85C Bakery App Redesign

UX Design

UX Research

role

UX Designer

duration

Jun 2022- Aug 2022

team

Personal project

About

Customers’ needs for placing online order and pick up have been greatly escalated ever since the pandemic. While big franchises have reacted quickly and launched this option to meet users’ needs asap, plenty of small businesses fail to keep up.

Introduction

85C Bakery Cafe has been promoting their rewards program to retain loyal customers and they created an app for user to earn points, but the outcome hasn’t been promising.

Problem

Although 85C Bakery Cafe offers customers the option to collect reward points with each visit and offers a variety of great deals to redeem on their app, online ordering is not available on app and only available on website.

User Research

Research Goal

The research goal is to gain a deeper understanding of how 85C Bakery Cafe customers interact with the app and understanding their needs in placing online orders. For the user research, I conducted interview via Zoom with 5 participants age range from 18 to 56 who have purchased from 85C Bakery Cafe more than twice a month.

Key Insights

4/5 participants said they didn’t know there’s an app.‍
1 participant has downloaded the app but found it not as useful as he thought and eventually deleted it.
5/5 participants have never redeemed reward points toward their purchase.

“I just didn’t see the point of keeping the app since I couldn’t order on it. It will make my life so much easier if they make order on app available.” — 85C BAKERY CAFE CUSTOMER

Opportunities

Combine features from its website and app to enable users to order online while enjoying the benefits of earning rewards as a member.

ideation

Redesign User Flow

Design A.

Design A emphasized on the action to “Start a New Order”. On the home page, Call-to-action (CTA) button is front and center followed by recommendations and deals, which all give users incentives to add something to their cart. In this design, user will select the location, date, and time on the same page. It also provided more freedom for users to customize their items.

Design B.

Design B incorporated a Reward section in the home page followed by CTA button in a more centered position. To start a new order, users will follow a more streamlined process to fill in pick up detail. Order page is less cluttered and allows customers to pay full attention to products.

iteration

Insight Identification

An unmoderated usability study was given to the original 5 participants. Iterated Lo-fi Design A+B was presented.

1. Text prompts are needed to make action items more clear.
2. Item detail page is cluttered, a separated page for item customization is needed.

final design

Design Solutions

Home page

In the final design, a “Scan” button was added to the Rewards section which allows users to earn points when they make in-store visits. “Start a New Order” button has increased in width so that it’s easily clickable.

Order

Select a store is the first step for users to begin the ordering process followed by choosing a pick up time or delivery. Users will then be taken to the next screen where they will select a date and a time. After confirming their selection, users may proceed “Start Order”.

Item Details and Customization

Learning from the usability testing, Item Customization is removed from the main item detail page and replaced by Allergen Info which helps users identify sources of allergen and order with caution. A new page is built for item customization where users can adjust the ingredients and add Add-ons as they like.

reflection & next steps

Reflection

1. Understand the business goal
By conducting surveys and user interviews, I was able to amplify the voices of users and validate hypotheses.
‍
2. Competitive Audit
For this project, I did not conduct a thorough competitive audit which really slowed down the ideation and iteration process. Organize screenshots from competitors can increase efficiency.