coffeeshop
coffeeshop is a project developed as part of the Google UX Professional Certification. It is an app that seeks to facilitate the management of the orders of a coffee shop franchise, in a fast and efficient way, before picking up the order. My role in the project has been to perform UX research, user-centered design and usability studies of the product.
Role
UX research
UX/UI design
Testing
Time
3 weeks
Problem
Coffee shop users are often stuck in long queues waiting to place and pick up their orders. This is a problem for them because they usually have just enough time to perform this task.
Goal
Develop a digital tool that allows users to make and manage the collection of their order in a fast and efficient way. This will affect users who have very little time in their day-to-day lives, allowing them to place their orders digitally, pay for them and receive delivery notifications before going to the store to pick them up.
We will measure efficiency by analyzing how long it takes users to place orders, how they use the product structure to navigate through the product, detecting the parts of the design that cause users to make mistakes.
Research
I started the research by conducting interviews with 8 users to get to know them better, as well as to understand their needs and motivations.
In addition to conducting a Competitive Audit to investigate how the market behaves and to study direct and indirect competitors.
_User research
By analyzing all the information gathered in the interviews, I was able to define the ‘User Persona’, the ‘Problem Statement’ and develop the ‘User flow diagram’ that the user would follow to place an order. This helped me determine how to approach user-centered design solutions.
Before starting the research, my opinion was that coffee shop users preferred to place these types of orders face-to-face, so they could control the factors involved in ordering something as simple as a coffee. But I discovered that if we put very simple tools in their hands, we can considerably improve their experience.
User persona
Problem statement
User flow diagram
Pain points
1
Placing coffee orders requires a lot of time
2
Long queues to pick-up the order, and sometimes it is already cold
3
It is very labor-intensive to collect group orders
4
Users have to wait in the store for the order to be ready, all the time it takes to prepare the order
_Market research
As part of the business study I conducted a Competitive Audit in order to know and compare direct and indirect competitors.
Analyzing the information obtained I was able to detect some market opportunities that would add value to the product.
Opportunities
1_Provide order customization options. The fields of interest are: units, sizes, flavors / types of milk.
2_Allow online sales for both out-of-store and in-store consumption.
3_Provide the option of selling ground coffee and the visualization of recipes through the app.
4_Enable the selection of stores for the collection of orders.
Starting the design
Wireframes
Usability studies
By conducting a moderate usability study with the high fidelity prototype, I was able to reach important conclusions to improve and define the final product.
Findings:
1_Users need a simple menu on the Home page that indicates the main actions that can be carried out with the app.
2_Users want to have the possibility to search through the search bar for products, in addition to having the menu with all the products. As well as the option to filter and organize the products according to their needs.
3_Users consider intuitive the way to customize the products before adding them to the shopping cart and the possibility to add them quickly.
4_Users need a final screen that indicates that the flow is finished and takes them back to the home screen.
Design solutions
1_Presence of a simple menu on the home page with the main sections clearly indicated: 'Pick-up order', 'Order at the table', 'Ground coffee' and 'Top recipes'.
The menu has been labeled by product type, and includes a system for filtering and organizing products according to need.
In addition, the search bar has been included to facilitate the search experience for users.
2_Ability to customize products before adding them to the shopping cart, according to: units, sizes, flavors / types of milk.
It is also possible to choose the store where the order will be picked up, adapting the user experience to their real needs.
3_It includes the possibility of adding products quickly to the cart, maintaining the options of customizing them.
In addition, the menu can be shared in an external environment to the app, facilitating the experience when ordering numerous items where several users are involved.
Final design
_Conclusions
By providing a digital platform that allows users to place, customize and track orders in an optimized and simple way; we put in the hands of the users the necessary tool to fulfill the objective of the project.
Moreover, since this tool is a mobile app, it allows the general use of this platform. We also ensure that we offer a democratic product by implementing features such as sharing the menu allowing the content to reach more people.
_Next steps
We will measure the product through the following metrics (KPIs) to analyze mostly how users complete the fundamental flows and to know if the user understands the main structure of the app.
1_Time on task: to measure how long it takes a user to place an order.
2_Use of navigation vs. search: to analyze whether the menu structure is understood and how users perform search actions within the app.
3_User error rates: to detect the parts of the design that cause users to make mistakes.