Role: Concept, Research, Branding, Visuals, Prototypes, Testing, Mockups
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Duration: Dec - Feb 2023
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The problem
People with dietary restrictions or that have special requests can’t always find what they are looking for.
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The goal
Help people get personalised bakery products based on their needs and tastes.
Target audience
Name: Louise
Age: 44
Occupation: Lab manager
Louise is a Lab manager who needs to customise her bakery products because her family has special needs and she’s a very conscious consumer.
Name: Marcus
Age: 27
Occupation: Event planner
Marcus is an event planner who needs a stress-free app to personalise his bakery products because his clients are very demanding.
User research: pain points
The main pain points is the lack of choice: no brand offers personalisation of the products.
Ideation phase
User journey shows a situation where the app could be used and the interaction of the user with the app.
Competitor audit
Three direct competitors and one indirect.None of the competitors offers complete personalisation, just one has an app.
User journey
Low fidelity prototypes
The main focus was to create a flow to see if the user was able to understand the personalisation part and complete the task easily.
Usability study
Two rounds of testing: the first round users tested the wireframe, the second one they tested the high fidelity mockup.
Findings
The first round highlighted some issues with the flow and the need for more instructions during the process.
The second round brought up some interesting features to be developed to make the user experience smoother.
High fidelity mockup
The main amends were on the flow.
Now, there are more instructions about the process for new users.
A splash animation was added before the log in/register screen.
It's important to give a feedback on the success of the purchase.
The profile page will also collect the information for a quicker checkout.
Animations
Personalisation might take some time to perform. Little animations make the experience more pleasant and fun.
Style guide
Challenge 1: the complexity
At some point the complexity of the process made me stop and rethink everything.
Splitting the flow into new and recurring users helped to avoid the frustration of having too much or too little information.
Challenge 2: the process
Multiple testing took place to make sure that the process was smooth and clear. Many amends followed until the final result. Diversifying the way we are communicating the process and the flow is making sure the message is coming through.
“Functional, practical.
Love the idea of customising the research with preferences
and allergies.”
Key learnings
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User testing has been essential to find critical pain points and solve them easily and quickly improve the design and the user journey.
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Sometimes is useful to stop and rethink.
Next steps
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Implement the ‘Professional account’ in future updates
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Find new ways of improve accessibility