2023
UX Case Study
CSI Venue Pick-Up Mobile Design Project
Role
UX designer
Scope
A/B Testing
Tools
Figma / Maze
Timeline
4 weeks
Background and Goals
The Venue is a restaurant located in Conestoga College Doon Campus that is highly favored by students. However, with the busy campus, the restaurant requires a more efficient method to deliver delicious dishes to customers. Our goal is to design a functional online ordering system to cater to the needs of more food lovers.
Design Processing
Target Users
Our target users are busy campus students and staff.
User Research
I conducted interviews and an online survey to better serve the people I am designing for and address their needs. Through analysis of this data, I identified various pain points experienced by users.
Competitive Analysis
I analyzed two famous pickup order mobile to understand their features and capabilities, gaining valuable insights.
Best Neighborhood Family Restaurant
Features:
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No login request and it is suitable for customers who want to order quickly and conveniently.
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Mobile order is the fast way to order ahead of pickup, but customers must pay with a credit or gift card first.
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Customize food functions and pick it up from nearby restaurants without waiting in line.
Popular Coffee Chains
Features:
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The Starbucks mobile web - need to log in, is a convenient way to order ahead for pickup, scan and pay in-store and customize your favourites.
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Rewards are built right in, so users will earn Stars towards free drinks and food on their purchases.
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Customize and place your order, then pick it up from a nearby participating store without waiting in line.
Unique Features
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Meals provide customized options.
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Various payment methods include credit cards, on-site payment and gift cards.
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A convenient way to order food without forcing users to log in.
User Flow
Brand Book
Low-Fi Sketch
Screens
Pototyping
A/B User Testing (Maze)
We tested our prototype on 20+ people to verify that the design solutions proposed by our group can meet people's needs for an order food flow. By observing our users, we can understand their issues with the application, like how easy or difficult it is to navigate or what happens when they press certain buttons.
Prototyping A
1) Home Page Layout: Grids - Products
2) Hamburger menu has a [Order Now] button
2.2) Menu Layer: For all options, the category is fixed at the top
2.3) Click the option, direct to the cart
3) There are some recommended meals on the cart page
Prototyping B
1) Home Page Layout: full-screen section - Daily Special (feature has Order Now button)
1.2)[Order Now] btn: to order the daily special (direct to the cart)
2) Menu Layer: Catalogue page > Options page
3) There are no recommended meals on the cart page
Test Results
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Overall, most people of orders go through and go back to the homepage successfully. However, some testers did not complete the task and perhaps needed a novice guide to guide them on how to use our order.
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68% of the testers thought they were satisfied with the ordering process.
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84% of testers found our process to be simple and straightforward.
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In version B, in the task of ordering food on the home page, the rate of false clicks is high at 43%: 10 testers clicked by mistake and may get lost! The user cannot find the full menu button resulting in the user being unable to find the specified order.
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In the comparison between version A and version B, 10 users prefer version A, and 8 users like the home page and menu category function of version B.
