AW33 - AW37: Project Exam
Redesign
Espresso House Mobile App
Student name: Nga Pham
Submission date: 28/05/2023
About the project
I chose the open brief and the project is about re-designing the Espresso House pre ordering app
The goal of this project is to recreate the app based on research from customers frustration and pain points. Users should be able to easily and conveniently order and pay for coffee via the app, which should also improve the whole coffee experience.
The project will be guided by the design thinking process, with a focus on exploring the problem area and identifying user needs and pain points.
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Table of contents
Design Process
User Research
Personas
User Scenarios
Problem Statement
Ideation
Sketch
IA - Userflow - Taskflow
Usability
Research Finding
01
06 - 11
12 - 13
14
15
17 - 18
19
20 - 22
23 - 25
26 - 28
Mid-fidelity Wireframe
High-fidelity Wireframe
Testing prototype
Report Finding
Improvement
High-fidelity overview
Accesesibility
Design system
29 - 31
32
33 - 36
37
38
39 -44
45
46 - 47
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My Design process
research
Define
Ideation
Prototype
Testing
Create research plan
Literature review
Competitive analysis
User interview
Problemstatement
Personas
Scenarios
IA
User flow
Brainstorming
Sketching
Wireframes
Low-fidelity wireframe
User testing
Synthesising result
Analysis data
Report
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User research
Empathise
To gain insights into the customer needs, behavior, motivations, and pain points, the research process will involve conducting literature study, competitive analysis, interviewing, and observing.
This will be used to define the problem area and user needs that the app should address, as well as to generate ideas for the app's design and features. The research process will help to ensure that the final product is user-friendly and meets the needs of its target audience.
The primary goal is to create a positive user experience by designing interfaces and interactions that are intuitive, efficient, and engaging
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5
I conducted a heuristics evaluation on each screen of Espresso House app and found minor flaws
Empathise
5 w&h questions
Empathise
Who is the target audience for the app?
What are the user needs and goals for the app?
When will users use the app?
Where do users encounter issues with the current app?
Why are people unhappy with the app?
How will the app meet user needs and goals?
5 w&h questions
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Method of research
Research Method | Qualitative | Quantitative | Primary | Secondary |
Competitive analysis | ✔️ | ✔️ | ✔️ | |
Interview | ✔️ | ✔️ | ||
Literature review | ✔️ | ✔️ | ✔️ | |
Observation | ✔️ | ✔️ | ||
Usability testing | ✔️ | ✔️ | ✔️ |
Empathise
To gain insights and understand the users' needs and goals, I used a combination of generative, exploratory, and evaluative research methods.
Generative research involves gathering information about the user and their needs, behaviors, and motivations to generate ideas and insights for the design of the app. Generative research methods that may be used include:
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Competitive Analysis
Name | Strength | Weakness | Opportunities | Threats |
Espresso House | - Popular and growing coffee chain in Scandinavia - Menu includes specialty drinks and baked goods - Convenient locations in urban areas | - Limited international presence compared to Starbucks - Smaller menu compared to Starbucks - Less established rewards program and mobile ordering - Potentially less recognizable brand outside of Scandinavia | - Continued growth and expansion into new markets - Expansion of menu offerings to include more food items - Partnership with local businesses for increased visibility - Improved rewards program and mobile ordering capabilities | - Increased opposition from local stores and other coffee chains |
Starbucks | - Strong brand recognition and global presence - Wide variety of menu options, including food items - Established mobile ordering and rewards program - Consistent quality and customer experience | - Higher prices compared to other coffee chains - Some places have inconsistent quality and service - Few options on the menu for people with dietary restrictions | - Continued expansion into international marketsContinued expansion into international markets - Expansion of mobile ordering capabilities | - Competition from established coffee chains like Starbucks |
Kaffebrenneriet | High-quality coffee, cozy atmosphere, eco-friendly values | Limited menu options, higher prices compared to competitors | Expansion into new locations, partnerships with local businesses | Competition from larger coffee chains, economic downturn affecting sales |
Baker Hansen | Freshly baked goods, wide range of menu options, convenient locations | Inconsistent quality across locations, limited seating space | Expansion into new markets, partnerships with hotels and other businesses | Competition from larger coffee chains, changing consumer preferences towards healthier options |
Godt Brød | Organic and locally-sourced ingredients, freshly baked bread, cozy atmosphere | Limited menu options, higher prices compared to competitors | Expansion into new markets | Competition from larger coffee chains, economic downturn affecting sales |
W.B. Samson | Long-standing reputation, traditional Norwegian bakery items, convenient locations | Limited menu options, outdated interior design | Expand the menu offerings | Competition from larger coffee chains, changing consumer preferences towards healthier options. |
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Literature Review
Fact | Experience | Research Method | Date Captured |
Who is the target audience for the app? | |||
Primarily coffee drinkers who are on the go and looking for a convenient way to order and pay for their coffee | |||
Students | |||
Youngt aldult | |||
What are the user needs and goals for the app? | |||
Order coffee and food easily and quick | Neutral | Literature review + Interview | |
Being able to customize their orders to their preferences | Neutral | Interview | 28/04/2023 |
The app should be user-friendly and easy to navigate, allowing customers to quickly browse the menu, place their orders, and pay for their items | Positiv | Literature review | 27/04/2023 |
Paying process need to be easy and quick | Neutral | Literature review + Interview | |
Track their rewards points and redeem them for discounts | Neutral | Interview | 27/04/2023 |
Add vipps in paying process | Neutral | Literature review + Interview | 27/04/2023 |
When will users use the app? | |||
When they quickly grab their coffee and go without having to wait in line or interact with a barista. | Neutral | Interview | 28/04/2023 |
People grab a cup of coffee on their way to work or school in the morning | Neutral | Interview | |
Want to save time and reduce wait times in line. | Neutral | Interview | 28/04/2023 |
They want to track the nearest Espresso House | Neutral | Interview | 28/04/2023 |
Check for special offer or deal | Neutral | Interview | 28/04/2023 |
Check the menu | Neutral | Interview | 28/04/2023 |
Scan the QR code | Neutral | Interview | 29/04/2023 |
Where do users encounter issues with the current app? | |||
Purchasing subscriptions on Android | Negative | Interview | 28/04/2023 |
The transaction after order and paying is slow | Negative | Intterview + Observation | 29/04/2023 |
Inaccurate wait times: Some users have reported that the estimated wait times for their orders are inaccurate or misleading, leading to longer wait times than expected. | Negative | Literature + Observation | 29/04/2023 |
Payment issues | Negative | Literature review | |
The app does not offer enough customization options for their orders, such as the ability to add extra shots of espresso or make modifications to drinks. | Negative | Literature + Interview | 28/04/2023 |
The payment processing in the app, including declined transactions or errors when entering payment information. | Negative | Interview | 28/04/2023 |
App crashes | Negative | Literature review | 27/04/2023 |
Take time to swipe the QR code | Interview | 29/04/2023 | |
Why are people unhappy with the app? | |||
Users may experience technical issues such as app crashes, slow performance, which can be frustrating and make it difficult to use the app effectively | Negative | ||
The visual, too much is going on. | Negative | Interview | 29/04/2023 |
The subscription feautre doesn't show well enough what I can get with each different tier | Negative | Interview | |
The subscription feature work like a coupon, which is confusing | Negative | ||
Way too many pop-ups when entering the app | Negative | ||
How will the app meet user needs and goals? | |||
Offering customization options for menu items, such as ingredient additions or removals, size selection, and extra syrup options, is appreciated by users. | Positiv | Interview + Literature review | 28/04/2023 |
Users expect a hassle-free payment experience when using the app. The app can integrate with various payment systems, including Apple Pay and Vipps | Positiv | Inteview + Literature review | 28/04/2023 |
Users want to know the status of their orders in real-time. The app can provide updates on the estimated wait time, order preparation status, and delivery status to keep users informed and reduce wait times. | Positiv | Interview + Literature review + Observation | 28/04/2023, 29/04/2023 |
Giving users the opportunity to share their experience and provide feedback is greatly appreciated. By allowing users to easily share their thoughts on their orders and overall experience through the app, it becomes simpler to identify and address any issues that may arise. | Positiv | Literature + Interview | 29/04/2023 |
Participant Interview
I always got error messages and I ended up having to get my partner to gift the subscription for me.
I had a lot of trouble actually purchasing the subscription I wanted
I think the subscription feature can be a lot clearer of what you actually get with each tier
I like the idea of the subscription feature for people like myself who want coffee to be a part of their daily routine.
Have some issues with the order status not updating in real-time in the morning.
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personas
Define
"I don't have time to wait in long lines, but I still want my coffee fix."
Biography
Anna is 26 years old and works as a executive in marketing at a software company in Oslo. She works hard and is constantly moving. She likes coffee and enjoys exploring the city's various coffee shops.
Motivations
Anna is driven by the desire to be more productive and save time. In every area of her life, she places a high importance on efficiency and ease.
Goals
Anna's main objective is to quickly and simply get a cup of coffee from her preferred coffee shop. She wants an app to keep track of her preferences and offer personalized suggestions.
Frustrations
When Anna has to wait in line for a long time to order her coffee or when her order is wrong, she becomes irritated. Additionally, she finds it annoying when the app is sluggish or challenging to use, which can add unneeded stress to her already hectic day.
Behavioural patterns
Anna is a very active individual who is constantly moving. When ordering her coffee, she favors efficiency and convenience. She frequently uses mobile apps and loves to place orders using her smartphone.
Anna Hansen
Marketing Manager
Personality
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Mark Eriksen
"Coffee fuels my study sessions, and I need it fast."
Student
Biography
Mark is a 22-year-old university student pursuing a degree in computer science. He is known among his peers as a dedicated and focused student who spends long hours studying at coffee shops. He enjoys the ambiance and the buzz of activity around him while he works on his assignments and projects.
Motivations
Mark is motivated to find a coffee ordering app that caters specifically to students like him. He wants an app that provides fast and convenient ordering options, along with exclusive student discounts. He seeks a seamless and hassle-free experience that saves him time and money.
Personality
Define
Goals
Mark's primary goal is to have a smooth and efficient coffee ordering experience that aligns with his busy student life. He wants an app that offers student coupons, loyalty rewards, and personalized recommendations based on his preferences. His ultimate goal is to have a reliable and student-friendly coffee ordering app that enhances his study sessions.
Frustrations
Mark gets frustrated when he has to wait in long lines to order his coffee, especially when he has limited time before his study session. He also feels disappointed when coffee shops do not offer any student-specific discounts or promotions.
Behavioural patterns
Mark has a regular routine of visiting coffee shops before each study session. He prefers to order his coffee quickly and efficiently, as time is precious to him. He looks for coffee shops that offer student-friendly features and discounts, as he is always on a tight budget. Mark is tech-savvy and prefers using mobile apps to place his orders and make payments.
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personas
User Scenarios
Define
Anna, a busy marketing manager, enjoys coffee and visiting several coffee shops throughout the city. She needs her daily coffee fix to stay motivated because she is constantly on the go. She made the time-saving decision one morning to get her coffee from Espresso House using their app.
On the app, Anna quickly found her chosen drink, a vanilla latte, and placed her order. She was disappointed to see that there was no way to increase the amount of vanilla syrup in her drink. She was upset that the app didn't have a feature for personalizing orders because she enjoys her coffee with an extra shot of vanilla.
Anna still went ahead and placed her order and paid for it via the app. When her order was ready for pickup, the app notified her. When she arrived at the Espresso House, she noticed that the app had indicated that her order was complete. However, when she arrived, she was informed that her drink had not yet been prepared and that she would need to wait for a few minutes.
Anna felt frustrated that despite the app indicating that her order was ready, she had to wait because she was on a strict time constraint. She wished the app featured real-time updates so she could see how her order was actually progressing.
When Anna finally got her drink, it was as good as always. She was somewhat irritated by the app's problems, which added additional stress to her already hectic day. Despite this, she valued the app's simplicity and would still use it in the future.
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Problem Statement
As a young working professional, I often like to grab a quick cup of coffee on my way to work. However, sometimes I'm unable to order a personalized drink or the estimated wait time isn't accurate, which can be frustrating in the morning.
Define
POV
User who is frequently on-the-go needs an app that is easy to navigate and quick to use because they value convenience and efficiency in their daily routine.
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"I don't have time to wait in long lines, but I still want my coffee fix
I need my coffee to be efficient and convenient.
I want a way to personalize my order and keep track of my preferences."
Driven by the desire to be more productive and save time.
Places high importance on efficiency and ease in every area of her life.
Becomes irritated when waiting in line for a long time or when her order is wrong.
Finds it annoying when the app is sluggish or challenging to use.
Define
What They Do
What They Say
Empathy map
They Think and Feel
Desires and Needs
Pain Points
Insights
Uses mobile apps to place orders using her smartphone.
Frequently visits various coffee shops in the city to explore new coffee flavors.
Favors efficiency and convenience when ordering her coffee.
Quick and simple way to order her preferred coffee.
App that allows for customization and personalization of orders.
Ability to keep track of preferences and receive personalized suggestions.
Finds it annoying when the app is sluggish or challenging to use.
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Brainstorming
How might we reduce estimated order times on the Espresso House app to make the ordering process more efficient and convenient for customers?
In-app payment options
Simplified customization options
Streamline customizing options for orders
Add a "your order is delayed" button
Order stage notifications
Dedicated barista for app orders
The focus here should primarily be the app itself and its clarity it displays to the users.
There needs to be streamlined customization options where the users feel they can express themselves, but not to the detriment of the baristas. Simple checkboxes with "more sugar, less sugar" etc. is key here. AI can be used here as well to better track the journey of each order and update the user.
How might we enable customers to personalize their orders through the Espresso House app, so they can create a customized coffee experience that meets their specific preferences and needs?
Comment section with word count restriction
Ai-tool to recognize popular customizations
Save their previous orders
10 orders for a free menu item
Order preferences is saved to account - not device
Favorite order section with further reccomendations
Personalizing your orders is important to make the users feel at home and catered towards. Making it easy for the users to make these personalizations are equally important. There needs to be features that saves orders with all the unique information
How might we make the Espresso House app's payment system quicker, safer, and more user-friendly for customers?
Integrated third-party payment options
Store payment outside of subscriptions
Incentivize wallet funds
Save credit cards previously used
Saved payment options and preferences
Vipps
Quicker, safer and more user-friendly can be hard to achieve at the same time.
Here it is important to think of usability vs. security. Using popular third party integrations like Vipps or Revolut can help with usability. Another angle can be to incentivise wallet funds as they are safely stored there once put in. We can do that by
giving users rewards for spending X amount over time, etc. Lastly, saving user info and payment options is key to achieving good UX.
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Divergent and convergent thinking
The fist stage to create problem solving is discovery, therefore I used Divergent thinking with the mindmap technique to help with exploring and creating the ideas, followed by convergent thinking to analyse and narrow down the ideas, and then lastly I used divergent thinking again to come up with fresh perspectives and follow convergent thinking to narrow down the best solution to this problem
Divergent
Brainstorming,
finding the problem
Convergent
2. define
Narrowing down the potential cause of the problem
Divergent
3. deduce
Back to divergent thinking to find the solution to the problem
Convergent
4. determind
Determine the solution will most effective eliminate the problem
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Ideation
Sketch
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Information Architecture
nformation architecture (IA) is a structure that improves the usability of a product. “The main purpose of information architecture is to focus on the organisation and structure of a website’s content, which allows the user to navigate the content quickly and seamlessly, without frustration” (Noroff, School of technology and digital media, n.d.b). Unstructured overload of content on a website can cause frustrations and irritations for users when interacting with the product. Information architecture aims to organise the information on the website in a meaningful way for the users, taking account for their mental models. The goal for the IA is that information is findable for the users, easy to navigate and that users’ needs to pay as little attention as possible when aiming to reach their needs and goals.
Ideation
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User flow
Ideation
“User flows focus on what the user’s needs and goals are and figure out the best possible way to complete a task effortlessly and deliver a seamless experience with no frustration” (Noroff, School of technology and digital media, n.d.b). Creating a user flow will portray how a user navigates through products, websites and applications. The user flow illustrates the path a user takes in interacting with the application, in which can be linear or non-linear with multiple branches, it depicts the decision points and shows how a user may enter or exit the flow. User flows improves the usability of the application.
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Task flow
The task flow focuses on the specific task at hand that the users perform. It focuses on how the users navigate through the application and in distinction to user flows, it only has one linear path without multiple branches. Task flows illustrates “the high-level steps a user will take to get to a specific goal or endpoint” (Noroff, School of technology and digital media, n.d.b). Task flows are a simpler version of the user flows and are assumed to be completed similarly by all the users for a specific task.
Ideation
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Lo-fi designs
Ideation
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Usability testing plan
Test
Objective
The objective of this usability testing is to evaluate the redesigned Espresso House Order app's user interface, functionality, and overall user experience. The feedback and insights gained from this testing will help identify areas for improvement and ensure that the app meets the needs and expectations of its users.
Methodology
Type of study: Qualitative remote unmoderated
Software: Discord, messenger
Observer table: Task completion, Error per task, time taken, error detail, Assistance required detail.
Participant Profile
The target participant for this usability testing is a regular coffee consumer who frequently uses coffee ordering apps on their mobile devices. They should have a basic understanding of how to navigate mobile apps and have some familiarity with the coffee ordering process.
Participant | Age | Frequency buying |
Isaac | 25 | Once a week |
Kit | 24 | Twice a month |
Tuli | 30 | Twice a month |
Huyana | 27 | Once a month |
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Screening question
1. Have you ever used the Espresso House Order app before?
- This question helps determine if the participant has prior experience with the app and can provide valuable insights based on their familiarity with its functionalities.
2. How often do you use coffee ordering apps on your mobile device?
- This question helps identify participants who frequently use coffee ordering apps and are more likely to provide relevant feedback based on their usage patterns.
3. Are you comfortable using mobile apps and navigating through different screens?
- This question assesses the participant's comfort level and proficiency in using mobile apps, ensuring they can effectively complete the tasks during the usability testing.
4. Can you briefly describe your typical coffee ordering process and what factors are important to you when using a coffee ordering app?
- This question allows participants to share their preferences and expectations, providing insights into their specific needs and considerations during the usability testing.
5. Are you available and willing to participate in a usability testing session lasting approximately [duration] at a mutually agreed-upon time?
- This question ensures that the participant has the time and availability to commit to the usability testing session, minimizing scheduling conflicts and ensuring their active participation.
Test
Procedure
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Usability study on low fidelity wireframe
Test
After I made the the first low fidelity wireframe I started the first usability test with 2 participants. The participants were people who often used the Espresso House app. The goal was to find potential pain point and improvements to make.
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Research finding & interaction
Finding | |||
Solution |
Having easy sign on options ís great, but maybe there should be several options for those who do not have a phone number who still want to order.
Add more sign-on options like e-mail, username, etc.
The coupon section might be a bit too large, but i understand that you want to show the drinks off.
Consider making the coupon section smaller in size
The large buttons are easy to clearly press. Prefer if the milk selection pop-up was a bit smaller and didnt cover the name and info of the drink.
Lessen the size of the pop-up to show the name and info of the drink while selecting.
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Finding | |||
Solution |
I would like the default pick-up time to be "right now" instead of the choose.
There is no obvious button to proceed to pay for the order.
Maybe there should be a final message or pop-up that says that your drink is ready or picked up. Like a confirmaton message.
the layout of the 3x3 boxes might be a bit boring.
Add a "pay" button
Set the default value of the pick-up time to right now
Add confirmation message
Log out button and other smaller functioning buttons can be smaller and make room for more important ones like Send gift or my orders. They do not even have to be buttons, just text fields.
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Mid-fidelity wireframe
After the low fidelity usability testing was completed
and all the feedback was gathered, I made a mid-fidelity wireframe with that very feedback in mind.
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High-fidelity wireframe + prototype
After the first testing session there were many improvements to be made. I took those pointers and directed them into the high fidelity wireframe.
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Testing prototype
I ran the second round of usability testing, this time with the high fidelity wireframe I made. This was done to find more improvements which might be smaller and more detailed.
Test
Test Scenario
The participant will be asked to complete the following scenario:
Scenario: You are in a rush in the morning and want to order your coffee from Espresso House app. Please walk us through the process of placing an order, customizing your drink preferences, and making a payment.
Task
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Metrics
The metrics of a testing phase is equally important to the test itself. Deciding what to measure is key in order to gain quality insights for your app and future development. I will be measuring:
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Improvements after user testing
After the testing , one of the large changes I made
was additions to the subscription model. I added a
student version to cater to younger audiences, together with a
carousel like display for the different subscription.
When it came to accessibility, it was highly important that
the app could be properly used by people with disabilities.
I decided to add a compatability mode which you can enable
and decide which specific feature you want added. The features are based on the WCAG most common accessibility mistakes.
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Welcome screen with common options for log-in and sign-up with mobile and Google.
There are also options for logging in with e-mail and password for those who do not wish to use their phone number.
Signing up should be clear and simple to execute. Here the user is again reminded that they can use other sign-up methods.
2-step-verification is crucial on modern apps due to the app containing payment information and general personal info.
Greeting screen to inform the user that they have successfully made an account on the app.
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The home screen contains all the immediate information a user would need to start their order process. I feel it is important to make the user feel that the app is personalized to their preferences hence the coupons, subscriptions, favourite order, etc. is given much room.
When beginning to order you are greeted with selecting which coffee shop. Here I added some more information about each location so users can make a more informed decision.
The favourite drink screen is given more room here to clearly display the different orders a users commonly gets. Here it is important to display all the information in case the user made a custom order for the drinks.
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On the top of the screen are sections a user would use to make the quickest decision in case they already know what they want. Each type of drink (cold, warm, etc.) is given more room in each section to give way for larger pictures.
When a user wants to see all of the drink in a section in a more clear way they can press "see all". Here each drink is given more room in a vertical grid.
Upon choosing a drink the picture of the item is largely displayed so users can indeed see if they chose the correct item. Here the users are given choices of customization with clear icons for each category of customizing.
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The order summarising screen is the most busy of the bunch. Here it is important to display all the key information the users need to see, while still making it understandable. I decided to also show viable coupons for their order in case users did not see the coupon beforehand.
The payment screen is given more room here to show each of the payment methods clearly to the user. To ease the future use of customers I added a "set as default" button which would reduce the number of "clicks" for a user the next time they order.
One important aspect of the app is to display the journey of each order to the user. Users need to properly know when their order is ready, and showing each step makes for good communication.
Profile screens in apps are quite boilerplate, and it should not be a place for large variance and experimentation. The screen is divided between personal actions and the settings section. The settings are given no graphics to enhance the display of the personal actions.
For users with any type of disability, a combatability mode is here to help. Users can choose which assistances they want in the drop-down menu. This "mode" has been trendy in modern video-games in the last 5 years and has had great success with making platforms more accessible.
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User control and freedom
The user should have a form of agency in the process which is done by giving them the choice to go back or cancel the process
Search documentation
This have a lot of documentation so to have search bar on the top is the best way to help user have their needs
Visibility of system status
I want to keep the user inform with a clean and simple status bar that show how many step their are in the process
Recognizable icon
Recognizable icon
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Notifications
Items
Favourite icon
See more
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Hamburger menu
Search bar
Advertisement
Categories
Navigation bar
Accessibility
When making a mobile app, there are several accessibility features that are important to consider to ensure that people with disabilities can use and benefit from the app. Here are some of the key features i adding to the settings:
Screen Reader Compatibility: This feature ensures that the app is compatible with screen readers, allowing users with visual impairments to access the app's content.
Voice Navigation: This feature allows users to navigate through the app using voice commands, which can be particularly helpful for users who have difficulty using touchscreens or physical buttons.
High Contrast Mode: This feature increases the contrast between text and background, making it easier for people with visual impairments to read.
Adjustable Text Size: This feature allows users to increase or decrease the font size of the app's text, making it easier to read for those with visual impairments.
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References
Noun Project (2023) How to Use Icons in Design: UX and UI Best Practices. Available at: Uxplanet (2023) Starbucks India app - Reimagined. A UI/UX Case Study. Available at: https://uxplanet.org/starbucks-india-app-reimagined-a-ui-ux-case-study-d096dec7ac1e, accessed 25.05.2023., accessed 24.05.2023.
Uxplanet (2023) Starbucks India app - Reimagined. A UI/UX Case Study. Available at: https://uxplanet.org/starbucks-india-app-reimagined-a-ui-ux-case-study-d096dec7ac1e, accessed 25.05.2023.
UX247 (2023) Fat Finger syndrome and Mobile Usability Testing. Available at: Noun Project (2023) How to Use Icons in Design: UX and UI Best Practices. Available at: Uxplanet (2023) Starbucks India app - Reimagined. A UI/UX Case Study. Available at: https://uxplanet.org/starbucks-india-app-reimagined-a-ui-ux-case-study-d096dec7ac1e, accessed 25.05.2023., accessed 24.05.2023., accessed 24.05.2023.