Prompt: dESIGN AN APP FOR A LOCAL BAKERY
Kickoff
In this project I took a goal directed design approach that provided to be quite effective in my design efforts. I found qualitative data to be most useful in the usability study phase which helped direct the design in an upward manor.
Project Vision
This bakery app is my solution for a nonexistent product in the DFW area. This project was meant to showcase an easy-to-use app for a local bakery. For this, I decided to use a goal-directed design method that revolves around persona creation, user-generated feedback, and comprehensive competitor analysis. The MVP for this project was developed as a mobile-based application rather than a web-based to showcase my mobile design skillset.
Challenges
Eliminate barrier on application startup
Design a cohesive interface for familiar and unfamiliar users
Create a minimalistic UI while keeping the product as the focus
Provide a seamless and linear purchasing process while engaging the user to revisit the app
USEFUL QUESTIONS
What is the product and who is it for?
What do the primary users need the most?
Which users are most important to the model?
What challenges could we face moving forward?
Who are the competitors?
Affinity Diagram
I found the data from our usability studies to be the most effective understanding we garnered. I used an affinity diagram to separate the data into groups of tasks which were further categorized by high-level goals for later improved design iterations. The outcome of these usability studies was efficiency, process, depth, and familiarity. Recognizing the conflicts of interest for each user allowed me to focus on further shaping the user goals and how those goals would in turn affect the end product.
MEET THE USERS
PRIMARY
Andrew is a 27 E-Sport Athlete who loves celebrating his wins with his team by sharing a great slice of cake.
SECONDARY
Stephen is a 31 year old Sales Lead who graduated from The University of Dallas and is looking for a local bakery that he can place online orders from.
Supplement
Eunice is a 33 year old Real Estate Agent who primarily works out of her car and tends to surprise her clients with baked goods when the close on a house.
COMPETITIVE ANALYSIS
I looked at several potential competing companies in the area, some of which were in direct competition with the bakery I designed the app. The bakery app dedicated to Haute Sweets located in Dallas, Texas has the opportunity to capitalize on this by considering adopting the app for all current and future customers to use.
The majority of the products sold by the competitors are similar but non have adopted this technology. However, the main differences I noticed in my analysis are:
Experience
Brand Identity
Price Point
iteration
After creating a prototype from low fidelity wireframes I constructed a 7 question survey for participants to answer throughout the usability study. I asked 5 different participants to run through the app in our prototype and complete an order in hopes of garnering enough feedback to use for the next design iteration.
We found that most users wanted an indicator of how many items they had in their cart at all times.
During the purchasing process we noticed that there was a greater need for a highly customized menu.
Having an in-app GPS function was often confusing for the users and they wanted the function to open the 3rd party apps.
All users enjoyed having a timer option but were also confused on what it pertained to.
Challenge #1
Eliminating Clutter
A key factor when trying to gain a userbase is to create a screen void of clutter and conflict. If the user is bombarded with adds and information that is useless to their end goal they are more likely to search for a different option altogether.
Challenge #2
A Familiar Experience
While this app's primary audience is intended to be local market supporters, those that are outside of that realm need to be able to use this app just as well. With recognizable iconography, a seamless user flow, and a linear purchasing process, I feel that this app has achieved just that.
Challenge #3
Staying Focused
The UI consists of a neutral two-tones purple and white color scheme with hints of grey. Using color sparingly throughout the applicaton's interface allows for the items to be the focus during user engagement.
Style guide
Combining a modern color scheme came from wanting to express to users just how minimalist a bakery app can be while offering high-end user flow experience. The login screen and order confirmation page are the only two pages saturated with color. This is to bring focus to the product and showcase the modification options within the app.
#5C1AB0
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#FFFFFF
primary font
Abel
buttons
Small, Medium, Large