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STREAMLINED SANDWICH ORDERING WITH MOBILE UX
Mobile Sandwich Ordering is a UX case study by Lombardo Delicatessen, aimed at simplifying the sandwich ordering process through a dedicated mobile app. Our goal was to improve customer satisfaction and loyalty through an intuitive, user-friendly interface. Our case study highlights the value of mobile apps in the food and beverage industry, particularly for small businesses. Our innovative solution demonstrates the power of design thinking and top-tier technology in transformative experience.
CHALLENGES
Difficult to access menus and place orders
Poorly organized and insufficient food information
Limited support for consumers during the ordering process
Doubt among city dwellers, millennials, and tourists about making group food orders
Increasing costs and supply chain difficulties in the food and beverage industry
UX DESIGN GOALS
Simplify the ordering process
Improve customer satisfaction
Increase loyalty
Enhance user experience
DESIGN FEATURES
Intuitive and user-friendly interface
Simplified ordering process
Enhanced customer support for ordering process
Streamlined checkout process
EXPECTED IMPACT OF THE WORK
Revolutionized the food ordering experience
Made food ordering more convenient and accessible
Streamlined the checkout process
Optimized the business's efficiency
CONTENTS
CONTENTS
PROJECT OVERVIEWÂ
Industry background - The product - The problem - The goal - My role - Responsibilities
UNDERSTANDING THE USERÂ
User research - Persona - Problem statements - User journey maps
STARTING THE DESIGNÂ
Paper wireframes - Digital wireframes - Low-fidelity prototype - Usability studies
REFINING THE DESIGNÂ
Design System - Mockups - High-fidelity prototype - Accessibility
GOING FORWARDÂ
Post Launch Analysis - Takeaways - Next steps
PROJECT OVERVIEW
PROJECT OVERVIEW
INDUSTRY BACKGROUND
INDUSTRY BACKGROUND
The food and beverage industry has long been a vital part of our economy, providing consumers with a wide range of products and services, including restaurants, cafes, catering, and food retail. However, in recent years, businesses in this sector have faced a number of challenges, including rising energy prices, the end of the EU transition period, and global supply chain difficulties.
According to data from the Office for National Statistics' Business Insights and Conditions Survey (BICS), 60% of businesses in the food and beverage sector reported being affected by rising energy prices in March 2022, compared to 38% across all sectors. In addition, 17% of businesses in the food and beverage sector reported changes to their supply chains due to the end of the EU transition period, compared to 7% across all sectors.
Product Mockup Image
THE PRODUCT
THE PRODUCT
At Lombardo 7.4 Delicatessen, we are proud to offer an array of delicious European deli sandwiches to our customers.Â
Whether you're a local resident, a young professional, a tourist, or simply a lover of great deli food, we have something for everyone to enjoy.Â
Our sandwiches are made fresh daily, and we are currently serving them in the suburbs of both New York and Sydney.Â
So if you're in the mood for a savory, authentic deli sandwich, be sure to visit Lombardo 7.4 Delicatessen and treat yourself to the best that Europe has to offer.
PROJECT DURATION
PROJECT DURATION
May 2022 to October 2022
THE PROBLEM
THE PROBLEM
Difficult to access menus and place orders
Poorly organized and insufficient food information
Limited support for consumers during the ordering process
Doubt among city dwellers, millennials, and tourists about making group food orders
Increasing costs and supply chain difficulties in the food and beverage industry
These challenges have had a significant impact on businesses in the food and beverage sector, with many reporting increased costs for raw materials and transportation, as well as worker shortages. To address these challenges, businesses have taken a number of actions, such as increasing their use of UK suppliers, diversifying their supplier base, and expanding into different modes of freight.
In addition to these external challenges, businesses in the food and beverage sector must also grapple with the constantly evolving preferences and expectations of consumers. This includes the growing demand for convenience, sustainability, and health-conscious options, as well as the increasing use of digital platforms for ordering and payment.
Contains public sector information licensed under the Open Government Licence v3.0.
THE GOAL
THE GOAL
To address the challenges faced by businesses in the food and beverage sector, incorporating the following UX design goals can potentially improve the user experience and help businesses to better serve their customers:
To provide a quick and easy way to make a group food ordering: To increase customer satisfaction and loyalty, businesses must simplify the group ordering process and design a user-friendly interface that makes it easy for customers to place orders. This streamlined approach helps customers place orders with ease and enhances their overall experience.
To incorporate accessibility features: Designing websites and apps with accessibility in mind expands businesses' reach of their products and services to people with disabilities, leading to higher customer satisfaction.
To eradicate unnecessary checkout procedures: Simplifying the checkout process and removing unnecessary steps helps businesses reduce abandoned cart rates and improve customer satisfaction by making it easier for customers to complete their orders.
To provide on point and solid food content information and well-structured navigation layout: To guide customers through the ordering process and enhance their experience, businesses must provide clear and accurate information about their products and services, as well as create a logical and user-friendly navigation structure. This streamlined approach helps customers navigate the website or app with ease and simplifies the ordering process.
Food and beverage businesses improve the user experience by incorporating these UX design goals. This makes it easier for customers to place orders and results in increased customer satisfaction and loyalty. Consequently, businesses are better positioned to compete in an increasingly competitive market.
MY ROLE
MY ROLE
Lead UX Design Practitioner
RESPONSIBILITIES
RESPONSIBILITIES
Concept ideation
Conducting UX research and interviews
Building wireframes and low-fidelity prototypes
Conducting usability study
Synthesizing study resultsÂ
Iterating on high-fidelity designs and prototypes while accounting for accessible design
UNDERSTANDING THE USER
UNDERSTANDING THE USER
USER RESEARCH: SUMMARY
USER RESEARCH: SUMMARY
In order to understand the needs and preferences of users in the food and beverage industry, I conducted extensive user research, including interviews, surveys, and focus groups. This helped me to gain a deep understanding of the challenges and opportunities facing businesses in this sector, and identify areas for improvement in the user experience.
Interviews and empathy maps helped me understood the users I’m designing for and their needs.Â
A primary user group identified through research was business and professional adults who value their time due to demanding work schedules and administrations.
This user group confirmed initial assumptions about the sandwich shop customers, but research also revealed that time was not only the contributing factor on the ordering of food.Â
Other user problems included priorities, challenges, disabilities and credibility that make ordering of food a difficult task to do.
USER RESEARCH: INSIGHTS
USER RESEARCH: INSIGHTS
Understanding the needs and preferences of users in the food and beverage industry is fundamental for creating a successful user experience (UX). UX research provides valuable insights that drive design decisions, ensuring that the resulting product is intuitive, efficient, and meets user expectations. By employing a mix of interviews, surveys, and focus groups, a comprehensive understanding of user pain points and aspirations is obtained.
User Research Methods:
User Research Methods:
1. Interviews:
Purpose: To delve into user challenges and preferences.
Key Questions:
What challenges do you face when ordering food online?
How do you prioritize your food preferences when ordering?
Can you describe a frustrating experience you've had while using a food ordering app?
Insights Gained:
Users prioritize efficiency and dislike surprises in their orders.
2. Surveys:
Purpose: To capture a broader understanding of user pain points.
Key Questions:
On a scale of 1-10, how satisfied are you with your current food ordering experience?
What improvements would you like to see in the food ordering process?
Insights Gained:
Difficulty navigating apps due to unclear text and lack of images.
3. Focus Groups:
Purpose: To gather insights into collective experiences and opinions.
Key Questions:
How do you feel about the current food ordering process?
Can you share specific instances where you've faced challenges while ordering food online?
Insights Gained:
Users feel frustrated with long waiting times and incomplete or incorrect orders.
USER RESEARCH: PAIN POINTS
USER RESEARCH: PAIN POINTS
“I hate the surprise of orders that are incomplete, incorrect and the dreadful long wait.”
“The complexities of ordering food online.”Â
“It’s hard to me to navigate apps with unreadable text and lack of images.”
“I feel guilty about not being able to meet the customers’ needs due to my limited marketing knowledge.”
“The oblivious crew to your needs. They are too busy to be bothered.”
PERSONA
PERSONA
Based on the user research, I developed detailed personas that represented the different types of users that I wanted to design for, including local residents, young professionals, tourists, and foodies. These personas helped me to understand the specific needs and goals of each user group, and informed my design decisions throughout the project.
Mark
Age 22
Education 4th year college
Hometown London, UK
Family Parents and 2 siblings
Occupation IT intern for a large tech firm
“I like to be seen as trustworthy, efficient and goal-achiever young professional.”
GOALSÂ
Be seen as goal-achiever and be trusted with more office tasks
To network with many people and expand career opportunities
Be relied upon simple and quick food ordering
FRUSTRATIONSÂ
“The complexities of ordering food online.”
“I hate the surprise of orders that are incomplete, incorrect and the dreadful long wait.”Â
“The disappointing poor checkout system.”
“The oblivious crew to your needs. They are too busy to be bothered.”
PROBLEM STATEMENT
Mark is a graduating college student and IT intern who works hard to be seen as a goal achiever young professional because a lousy work impression on him will make it difficult to enter the corporate world.
"Meet Mark, a driven and dynamic computer science student who is eager to make a splash in the business world. Not only is Mark a top-notch learner, constantly seeking out new ways to enhance his skills and knowledge, but he is also a natural relationship-builder. Whether it's tackling tasks with enthusiasm and attention to detail or simply fetching snacks for the office, Mark is always looking for ways to add value and make a positive impact. And when it comes to his future career, Mark is all about networking and building connections. He is always on the lookout for opportunities to expand his professional network and secure that dream job after graduation. Plus, Mark is a family man at heart, and nothing makes him happier than bringing home some tasty takeout for his loved ones (just be sure to have it ready on time or give him a heads-up if it's not available). Overall, Mark is a driven and dynamic individual who is poised to make a real difference in the world of computer science and business."
USER JOURNEY MAP
USER JOURNEY MAP
User Journey Map
CONCLUSION: THE POWER OF UNDERSTANDINGÂ USERS
CONCLUSION: THE POWER OF UNDERSTANDINGÂ USERS
UX research is the backbone of creating meaningful designs. It unveils the intricacies of user needs and pain points, providing a roadmap to design solutions that genuinely cater to them. Integrating empathy into design decisions results in an app that is not only functional but also delights users, making them more likely to engage and return.
STARTING THE DESIGN
STARTING THE DESIGN
Using the user research and persona development as a foundation, I began the design phase of the project, starting with paper wireframes and digital wireframes. I then created a low-fidelity prototype and conducted usability studies to gather feedback from users and identify areas for improvement.
Based on this feedback, I refined the design and developed a design system to ensure consistency across all elements of the user experience. I then created mockups and a high-fidelity prototype, and tested these with users to gather further feedback and identify any remaining issues.
Throughout the design and testing phases, I remained focused on addressing the specific challenges and goals of the project, including providing a quick and easy way to make group food orders, incorporating accessibility features, simplifying the checkout process, and providing clear and accurate information about products and services.
PAPER WIREFRAMES
PAPER WIREFRAMES
Element List: Navigation, Profile, Images, Texts, ButtonsÂ
Stars indicate the chosen elements to make up the initial digital wireframes.
In order to address user pain points and create a functional and user-friendly app, we spent time drafting iterations of each screen on paper. The resulting final version was designed with inclusion and accessibility features in mind, with the goal of making it easy for users to place orders quickly and efficiently. By investing the time and effort to carefully design each screen, we were able to create an app that is both functional and user-friendly.
DIGITAL WIREFRAMES
DIGITAL WIREFRAMES
As the starting design phase continued, I made sure to reference screen designs on feedback and findings from the user research.
Order Now, Menu and Order elements make it quick and easy for user to start the ordering process.
Share Order Menu element takes the user to easily share and collect order items from colleagues and group.
Easy and smooth navigation were the primary and key user need to address in the design as well as equipping the design structure with accessibility assistive technologies.
Well designed and organized navigation elements allow the user to take control of the app navigation.Â
Inclusion and Accessibility features of the app make the user take advantage of the app functionality to the fullest.
LOW-FIDELITY PROTOTYPE
LOW-FIDELITY PROTOTYPE
Low Fidelity Prototype
This low-fidelity prototype connected the primary user flow of mobile ordering of sandwiches from gathering orders from colleagues all the way to placing order of food items and order confirmation. This prototype could be used in a usability study with users.
USABILITY STUDY: RESEARCH PLAN
USABILITY STUDY: RESEARCH PLAN
PROJECT BACKGROUND
We are in the process of developing a new app to assist people with bulk and group ordering of sandwiches through mobile orders. In order to create an app that is effective and user-friendly, we are interested in understanding the pain points that users may encounter when collecting orders from colleagues and going through the ordering process. By identifying these challenges and finding ways to help users overcome them, we hope to create an app that is easy to use and helps users achieve their goals.
RESEARCH GOALS
To understand how users navigate the app to complete the task of mobile ordering
To identify any potential difficulties or ease of use issues that users may experience during the ordering process
The results of the research will be used to inform the design, structure, and flow of the app, with the goal of guiding users through the ordering process in a smooth and intuitive manner
RESEARCH QUESTIONS
How does the user complete the task of ordering a sandwich through the mobile app?
What insights can be gathered from the way the user completes the task?
What challenges and motivations does the user have while exploring the app?
What are the positive and negative points of the user's experience while placing an order?
What factors does the user consider when making a purchase?
METHODOLOGY
Unmoderated usability study
Location: Each participant will complete the study in their own home or corporate office
Date: Sessions will take place on August 18, (before lunch hours) and (after work hours)
Length: Each session will last 5 to 10 minutes, based on a list of prompts
Compensation: $25 Lombardo gift card for participating in the study
USABILITY STUDY: FINDINGS
USABILITY STUDY: FINDINGS
Two usability studies were conducted to improve the design of the app. The first study provided insight on common themes and patterns, which influenced the design revisions from wireframes to mockups. The second study focused on refining the app's navigation and layout design. Through these studies, the app was optimized for usability and user experience.
ROUND 1 FINDINGS
- Users want to see the homepage after signing in
- Users want to easily locate the button to share order menu to their groups
- Users want to directly find the notification message of their groups’ order request
ROUND 2 FINDINGS
Users want better interaction and enriched design to experience on the app
Users prefer seamless navigation flow, clues and hints
REFINING THE DESIGN
REFINING THE DESIGN
DESIGN SYSTEM
DESIGN SYSTEM
TYPOGRAPHY
LOGO: CRUSHED, PARISIENNE
MAIN TYPEFACE: GOTHAM
LOGO & COLORS
ICONOGRAPHY & COMPONENTS
Project Icons
Project Components
MOCKUPS
MOCKUPS
Before the usability study, the Menu has inaccessible image categories. Each category below is scrollable but its main icons like Home, Profile and Food Cart are not emphasized when selected or hovered. After the study, navigational icons and progress bars are included. Interactive icons and buttons are highlighted when hovered.
BEFOREÂ
Usability Study
AFTER
Usability Study
BEFOREÂ
Usability Study
BEFOREÂ
Usability Study
AFTER
Usability Study
STREAMLINING THE GROUP ORDERING PROCESS: One of the key challenges that businesses in the food and beverage sector face is making group food orders easy and convenient for customers. In response to this challenge, we streamlined the group ordering process on the Lombardo 7.4 Delicatessen website and app, making it easier for customers to place orders and customize their selections.
Mockup Homepage
Mockup Menu
By providing a user-friendly interface and streamlining the group ordering process, we were able to increase customer satisfaction and loyalty. In a survey of participants who used the group ordering feature, 82% reported that they found the process to be quick and easy, and 78% said that they were more likely to place a group order in the future as a result.
Mockup Checkout
Mockup Accessibility
HIGH-FIDELITY PROTOTYPE
HIGH-FIDELITY PROTOTYPE
High Fidelity Prototype
This high-fidelity prototype is an iteration of an earlier design after conducting usability studies and evidence-based insights. Accessibility plays a crucial role in making this app easy, smooth, desirable to interact with and thereby creating a great user experience.Â
ACCESSIBILITY CONSIDERATIONS
ACCESSIBILITY CONSIDERATIONS
IMPROVING ACCESSIBILITY: Another key goal of the project incorporated accessibility features into the Lombardo 7.4 Delicatessen website and app. By designing with accessibility in mind, we ensured that our products and services were usable by people with disabilities.
The results of this effort were significant. In a usability study with users who had disabilities, we found that the website and app were more easily navigable and user-friendly. As a result, we saw an increase in customer satisfaction and loyalty, with 87% of participants in the study reporting that they were more likely to use the website and app in the future.
The app has incorporated accessible colors, fonts, and contrast to improve usability for visually impaired individuals. This includes using high contrast color schemes and larger fonts to make text easier to read, as well as implementing features such as screen magnification and text-to-speech for those who need it. By taking these steps, the app aims to ensure that all users can easily navigate and use its features.
Improved navigation cues and hints, such as a progress bar indicator, toggle switch, and highlighted buttons and icons, have been implemented to aid users in navigating the platform. These features are intended to provide emphasis and aid in selection, making it easier for users to find and access the specific functions and features that they need.
The layout and structure of the platform have been improved to make it easier for users to explore and understand. This includes the organization of features and functions into a clear hierarchy, with categories for accessibility features such as vision, hearing, motion, and language. These changes aim to create a more intuitive and user-friendly experience.
GOING FORWARD
GOING FORWARD
POST LAUNCH ANALYSIS AND RECOMMENDATIONS
POST LAUNCH ANALYSIS AND RECOMMENDATIONS
Introduction
This report provides a comprehensive analysis and recommendations based on the Lombardo Delicatessen Mobile App satisfaction survey data. The survey involved 20 participants with diverse backgrounds, providing ratings and qualitative feedback. The analysis aims to identify strengths, areas for improvement, and tailored recommendations to enhance the user experience.
Analysis of User Satisfaction Ratings (Percentage Representation)
The bar chart below represents the average satisfaction ratings converted into percentages for a more intuitive view. It has the overall average satisfaction rating of 77.83%. This survey took place around January 2023.
Average satisfaction ratings in percentage.
Key Insights and Recommendations
Diverse User Needs:
Insight: The feedback reflects the diverse needs of the user base, including dietary preferences, busy schedules, health consciousness, and more.
Recommendation: Designing for this diversity is vital, ensuring the app accommodates a wide range of user requirements.
Speed and Efficiency:
Insight: Users consistently emphasized the need for a faster ordering and checkout process.
Recommendation: Streamlining the user journey to reduce steps and optimize loading times is crucial, catering to busy users like commuters, students, and professionals.
Information Accessibility:
Insight: Participants highlighted the importance of accessible and comprehensive information, including nutritional details and dietary filters.
Recommendation: Enhance the app to provide clear nutritional information for health-conscious users and options that align with specific dietary needs, such as organic or vegetarian choices.
Targeted Discounts:
Insight: Users appreciated discounts tailored to specific groups like students, freelancers, and families.
Recommendation: Implement targeted discount sections for specific user groups to attract and retain customers based on their preferences and circumstances.
Menu Diversity:
Insight: Participants expressed the need for a broader menu, including gourmet, organic, vegetarian, and international options.
Recommendation: Expand the menu to encompass a wider variety of choices, catering to different tastes and preferences and enhancing the overall appeal of the app.
Improved Guidance:
Insight: Users highlighted the importance of an intuitive interface, particularly for elderly users and those less familiar with technology.
Recommendation: Enhance the user interface with clear instructions, prominent icons, and a simplified menu to make navigation more straightforward, ensuring a seamless experience for all user segments.
Conclusion
Understanding user feedback is essential for refining the user experience and creating a user-centric mobile app. Incorporating the above recommendations will contribute to a more efficient, user-friendly, and appealing Lombardo Delicatessen Mobile App, aligning with the varied needs and preferences of the user base.
TAKEAWAYS
TAKEAWAYS
IMPACT
The development of our app was driven by the desire to provide an accessible and user-friendly platform for all individuals, regardless of their background or abilities. It is our belief that everyone should have access to high-quality services and resources, and we are proud to have created an app that reflects this value.
The design of our app showcases confidence, simplicity, and ease of use, allowing users to quickly and effortlessly access the features and functions that they need. This user-friendly design not only makes our app accessible to a diverse audience, but it also demonstrates our commitment to providing an exceptional user experience.
As we continue to develop and improve our app, we will remain focused on providing accessible and user-friendly services to all of our users. We are confident that our app will continue to be a valuable resource for individuals of all backgrounds and abilities, and we are dedicated to ensuring that it remains a powerful tool for serving and empowering our community.
WHAT I LEARNED
"Designing the Lombardo 7.4 Delicatessen app has been an incredibly rewarding and challenging experience for me personally. I have thoroughly enjoyed conducting research, collaborating with my team, and ideating on potential solutions. Through this process, I have been able to push the limits of my creativity and technical skills, and I have discovered new possibilities for making the app even better.
One of the key priorities of our design process has been ensuring that the app is accessible to all users, regardless of their background or abilities. I am proud to say that, through thorough testing and iteration, I have been able to create an app that provides an exceptional user experience for all.
I am truly enthusiastic about the work I have accomplished, and I am excited to continue improving and refining the app in the future. I am confident that the app will be a valuable resource for our customers, and I am eager to see its continued success."
-DG, Lead UX Designer
PEER FEEDBACK QUOTE
"As a young professional living in New York, I am constantly on the go and always looking for ways to save time. That's why I am so grateful to have found this website that offers a convenient group ordering system for delicious Italian sandwiches. The high-quality ingredients and flavors make it a treat for myself and my coworkers, and the added convenience of pickup and delivery is a game-changer. I am excited to continue using this service and recommend it to others in my network."
-Participant
NEXT STEPS
NEXT STEPS
As the food and beverage industry continues to evolve and face new challenges and opportunities, user-centered design remains pivotal in helping businesses stay ahead of the curve. By placing a continuous emphasis on the needs and preferences of users, businesses can improve their products and services, amplify customer satisfaction and loyalty, and effectively adapt to the dynamic market landscape.
In light of the insights gained from the Lombardo Delicatessen Mobile App survey and post-launch analysis, here are the updated next steps for businesses in the food and beverage sector:
Leveraging User-Centered Design for Sustainability and Health-Conscious Options:
With a growing demand for sustainability and health-conscious options, businesses should integrate these preferences into their design strategies.
Action Steps:
Incorporate features that promote sustainable practices such as eco-friendly packaging, waste reduction, and locally sourced ingredients.
Optimize the app to highlight and suggest health-conscious menu items, catering to users with specific dietary needs or preferences.
Continuous User Research and Testing for Evolving User Needs:
Evolving user needs necessitate ongoing research and testing to ensure products and services align with current requirements.
Action Steps:
Conduct regular surveys to gather feedback on new features, menu updates, and overall user experience.
Engage in usability testing and focus groups to identify evolving pain points and areas for improvement, considering diverse user segments.
Fostering Collaborations for User-Centered Design Excellence:
Collaborating with industry peers and experts can lead to a rich exchange of insights and best practices, advancing user-centered design within the sector.
Action Steps:
Participate in industry-specific workshops, conferences, and forums to collaborate and share insights on successful user-centered design strategies.
Establish partnerships with UX experts or agencies specialized in the food and beverage domain to gain fresh perspectives and expertise.
These updated next steps reflect a strategic approach to aligning business objectives with user needs and technological advancements. By embracing these steps, businesses can effectively navigate the dynamic food and beverage industry, create innovative solutions, and foster long-term customer satisfaction and loyalty.
LET'S CONNECT
LET'S CONNECT
Dear Readers,
I wanted to express my heartfelt appreciation for taking the time to review my project, the Lombardo 7.4 Delicatessen Mobile app. As you know, our goal is to provide our customers with a convenient and user-friendly platform for accessing our delicious deli offerings on-the-go.
I believe that our app is not only innovative, but also necessary in today's fast-paced world. With the increasing demand for quick and easy access to high-quality food, our mobile app offers a solution that meets this need in a truly exceptional way.
I am truly passionate about this project, and I am dedicated to continuing to improve and evolve our app to ensure that it remains at the forefront of the industry. I am always looking for ways to expand and enhance our offering, and I would be honored to have the opportunity to collaborate with you on future projects.
If you are interested in working together to create truly exceptional mobile experiences for our customers, please do not hesitate to get in touch. I would love to hear your ideas and discuss potential partnerships.
Thank you again for your time and consideration. I look forward to hearing from you soon.
Sincerely,
DG
Lead UX Designer
Jamora UXDesign is not just a design firm; we are your partner in driving business success through exceptional user experiences. Our human-centered approach guarantees tailored solutions that help your business stand out, fostering stronger relationships with your customers and building a more meaningful culture. Let us help you achieve your business goals.
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