CoffeeHouse Case Study
Subdivided Group Orders with Repeat Scheduling
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Multiple profiles to easily remember friends and families' favorites while increasing sales.
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Repeat scheduled ordering save users time and hassle and creates automatic revenue for the business.
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Sharable subtotals allow users to place larger orders knowing they don't have to cover the cost.
Role: UX Designer Project: Google Certificate Prompt Duration: 8 Weeks Tools: Figma | Chat GBT 3.5 | Rotato
The Problem
Busy users waste time waiting to place routine group orders repeatedly.
The Objective
Increase customer loyalty and sales by saving users time with repeat prescheduled ordering.
Step 1: Empathize
The first step was gathering user demographics and pain points which I learned through conducting 10 user intercepts at a local coffee shop.
User Research Goals:
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Age range and occupation of users
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Are users routine or drop in customers
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Do users order for themselves or others as well?
I discovered that the majority of interviewed users ranged from young adults to middle age and fell into two categories; students and busy professionals on the go.
User Research Insights:
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90% of all users routinely place the same order
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70% of users takeout orders include items for others.
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80% of interviewed users describe their days as busy.
I used the insights from my user research to create a user persona.
If your company needs some user research done, contact me.
This is Alex
Busy Professional
"I don't really have time for this but I do it, anyway, so I don't look bad at work."
Age: 31
Location: Rochester, MN Occupation: Accounting
Alex is a 31 year old married father of two working in accounting at Mayo Clinic. He has been assigned the responsibility of getting the office's coffee order for their regular Tuesday meetings. This extra task means less time helping get the kids ready in the morning.
Goals
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Save time placing routine orders.
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Easily know coworkers subtotals.
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Have order ready for pickup every week.
Pain Points
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Waiting for order completion
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Repetetive task
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Knowing who owes what
To see how other companies were accommodating busy professionals such as Alex I performed a competitive audit of four other coffee shops.
Competitor Audit Insights:
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75% of competitors offer online ordering
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No competitors offered repeat order scheduling.
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All competitors enabled location services for users
to find their nearest location.
Problem Statement
Busy users waste time waiting to place routine group orders repeatedly.
Step 2: Ideate
Between the user intercepts and competitor audit I now began to brainstorm using the crazy 8’s method. I eliminated unfeasible ideas and recognized similarities in others.
I combined the similar ideas into a multifaceted feature allowing users to:
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Place orders further into the future than current offerings.
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Offer a repeat option so users only need to place their regular order once.
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Provide regular reminders of their order pickup/deliveries.
Now I needed to begin visualizing the steps taken by my user to understand their journey so I created big picture and close up storyboards.
Step 3: Design
Once I was able to visualize the screens the user needed to go through, I created several versions of each screen and combined the best elements of each.
After the paper wireframes I created LoFi prototypes and conducted a moderated usability study. Affinity mapping showed what areas of the design need to be iterated on.
First Usability Study Insights:
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Users' touch path revealed that images needed to be interactive.
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The order button needed to be larger and more obvious.
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All of the users expressed difficulty using their imaginations while using the LoFi prototype so we needed to repeat the study with a HiFi model.
"Since there were no pictures I had no idea what I ordered."
- Dylan
"It took awhile for me to get the hang of it without pictures or much text ."
- Winston
After making the changes based on insights from the first usability study, I created a HiFi prototype and repeated the usability study once again with the imagination barrier removed.
Second Usability Study Insights:
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Need an easy way to remember friends, family and coworkers' orders.
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Desire the ability to see subtotals within the collective total to know who owes how much.
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Bottom nav bar text isn't necessary because users tap icons instead.
The Problem
Busy users waste time waiting to place routine group orders repeatedly.
Accessibility Considerations:
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Contrast check passed by WebAim.Org.
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Short critical paths implemented.
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WCAG 2.0 Inclusion of alt text for all imaging.
"I wish I could save my coworkers orders the way I can just favorite mine."
- Hayden
"It would be cool if I knew how much my friend's order was so we could split the bill easier." - Rob
The Solution
A repeat prescheduled ordering feature with item assignment and profile specific subtotals.
Contact me to help make your projects accessible.
Results
Multiple profiles to easily order friends, family and coworkers favorites which increases sales.
Encourages more sales with prominent 'add items' button.
Shareable profile subtotals for easy user reimbursement.
Repeat prescheduled orders saves users time and hassle while creating automatic revenue for the business.
K.P.I
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Increase of at least 15% in monthly revenue by Q4 2023.
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Minimum of 20% more app downloads over the next year.
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Achieve an average of 4 star rating in annual customer service surveys.
Lessons
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Importance of staying agile when new user problems arise mid project.
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Users need more detail in prototypes to complete usability study.
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Learn program keyboard shortcuts to be even more efficient.