At-A-Glance

‘Bear Brews’ is a local coffee shop with a basic, limited functionality mobile app. Due to this, its users often find themselves frustrated with a confusing interface, slow ordering process, and lack of personalization. The current app is usually abandoned and set aside for ordering in person. Cub’s Cafe needs a more user-friendly, feature-rich app to enhance their customer’s experience.

My Role

Product designer, User researcher, UX,UI Designer

Timeline

Aug 2023- November 2023

Tools

Figma, Adobe Illustrator, Adobe photoshop

Brewing Connections

Bear Brews is a small, local coffee shop competing with major brands. To keep up, a mobile app was needed to provide competitive factors such as ordering ahead, “earning points,” and push notifications to customers.

Solution

  • Design a mobile app that meets the goals of the business and users

  • Branding that shows Cub’s personality and establishes a unique presence.

Personalization

Digital Menu

Introduced interactive digital screens for faster ordering.

Suggested drinks and bakery items based on past orders to enhance upselling.

Points-Based System

Customers earn points for every purchase, redeemable for free items.

    • Identify Cub’s target audience

    • Establish a competitive analysis and address strengths and weaknesses.

    • Comprehend Market trends of similar businesses.

    • Study user’s experiences with the online platform.

    • Address pain points encountered within the Mobile App

    • Local Residents: Coffee lovers who live or work nearby and visit the shop frequently.

    • Busy Professionals: People who want a quick, efficient ordering process.

    • Students/Young Adults: Those looking for a casual space to work or hang out.

    • Loyal Customers: Customers who value loyalty rewards and personalized experiences.

  • Throughout the interviews, I aimed to ask open-ended questions to hear from our users and to identify their needs. I conducted interviews with five people, about 15 minutes each. Here are a few questions I asked:

    • How often to you go out for coffee?

    • Do you prefer local businesses or chain?

    • What do you look for in your morning coffee run?

    • What type of atmosphere would you find most appealing?

Competitive Analysis

I examined mobile apps from other local coffee shops and national chains like Starbucks and Dunkin’ to identify strengths and weaknesses.

Key Takeaways

  • Starbucks: Strong loyalty program, personalized recommendations, and mobile payment integration.

  • Dunkin': Simple and fast ordering, clear promotions, and rewards tracking.

  • Local Competitors: While some competitors had nice interfaces, they lacked advanced features like personalized offers or integrated payment methods.

Task Flow

Information Architecture

User Flow

Mid-Fidelity Wireframes

Logo and Visual Design

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Brand

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Accent

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Neutral

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Typography

  • I created interactive prototypes in Figma and conducted usability testing with real users. Users were asked to complete key tasks, such as placing an order and navigating the menu.

    • Positive: Users loved the simplified ordering process.

    • Pain Points: Some users found the item descriptions a little too crowded.

    • Suggestions: Some users requested a "favorites" section where they could save their go-to orders for even faster reordering.

  • After refining the wireframes and incorporating feedback, I finalized the design for the app with a vibrant, modern interface with easy navigation. I also included enhanced features like order tracking, rewards visibility, and a favorites tab.

  • User Satisfaction: Post-launch surveys showed an improvement in user satisfaction, with most users rating the new app as "easy to use" and "visually appealing." Simplicity is Key: The more straightforward and intuitive the process, the better the customer experience. Avoid unnecessary steps that could frustrate users.

    • Rewards Drive Engagement: A well-implemented loyalty program can increase repeat visits and foster a sense of community.

    • Performance Matters: A smooth, fast app experience is crucial for retention. Slow apps can drive customers away.

    • Feedback Loop: Continuous testing and feedback are essential for refining the user experience over time.

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