Baking Heaven is a recipe platform designed to inspire users to bake cakes and desserts while also offering baking tools and ingredients.
This project focused on improving product visibility and making the experience more accessible for an older, tech-savvy audience.
Role: UX designer
Course: Treehouse
Problem
Baking Heaven had two main challenges:
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The platform primarily focused on recipes, while the e-commerce aspect—selling baking tools—was underrepresented.
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The website did not effectively cater to its key audience: tech-savvy women aged 50–70, who make up a large portion of in-store customers.
As a result, users were not fully aware of available products, and the digital experience did not align with the needs of the target audience.
Audience
Primary audience:
Women aged 50–70 with a passion for baking who want to improve their skills.
They:
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Actively search for high-quality recipes
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Appreciate guidance from experienced bakers
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Are comfortable with technology but value simplicity and clarity
Personas (Arna & Rose) were created to better understand their needs and behaviors.
Baking Heaven
Solution
The solution focused on both increasing product visibility and improving usability for the target audience:
1. Product integration within recipes
Relevant baking tools are displayed directly within each recipe, making it easy for users to understand what they need and purchase it seamlessly.
2. Guided baking experience
Video tutorials featuring professional bakers were introduced to support users step-by-step and highlight how tools are used in practice.
3. Improved recipe discovery
Recipes are presented visually, with hover interactions revealing additional details—helping users explore content more intuitively.
4. Accessibility for older users
Features like printable recipes were added to match user preferences and bridge digital and offline experiences.
Iteration
Highlight baking tools
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To attract tech-savvy eldery women
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Wireframe
Recipes
Recipe being hovered
Recipe selected
Baking tools
Mockups
Recipes
Recipe being hovered
Recipe selected
Baking tools
Key learnings
Designing for an older audience highlighted the importance of clarity, familiarity, and flexibility.
User testing—especially with my 83-year-old grandmother—revealed that physical interaction still plays an important role, which led to the inclusion of printable recipes.
If I were to continue this project, I would:
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Conduct more structured usability testing with the target group
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Prioritize mobile-first design from the start
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Further validate how product integration impacts purchasing behavior