Namelaka

About

Namelaka is an e-commerce website for a pastry business.
The initial website did not have a full checkout flow. Users could browse products and leave a request without details or payment. After that, managers contacted customers manually and processed orders by phone.

The goal was to design a fully automated ordering system that replaces manual order processing and supports complex business logic.

The website was designed with a mobile-first approach.

The Challenge

The main challenge was to design a checkout flow that reflects real business constraints.

The business can prepare a limited amount of products for specific time slots. Because of that, not every product is available immediately, and users have restrictions on when they can receive their order.

Some products can be picked up the same day, while others are only available for a specific date.
This required a cart that supports multiple order types within one checkout.

Another challenge was building a clear and flexible logic for cake customization while keeping the flow simple and understandable.

Role & Responsibilities

I worked on the project independently.

I was responsible for:
– product logic and UX strategy
– full UX/UI design
– cart and checkout logic
– cake customization flows
– communication and negotiations with the client
– preparing designs for development and handoff

I acted both as a UX/UI designer and product owner on the project.

Design Process & Approach

The work started with deep analysis of business processes and preparation limitations.

I focused on how product availability, preparation time, and delivery type affect the user journey and order creation.

UX Stage

I designed a cart system that supports different order scenarios:
– products available immediately
– products available for a specific date
– mixed orders in one cart

Depending on the delivery type, the system reserves a preparation time slot and creates the order accordingly.

Users can choose:
– city taxi delivery
– courier delivery
– self-pickup

Users can track the preparation status in their personal account and view previous orders.

Cake Customization Logic

One of the key tasks was designing cake filling and decoration selection.

The product logic was redesigned so that:
– cake decor is the main product
– filling selection happens before adding the item to the cart
– additional decor elements (for example, a lollipop) can be added for an extra price

This structure allowed flexible customization without overloading the checkout flow.

UI Stage

There was no strict brand book at the beginning.

The UI went through around 10 iterations with different layout and color options.
Colors were approved separately and played a key role in the final design.

The client wanted the website to visually continue the restaurant interior.
Finding the right shade of pink was especially important to preserve brand identity and atmosphere.

Handoff & Development Support

After finalizing the UI, I prepared the designs for development.

During development, I supported the team, clarified business logic, answered questions, and helped polish edge cases.

Outcome

The project was successfully launched.

The result was a full transition from manual to automated order processing.
All orders moved from phone calls to the online system.

This led to:
– full checkout automation
– removal of manual order handling
– increasing online sales by 90%