Iman Syed
All case studies

Nothing Bundt Cakes redesign

A clearer layout and simpler navigation for a bakery website that users found cluttered.

Problem
A cluttered site that’s hard to navigate.
Solution
A simpler layout with clear labels and direct paths.
Role
UX researcher, UI designer
Tools
Figma, Photoshop, Google Forms
Timeline
1 month

Research

What frustrates people on the current site, on phone and desktop?

Survey

I asked 10 people in the U.S. and the Toronto area to explore the site, then answer yes/no and short open questions about navigation and visual appeal on phone and desktop.

What people said about the current site

Too much is happening in Flavors.

P7, navigation, phone

Competitor analysis

I compared likely competitors, including SusieCakes and Crumbl, to find layouts worth borrowing and pitfalls to avoid.

Define

Keep what customers like, fix what gets in their way.

  • Simplify navigation

    Especially the Flavors page, to smooth browsing and buying.

  • Fix desktop

    Broken scrolling on desktop needs to match the smoother mobile experience.

  • Clearer hierarchy

    A stronger first view, plus allergy warnings like competitors show.

Testing

Three low-fidelity wireframes on a 12-column grid, tested with five of the original participants.

Wireframe tests

Participants thought aloud through two tasks on desktop:

  • Find a ‘Timeless’ flavour, then return home
  • Find all products and open a Bundtlet

The Flavors page was easier, but getting back home and guessing at unlabelled placeholders were not.

All products
Flavors
What stood out in testing

Is there no home button? … Okay, that works I guess.

P4, task 1, before clicking the logo

Design

Real labels, and a direct path from flavour to cakes.

The revised design

I added the text people needed, like product descriptions and page labels such as Home and All Products. After choosing a flavour, people can now go straight to the Cakes tab.

A walkthrough of the redesigned site, from the home page to All products.

Learning outcomes

  • Test wireframes with real words

    Placeholder images and unlabelled buttons left testers guessing. Even low-fidelity screens need real labels.

  • Navigation basics come first

    A missing Home link confused people more than any visual problem did.

  • Look beyond the brief

    Competitor sites revealed a need the original site ignored: clear allergy information.