As part of a semester-long practicum at Babson College taught by Professor Sharon Topper, our cohort partnered with Bakey Babka—a popular Boston bakery known for its signature babka and vibrant storefront experience. The project centered around improving brand clarity, customer engagement, and digital presence through a strategic marketing and UX lens.

Business Strategy & Implementation | Bakey Babka

Emerson College | Spring 2023

As lead for the website strategy team, I helped guide efforts to reimagine Bakey’s online presence. Together, we conducted a brand audit, mapped the customer journey, and identified key opportunities to improve storytelling, usability, and visual identity. Using Miro, we co-developed a website UI mockup that reflected Bakey’s, contemporary brand and USP, while enhancing user experience across desktop and mobile. Throughout the process, we communicated regularly with Bakey’s CEO and Co-founder, Or Ohana, whose input helped refine our direction.

One of my key contributions was helping ideate the “Fresh Feed” feature for the What’s Fresh page—a digital extension of Bakey’s core promise: same-day freshness. Inspired by the store’s open kitchen concept, where customers can watch the baking process through glass panels and smell goods straight from the oven, the Fresh Feed was designed as a real-time product tracker. It would allow customers to see which items were coming out of the oven next—before they even stepped into the store—emphasizing transparency, building anticipation, and reinforcing Bakey’s unique selling proposition in both physical and digital spaces.

As lead for the website strategy team, I helped guide efforts to reimagine Bakey’s online presence. Together, we conducted a brand audit, mapped the customer journey, and identified key opportunities to improve storytelling, usability, and visual identity. Using Miro, we co-developed a website UI mockup that reflected Bakey’s, contemporary brand and USP, while enhancing user experience across desktop and mobile. Throughout the process, we communicated regularly with Bakey’s CEO and Co-founder, Or Ohana, whose input helped refine our direction.

Check out Bakey's new and improved website and enjoy our website UI mockup below.

Website UI Mockup

Project Gallery

Customer Personas

Slide Deck