Yah Café
Client
Yah Café
Timeline
Jun 2021 – Ago 2021
Role
Product Designer
Outcome
The redesign of the Yah Café app aimed to improve the customer ordering experience. By addressing menu ambiguities, introducing clarity, and prioritizing user customization, the app now offers an integrated and intuitive platform.
Project Overview
Yah Café web app aims to streamline the ordering process for customers, enhancing their experience by providing clear information and customization options.
My Role
As the solo designer, I led the design journey, ensuring a seamless transition from discovery to the final prototype.
Business Objectives
- Enhanced Customer Engagement: Foster deeper connections with customers by offering a seamless ordering experience.
- Streamlined Operations: Optimize restaurant workflows to ensure timely and accurate order deliveries.
- Brand Consistency: Ensure the digital experience aligns with Jeronimo's brand values and aesthetics.
- Data-Driven Decision Making: Collect and analyze user data to refine menu offerings, promotional strategies, and customer engagement initiatives.
- Expand Market Reach: Utilize the app as a platform to introduce new products, offers, and promotions, targeting both loyal customers and new demographics.
Goal
To optimize the user experience by simplifying the fiscal menu into a web aplication and streamlining the order placement process, ensuring customers can easily understand and make their selections.
Challenges
- Complexity of the Fiscal Menu: The menu structure and item descriptions may be intricate, causing confusion among users trying to make selections.
- User Interface Clutter: The app interface might be crowded or not intuitively designed, leading to difficulties in navigation and order placement.
- Inconsistent Descriptions: The descriptions provided for menu items may not be consistent or clear, making it hard for users to understand what they are ordering.
- Integration Issues: There could be potential challenges in integrating the app with the café's inventory system, leading to discrepancies in available items and displayed options.
Research
For this project, a market research was carried out, thus, having contact with current solutions focused on the Yah Café market niche, collecting positive and negative points and identifying opportunities.
Soon after that, a qualitative research was carried out, through interviews with customers and observing how they made their orders in the cafeteria space, and a quantitative research through Google Forms.
Highlights of qualitative research
- Customers express confusion over coffee ingredients.
- Comparisons with other establishments highlight gaps in service and customization.
- Menu comprehension remains a challenge.
- App-related trust issues due to past negative experiences.
Highlights of quantitative research
- 72% have previously ordered digitally.
- 87% have mistakenly ordered the wrong type of coffee.
- 76% prioritize ingredient clarity.
- 65% desire customizable ingredient amounts.
Problems identified
- Ambiguous menu descriptions.
- Lack of temperature clarity (hot/cold).
- Absence of ingredient customization.
- Ineffective app communication.
Usability Testing, Findings & Iterations
Conducting usability tests with a diverse group of Jeronimo's regulars, I delved deep into user behaviors and pain points. The tests unveiled that while users cherished the digital convenience, many missed the tactile experience of in-store interactions. This insight led to the incorporation of interactive elements simulating real-world coffee customization.
Findings
- Enhance menu clarity and ingredient transparency.
- Implement clear app feedback mechanisms.
- Prioritize user customization.
- Incorporate intuitive iconography.
"I tried using the menu but had difficulty understanding and placing my order accurately. The descriptions were unclear and I was unsure about which items could be removed or added"
UI Design & Prototype
- Iconography: Utilized to aid product selection and minimize ordering errors.
- Checkout Screens: Designed with user-centric elements, ensuring clarity and ease of use.
- Registration: Integrated quick registration options via Google and Facebook for user convenience.
- Feedback Screens: Developed to provide real-time feedback and gather user insights for continuous improvement.
