Main Strategy

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Sweet Haven caters to a customer centric approach, the idea behind it, is to design baked goodies, after thoroughly understanding customer needs. The company’s market research does this perfectly by capturing data about customer’s routine purchase habits, behaviors and dessert preferences. Following this, a carefully curated profile is drawn up on existing and potential customers of the company.  This depicts detailed information that allows Sweet Haven to develop an enhanced understanding of how each of the individual customers (cake lovers) perceive the brand.

 

The design of the website caters to the ideologies of multiple consumer personas in an attempt to appeal to a wider audience of , while still representing a group of individuals who want to satisfy their sweet tooth in the best way possible. Classic dessert options available across different collections engage consumers in stories of their own baking experience. Existing customers of Sweet Haven  provide testimonials of the role that it has played in completely transforming their sweet palettes. A detailed journey of the bakery’s strong affiliation with its customers that showcases its uniqueness and makes for intriguing stories.

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The power of storytelling is immersive, it allows for the brand to actively engage in building meaningful relationships with its audience. Consumers have the ability to create interesting brand stories through these social interactions with Sweet Haven, something that the company actively participates in. This becomes the basis for the content available on the website for users subscribing to Sweet Haven’s online experience. Using this marketing strategy, the company will be able to find new groups of sweet lovers to advertise, to keep existing customers engaged and improve conversion rates.

 

Full description of your target audience

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The target audience for Sweet Haven can be defined as individuals of different age groups and all walks of people, who insist on highest quality and tastes used to make their favorite desserts. Generally, Sweet Haven is positioned to target medium to high income customers who can afford price of quality in every bite they take.

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 Design and development for intuitive user experience

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The user centric approach that Sweet Haven uses when designing products according to consumer tastes is also true with the design of the website. To assess this user experience design, Sweet Haven considers all the needs of any user accessing the website, to focus on simplifying the user experience while simultaneously enhancing it. The homepage makes use of the slideshow box from where users have to discover more option and 3 extra options directing to the shop page. When users want to discover more about Sweet Haven's story, they can access it on the click of a button and be directed to the brand’s story and how to it has come to build a reputation for itself in the baking business.

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Then according to the preferences of the user, they can choose between 9 categories which is connected to a unique offering of products under each collection, respectively. At any given time while accessing the pages on the website, if the user wants to come back to homepage, a convenient option is placed within the logo, that will bring them back where they started. The information is placed in systematic order and according to customer expectations, while being relevant with Sweet Haven’s ideologies.

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When the user proceeds to scroll below, the company values are stated clearly to allow the user to understand the cultural background of Sweet Haven. A video with parallax scrolling option also enhances the portrayal of the organic baking process of making cupcakes, it makes for an attractive viewing option for both existing and first-time users. Finally, testimonials from existing customers are also exhibited on the homepage, so potential users who are contemplating about getting their hands on their first Sweet Haven product, are more likely to be reassured on the quality of the products, if testimonials of previous customers provide positive feedback.

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The content of the website of website has a simple, user-friendly interface, can be accessible by people of any age groups. It contains 4 web pages, a home page, about page, shop page and contact page. The home page displays the main idea and latest collections available, the colour scheme cream and brown is in line with the theme of Sweet Haven and represents homely, vintage feel that inviting customers to indulge into the website.

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Phone numbers, email addresses, location of the store and social media links are located at the bottom of the homepage and in plain view for the user to access. Simple words and short phrases are used on the homepage to appeal to the users and let them remember the brand. Each content section is placed with a short heading and gives as to what the content is set to establish. The information is in decreasing order of importance, with keywords in bold headings and details in smaller textboxes. Information throughout the website has simple, straightforward flow, making it easy on the user’s eyes.

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The about page provides detailed information about the brand baking story and the mission of the brand. The entire page makes use of an attractive parralax scrolling option to depict the creation of the bakery. Users can view the baking history associated with the brand and be motivated to take part in its brand stories. The founder's personal inspiration is illustrated through a heartwarming story that gives users an idea that the brand is open and genuine.

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Shop page is divided into different categories, and when users click on one of the options, they are taken to another webpage that depicts the array of options available to pick from. However, not too many options are provided in an intentional attempt to not confuse the user and simplify the user experience of making an online purchase. All the products displayed in the online store are in line with the Sweet Haven’s vision

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The contact page ensures Sweet Haven has provided users with a mode of communication that would later go on to establish a relationship between the company and its customers. A simple form is available where the user would need to fill in their personal details, and a confirmation email is sent to the user’s email address to ensure that Sweet Haven will be able to contact the user on it for any future communication about new collections or latest offers made available.

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Simran Dsouza - 20170005801