Project Overview
My role
UX/UI Designer
Duration
One month
Tools
Figma, Maze, Illustrator
Team
2 UX/UI Designer
1 Web Developer
Problem Discovery:
Customers who want personalised cupcakes online face a big limitation.
Customers can’t easily create their own mix of flavours, creams, and toppings. Many shops only let them pick from preset boxes, or they have to call or email to request custom combinations. This makes the process slow and frustrating, leading to fewer online orders and abandoned purchases.
User Research
Through Surveys and interviews, we discovered key frustrations people face when ordering cupcakes online. Customers want freedom to create their own mixes, but current systems make the process rigid, unclear, and time-consuming.
1. Users can’t fully customise cupcakes
"I want to choose my own base, cream, and topping, but the website only shows pre-made cupcakes. It feels limiting and not personal."
2. Customizing is inconvenient and manual
"When I try to customise, I have to email or call the shop. It makes the online order feel frustrating and too long."
3. No real-time Customized cupcake preview.
"I can’t see what my cupcake will look like until it arrives. I wish I could preview it while building my box."
4. Users don’t satisfied with available cupcakes.
"When I order, I don’t feel encouraged to fill a whole box. Sometimes I stop halfway and just leave the site."
Insights
Lack of flexibility, lowering excitement and reducing repeat orders. this decreases users satisfaction and engagement.
No Live Preview of customized cupcake, make users feel uncertain and less motivated to buy and decrease conversion rate.
Lack of completion cues leads to abandoned carts and missed upsell opportunities.
Our Solution
Gamified Cupcake Customization
Customized Box from all the available options
What we Changed during Iterations
Journey 1
We asked participants to create a customized box. After selecting their preferred ingredients.
Issue
many wanted to save their cupcake for future purchases, but the process was unclear.
Solution
Add a popup that allows users to save the created cupcake. In this popup, they can rename their custom cupcake and store it as a favorite for future orders.
Add a popup that allows users to save the created cupcake. In this popup, they can rename their custom cupcake and store it as a favorite for future orders.
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Journey 2
We asked participants to consider they have already created cupcake before and it’s not their first time purchasing from Cupbox.
Issue
They didn’t have access to saved cupcakes in customized box page.
Solution
Add a tab to directly access users to the cupcakes they already created and saved as their favorite one.
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Project Take away
Design decisions become impactful when they address both user frustrations and business goals.
The project started as an exploration of how people could personalize cupcakes online. While early ideas focused mostly on visual styling, real user insights highlighted deeper issues: lack of customization, no live previews, and friction in the ordering process.
 Understanding how customers actually want to build, visualize, and complete their box is what truly shaped the final design direction, making the experience both joyful for users and valuable for the business.