I designed a website for a baker's cookie dream. Originally, all their orders started simply from social media messaging.
Creating a structure around storytelling
A Miami-based bakery, Tres Leches, are selling unique tres leches cakes and cookies through Instagram. While visually appealing, ordering was limited to DMs, and customers lacked a streamlined way to browse menus, place orders, or view reviews/policies.
Doing delicously good research
Interviewing the owner
I started by understanding what mattered most to the owner — her product goals, themes, and overarching priorities. With KPIs established, I wanted to better understand her customers, so I ran a research survey and gathered these insights:
Research survey: Surveying 12 past customers, key results included:
Competitive analysis
From there, I analyzed local competitors in the area, both large and small. I wanted to look past traditional e-commerce sites and pay attention to how different companies handled personalization.
Personas
I developed two main personas to help expand the bakery's reach. These emotional needs shaped the type of content and design priorities the site required.
From wireframes, I moved into prototypes.
SEO & Content
Beyond aesthetics, I focused heavily on content hierarchy and discoverability. The website was structured around SEO-informed keywords, clean metadata, and descriptive alt tags for every product photo — improving accessibility while also supporting organic discovery through search engines.
User testing told us that…
11 out of 12 returning customers preferred the new experience
6 new customers placed first-time orders directly through the site
Most times, less is more...
Working on Tres Leches reminded me of a moment from The Bear — a chef realizing that good design, like good food, often comes from subtraction rather than addition. That idea became my mantra for this project.
I learned that digital transformation doesn't always mean adding complexity. Sometimes, it's about clarity — about making the technology disappear so the product can speak for itself.
