Expanded Reach Beyond Canberra

Space Kitchen had built a strong product offering of fun, bright, seasonal cakes with consistent local demand in Canberra. Customers were able to place orders, but the brand’s reach was largely limited to its existing audience. There was no meaningful visibility on Google, and little discovery from new customers searching online.

While the product was strong, the digital presence didn’t reflect the personality, creativity, or quality of the brand.

The existing ecommerce website was functional but basic. It didn’t communicate the experience behind the cakes, didn’t generate excitement, and positioned the brand in a purely transactional way. Most importantly, it wasn’t supporting broader engagement such as café bookings or exploration of seasonal offerings.

The Challenge

The issue wasn’t just design—it was clarity of positioning and user experience.

Space Kitchen needed a website that captured the joy and visual identity of the brand while supporting three key customer actions:

• Ordering cakes online
• Booking into the café
• Exploring seasonal and celebration-based collections
• Ordering food online

The existing platform didn’t guide users toward these outcomes. It lacked hierarchy, emotional engagement, and a clear flow from discovery to action.

What I Did

I repositioned the website around the experience of Space Kitchen, not just the products.

The goal was to translate the energy of the physical café into a digital experience that felt vibrant, inviting, and easy to navigate.

Phase 1: Brand Translation into Digital

I developed a colour-led design system inspired by the brand’s identity—yellow and pink—combined with playful layouts that reflected the creativity of the cakes.

This immediately shifted the perception from a basic ecommerce bakery to a more expressive, experience-led brand.

Phase 2: Structuring the Customer Journey

I restructured the website architecture to create clarity and intent, ensuring users could:

• Order cakes with ease
• Book café visits without friction
• Browse seasonal and celebration collections intuitively
• Order take away food

This introduced hierarchy and removed unnecessary friction, making it easier for users to move from interest to action.

Phase 3: Conversion and Functionality

I refined the ecommerce experience to make ordering straightforward and reliable, while improving product presentation to better communicate quality and increase order confidence.

Café booking functionality was also integrated, creating a more unified experience across the site’s core customer actions.
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The Outcome

Space Kitchen now has a digital presence that properly reflects the energy and personality of the brand.

Customers can easily order cakes online, book café visits, and explore seasonal offerings through a clear and engaging interface.

More importantly, the website has strengthened discovery and visibility, contributing to significantly increased reach beyond Canberra, with customers now travelling nationally and internationally to visit the café and experience the cakes in person.