User researcher brought to light some common pain points among users. Interviewees consisted of a range of demographics, but were all users who regularly visited coffee shops, whether local or chain.
Questions covered topics such as frequency of visits, when they visit, if they stay at coffee shops or take their order to go, and if they had any issues with any part of their experiences.
The research collected was used to make personas to help humanize the data from user interviews, in order to make more empathetic design decisions.
Based on User Research, Storyboards and Customer Journeys were created to help frame the user experience and identify further problems that could be solved.
Focusing on User Journey and User flows helped guide the process of creating initial paper wireframes
Five users were asking to test the lo-fi prototype, unmoderated, with a series of tasks and questions to answer. Users ages ranged from 18-45, and consisted of a mix of genders and ethnicities.
Questions asked about the user's feelings towards the product, and if they reached any points of confusion, or could not progress.
Comments and answers from the users were recorded, and used to create an affinity map to help generate and focus insights from the testing.
The biggest problem was the Payment sections, which led to at least some level of confusion amongst every participant. Several of the factors that led to confusion were also present in the Customization sections. The Profile page was also unclear, and was changed as a result to a more account and settings oriented feature.
As Lo-fi prototypes were developed into Hi-Fi prototypes, the insights gained from User Testing were incorporated into the designs.
To address the pain points of vague menus, more categories were added to the final designs.
Additionally, a Customization Summary was added after the customization screen, as well as more clear Cancel vs. Confirm buttons. The same changes were made to the payment selection screen.
The original "Profile" section was changed to a more account-settings style of page, to make its purpose more clear to the user.
During this project, I learned that features you thought would be key to the project, might not be of any importance to the actual user, and that's okay. I learned more about keeping consistency in small, but necessary ways, and got better at coordinating usability studies with users.
