Problem Statement: Crumbl’s online ordering experience creates unnecessary friction by requiring users to download the mobile app, leaving no accessible alternative for web‑based ordering. This redesign introduces a streamlined, app‑free checkout flow to improve accessibility, reduce barriers, and create a more inclusive user experience.
Hypothesis: Allowing customers to purchase cookies directly from the website will make Crumbl more accessible and reduce friction in the ordering experience.
The Why: Many customers are excluded by the current app‑only ordering model. Not everyone has a smartphone capable of downloading the app, and many users simply don’t want to install another app for a one‑time or occasional purchase.
Business Opportunities/Goals: Adding an online ordering option to the Crumbl website can expand access, reduce drop‑off, and increase revenue by capturing customers who prefer or require a web‑based checkout experience.
To better understand how to improve the online ordering experience, I gathered data through user surveys, analyzed low‑rated customer reviews, and conducted a competitor analysis of two direct Crumbl competitors.
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Research Results: Multiple steps (download, login, personal details) makes ordering feel excessive and inconvenient.
“Couldn’t add to cart. Had to sign up which I don’t want to do”
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