Project Background

We are adding the new "saved orders" feature to attract and retain customers in our online system. We have noticed competitors introducing features to streamline the ordering process. We want to create a product that competes in the market, and increases customer satisfaction.

Study Details

Research Questions

  • How often are customers going to use the saved orders feature?
  • What can we learn from the steps users take to re-orders food?

Participants

  • Participants are people who place orders at least three times a month for pickup.
  • Participants should be over 18
  • 3 male 2 female
  • 1 user who is hearing impaired
  • 1 user who isn’t fluent in english
  • Incentive: $10.00 dollar gift card for Jay’s Sandwiches

Methodology

  • Unmoderated usability study
  • Location: United State, remote
  • Date: Sessions will take place on June 17 & 18
  • Five participants are asked to go through the steps of placing an order that has been saved to their account.
  • Each session will last 45 minutes, and will include an introduction, a list of tasks, and a short questionnaire.

User Persona

Chad

Age: 43
Education: Binghamton University BA
Hometown: Newark Valley, NY
Family: Single
Occcupation: Web Developer

Quote

"I value convenience and I don't mind paying a little extra for it "

I am 43 years old. I work at a major public university in a remote position. Even though I work remote I still like to be around people. Working in a coffee shop allows me to feel connected and productive.

Goal

Someone who enjoys hanging out at coffee house and wants a place outside of their home and workplace where they can be connected and productive. This type of customer varies in age and occupation.

Frustration

Poor organization at the checkout counter and their inability to find adequate workspace. Waiting in line to place orders and pick up items interrupts their productivity and discourages them from placing an order.

Paper Wireframes

Key Elements

  • Homepage has a button to view menu items
  • Homepage has an area to view previous orders
  • Homepage has an icon to access account area and rewards

Figma Digital Wireframes

Process

Once I was satisfied with the elements in the page wireframes I transition the design into digital wireframes in Figma.

Figma Lo-fi Prototypes Tested

Low-Fidelity Prototype

The low-fidelity app prototype for Jay’s that was tested.

Lo-fi Prototype

 

High-Fidelity Prototype

The Hi-fidelity app prototype for Jay’s that was tested.

Modifications

Included an avatar icon to highlight the profile feature. We also included a confirmation page so users can review their order before it is submitted.

Hi-fi Prototype

Themes

People like convenience of re-ordering, but also like to be able to customize their order.

Supporting evidence from the usability study.

2 out of 5 total participants said that they didn’t think the reorder feature would be useful since it was flexible enough.

"What if I want to reorder something but then substitute something in my order"
— Katie, sandwich consumer from Owego, New York

People want the "rewards" account feature to be more prominent.

Supporting evidence from the usability study.

3 out of 5 think that the rewards account feature should be more obvious.

"It seems like the account should be under an avatar icon"
— Lorn, coffee connoisseur from Cortland, New York

People want a confirmation page to confirm their order before it is submitted.

Supporting evidence from the usability study.

2 out of 5 total participants said they were confused when their order was just submitted without them confirming it.

"Did it submit already?! It seems like there should be a confirmation page, so I can confirm what I ordered."
— Mom, Sandwich consumer from Apalachin, NY

Results

Confirmation

Users want a confirmation page to confirm their order before it is submitted.

Customization

Users like convenience of re-ordering, but also like to be able to customize their order.

Emphasize

People want the "rewards" account feature to be more prominent.