”. The promotion takes him to place a personalized order. After his fiance tried the cupcake, she raved about wanting to order them for her wedding shower. She visits the website again to check the “FAQ” tab about themed cupcakes for her shower.

COMPETITIVE SCENARIOS

SPRINKLES CUPCAKES - http://ilovesprinkles.com/- Excellent design- Easy to read navigation, effective heirarchy and tabs clearly signified- Text-feed at top - Customized icons- Minimal text, site driven by visuals- Product gifting, virtual selections come to life (customer interaction)- Quick to load and successful hyperlinks - Aesthetic matches brand and product (bright, colorful, fun, chic, tasteful)- Layout is left-adjusted and only uses a small portion of the page- Probable error: if the user types in the domain “sprinkles.com” it brings you to a microsite which can confuse and hinder interaction.

SPRINKLES CUPCAKES SITE PATH

photos > biggest fans > submit a photovideos > short films > behinds the scenesbirthday > join the birthday clubstars > tv > print > photos cupcake atm > demogift a purchase > send virtual cupcakes around the worlddownloads > mobile app > jingle > wallpaper > screensavercupcake wars > blog > videos

COMPETITIVE SCENARIOS

WHIPPED BAKESHOP - http://www.whippedbakeshop.com/

- Effective use of typography, color and white space- Top and bottom navigation bars- Content includes, weddings, cupcakes, cakes, cookies, blog, flavor menu- Simple homepage gallery slideshow - Product display via gallery from dropdown menu- Mailing list, e-mail submission- Local delivery service only, no online purchases (call in inquiry submission)- Customer comment page- Product suggestion feature- No multimedia, quick to load pages- Simple and clean look & feel “sophisticated Willy Wonka”- Claims that the site “elevates the web presence of Whipped Bakeshop by taking cues from fashion sites while maintaining the fun and energy.”

COMPETITIVE SCENARIOS

PAMCAKES PHILLY - http://pamcakes.net/

- Quirky blog aesthetic - Busy background- Extremely simple navigation, clean typography- Live social media feed- Transitioning info gallery- Mailing list subscription at bottom- Content includes home, menu, location, our story, news, gallery, contact- Menu pop-up windows- Embedded Google Map- Small thumbnail gallery- Comment thread via contact page- Centered, traditional grid layout

CONTENT- Home- Our Story About Us > content blurb and visuals FAQ > information list Press > news content- Menu Cupcakes > product gallery and purchase options Baked Goods > product gallery and purchase options Chocolate > product gallery and purchase options Merchandise > product gallery and purchase options- Gallery Picture grid/submit a photo- Dressing Room Design Your Own Cupcake > personalize order > gift and send- What’s New Event Calendar Mobile App Download Comment thread- Contact Location /Map/Phone/E-mail/Social Media Icons

FEATURES

Site SearchStore Location Map Social Media IconsShopping CartGalleryDressing Room/Cupcake customizationPromotional Event CalendarComment ThreadMobile AppMember Log-in/Sign Up

FUNCTIONALITY

Site Search - search engine codeStore Location Map - embeded Google MapsSocial Media Icons - hyperlinks to static pagesShopping Cart - view/selection capability/save cloudGallery - photo viewer/jpeg uploaderDressing Room/Cupcake personalization - custom coding “flash player”Promotional Event Calendar - embedded calendar w/ promotion call outsComment Thread - input/output functionMobile App - download capabilityMember Log-in/Sign Up - registry function

PHILLY CUPCAKEInformation Architecture

home

ourstory menu gallery dressing

room contactwhat’snew

about us

FAQ

press

merch

cupcakes

baked goods

chocolate

photos DYOC

create

send

appDL

calendar

commentthread

mobileapp

businessinfo