Rostie Coffee Shop

UX Generalist

Project Overview

Introducing our innovative mobile application designed to streamline your beverage ordering experience with unparalleled efficiency and convenience. Our app provides you with the seamless ability to effortlessly order your favorite drinks, all while decreasing waiting time. With user-friendly navigation and intuitive design, indulging in your preferred beverage has never been more efficient. Embrace the future of beverage ordering with our app, where satisfaction is just a few taps away.

The challenge

Apr 2020 - Dec 2020

Addressing the prevalent inconvenience of waiting in line at coffee shops, our app presents a tailored solution aimed at enhancing the user experience for individuals in their early twenties and beyond, particularly those who seek more than just a basic cup of coffee. Understanding the discerning tastes and preferences of our target demographic, we recognize that these users not only value quality beverages but also appreciate the intricate details and nuances of coffee culture.

By providing a platform that prioritizes efficiency and caters to the desires of coffee aficionados, we aim to transform the coffee-ordering experience into a seamless and enjoyable process, thereby alleviating the stress of potential lateness for work or the frustration of unnecessary waiting times. With our app, indulging in the complete joy and experience of coffee consumption is effortlessly facilitated, ensuring satisfaction and fulfillment with every order.

Discovery: Research & Analysis

90% of participants endorse the convenience of mobile payment.
Less than 20% of users express distrust in digital payment.
Over 80% of users purchase coffee outside the home at least three times a week.

Recognizing that customers feel more empowered and perceive time to pass more swiftly when provided with status updates and process visibility, we are excited to introduce the addition of queuing status for orders. This feature aims to offer users a sense of control and transparency, facilitating a smoother and more engaging experience throughout the ordering process.

Extensive research has elucidated the multifaceted dimensions through which users perceive waiting times, pinpointing key areas for enhancement. In response to user feedback and market insights, our team has identified a pressing demand for an optimized process aimed at minimizing waiting times. Moreover, users have expressed a keen interest in innovative solutions that streamline the ordering and payment procedures, thereby elevating overall convenience and efficiency. Notably, there is a palpable preference among users to leverage mobile payment methods, mitigating the need for physical credit card transactions. In alignment with these findings, our app is poised to deliver a transformative experience by integrating cutting-edge technologies and user-centric features, ensuring a seamless journey from order placement to payment completion.

Design: Concepts & Sketching

Soliciting feedback from select designer peers during the low-fidelity prototyping stage provided invaluable perspectives, guiding our progression towards a high-fidelity prototype. With each iteration, we meticulously honed the design, culminating in a validated solution that resonated with our users' needs and preferences.

At the onset of our design journey, we prioritized user interviews and thorough research to truly grasp user behavior and unearth their underlying needs. Understanding the importance of laying this foundation early, we delved into these insights before any conceptualization or prototyping took place. Armed with a deep understanding of user desires, we seamlessly transitioned into the wireframing and prototyping phase, initially sketching by hand and iteratively refining to craft the optimal flow.

Test: Validation, Usability, Feedback

Following a thorough analysis of the interviews, we pinpointed the most pivotal insights crucial for shaping our solution. Despite the abundance of gathered data from all participants, this subset of information emerged as paramount for guiding our decision-making process.
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90% of users express a desire for interactive functionality, enabling them to click on various areas to place orders.
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86% of users seek real-time order status updates and estimated readiness times to facilitate efficient planning.

68% of participants express interest in expanded coffee options and detailed information regarding origin.

73% of participants appreciate the availability of diverse brewing methods for their coffee selections.
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Participants demonstrate enthusiasm for continued app testing and anticipation for the final product's release.

Design: Iteration

Moreover, in an effort to ensure accessibility for impaired users, the app underwent testing based on the Web Content Accessibility Guidelines (WCAG). Through this process, improvements were made to enhance contrast, ultimately enabling the app to successfully pass the accessibility test on the website.

Following the evaluation of the Low-Fi prototype, users highlighted specific needs, such as the necessity for back buttons and larger icons. Subsequently, as we progressed to the High-Fi prototype, it became evident that certain areas lacked clickability, resulting in user frustration. Taking this feedback into careful consideration, adjustments were promptly made to enhance the overall user experience.

Solution & Impact Overview

As designers, we often find ourselves fixated on crafting visually stunning elements, obsessing over every pixel, sometimes losing sight of the broader perspective. This project has been a transformative journey into the realm of UX design, prompting a shift in focus towards functionality and, most importantly, meeting the genuine needs of the user. Embracing the mantra that "I AM NOT THE USER," I've come to realize the paramount importance of basing product creation on real user needs, facilitating their task completion seamlessly.

It's essential to center the creation of new products around people and their problems, rather than merely adding features for the sake of it.

Now, users can savor their perfect cup of coffee through an app tailored precisely to their preferences and needs, co-created with them in mind.