Going into the initial research, I assumed that the inability to view menu item pictures, details, and prices on the current bakery website would be a pain point for customers.

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After conducting user interviews, laying out an affinity diagram, and building empathy maps, the research confirmed that a lack of menu item information was a concern for users.  The research also uncovered two pain points I hadn't considered.

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The first of these pain points was item availability status.  A theme emerged in the user research that indicated users wanted to have a way to see (online) which items were available and which items were sold out that day.

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The second newly identified pain point came from some customers who were frustrated that ordering a cake (with customized specifications) could be difficult due to miscommunication between the customer and the cake makers.

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Working parents with children were the largest population in the group that was frustrate by the cake design issue.  Other user groups like tourists, retired residents, and working residents all shared frustration at the uncertainty of availability of bakery products.  All users were frustrated at the lack of of an online menu and online ordering option.