Madison Café

Problem

Individuals with hectic schedules often face difficulty in managing time for meal preparation.

Solution

Designing an app that's both user-friendly and engaging, making it effortless for users to order meals, whether it's pickup or delivery.

Type

My first independent project during Google UX design course

My Role

UX research
UI design

Timeline

February 2022 - June 2022

Tools

Figma

Understanding The User

User Research, Persona, User Journey Map

User Research Summary

To understand my target audience better, I conducted surveys. I learned that my leading user group is young working adults, followed closely by students.

Initially, I thought their top priorities were reliable wait times, affordable pricing, and convenient food delivery. While these factors are important, I was surprised to find that many users were frustrated with outdated and confusing app interfaces.

User Persona

With the discovered research insights, I had to uncover users' goals, needs, and behaviors through a user-centric approach. During the design process, I crafted a user persona based on survey findings, which became my guide, ensuring every design decision resonated with user needs and expectations

Some key highlights include:

Sasha values efficiency, affordability, and reliability in food delivery services.
Her main frustrations include misleading delivery times, hidden fees, and poor issue resolution.

User Journey Map

A closer look at the user's journey gave some unique perspectives into how Sasha might interact with the Madison Café app. By mapping her journey, I identified pain points and opportunities to enhance the ordering process for a seamless and user-friendly experience.

Starting The Design

Low-fidelity Wireframes, Low-fidelity Prototype, Usability Study

Lo-fi Wireframes & Prototype

*Click prototype and press F for full screen

After the Crazy 8 exercise, I had many ideas and found it challenging to choose a direction. Eventually, I sketched a few layouts and moved on to create wireframes to bring those ideas to life.

During the entire process, I aimed to ensure that the app's navigation was user-friendly and uncomplicated, as research findings suggest many users prefer a swift process.

Usability Study

When designing, it's common to overlook details even after examining something multiple times. Through rounds of usability testing, I identified key insights that improved the user experience for Madison Café’s mobile app.

Key Insights:

Users found the menu overwhelming, prompting the need for clearer categorization and filtering.
Some struggled with the checkout process, requiring a more intuitive flow.
Real-time order tracking increased user confidence and reduced frustration.

Refining The Design

High-fidelity Screens, High-fidelity Prototype

Final design

After addressing some usability concerns, I designed the screens in Figma. The high-fidelity prototype focuses on providing a smooth and enjoyable experience, making it easy for customers to order their meals.

It took time to determine the best screen layout and decide on content while prioritizing users' needs. I referenced the user persona throughout to align my designs with expectations and addressed accessibility concerns until they were resolved.