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Vibgyor
Project type
Web Design
An innovative online educational platform designed to enhance student learning across all age groups
Role
UX Researcher
DURATION
January 2023 - June 2023
(6 Months)
TOOLS
Figma,
MS Excel,
Miro,
Keynote,
Adobe Photoshop
PROJECT OVERVIEW
The Product
Baked Bonanza is a mobile application for a local bakery located in Downtown Boston
The Problem
Bova's is a local bakery based in Boston who needs to makeit easy for their customers to order speciality/allergen-free and customized items online so that customers can experience their exclusive creations.
The Goal
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Help bakery to reach maximum number of customers.
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Make is easy for the customers to order bakery item of their choice and help their local bakery.
Responsibilities
Initial concept designing, Information Architecture, Stakeholders Interview, Wirefreming, Prototyping, Usability Testing
Understanding The User
User Research
Summary
I defined my research goals and prepared a user research study plan according to those goals. I prepared a number of quantitative and qualitative research questions and identified my key performance indicators. The methodology I used for my research was usability study in which I interviewed different users, noted insights from their remarks which I further implemented in my designs.
User pain points
Financial
Users wanted easy and short payment process. To solve this problem I added “Remember card” option and “Repeat previous order” options so that users do not have to face the hassle of long payment procedures.
Product
Users found it difficult to locate “Add to cart” option on the item screen. I changed the cart icon to cart button to help users locate the add to cart option more easily.
Process
While navigating from one screen to another, users found the “more” option confusing with the “hamburger” option. I removed the “more option and added its content to hamburger menu to avoid confusion and repetition of information.
Support
Users want to track their orders and contact bakery for customization and other options. I added location and contact details of the bakery. I addition to this users will get update of their orders and can easily track them.
Persona
User Journey Map
The goal of this task was to understand how users perceive the concept of the application and how they feel about the other bakery applications.
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Competitive Analysis
I performed a competitive analysis on 4 directly and indirectly related businesses. The results are recorded in the sheet linked below -
Starting the design
Paper Wireframes
Drafted iterations of each screen of the app on paper ensured that the elements that made it to 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.
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Digital Wireframes
Based on the user research and the insights gained from the interviews, I created the digital wireframes. The goal of this exercise was to catch problems early in the design process and get stakeholders to focus on special features of the app
Hamburger Menu option located at the top of the page to help users navigate through different screen easily.
Cart option available in the footer section so that users can easily access items they wish to buy.
Menu category options placed in a carousel so that users can view all the choices at once.
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Item cards displaying item name, price and rating to help users make quick decision.
Navigation options for users go move through
different screens easily.
Navigation options available in footer to help users navigate from any page
Low-fidelity prototype
To view the Figma file of the prototype click on the button below -
Usability study: Findings
I 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.
Round 1 findings
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Users find the footer options confusing
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Users want more customization options
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Users want to read reviews and ratings of products
Round 2 findings
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Users want to know ingredients of the products
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Add to cart options was difficult to locate for the users
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Users wanted simpler payment options
Refining the design
Mockups
In the first round of usability testing users found navigation option in the footer section confusing. I removed the navigation option from the footer to avoid confusion and repetition of information.
Before usability study
After usability study
In the usability study users suggested adding search bar to the menu to make it easy for them to look for the items they need.
Before usability study
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After usability study
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High-fidelity prototype
To view the Figma file of the prototype click on the button below -
Accessibility considerations
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Used icons to help users understand the functionality of the particular navigation options available.
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Used detailed imagery for all the menu items to help all users better understand the product designs.
Takeaways
Impact
This application will allow users to savor their favorite bakery items without being restricted be allergen or other health constraints.
What I learned
This project taught me a lot about bakery business. I also learned conducting usability research, doing competitive analysis and effective usage of UX principles in real life
project.
Next steps
Expand the prototype further for better clickability. I would gather more information about the target audience, their needs and the features they would like to see in
the app.
