Redesigning 2210 Patisserie: Designing for Confidence

2210 Patisserie is a boutique bakery in Mullingar, Ireland, known for their jaw-dropping custom cakes, cupcakes, and donut towers, the kind you don’t just eat, you photograph first. Their customers love the beautiful cake designs, but their online order form? Not so much.

The Goal

The mission was simple on paper (but complex in practice): make the custom ordering experience clear, intuitive, and delightful, without losing the brand’s charm.

I wanted customers to feel guided, not lost. Confident, not confused. And for 2210, we wanted a form that actually converted, something that made their lives easier instead of creating more admin chaos.

The Process

Before a single pixel moved, I started with research. I dug into how other premium bakeries handled custom orders, studied their flows, and took note of where people naturally expected information to appear. I looked at tone of voice, layout, and even the psychology of how people make food choices online.

Then came the mapping, the part that makes your brain feel like it’s made of frosting. I built out full sitemap flows for every possible product type: cakes, cupcakes, donut towers, the works. Every flavour, every size, every add-on. The goal was to give developers a clear blueprint, a “choose-your-own-adventure” map where every branch made sense.

Once the logic held together, the design could finally breathe.

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The Design

The visual direction took its cue from 2210’s existing brand palette: soft pinks, dark greys, and a hint of luxury without pretense. I kept the layout clean and minimal, no clutter, no visual noise, just an experience that felt calm and intuitive.

Behind the visuals sat a full design system built from scratch, colours, buttons, input states, and form logic, everything modular and consistent. It gave developers a clear reference and made future updates fast and predictable.

Each step was simplified and contextual. If you chose “3-tier cake,” only the relevant options for that appeared. If you picked “cupcakes,” you didn’t suddenly get asked about ribbon trims or cake supports. The form adapted dynamically, staying one step ahead of the user’s thought process.

And because ordering cake should never feel clinical, I gave the microcopy a friendly, conversational tone. Small touches like: “Thanks for your order, Emily, we can’t wait to bake this for you!”

Those tiny moments make the user feel seen, and they turn a transaction into a small brand experience.

The Result

The result was a smoother, faster, and far more human experience. Customers now glide through the process with confidence, fewer clicks, fewer errors, fewer “wait, what?” moments.

For 2210, the impact was immediate and tangible. Drop-offs fell as users finally understood what to do and when to do it. Conversions climbed, orders came through clean and complete, and the team spent less time chasing missing details and more time actually baking. Happier customers meant happier staff, a simpler, more efficient workflow from start to finish.

It’s proof that thoughtful UX doesn’t just make people smile; it makes business sense. Because when the experience is intuitive, everyone wins. And sometimes, that win tastes like cake.