Guilt Free Food by Joyce - from home based to local bakery; crafting an e-commerce experience that scales.
ROLE
Designer & Developer
TIMELINE
Nov - April 2025
SKILLS
Product design
Brand identity
Shopify development
OVERVIEW
Guilt Free Food (GFF) started as a homegrown bakery serving up wholesome treats. and quickly grew a loyal following. But as the business scaled, their website struggled to reflect their brand values and hindered users from checking out smoothly. I was brought on to redesign their digital experience — from brand identity to site structure — with a focus on emotional connection and ease of use.
"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
OUTCOMES
47% increase
order completion rate
7% increase
returning customer rate
3% increase
conversion rate
THE CHALLENGE
How might we design a digital experience that builds emotional connection with its audience and showcases its product offerings in a simple, intuitive way?
GFF needed more than a functional (templated) store. They needed a brand presence that captured their heartwarming values, showcased their puddings clearly, and guided customers to checkout with ease.
RESEARCH & INSIGHTS
To understand motivations and common questions, I conducted casual interviews at a physical pop-up and had a go at selling the products myself. A clear pattern emerged — customers consistently asked about ingredients and allergens, highlighting a strong need for ingredient and nutrient transparency. Around 30% of customers had celiac disease, making it crucial to surface gluten-free options quickly and clearly.
Key insight: Customers needed a faster, more transparent way to find products that matched their dietary restrictions — especially gluten-free options.
SOLUTIONS
Here are some of the key screens / what was changed.
REFLECTION
Working within Shopify’s limitations for F&B meant creative workarounds, especially for managing perishables. In hindsight, I would have conducted more usability testing to track task completion times more accurately. Still, this project taught me the value of designing with real business constraints and how UX decisions drive real revenue impact.