Persona
Problem Statement
Bob needs more fancy food delivery options for things like date night.
Jazzette’s App is a fancy food restaurant app where customers can order delivery.
Dec. 2020 to May 2021
Busy professionals and/or their families lack the time to get fancy food. They want a way to get better takeout options for fancy food.
Give people an option to get high quality food from Jazzette’s by placing an order on the app for date nights, gatherings or even just a good meal after a long day.
I did everything from research and design for the optimal UX/UI experience.
User research, wireframing, prototyping, accessibility
I conducted online interviews and created empathy maps to understand the users I’m designing for and their needs. For example, a primary user group identified through research was working adults and their families who wanted some fancy food after a long day, a date night, or a social gathering. This user group confirmed initial assumptions about Jazzette’s customers. Still, research also revealed that time was not the only factor limiting users from ordering online. Other user problems included obligations, interests, or challenges that make it challenging to get high-quality fancy food at any time during business hours.
Typical food apps don’t have enough fancy food options.
Not enough options for various accessibility needs in a food app.
Not enough time for busy people to always plan out the perfect date night or even a nice dinner after a long day.
Bob needs more fancy food delivery options for things like date night.
Going over Bob’s journey to understand his needs better to make an app that will help not only him but other users as well who want fancy food delivery.
| Action | Get app | Check calendar | Look at app menu | Place order for wife and I | Get delivery order |
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| Task List |
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| Feeling Objective | Excited about fancy food delivery options for date night | Concerned about last minute work | Happy to see unique high quality meals and hoping wife likes food | Stressed because payment option is at the bottom | Happy with food and date night with wife from nice restaurant |
| Improvement opportunities | Offer two people date night discounts | Make the app easy to reschedule if needed | Reviews section would be nice | Put payment section in predictable place in app | Easier tip option with custom tip amounts instead of auto tip amount |
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
A way for users to make an order.
The low-fidelity prototype connected the primary user flow of building and ordering fancy food so the prototype could be used in a usability study with users. View the Jazzette’s low-fidelity prototype
Unmoderated usability study
Canada, remote
5 participants
30 minutes
People want to order fancy food quickly and have an option to cancel the order easily
People want more fancy food delivery options
People want a delivery option
There were a few actionable insights I came up with from the usability studies. One of these was adding to the order button and creating an order now button within the app’s home page to help users save even more time.
The early designs allowed for some customization, but after the usability study, I added the options to customize meals with more options available per page instead of only one menu item per page. This option gives users the ability to order according to their dietary and health needs.
The hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study. View the Jazzette’s high-fidelity prototype
I used colors that are accessible in the design.
I used font size that is an accessible font size.
I made clear buttons to use for accessibility.
The App made fancy food options available to busy users for delivery. “This is a great app for date nights at home with my wife. She feels like she gets 5 star cuisine in a relaxed home setting.” Joe
While designing the Jazzette’s App, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
Conduct more user research to determine any new areas of need.
Thank you for your time reviewing my work on Jazzette’s App design! If you’d like to see more or get in touch, my contact information is provided below.
Email: lauravatcher@gmail.com
Website: https://lauravatcher.com/