Guilt Free Food: from home based to local bakery; crafting an e-commerce experience that scales.
Project Overview:
Redefining GFF's brand, website and shopping experience to support their growth transformation.
What I worked on:
Brand identity
Shopify Development
Responsive Web
The Challenge
Guilt Free Food is a homegrown bakery serving up wholesome, handmade treats. What started with just three products quickly expanded into a full menu of over 40, with a physical store and growing demand. The brand was scaling—but its website wasn’t keeping up.
So the challenge was: how do you turn a charming, cluttered home-baked experience into a smooth, scalable online journey—without losing the warmth that made it special?
The Approach
1. Discovery & Research
Interviewed the founder to understand customer pain points and business goals.
Noted that most customers accessed the site via Instagram on mobile.
Identified that unclear pickup/delivery info and product filtering were barriers to conversion.
2. Wireframing & Prototyping
Sketched out wireframes to simplify the homepage and product flows.
Created sections for shopping by product type, occasion, and diet.
Built a responsive prototype in Figma and validated with the founder.
3. Visual Design & Build
Used a soft, warm palette and hand-drawn accents to retain the brand’s homey vibe.
Implemented sticky CTAs and a simplified cart for better mobile ordering.
Developed the full site in Shopify, integrated relevant applications for pick ups in physical store.
The Result
47% increase in completed check out rate
3% increase in conversion rate
7% increase in returning customer rate
"A clean intuitive and user-friendly website that finally captures what Guilt Free Food stands for. The improved UX alone has made a noticeable difference — we're now better able to guide customers to explore, trust, and convert."
Joyce, Founder of GFF