A Full Soul Café
A Full Soul Café (AFSC) app strives to deliver premium roasted coffee and local delicacies without the hassle. AFSC focuses on their customer’s needs and satisfaction through effective algorithms and one-of-a-kind customer service.
The Problem
Busy full-time students and professionals lack the time to prepare their own coffee. They need a coffee shop that will automatically order their coffee for them when they give the command.
The Goal
Conceptualize an app for a local coffee shop chain, A Full Soul Café, which allows users to effectively order and easily give the options of pick-up or delivery for their daily cup of joe.
Project: A Full Soul Café
Category: UX/UI Case Study
Project Timeline: Jul - Sep 2021
Role: Concept, Research, Visual Design
User Research
I conducted interviews and created empathy maps to understand the user I’m designing for and their needs. A primary user group identified through research were full-time students and professionals who are always busy. These users range between the ages of 18-35, are full-time students, and/or are busy professionals who order coffee almost daily.
This user group confirmed initial assumptions about AFSC’s consumers. However, research also indicates that their time was not the only factor limiting users from making their own coffee at home. Other user problems include obligations, interests, disabilities, or challenges that make it difficult to make their coffee, as well as to prepare and cook their meals. Down below are some preliminary pain point findings that our users currently face.
Time
Working professionals and full-time students are too busy to spend time preparing themselves a breakfast meal or a cup of coffee.
Recurring Orders
Apps for ordering coffee don’t have a recurring option to have coffee automatically ordered on specific days and delivered/ready for pickup.
Accessibility
Many apps do not have the option to call or send messages to their baristas regarding their special needs.
User Interface
Cluttered layouts and too much information can often be overwhelming to the user.
Meet the Users
User Journey Map
Mapping Maxine’s and Keyon’s user journies revealed how helpful it would be for users to have access to a dedicated A Full Soul Café app. This also let’s me imagine how the targeted users will work around the app as well as reveal any pain points they might find along the way.
Starting the Design
Paper Wireframes
Taking the time to draft iterations for each screen of the app on paper ensured that the elements that made it to the digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized a quick and easy ordering process to help users save time.
Low-fidelity Wireframes
As the initial design phase continued, I created low-fidelity wireframes to make sure to base screen designs on feedback and findings from the user research. Easy customization was a key user need to address in the designs in addition to equipping the app to work with assistive technologies.
Low-fidelity Prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype to make sure the buttons function properly, and land on the correct page before moving on to elevating the user interface design. The primary user flow that I connected was customizing and ordering a coffee. This was implemented so the prototype could be used by participants in my next usability study.
Usability Studies
Once the low-fidelity wireframes and its prototype were ready to test, I went ahead and conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Early designs allowed for an order review, but after the usability studies, I added additional options to add a loyalty program and gift card. I also revised the design so users see all of the orders when they view the checkout on the screen.
Usability Study: Round 1 Findings
Users want to have a loyalty program added
Users want to be notified when their order is ready for pickup/delivery
Users want a favorites section to order quickly
The second usability study revealed frustration with the confirmation page. To accommodate this flow, I added a map that includes the directions to the store. I also added the visual guide as to when the order will be ready for the customer.
Usability Study: Round 2 Findings
Users want to have options to contact their baristas for special needs
Users want to have directions once their orders are placed
Users want to have an automatic recurring order option
Refining the Design
High-fidelity Wireframes
After learning more about the participant’s needs and wanting a more fluid user experience, I continued to refine the overall user interface. Other than the addition of accessible tools and experience, I also streamlined the visual elements throughout the interface to give the concept a needed vibrancy to capture the user.
High-fidelity Prototype
The final high-fidelity prototype presented cleaner user flows for ordering coffee and the checkout process. It also met user needs for a reward program option as well as adding a map at the confirmation page.
Takeaways
What I Learned
While designing the A Full Soul Café app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and feedback influenced each iteration of the app’s designs from beginning to the end.
Next Steps
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
Keep updating the app and make sure accessibility is the main focus and priority.
Conduct more user research to determine any new areas of need.