Works
Baqers Case Study
Baqers Service Design Case Study
Duration
4+ Months
Industry
E-commerce. B2B2C
The Team
Product Owner
Product Manager
Business Analyst
Software Engineers
My Role
UX Researcher
Contract Product Designer
Process
Double Diamond Process
Design Sprint (Agile)
Status
Live Since Feb 2024
Project Overview
Baqers is a B2B2C platform designed to connect diaspora communities with local bakers, enabling users to order cakes, set event reminders, and send personalized gifts. The platform’s customer-facing mobile app and web app are tailored to provide a seamless and engaging user experience, allowing users to stay connected with loved ones through thoughtful, customized gestures.
Process
The design process for the customer-facing mobile app and web app of Baqers was meticulously structured, ensuring that the final product met the needs of both the diaspora community and local bakers. Below is a detailed breakdown of each stage, accompanied by suggested images to effectively communicate the design journey.
User Interviews:
I conducted over 30 in-depth interviews with potential users, including 20 diaspora members and 10 bakers. These interviews revealed critical insights:
78% of diaspora participants expressed frustration with the lack of reliable platforms for celebrating important events remotely.
85% of bakers identified a significant challenge in reaching customers outside their local area, limiting their business growth opportunities.
65% of diaspora participants highlighted the importance of personalization options, such as custom messages and cake designs
[Image Suggestion: A collage of interview snippets or key quotes, highlighting the main insights discovered during these sessions.]
Surveys:
To validate the findings from the interviews, I distributed surveys to a broader audience of 200 potential users:
68% of diaspora respondents indicated they would use a platform like Baqers if it could guarantee timely and high-quality deliveries.
72% of bakers surveyed were willing to join a platform that offered them direct access to a global customer base, demonstrating a strong interest in the B2B2C model
[Image Suggestion: A visual representation of survey results, such as bar graphs or pie charts, showing user preferences and needs.]
Competitive Analysis:
Analyzed global competitors like Moonpig, identifying gaps in the market that Baqers could fill, such as personalized cake ordering and integration with local bakers.
[Image Suggestion: A comparative analysis chart showcasing the strengths and weaknesses of Baqers vs. competitors like Moonpig.]
Card Sorting Exercises:
Organized the app’s navigation and features based on user preferences to ensure that the most important functions were easily accessible.
[Image Suggestion: Screenshots of the card sorting exercise in action, showing how users grouped different features or navigation options.]
Personas:
Based on the insights gathered from interviews, surveys, and empathy maps, I created detailed personas representing the primary user groups. These personas became central to guiding design decisions throughout the project.
Persona 1: The Diaspora Customer: A professional living abroad who values staying connected with family and friends through thoughtful gestures, like sending cakes for special occasions. This persona prioritized ease of use, reliability, and personalization in the platform.
Persona 2: The Small-Town Baker: A skilled baker looking to expand their business beyond the local market. This persona needed a platform that could bring in new customers, simplify order management, and provide tools to showcase their products effectively.
Persona 3: The Admin: A platform manager responsible for overseeing operations, ensuring quality control, and supporting both customers and bakers. This persona required a dashboard that offered visibility into platform performance, user activities, and order fulfillment
[Image Suggestion: Persona profiles with demographic information, goals, pain points, and a day-in-the-life scenario.]
Empathy Maps:
Developed empathy maps to capture the emotional journey of users, highlighting their goals, pain points, and motivations.
[Image Suggestion: Visual representations of empathy maps with annotations on users' thoughts, feelings, and actions.]
Valuable Insights & Moving Forward
Key Finding 1:
Diaspora customers prioritize trust and reliability above all else, particularly in the context of ensuring that cakes are delivered on time and in perfect condition.
Key Insight 2:
Bakers are eager for a platform that simplifies order management and helps them reach new customers without compromising their brand identity.
Key Insight 3:
Both user groups value personalization, but in different ways—diaspora customers in terms of customizing orders, and bakers in terms of showcasing their unique products.
Redefining the Problem Statement
Based on the analysis, the initial problem statement was refined to capture the essence of what Baqers needed to solve:
"How might we create a seamless, trustworthy platform that connects diaspora customers with local bakers, ensuring reliable, personalized, and high-quality cake deliveries while supporting bakers in expanding their reach and managing orders effectively?"
POV Statements
Diaspora Customer POV:
"As a diaspora customer, I need a reliable way to send personalized cakes to loved ones back home, so I can stay connected and show that I care, despite the distance."
Baker POV (Brand Identity Focused):
"As a baker, I need to showcase my unique cake designs and maintain control over my brand, so I can stand out in a competitive market."
Small-Town Baker POV:
"As a small-town baker, I need a platform that connects me with new customers beyond my local area, so I can grow my business and increase my income."
Platform Admin POV:
"As an admin, I need a clear and intuitive dashboard that allows me to monitor platform activities, ensure quality control, and support both customers and bakers efficiently."
Diaspora Customer POV (Trust Focused):
"As a diaspora customer, I need to trust that the cakes I order will be delivered on time and in perfect condition, so I can avoid disappointing my loved ones."
To transition from defining the problem to ideation, I crafted a series of "How Might We" (HMW) questions. These questions were designed to stimulate creative thinking and guide the team in generating solutions that directly addressed the core issues identified during the research and define phases.
HMW (How Might We) Questions
HMW ensure that diaspora customers can trust the platform to deliver cakes on time and in perfect condition?
HMW connect bakers with new customers beyond their local markets, expanding their reach and business potential?
HMW enable bakers to easily manage orders while maintaining their brand identity?
HMW create an intuitive and efficient admin dashboard that supports both operational oversight and user satisfaction?
HMW provide a personalized experience for diaspora customers when ordering cakes for special occasions?
With the problem statement refined, POV statements established, and HMW questions framed, the design process was well-prepared to move into the ideation phase. The clarity and focus gained during the Define stage ensured that the subsequent design efforts would be sharply aligned with user needs and business goals.
Moving Forward
A flowchart
Summary diagram illustrating the transition from data analysis to problem definition POV statements, and HMW questions, leading into the ideation phase.
Wireframes and sketches
Challenges & Constraints in the Design Process
Throughout the development of Baqers, several challenges and constraints arose that required creative problem-solving and adaptability. Addressing these issues was crucial to delivering a product that met user needs while maintaining a high standard of quality.
Technical Constraints
Challenge: Integrating multiple complex features—such as event reminders, calendar synchronization, and geo-tagging—into a seamless user experience posed significant technical challenges. These features needed to work harmoniously across both mobile and web platforms without compromising performance.
Solution: We collaborated closely with the development team early in the process to ensure that the technical requirements were well understood and feasible. By creating detailed technical specifications and using an agile development approach, we were able to iterate on the designs and address performance issues as they arose. For example, calendar synchronizations with Google and Apple required careful API management to ensure real-time updates and seamless user interactions.
User Experience Challenges
Challenge: Balancing the diverse needs of diaspora customers and local bakers was a significant challenge. Diaspora customers required a simple, reliable, and emotionally engaging experience, while bakers needed robust tools for managing their businesses, all within a unified platform.
Solution: Through continuous user testing and feedback, we refined the user flow to ensure that each user group had an intuitive and satisfying experience. We utilized user personas and empathy maps to maintain a focus on the distinct needs of each group, ensuring that the design addressed their specific pain points. For instance, the design of the baker dashboard prioritized ease of use, with clear visual hierarchies and automated reminders to help manage orders efficiently.
[Image Suggestion: Diagrams or flowcharts showing the technical architecture and integration points for calendar synchronization, geo-tagging, and other complex features.]
[Image Suggestion: Side-by-side comparison of user flows for diaspora customers and bakers, highlighting the distinct yet connected experiences.]
Design System & Style Guide
The style guide is the cornerstone of Baqers’ visual identity. It ensures consistency across all digital products and provides clear guidelines for maintaining the brand’s look and feel.
Design System & Style Guide
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Design System & Style Guide 〰️
Design Solutions & Key Features (Customer facing Web/Mobile Apps)
The Baqers platform incorporated a range of innovative features tailored to the needs of both customers and bakers. These features were carefully designed to enhance the user experience, streamline operations, and foster a sense of connection between diaspora customers and local bakers.
Event Reminders & Calendar Synchronizations
To ensure that users never miss an important occasion, the platform includes event reminders that can be synced with Google and Apple calendars. This feature allows users to set reminders for birthdays, anniversaries, and other special events, with automated notifications and prompts to place orders in advance.
Allergy Preferences & Pre-Ordering:
Recognizing the importance of personalized experiences, Baqers allows users to specify allergy preferences and dietary restrictions, ensuring that cakes are safe for consumption. The pre-ordering feature enables customers to plan ahead, selecting cakes and setting delivery dates well in advance.
Auto-Payments & Subscription Services:
To simplify the purchasing process, auto-payment options are available for repeat orders. Customers can set up subscriptions for regular deliveries, such as a cake every month, with automatic billing and delivery scheduling.
Cake & Card Customizations:
Users can personalize their cakes with custom messages, designs, and accompanying cards. This feature allows for a highly personalized gifting experience, catering to the emotional needs of diaspora customers who want to send a thoughtful gesture from afar.
Customized Email Recommendations:
Based on user preferences and past orders, Baqers sends personalized email recommendations, suggesting cakes, designs, and bakers that align with the user’s tastes and upcoming events.
Geo-Tagging & Delivery Tracking:
Geo-tagging ensures that cakes are delivered to the correct location, with real-time tracking and updates provided to customers. This feature enhances trust and transparency, allowing users to monitor their orders from the bakery to the recipient’s doorstep.
Help Center:
A comprehensive help center is available within the app, offering FAQs, customer support chat, and detailed guides on using the platform. This feature ensures that users can easily resolve issues and get the most out of the platform.
Key Features for Vendors (Bakers)
Access to Video & Recipe Resources:
To support bakers in improving their craft and expanding their offerings, Baqers provides access to a library of video tutorials and recipe resources. This feature is designed to foster continuous learning and innovation among bakers.
Finance/Earnings Management:
The platform includes comprehensive finance tools, allowing bakers to track their earnings, manage invoices, and view financial reports. This helps bakers maintain control over their business finances and plan for growth.
Order Reminders & Automations:
Automated reminders help bakers stay on top of their orders, ensuring timely preparation and delivery. Bakers can also set up automations for recurring orders, streamlining their workflow and reducing manual effort.
Supply Requests:
Bakers can manage their supply needs directly through the platform, submitting requests for ingredients and materials as needed. This feature simplifies the supply chain and ensures that bakers have what they need to fulfill orders.
Dashboard & Performance Report Breakdowns:
A detailed dashboard provides bakers with insights into their performance, including order volume, customer satisfaction ratings, and revenue trends. This data-driven approach helps bakers identify areas for improvement and track their business growth.
Management Features for Admins
Customer & Baker Monitoring:
The admin dashboard provides a comprehensive overview of all customer and baker activities, including order tracking, customer inquiries, and baker performance. This feature ensures that the platform operates smoothly and that any issues are quickly addressed.
Quality Control & Compliance:
Admins can monitor the quality of products and services offered on the platform, ensuring that all cakes meet the required standards. Compliance checks and feedback loops are integrated to maintain a high level of service.
Platform Analytics & Reporting:
Detailed analytics and reporting tools allow admins to track the platform’s performance, user engagement, and financial metrics. This data is crucial for making informed decisions and guiding the platform’s strategic direction.
Results & Impact After 6 Months
The launch of Baqers marked the beginning of an exciting journey, and the platform’s performance over the first six months provided clear evidence of its success. This period was marked by overwhelmingly positive user feedback, a few areas for improvement, significant business growth, and even new investment opportunities that have set the stage for future expansion.
User Growth: Within the first six months, Baqers onboarded over 50,000 active users, with a monthly retention rate of 85%. The platform’s user base expanded rapidly, particularly in the Nigerian diaspora community, which accounted for 60% of total users.
Order Volume: Baqers facilitated over 100,000 cake orders within the first six months, with an average order value of $45. This represents a significant achievement, considering the platform was entering a competitive market.
Vendor Engagement: The platform successfully onboarded 1,200 bakers across 15 Nigerian states, with plans to expand to the UK and Ireland. These bakers reported a 35% increase in orders after joining Baqers, highlighting the platform’s effectiveness in connecting them with new customers.
