Role
Lead Designer
Services
UX/UI, Research, Strategy
Platform
Web
Timeline
5 Months
Live Site
How can we modernize Isgro Pastries’ online presence and expand their eCommerce capabilities to attract new customers while maintaining their historic brand identity?
Isgro Pastries, a cherished institution in South Philadelphia’s Italian Market, has been crafting award-winning Italian sweets for over 100 years. While their reputation remained strong, the bakery’s online presence was lagging, with an outdated website and limited eCommerce capabilities. The family-owned business needed to reintroduce itself to a new generation of locals and adapt to the changing ways customers find and purchase baked goods. Along with the Food Collective team, I led the design of a completely new website that expanded their eCommerce offerings, catering to both shipping and local pick-up orders.
G O A L S
User Goals: Easy access to product information, seamless online ordering, support for both shipping and local pick-up
Business Goals: Increase online sales, improve brand visibility, attract new customers, maintain loyalty among existing patrons
S T R A T E G Y
We audited the existing website, redesigned it with an expanded eCommerce platform for shipping and pick-up, and rebranded the online presence to blend the bakery’s historic identity with a modern appeal.
R E S U L T S
The redesign and expanded eCommerce capabilities boosted Isgro Pastries’ online presence and sales, driving over 500 visits and $3,000 in sales within the first week, with online sales exceeding the previous year's total by month two.
Information Architecture
Neighborhood Native
Current residents who have lived in South Philly for generations. Devout loyalist—Isgro’s is a staple in their home for all occasions.
New Generation
Current residents starting families and beginning to put down roots in South Philly. They want to be connected to and support their neighborhood. They value great food and have the disposable income to spend on it.
Young Foodies/Industry Folk
Loyal Philly food enthusiasts. They stay in-the-know and keep great finds close to their chest. Eating and shopping local is a source of pride.
Philly ExPats
Ex Neighborhood Natives who miss their local Italian bakery. They currently rely on family/friends back home to indulge in their Isgro favorites.
Event Planners
Newly engaged couples & planners searching for local bakeries that offer wedding cakes. Lured in by social photos, flavor offerings and general capabilities before they dig deeper into the brand.
Design & Launch
As we worked on building the site, our design partners were busy redesigning the Isgro logo and overall brand identity. We integrated the new style guide into the website design, ensuring consistency across all touchpoints. To streamline operations, we integrated ShipStation, allowing staff to easily print labels and track orders, simplifying the backend process.
