CASE STUDY

Redefining Coffee Ordering for a Seamless Experience

Summary

The project aims to improve the customer-facing app of Spot On, a business management system for ordering from participating restaurants. The redesign focuses on enhancing the user experience for customers who order from coffee shops by conducting interviews, usability testing, and analyzing online feedback.

Identifying Pain Points & Usability Testing

After identifying user-reported difficulties with Spot On's app layout, features, and ordering process, we conducted usability testing with four participants on Apple and Android devices, who were tasked with exploring a business, adding items to the bag, and completing the checkout process.

User Experience:
Reducing Friction

To enhance the user experience of the Spot On app, I conducted a content audit and streamlined the user flow by simplifying the process of discovering a business, adding items to a cart, and completing an order.

Through analyzing checkout processes and comparing with similar products like Uber Eats, Square, and Doordash, we aimed to reduce steps and improve navigation, resulting in a new user flow from the home screen to the confirmation page.
CLIENT:
SPOT ON
SERVICES:
UX DESIGN
PROTOTYPING
USER TESTING
DATE:
2021

Wireframes, Mockups, Prototypes

I created iterations of wireframes and mockups, focusing on reducing clutter and ensuring an intuitive user experience by considering factors like font size, button placement, and color schemes, resulting in a prototype for user testing.

A New Look for Spot On

The redesign of the Spot On app focused on improving the design of the home, business, and product screens. When comparing the current app to the redesign, the main changes are visible in the screenshots provided.

ORIGINAL:
HOME SCREEN

Priority is deals or memberships which are not updated frequently.

NEW REDESIGN:
HOME SCREEN

Expansive view of current location, cart, and local businesses.

ORIGINAL:
BUSINESS SCREEN

Reviews from third party brands. Access to menu varies on business.

NEW REDESIGN:
BUSINESS SCREEN

Profile provides expansive view on featured items, points, & menu.

ORIGINAL:
PRODUCT SCREEN

Toggle menus and buttons create unnecessary friction and clutter.

NEW REDESIGN:
PRODUCT SCREEN

Customization can be accessed by scrolling down from business profile.

Outcomes of AB Testing

I had three users rate their experience with the Spot On app and compare it to using the prototype. They rated their experience on clarity of information, ability to finish checkout, and visual identity.

Order Time Improvement

2 minutes
Compared to the 5 minutes users take on the original app to discover a business, order items, & checkout.

Task Rate Completion

100%
Compared to 60% of participants unable to complete their checkout order on the original app.

Net Promoter Score

4.5 out of 5
Compared to the 2.5 rating user testing gave after using the original Spot On app.
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