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Digitalmohawk

05 / Daci & Daci Bakers

A shop for something you cannot post

An online shop for a Hobart patisserie. Cakes, pastries and bread are ordered on the site and collected from the counter, because a filled tart does not survive a courier. The product pages carry the rules that come with perishable food.

The brief

Daci & Daci bake everything on the day and sell it from their own shop. They wanted to take orders online, which is straightforward for most retailers and awkward here. A celebration cake cannot be posted, it has to be eaten within two days, it comes in five sizes at five prices, and it may contain things a customer needs to know about before they order. All of that has to be settled before anyone reaches a payment field.

What we built

  1. 01

    Every product page states the price as a range, because the same cake is made in five sizes, from four people to twenty

  2. 02

    Cake size given in people and centimetres together, so nobody has to guess what a 24 by 24 will feed

  3. 03

    Allergens listed on the product page, not in a policy page somewhere else

  4. 04

    Storage instructions with a shelf life in days, because that is the number that matters for a fresh cake

  5. 05

    Collection stated plainly on the product page: in-store pick-up only, a day nominated at checkout, held 24 hours, and a phone number for changing the day

  6. 06

    A shop filtered by Bakery, Pastries, Cakes and Others, so someone after a loaf is not scrolling past celebration cakes

  7. 07

    A slide-in cart, so adding a second thing does not mean leaving the shop

  8. 08

    A dark ground throughout, so the food is the only lit thing on the page

Screens

A product page for a coffee, caramel and pecan tart, priced $60 to $160, with an Additional Information table listing cake sizes, allergens, storage and a pick-up only shipping note.
The page that does the work. Size in people and centimetres, allergens, how long it keeps, and the fact that it cannot be posted, all before the basket.
The homepage: a full-width photograph of the patisserie counter with the line 'Fabrication Authentique' and an Order Online button, above two panels for cakes and daily delicacies.
The counter, photographed as it looks. Order online and view the menu are the only two things being asked.
The shop page headed 'Choose goodies to your baskets', with filters for All, Bakery, Pastries, Cakes and Others, over a grid of dark product cards.
Bread and celebration cakes are different purchases, so the catalogue splits them rather than mixing them by date added.
A shopping cart sliding in over the shop page, listing four cakes with quantities and a running total, with View Cart and Checkout buttons.
The cart slides over the shop rather than replacing it, so a second item does not cost you your place.

Outcomes

  • Someone can order a cake without phoning to ask what size it is or how long it keeps

  • The constraints of fresh food are on the page where the decision is made

  • The catalogue separates a daily loaf from an ordered cake, which are different purchases

  • Photography carries the shop, which is what a patisserie sells on

Next project

The envelope does not have to say Drug Education Network

Drug Education Network

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