The

Dessert

Affair
Fine Gourmet Catering

HINA YASMIN UX & UI DESIGN


2023

o
Ab ut thi pr ject s o
The Dessert Affiar is a beloved homegrown gourmet dessert catering brand owned by
Sareena located in Kochi, Kerala. Founded out of a shared passion for confectionery delights
4 years ago, it seeks to elevate the sweetness in every occasion. Their desserts are available

for bulk orders and can be customized to accommodate any dietary preference.

G oals Ch llenge a s
They aim to elevate their online The Dessert Affair primarily relies on
presence and provide an immersive word-of-mouth recommendations

experience that mirrors their expertise and promotional Instagram posts to

in dessert catering. The objective is to reach potential clients. This approach
showcase their values and makes it challenging to effectively
communicate their distinctive selling convey their offerings, share dessert
points through an engaging online images, and discuss dietary
platform.
restrictions, hindering their ability to
engage and convert clients.

Pr ce o ss
/01 Empathise /02 D e ine
f
/03 Ideate /04 P rotot pe y /05 Design
In-depth interviews Customer Journey Mapping Information Architecture P rototyping UI Kit

User Personas J obs to be done User Flow Usability Test UI Design

Feature Functionality List

s
U er Re e rch s a
U ser Stories

Inez - The bride to be

Inez, a 28-year-old graphic designer is a vibrant and creative individual with a flair for
aesthetics and design. She's outgoing, social, and loves celebrating life's special moments with
friends and family.Creativity and personalisation are at the heart of Inez's values. She believes
that every event should reflect the unique essence of the individuals it celebrates.

G oals

a
Ch llenge s

Inez's primary goal is to organize a Inez struggles to find desserts from a

vibrant engagement party that trusted caterer that match the
perfectly captures her and her engagement party's theme and create
fiancé's personalities. She wants the an interactive experience.
desserts to be a delightful surprise
that resonates with the joyous
occasion.

o a
R h n- The techy
Rohan is a 48-year-old senior executive in a tech company. Rohan is a pragmatic, organised, and
ambitious professional who is dedicated to his career. He values efficiency, professionalism, and making a
strong impression on colleagues and clients.

G oals

a
Ch llenge s

Rohan's goal is to flawlessly organize Rohan is overwhelmed by the

a high-profile business event with an abundance of dessert options and is
emphasis on networking. He aims to not well-versed on the topic. He is
leave a lasting impression on clients unsure about what desserts would suit
and colleagues through an his needs. and needs guidance and
impeccable dessert experience.
suggestions.

Ib a - The aunt to be
Iba, a 23-year-old marketing executive, is expecting her first niece/nephew. She's passionate
about her career, deeply involved in community events, and enjoys spending quality time with her
family.Family and community are at the core of Iba’s values. She believes in celebrating life's
milestones with loved ones and creating memorable experiences.

G oals

a
Ch llenge s

Iba's main goal is to organize a With her busy work schedule, Iba finds
gender-neutral "Woodland it challenging to plan the event in
Adventure" themed baby shower that detail. She worries about
brings joy to her family and friends. accommodating all dietary
She wants to ensure everyone enjoys preferences and ensuring the dessert
the celebration and the desserts choices resonate with her chosen
cater to various dietary needs. theme.

s
U er J urney o Maps

Journey Map of Inez - The bride to be

Journey Map of Rohan - The techy

Journey Map of Iba - The aunt to be

o
C mpetitive An ly i a ss
/01 K ro on
zz 
 /02 Lopera ndi I a
 /03 La olie
F /04 Tu ileries atisserie P

Opp rtunitie o s
/0 Find a way to streamline dessert selection process.
1

/02 Find a way to address dietary preference concerns.

/03 Find a way to reduce information overload.

/04 Find a way to provide feedback assurance.

H ow might we help the owner o he essert air to streamline f T D Aff

dessert selection while addressing dietar pre erence concerns y f ,

red cing in ormation overload and providing eed ack ass rance to
u f , f b u

enhance the overall ser experience u ?

Ide ti n a o

Dessert Selection

Dietary Information

Feedback assurance

/01 M en u


/02 Ab o tU
u s


/03 Services vervie O w



/04 F eat red essert Creation

u D s


/05 D ietar n ormatio

y I f n


/06 D essert ort olio Showcas

P f e


/07 C stomer estimonial

u T s


/08 D essert C stomisatio u n


/09 n
I qu ir y / R e qu est or F m


Fe ture 
 a /10 Social M edia ntegratio I n


Functi n lity
 o a Contact n ormatio

s
/11 I f n


Li t
/12 D essert log B / A rticles

The
Dessert

Affair

Inf rm ti n
 o a o
Architecture

of Rohan - The Techy

Rohan's task is to discover and select suitable

desserts for a business event and eventually booking
a flavour sampling session.

Scrolls down to explore the main

Lands on the homepage
sections
Clicks on the "Events"

Is taken to the product page Clicks on the item Explores the pictures Selects "Corporate Events"

Adds items to the cart Clicks proceed Selects “Get quote” Selects “Schedule a flour
sampling session”

Clicks “Submit” Clicks “Confirm” Adds details

Mid-fidelity Wireframes

Landing Page Events Search

Task flow

Corporate Events P roduct Page Cart

Customisation Details Confirm

Confirmation Contact

Pu rpose
To lead in shaping an innovative and inclusive dessert culture, setting new
standards in the industry.

P romise
Simplifying the Dessert Selection Journe
Addressing Every Dietary Concer
Ensuring Your Satisfaction Through Personalized Feedback

Core Val es u

Inclusivity | Creativity | Personalisation 


Culinary Excellence | Transparency

Br nd
 a T arget Au dience

Identity
 Couples and Individuals Celebrating Special Occasions | Parents and Families

Brides and Grooms | Health-Conscious Consumers | Gift Shoppers

Corporate Clients | Educational Institutions

Iceberg Event Planners and Coordinators

B rand Archetype P ersonality

L ver o & Magician

Innovative | Elegant | Memorable | Creative | Indulgent | Joyful | Trustworthy | Celebratory 

Artisanal | Festive | Essential | Unique | Sophisticated | Irresistible

s
De ign Incepti n o Worksheet

Type of motion/movement

VISUAL LANGUAGE Quality of

space or structure
Flowy Airy

Type of imagery MOOD Symmetrical &

Minimalistic
balanced

Clean Calm Elegant White Space

CONTEXT
Card Layout
Subdued
Sensual Luxury Grid Gallery

Organic
Welcoming
Modern Straight

Harmonious Rounded
Soft Serene
Tone of voice Thin
Delicate Elegant

Pastel Cool
Light
Neutrals
Type of shapes/lines

Type of Colours

UI Kit

#FFFEFE
 #383636
 ##d9abac


Primary Secondary Accent

& Headline Medium - Cormorant Garamond

Cormorant Garamond
Jost
Headline Small - Cormorant Garamond
Body Large - Jost 16
To elevate every celebration,
it's set against the backdrop
of bustling events, fromBody Medium - Jost 14

Typography
intimate family gatherings to
grand corporate soirées.

Body Small - Jost 12

o o a Ic n gr phy
 Spinner

& Grid System Tabs Active tab Inactive tab

Radio Button

Vegetarian

Non - Vegetarian

Primary Button label

PILL

Secondary Button label

PILL

Hover Button label

PILL

Primary Button label

PILL Disabled

Secondary
PILL Disabled Button label

Outline Button label

PILL Disabled

Mock ups F igma rotot pe

P y

U sability

Testing

I utilised a Maze platform and Attention insight to test my design prototypes, collecting feedback from 7 individuals to 1

ensure user-friendliness and real-world effectiveness. This approach allows me to fine-tune and optimize my designs
based on valuable user interactions.


The testing process has been quite successful so far, with an average opinion rating of 3.9 out of 5. Additionally, I've
achieved a 8 .2% on the optimal clarity and usability.
1

Result

1 7 3.9
Responses O pinion Scale
81
O verall
.2%

Thank
you ! F igma rotot pe P y

HIN Y S NA A MI
U X & U ES GN
 I D I

2023