Creative Brief
Table of Contents
Objectives..................................................................................................................................................... 4
Main Business Goal................................................................................................................................. 4
Secondary Business Goal ........................................................................................................................ 5
Long Term Business Goals ..................................................................................................................... 5
Audience ...................................................................................................................................................... 6
Key user Groups ..................................................................................................................................... 6
Persona ..................................................................................................................................................... 6
User Scenario........................................................................................................................................... 7
Tasks Performed ..................................................................................................................................... 7
Personality and Tone .................................................................................................................................. 8
Website Mood Board ............................................................................................................................ 10
Visual Design Outline ............................................................................................................................... 10
1.
Wireframe and high-fidelity mock-up ........................................................................................ 10
2.
Wireframe for a typical content page ......................................................................................... 12
Structure Overview ................................................................................................................................... 13
A structure chart for the website ......................................................................................................... 13
Cake Club
Objectives
Main Business Goal
Cake Club is a small business in the local community. It seeks to promote small home-based
businesses, increase women's entrepreneurship, generate employment, and stimulate economic
activity. It is widely known that starting a small business in today's market and competing
against well-established and settled businesses can be extremely difficult. In today's fast-paced
society, when everyone is pressed for time, many people are finicky when ordering food. It is
not just the convenience of ordering online that attracts today's customers, but they are also
able to see what is available, the price, and the process is very simple.
Regardless of the industry, a business is in, its online presence can have a significant impact
on its success. For an organization to generate more revenue, having a strong online presence,
especially a website, is crucial.
The goal of the website for Cake Club is that it can increase sales, create customer awareness,
enhance the customer experience, reduce costs, improve workflow, and help to grow the
business.
1. Increase the number of qualified leads
Lead generation is probably the most popular goal for the website which will increase
marketing performance. Instead of measuring lead increase by an absolute count, we can
measure it by a percentage increase. That way, traffic fluctuations are considered and
historical data can be analyzed.
2. Find Customers
Today's environment of competitive online search emphasizes the importance of quality
content. Search engines have overhauled their algorithms to better serve users, including
rewarding sites that provide helpful content and a good user experience. Our website has
to show up in the search engine results if someone is looking for a product or service we
offer, or we risk missing out on potential business.
It is possible to build a brand presence for your business on social media, but the platform
restricts the design, the process, and the technology you can use.
3. Attract customers for online courses
Besides running evening classes that last several weeks, As Cake Club also offers one-time
parties, including hen parties and kid's parties. The cafe and celebration cake parts of the
business are doing relatively well, but Cake Club has had trouble attracting customers.
Secondary Business Goal
To grow in the market and reach out to new customers, small businesses aim to expand. Even
though face-to-face interactions and word-of-mouth can be important, having your website on the
web gives you the chance to reach thousands of people. An e-commerce store allows you to sell
products online and ship the products practically anywhere in the world. Hence, you might find
out that your services are in demand in neighboring cities and states, leading to the expansion of
your services and even opening regional offices.
Long Term Business Goals
1. While Cake Club will start as a small bakery, it will aim to grow as time goes on. The business
plans to open more shops in nearby areas once it proves to be a success. Cake Club will slowly
expand to a broader range of locations as its success grows. Customers will be able to view
everything the bakery offers on its website as well as place orders through the site. With these
expansions, more consumers will be able to access Cake Club.
2. To remain competitive, the company also plans to study the prices of comparable products
from other companies in the region.
3. To gain consumer awareness, Cake Club will hold a grand opening when it opens. Participation
in the community will help Cake Club gain greater attention as it shows the company's
commitment to its local community. The business name will also be frequently exposed to
community members through such involvement.
4. Additionally, consumer surveys benefit businesses by providing information about what
products customers prefer. These surveys can be published on the company's website to
increase customer satisfaction and receive customer feedback. Cake Club will be able to
improve its products or services based on the opinions of its customers.
5. Cake Club can use sales records to predict certain patterns of sales by carefully tracking which
items sell fastest. The ability to predict sales patterns more accurately can be achieved by
paying attention to variables that influence sales, such as holidays and weather.
Audience
Cake Club will also provide celebration event services to meet the needs of large events, making
the café’s services more convenient for consumers. Because it is a bakery, Cake Club will have a
wide target market. A target market comprised of people of all ages will enjoy the delicious
homemade cakes. Cakes are a low-priced item; they are accessible to almost anyone regardless of
income, again maintaining a wide target market. This bakery will be able to accommodate a wide
spectrum of consumers with its wide array of product options, convenient services, and broad
target market.
Key user Groups
A persona represents a representation of your target audience for reference that is reliable and
realistic. Personas are not aimed at representing all audiences or meeting all the needs of a website,
but at addressing the major requirements of the most important user groups.
Persona
The user persona created is Isabelle, an experienced marketing professional who is 32 years old.
She is unmarried and without children. When she's not at work, Isabelle likes to spend time with
friends.
Her goals
1. For a change of mood with a pick-me-up from the office
2. Quick meals while saving time
3. Take a break to pick up one of her favorite bakery items
Her frustrations
1. The bakery is overcrowded and there is a long wait in line.
2. The bakery sells out of her favorite item sometimes.
3. Worried about the ingredients of the product and carb contents.
User Scenario
Then a user scenario for Isabelle is created after creating her persona. This scenario explains
Isabelle’s experience in greater detail. In addition, it allows designers to make design decisions
and provides a simple way to understand Julia's current condition and what they can do to help her
effectively.
“While Isabelle is working hard during her long day, she's overcome by the desire for a croissant.
In celebration of the completion of their recent project, she also wants to share a few with her
coworkers. When she arrives at the bakery, the fresh croissants have already been sold out. Despite
getting a few before they went out of stock, she finds a long line of another 10 minutes to check
out. Isabelle rushes to make it back in time for her afternoon meeting and manages to get there
just in time. Budget plays a big part in her decision making.”
Considering the user scenario, it is easy to see that Julia is frustrated about having to wait for her
baked good and dealing with the busy bakery. Isabelle is hassled by this and ends up being late for
her meeting. To make it easier for Isabelle to purchase baked goods without dealing with her
frustrations, Cake Club wants to fix this situation for her. The price is also an issue for her.
Tasks Performed
This case illustrates Isabelle's starting point as coming onto the website, and her endpoint as
receiving/obtaining the baked good. The main problem with working with baked goods is that they
needed to be fresh. It is either necessary to deliver the baked goods (as shipping could take too
long and affect freshness) or the baked goods could be preordered/picked up in-store based on the
users' preference/need. It is determined that it is vital to include both options. Julia may want to
pick up her order at the bakery or she may choose to have it delivered if she has a deadline to meet.
Figure 1: Persona Profile of one of the Key User Groups
Personality and Tone
Essentially, the target audience profile entails identifying a group of customers most likely to
respond positively to your promotion, product, and service offerings. Analysis of the target
audience helps to determine the voice tone to communicate with users. As this website is based on
selling bakery items, so users belong to any age will use this website. The user of any age can
order coffee and cakes. Any event organizer and user can use this website to plan and book an
event. The users can take online baking courses and can then use that skill in making a profit. The
analysis of the target audience will be done on basis of age, geography, demographical and
personality. The optimization of the website will be done using Search Engine Optimization and
using keyword strategies. To achieve the respective goals, priorities are set. Each goal is divided
into priority and each page focuses on a single requirement. The metrics are then used to measure
each goal. The following table shows the goals and metrics to achieve them.
Priority Level
Goals
Priority 1
Priority 2
Attract Customers
to the website
The easy and
uncomplicated
ordering process
Features
Online courses
page
 Courses
description
 Courses
subscription
 Courses
reviews
Menu page
 Start page
displaying a
variety of
cakes
 Select and add
items to
favorites
Community page
 Chat room
Order page
 Option to call
 Option to fill
the form
Social media
image gallery
 Bakery
images
 Customer
images with
Cake Club tag
 Celebrations
images
Customer profile
 Order history
 Favorites
 Shopping list
Priority 3
Seamless
integration of
branding to
achieve
customers’ trust
Icon system
 Extend visual
style across
the site
through icons
Photos
 The mix of
atmospheric
café and
product shots
featured at a
large scale
across the site
Voice
 Maintain
consistent
voice that
matches the
tone
established on
site
Reviews page
 Feedback
Metrics
Track how many
customers log in
to the website.
Track the activity
of users on the
social media
gallery page.
Track feedback
and reviews
Track number of
click-throughs
from the home
page and subpages
Track the
preferences of
users
Track number of
orders per day
Track the items
most ordered
Table 1: Goals and Metrics of Cake Club website
Track the
number of clicks
for photos and
icons used as
links.
Get qualitative
feedback
through online
channels.
Website Mood Board
A website's direction can be determined by a digital collage or group of elements. Mood boards
are similar to creative briefs, except you include actual visual and UI elements of a website instead
of writing about them. The mood board of Cake Club is shown below. The color theme is shown
through color palette. The images are used as references that can be used in website designing.
Figure 2: Mood board of Cake Club website.
Visual Design Outline
1. Wireframe and high-fidelity mock-up
In a website wireframe, the main features and navigation of the design are laid out. Before
considering the visual design elements, like content and color schemes, it gives an understanding
of the site's functionality the wireframe of Cake Club is shown below. The main page consists of
a logo and menu bar which will be further navigated. Then the tagline comes. below that the image
gallery will be shown. The freshly baked cakes will be shown there to enhance customer
experience and trust. Then the services being offered will be explained below. The users can
contact using a contact form placed below the webpage.
Figure 3:1. Wireframe and high-fidelity mock-up
2. Wireframe for a typical content page
Figure 4:2.Wireframe for a typical content page
Structure Overview
A structure chart for the website
Website sitemaps are diagrams that show the overall organization, navigation, and purpose of a
website. Additionally, they can be used to test new navigation paths on a website and to reorganize
existing structures.
Figure 5:Structure chart for Cake Club website