User Research + Web Design

Setting up something sweet

The isn’t a single sole who enjoys a horrible user experience, or navigating a website that is not user friendly; especially when making an online purchase. To design an effective online ordering user experience; we must first understand the user, their problems, and their experiences – then create simple solution to solve their problems and improve their experiences.

My Role:

Create and implement a strategy to identify possible online-ordering pain points.  Design simple solutions to those user problems based on user feedback.

View Website

10+

Screens

20+

Discovery Hrs

12+

Design HRS

10

Test Users
Phase I 

Discovery Strategy

Research the current market for positive and negative user experiences, thoughtful design trends and language. Discovery goals were as follows:

  • Identify User Trends – What are users currently doing? What devices, services and tools are most commonly used in the online food ordering space?
  • Identify User Expectations – What are the pain points of online food ordering experiences? What can we learn from those experiences? How can we improve on those experiences?
  • Identify Iteration Goals – Preform a site audit and usability test of the current platform to determine pain points and possible solutions within the current user experience.
Phase II

Testing Parameters

Moderated testing and presentation to collect viable user experience data. The test was organized into six sections.

01. Look Test
02. Trends
03. Technology
04. Word Association
05. Experience
06. User Flows

  • Qualification Criteria – Users must be between the ages of 18-65, tech savvy and knowledgable in regards to general online ordering experiences.
  • User Assumptions – Users have ordered products online prior to the discovery session. Users prefer a mobile online ordering experience.
  • Testing Parameters – Participants were required to bring mobile phones for usability testing.

    Duration: 120 minutes

 

Phase III

Moderated User Testing

Moderated testing and presentation to collect viable user experience data. The test was organized into six sections.

  • Duration: 120 minutes

 

01. Look Test
02. Trends
03. Technology

04. Word Association
05. Experience
06. User Flows

 

view demo

Learnings

The testing session was a massive success. The user discovery and feedback provided some interesting data results and identified some user pain points and expectations not previously considered.

Next Steps

Using the data collected I will begin the design iteration process and continue to re-test based on design modifications to further improve the overall user experience.