Secondary Research

For this redesign, my first step was to research popular apps and analyze key competitors in the market. I thoroughly explored articles, reviews, and even downloaded competitor applications to closely examine their features and identify the factors contributing to their success. To gain a deeper insight, I also conducted a series of user interviews to better understand the needs and experiences of those using these apps.

Feature Comparison

Following my research, I created a feature comparison chart to evaluate how Toasted compares to other coffee applications. This chart allowed me to identify common and popular features within the market, as well as potential areas for innovation. It has been instrumental in determining which features should be prioritized in the design.

Market Positioning

Next, I developed a market positioning chart to assess how the current product is perceived in the market relative to its competitors. This tool has been crucial in defining the unique value proposition and identifying the target audience. To illustrate this, I included a 'blue ocean' space to highlight potential areas where we can differentiate ourselves in the market, compared to our current positioning.

Affinity Map

Following my research and interviews, I identified the most impactful information and feedback. To organize this data, I utilized an affinity map, which allowed me to uncover patterns and insights. This method is particularly useful for making sense of large volumes of information and pinpointing key themes for further exploration in the design process. Here are some of the things that the user interviews highlighted when it comes to what they already love and what they wish for in a future application.

- Customization in Orders: Enables users to personalize their orders with options for milk, flavors, and other preferences, ensuring a tailored experience.

- Newest Items/Deals: Highlights of the latest menu items and special deals to keep customers informed about new offerings and discounts.

- Access to Previous Orders: Integrating an easy-to-access feature for users to quickly reorder from their past selections, enhancing convenience.

- Point System: Incorporating a rewards points system to incentivize frequent customers and foster loyalty through earned discounts and perks.

- Pictures of Food: Including high-quality images of menu items to help users make more informed decisions and enhance the visual appeal of the app.

User Persona

Meet Jake, the user persona I created to represent a key segment of the target audience based on user research and data. Developing Jake helps me stay focused on the needs, goals, and pain points of our users throughout the design process. It serves as a guide for design decisions, ensuring that the product addresses real user needs effectively.

User Journey Map

Problem Statements

- Users seek a seamless way to track their orders, ensuring they can pick them up promptly at the desired time.

- Users want an intuitive method to discover and take advantage of daily promotions and discounts.

- Users expect easy access to their order history, enabling them to reorder favorite items or review past transactions.

- Users are interested in conveniently tracking and redeeming the loyalty points they’ve accumulated for future purchases.

MVP

"This app redesign will provide users with an efficient and seamless ordering experience, allowing them to easily track their orders, take advantage of daily deals, and earn and use loyalty points."

Jobs To Be Done

- When a new user logs in, I want to track my order in real-time, so I can pick it up in a timely manner, without having to guess when it will be ready.

- When a new user logs in, I want to see all the available deals offered in-store and online, so I can take advantage of promotions tailored to my location, without having to search through irrelevant offers.

- When a new user creates an account, I want to have my loyalty points displayed clearly, so I can easily keep track of my rewards, without having to navigate through multiple screens to find this information.

- When a new user creates an account, I want to use my loyalty points right away, so I can enjoy immediate benefits, without needing to wait for additional actions or conditions.

Lo-fi

Mid-fi

High-fi

Take Away

At the conclusion of this app redesign project, I gained valuable insights into both the research and redesign processes. As the sole UX/UI designer, I was responsible for conducting user research, identifying pain points, and implementing design solutions that enhanced overall usability and user experience. Through this project, I developed a deeper understanding of how to effectively prioritize user needs while maintaining a visually appealing and intuitive interface. The redesign provided me with significant growth in my design approach, enabling me to tackle future projects with a more refined, user-centered perspective.