[UX Case Study] 85 Bakery:
Improvement of 85 Bakery UX Process
About 85°C Bakery Cafe
In 2003, the founder of 85°C Bakery Cafe, Mr. Cheng-Hsueh Wu visited a cafe in a 5-star hotel. While enjoying gourmet pastries and drinks, he realized that the prices were set way too high for people to enjoy on a whim. From that moment, Mr. Wu has envisioned a cafe that provides premium coffee, bread, and cake at affordable prices. Thus the 85°C Bakery Cafe journey begins.
Today, 85°C has over 1,000 locations worldwide. In 2008, the first U.S. store opened in Irvine, CA. The location quickly became an overnight sensation, with over 5,000 Yelp reviews and lines out the door. Featured on TIME, CNN, NPR, and Travel Channel, 85°C Bakery Cafe has become a culinary phenomenon and a new cafe experience for all.
85°C Bakery Cafe is not an ordinary cafe. Each cup of coffee is individually brewed with Guatemalan coffee beans for a smooth, rich taste. All of the drinks are handcrafted and made to order. Each store features an in-shop bakery with over 50 varieties of pastries baked fresh hourly. The gourmet cakes are uniquely crafted by our award-winning master chefs. We strive to bring our customers the best products possible by paying careful attention to every detail which may affect its taste.
Background
When users open the app, they lack detailed menu descriptions, making it difficult to understand what's being offered for sale. This lack of clarity leaves users uncertain about what items are available for purchase. Additionally, the inability to place orders online adds to user inconvenience. As a result, users find it challenging to navigate the app and make informed decisions about purchases.
Thus, I came up with the idea;
What if there was a feature 85 Bakery Cafe
allowing them to easily browse menus and place orders?
Define
1. User Research
1. User Research
First of all, I conducted a survey using Google Forms.
16 individuals with varied demographics, such as gender, age, and location, participated.
Based on this, we uncovered a few key facts to focus on:
1. 81.3% of respondents use 85°C Bakery Cafe to
2. When asked if ordering on the 85 Bakery app was easy, 100% of the respondents said it was not.
2. Affinity Map
In the next step, I created an affinity map based on the results derived from the survey conducted via Google Forms.
After exporting the results to Dovetail, we organized the trends from the survey data to understand how the functionality could be improved, by creating tagging taxonomy and adding tags to them.
From our analysis, we were able to categorize the results into five main themes: Motivation, Behavior, Emotion, Feature, and Booking Process.
3. Problem Statement
Through the creation of the affinity map, we were also able to identify the key facts that we need to focus on :
1. Over 30% of the respondents stated that the inability to split accommodation costs within the Airbnb app was a pain point for them.
2. When asked if ordering on the 85 Bakery app was easy, 100% of the respondents said it was not.
Ideate​
1. User Flows
2. Low-Fidelity Wireframes
High-Fidelity Wireframes
Addressing First Glance at
My redesign of the 85 Bakery cafe
-Employed intuitive icons for easy
navigation.
-Provided concise instructions in plain
language.
-Welcome users warmly upon
registration.
-Gradually collect user information for a
Smoother experience.
-Use of 85 Bakery brand color for
a cohesive visual identity.
-Established a clear layout to reduce
User confusion.
-Minimized signup steps to retain
More users.
-Simplify signup with a single-
option approach.
-Create familiar signup screens by
removing unnecessary elements.
-As the user opens the app, lands on
This screen where they can access:
-Order now / Login / Sign up
-A well-designed splash screen
Sets a positive tone and reduced
Perceived wait times.
- Also help reduce the perception
Of waiting time and make the overall
Experience more enjoyable.
-Certain features shouldn’t be
Combined into a single bottom
Navigation bar due to their
complexity.
-The menu presents options with
ample spacing and visual
Hierarchy for clarity.
-Effective use of creating space
And minimal option display
Prevents user confusion
- Providing to get user location
Demonstrates value, user control
& can be a more user-approach.
-Current 85 degree bakery cafe
Experience doesn’t leverage user
Location data.
-Leverage location data for personalized
User experiences, including after and
Nearby stores.
-User choose from popular locations
And see available stores in cities.
- Enter location manually or automatically
For an experience.
-User confirm location set location
On the map through maker dragging.
- Choose method order type takeout or delivery.
- A visually appealing layout highlights
Deals and promotions with eyes catching
Graphics and images.
-Deal details for each offer enhance
Transparency.
- Enhanced user experience with
Dish cards featuring images,
Concise descriptions, transparent
Pricing, and points earned.
-Ensuring a balanced layout with
Ample space to avoid overcrowding.
-Choose payment type and access to
Card detail and activities for user needs.
-Visual aids assist users in making
Choices during customization.
-User have full control to add extra
toppings.
-Choose payment type and access to
Card detail and activities for user needs.
-The interface benefits from proper
Structure, ample white space, and an
Aesthetically pleasing design.
-Offers users control, feedback, and
Clarity in system interactions.
-Users reported lack of intuitiveness in
Reloading and absence of card history /
Activity, which can erode trust and cause
User frustration.
-Added a subtitle branded Illustration
for a pleasing confirmation experience.
-Provided details on estimated
Preparation time, remaining orders,
and a progression bar for delivery
status.
-Displayed information about the assigned
store member for user connection.
-Included store address with a navigation
eta for location clarity.
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User-Centric Design: Prioritize user needs and feedback throughout the design process. An in-depth analysis of the design decisions is really important to make sure that you’re fulfilling user requirements through empathy.
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Embrace continuous refinement based on user testing and feedback.
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Ensure accessibility features are integrated to cater to all users.
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Use both qualitative and quantitative data to inform design choices.
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Small changes in design can make a huge impact on the whole user experience.
Few Learnings
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I worked on a lot of iterations to arrive at the right solution. During this process, I realized that iteration is the key to any optimum design solution. There’s no other way around.
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While working on design solutions for a problem, I came across some micro-challenges, which made the whole project even more interesting. I learned how to resolve those challenges without compromising on the primary design solution.
Challenges
Insights
In the process of making this case study, I learned a lot of things. How to apply design thinking, understand the user needs, find problems, and having to be able to find solutions from the pain point and so many things that I have learned.
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Because of that, I read a lot of references or watch videos related to UX Research. And also try other digital products and then see how they use it and how it impacts. It was great to be able to find a solution to user problems.
That's it ! thanks for reading !
If you want to see this project in more detail and in better quality, Feel free to connect with me :)