Cake Craft World came to Angle Studios as an established provider of cake making products, with footsteps into online tutorials already underway through the power of YouTube and their website customers. However, Cake Craft World wanted to create a dedicated cake decorating tutorial website which would enable creative bakers to subscribe to learn how to make amazing looking cakes. The website needed to entice and appeal to bakers of all skill levels right from beginners learning the skill for the first time to professionals wanted to increase their skill set.
Our research saw us looking at both their competitors websites and also other subscription based services in order to increase our understanding of how they both group their customers and how they serve their videos to those customers.
Through our research we found a number of key features to include in the website to make sure it was effective as possible from an easy-to-use filter and search functionality to considering the different type of customer (individual, group or educational) and how we were going to make sure they took the right route through the website to the correct payment method for them.
For the design we looked to incorporate lots of big imagery to showcase what can be achieved through the subscription tutorials with plenty of calls to action placed conveniently to encourage as many people as possible to move through the website and convert to new subscriptions.
The colours used throughoput the website were inspired by the logo supplied to us as well as the Cake Craft World website the already existed. We wanted to create synergy between the two website while also showcasing CakeDecorating.TV as its own brand.
With some clever integrations we added different payment methods based on the customers location and the type of subscription they were purchasing.
We also wanted to make it as simple as possible for subscription customers to be able to purchase the ingredients in each video. To do so we included a handy call to action with each video which when clicked took the user to the Cake Craft World website where the desired ingredients are waiting for them in a basket.
This was a thoroughly enjoyable and challenging build that our team took in their stride resulting in a satisfied client. This is a website that has the potential and ambition to go global and we are pleased to have been a part of creating it. The world is CakeDecorating.TV's oyster... or cake?