1. PHILLY CUPCAKE
website redesign

2. Amy Fiore
Laura Gabel
Shannon Abraham
HTTP://WWW.PHILLYCUPCAKE.COM/
Draft 1

3. WHAT IS THE MISSION OR PURPOSE OF THE ORGANIZATION?
To provide Philadelphia with a specialty boutique offering gourmet, artisan
cupcakes to reflect the creative couture style of at trendy city.

4. WHO ARE THE INTENDED AUDIENCES?
Females 20-54 interested in the fashionable aspect of the city life, and
willing to treat themselves with high-end quality sweets.

5. WHY WILL PEOPLE COME TO YOUR SITE?
Philly Cupcake is a local, well-known pastry retailer. A stronger online
presence is necessary for those who can not make it to the store as they
please, but still want to enjoy the luxury of a gourmet dessert.
The site can give tourists who visit the boutique a chance to satisfy
their craving without traveling, at the same time making it a must-see
Philadelphia destination.

6. WHAT ARE THE SHORT- AND LONG-TERM GOALS OF THE SITE?
Short Term
1. Become a user friendly site
2. Match aesthetic of store/brand with online interface
3. Create a social media buzz
4. Function as promotional channel via mobile app
5. Cater to customer via personal interaction

7. WHAT ARE THE SHORT- AND LONG-TERM GOALS OF THE SITE?
Long Term
1. Develop a stronger corporate identity
2. Expand regular/frequent customer base
3. Drive traffic to site with online order accessibility
4. Become a Philadelphia tourist destination
5. Extend local ties with other businesses through promotion

8. DEFINE THE AUDIENCE THAT YOU WILL TARGET.
Tourists looking to continue their craving online once they fall in love with
the cupcakes on their visit to Philadelphia.
Professionals working in the corporate world who are looking to order
cupcakes for a company event.
Local city-goers looking to get their favorite treat while avoiding the hustle
and bustle.
PROFILES
Creative & Stylish Student
Chic Working Woman
Savvy Career Mom
Upscale Mature Fashionista

9. AUDIENCE SCENARIOS
NAME: Jordyn
AGE: 20
Young, fashionista, who is new to the city.
Likes to party on the weekends but is
focused on her education. Enjoys yoga in the
morning, shopping at Urban Outfitters with her
roommates, and posting photos on Instagram.
SITE PATH: She heard about the delicious cupcakes at Philly Cupcake from
girls in her sorority. Visits the site to find out the store’s location, menu
options and pricing. She reaches the home page, first clicks on “Contact”
tab. From there she is able to click the “Menu” tab to find out flavors and
pricing. A tab called “Dressing Room” catches her eye. She spends time
designing custom cupcakes and then signs up to build a “closet” where
she can save her creations. She can share them via social media sites and/
or place an order.

10. AUDIENCE SCENARIOS
NAME: Deborah
AGE: 28
Professional woman, focused on a career and
wants to take in all that the city has to offer.
She enjoys staying fit, and the occasional
happy hour with her co-workers. In her spare
time she connects with friends on Facebook.
SITE PATH: She passes Philly Cupcake on her way to work but has never
had the time to stop in and treat herself. She has an upcoming new
business meeting and wants to impress the client by providing a sweet
takeaway. She remembers Philly Cupcake and goes to the site to place her
order online. She reaches the homepage and clicks on the “Menu” tab and
sees a link that says “place order” at the bottom of the page. She clicks
through and selects her choice of cupcake flavor, icing and toppings and
enters the amount she will need. She submits her order and recieves a
confirmation.

11. AUDIENCE SCENARIOS
NAME: Colleen
AGE: 45
Light-hearted mom, with substantial finances.
Loves spending time with her two kids and
keeps a very active lifestyle. Her and her
husband like a night out on the town but she
also enjoys cuddling up with a good book
when she can.
SITE PATH: She is planning a birthday party for her 14 year old daughter.
Her daughter loves Philly Cupcake so she visits the site to look at the
ordering options. She looks at the “Menu” tab first to see what they offer.
She knows that two of the girls attending the party can only eat gluten-
free cupcakes and selects the “gluten-free” product options. She finalizes
her purchase and receives confirmation of her order. After the party, she
uploads pictures of the girls with their cupcakes onto the “Gallery” page
and posts a review on the “comment” thread about how much they enjoyed
the treats.

12. AUDIENCE SCENARIOS
NAME: Leslie
AGE: 26
An adventurous, hip foodie, venturing
from Chicago to tour and taste the city of
Philadelphia. She is tech savvy, and keeps up
with a daily blog of her travels. She hopes that
her life will turn out like her favorite romantic
comedy.
SITE PATH: Leslie is walking through the streets of Center City, shopping at
small boutiques. She decides to indulge in something sweet between sites.
She looks on her phone for bakery shops in the area. Her search brings her
to Philly Cupcake’s website and she chooses to download the mobile app
so that she can get the details as she travels. The app gives her directions
and navigates her to the store. After enjoying a cupcake and her visit to
Philadelphia, she decides to blog about Philly Cupcake in her post about
her trip and it pings her viewers to her website. From the website she also
follows the link to Philly Cupcake’s facebook page to “like” it.

13. AUDIENCE SCENARIOS
NAME: Ana Mae
AGE: 64
A grandmother at the brink of retirement,
who is invested in her community, an avid
jewerly collector and paints in her spare time.
She loves vacationing with her family and
gardening.
SITE PATH: Her grandkids are in Philly visiting and she wants to treat them
to something sweet when they arrive. She heard about Philly Cupcake
from a friend at her charity and visits the site to find out more. She wants
to know others’ opinions so she clicks on the “Our Story” tab to find out
what the press has to say. She also clicks on the “What’s New” tab to skim
through the review thread. The majority of the reviews are exceedingly
positive so she explores the menu to see what her grandkids would enjoy.
After a wonderful visit to the boutique and tasting the delicious cupcakes,
she decides to place a large order for the charity event next month.

14. AUDIENCE SCENARIOS
NAME: Brad
AGE: 31
A sports loving, finance broker. Works a 9-5
job, spends his weekends on the golf course
and doting on his fiance. He is humble but
persues and upscale lifestyle. His favorite
show is “How I Met Your Mother”.
SITE PATH: Brad wants to surprise his fiance with a romantic candlelit
Valentine’s dinner. Her favorite dessert is cupcakes so he searches the
cupcake bakeries around Philadelphia. He stumbles upon Philly Cupcake
and from there clicks on the “What’s New” tab to see if there are any
Valentine’s Day promotions on the “Events Calendar”. The promotion
takes him to place a personalized order. After his fiance tried the cupcake,
she raved about wanting to order them for her wedding shower. She visits
the website again to check the “FAQ” tab about themed cupcakes for her
shower.

15. COMPETITIVE SCENARIOS
SPRINKLES CUPCAKES - http://ilovesprinkles.com/
- Excellent design
- Easy to read navigation, effective heirarchy and tabs clearly signified
- Text-feed at top
- Customized icons
- Minimal text, site driven by visuals
- Product gifting, virtual selections come to life (customer interaction)
- Quick to load and successful hyperlinks
- Aesthetic matches brand and product (bright, colorful, fun, chic, tasteful)
- Layout is left-adjusted and only uses a small portion of the page
- Probable error: if the user types in the domain “sprinkles.com” it brings you to a
microsite which can confuse and hinder interaction.

16. SPRINKLES CUPCAKES SITE PATH
photos > biggest fans > submit a photo
videos > short films > behinds the scenes
birthday > join the birthday club
stars > tv > print > photos
cupcake atm > demo
gift a purchase > send virtual cupcakes around the world
downloads > mobile app > jingle > wallpaper > screensaver
cupcake wars > blog > videos

17. COMPETITIVE SCENARIOS
WHIPPED BAKESHOP - http://www.whippedbakeshop.com/
- Effective use of typography, color and white space
- Top and bottom navigation bars
- Content includes, weddings, cupcakes, cakes, cookies, blog, flavor menu
- Simple homepage gallery slideshow
- Product display via gallery from dropdown menu
- Mailing list, e-mail submission
- Local delivery service only, no online purchases (call in inquiry submission)
- Customer comment page
- Product suggestion feature
- No multimedia, quick to load pages
- Simple and clean look & feel “sophisticated Willy Wonka”
- Claims that the site “elevates the web presence of Whipped Bakeshop by taking
cues from fashion sites while maintaining the fun and energy.”

18. COMPETITIVE SCENARIOS
PAMCAKES PHILLY - http://pamcakes.net/
- Quirky blog aesthetic
- Busy background
- Extremely simple navigation, clean typography
- Live social media feed
- Transitioning info gallery
- Mailing list subscription at bottom
- Content includes home, menu, location, our story, news, gallery, contact
- Menu pop-up windows
- Embedded Google Map
- Small thumbnail gallery
- Comment thread via contact page
- Centered, traditional grid layout

19. CONTENT
- Home
- Our Story
About Us > content blurb and visuals
FAQ > information list
Press > news content
- Menu
Cupcakes > product gallery and purchase options
Baked Goods > product gallery and purchase options
Chocolate > product gallery and purchase options
Merchandise > product gallery and purchase options
- Gallery
Picture grid/submit a photo
- Dressing Room
Design Your Own Cupcake > personalize order > gift and send
- What’s New
Event Calendar
Mobile App Download
Comment thread
- Contact
Location /Map/Phone/E-mail/Social Media Icons

20. FEATURES
Site Search
Store Location Map
Social Media Icons
Shopping Cart
Gallery
Dressing Room/Cupcake customization
Promotional Event Calendar
Comment Thread
Mobile App
Member Log-in/Sign Up

21. FUNCTIONALITY
Site Search - search engine code
Store Location Map - embeded Google Maps
Social Media Icons - hyperlinks to static pages
Shopping Cart - view/selection capability/save cloud
Gallery - photo viewer/jpeg uploader
Dressing Room/Cupcake personalization - custom coding “flash player”
Promotional Event Calendar - embedded calendar w/ promotion call outs
Comment Thread - input/output function
Mobile App - download capability
Member Log-in/Sign Up - registry function

22. PHILLY CUPCAKE
Information Architecture
home
our
story menu gallery dressing
room contactwhat’s
new
about
us
FAQ
press
merch
cupcakes
baked
goods
chocolate
photos DYOC
create
send
app
DL
calendar
comment
thread
mobile
app
business
info