User Research Plan
Client Problem
Online orders are low, and users are having a hard time ordering through the web
“When we order food, the progress is important so I know when yo get everybody ready to eat”
-Laura
About Topmill Bakery
Topmill Bakery is a small bakery located in Burbank, California. This responsive website was designed to help customers have an easier experience when ordering food from Topmill’s website.
Research Goal
We want to understand the needs of our customers so that we can encourage more online orders
Objectives
Determine why a customer completes an order on different platforms
Determine how a user completes an order
Determine when customers make orders and why
Determine how this fits into customer’s daily lives
Questions
How do users use this service?
Why might a customer choose to order using a different method?
What role does our service play in a customer’s everyday life?
What steps does a customer follow to complete an order?
Research
Competitive Analysis
I researched positives and pain points of other food ordering sites.
User Surveys
8 Responses
I created an online survey to find user preferences and pain points when using food ordering apps
“I like to be able to go back to a part of my order and edit it”
-Marc
User Interviews
2 in person; 3 remote
I conducted 5 users interviews to empathize with the users and gain insight into potential pain points of preferences when using food ordering services
Example Questions:
-How might ordering food fit into your daily schedule?
-Can you walk me through the process of how you order food? (maybe use the actual app)
-If you don’t order food, what is stopping you from doing so?
-Why might you eat out as opposed to in your home?
-What do you value in the food ordering process? (ex. speed)
-What method feels the best to use/was the most rewarding/got your goal completed the best?
-Have you used any specific food ordering companies? What are they?
-What challenges did you face in the ordering process?
-Was there a way those challenges could be resolved?
-Were there any features in the food ordering process that worked better than others?
-How do you know these were more successful?
Responses:
“When you order through the website, it’s more accurate because you can write what you want”
-Katie
“ I need to be able to write specific notes about my order”
-Danny
“I prefer using apps because I get reward points”
-Robert
Define
Affinity Mapping
I sorted the interview responses into different categories to define the most important and echoed responses.
POVs and HMWs
I created “point of view” and “how might we” statements to better empathize with the user.
POV:
I’d like to explore ways to help busy commuters order baked goods faster in the morning because they are often in a rush to get to work.
HMW:
How might we limit the amount of steps it takes for the user to complete an order?
POV:
I’d like to explore ways to help parents know the ingredients and nutrition facts of bakery items because they have concerns over dietary restrictions for their children.
HMW:
How might we make users feel more confident they know what’s in their food?
POV:
I’d like to explore ways to help remote workers be notified about the status of their order because they want to maximize their time and limit the amount of time waiting at the restaurant.
HMW:
How might we make the status of the order more transparent to the user?
Personas
I created two possible user personas to help understand their needs from their perspective.
Feature Set/Impact Effort Map
I categorized possible features by impact and effort to prioritize which features to work on.
Site Map
I created a map for various pages on the website to be able to plan my information architecture.
User Flows
I created two users flows to better understand the possible path’s users can take and why they might take them
Design
Low Fidelity Wireframes
Visual Design
Mid Fidelity Wireframes
High Fidelity Wireframes
Responsive Design
I created a mobile design for the website to be accessible from an IOS platform.
Prototype
Testing
Usability Testing
I conducted usability testing on 5 users to receive feedback on any pain points that users were experiencing.
Revisions
New Tip Entry
I changed the tip input because users were confused why the number was underlined
Changed Hamburger Dropdown Menu
I changed the profile to be included in the drop down because the interaction was not intuitive for users
Added Address and Phone Number to Mobile Home Screen
I added the bakery’s contact information to the home screen for mobile users who want the information to be easily accessible.
Conclusion
Reflection
For this project, I focused on a responsive web design. I learned to be create an accessible design on multiple platforms. This better helped me empathize with the user. I also really focused on the UI that would be most intuitive for the user. I wanted to utilize the research I found to make an easy user pathway that made sense for all users.
Takeaways
I used this platform to be able to be able to adapt my design to a mobile version from the website.
I focused on how the UI would interact with the user. I wanted to think about things like text size and color accessibility
