OVERVIEW
Sunright Tea Studio is a boba franchise that gives customers the option to order ahead. I created a concept mobile application that personalizes the customer’s ordering experience and keeps track of the user’s reward points.
MY ROLEUI/UX and Product Designer
TIMELINEMar 2023 - May 2023
TEAMMelissa Zhang (myself)
TOOLS/SKILLSFigma, Interaction Design, UX Research, Usability Testing
PROBLEMWhenever customers have trouble using the third-party ordering system, Sunright Tea Studio can do very little to help resolve their issues and make improvements.
Sunright, a boba shop, faces the unique challenge of being very different from restaurants on food ordering apps. Boba shops typically serve beverages that allow numerous different customizations; they also sell gift cards and merchandise and tend to have their own rewards system. With more and more food businesses nowadays using self-ordering kiosks, this creates the need for Sunright to take control of their own ordering process.
DESIGN CHALLENGEHow might we help Sunright have more control over their ordering process and give users a more personalized experience?
SOLUTIONMeet customer needs through Sunright Tea Studio’s personalized mobile ordering application.
One place for everything: ordering, checking rewards, and applying promotions. Sunright doesn’t have to worry about the 3rd party app’s design choices and can directly accept feedback from customers. Furthermore, the app can also create more efficient foot traffic.
USER RESEARCHAfter surveying 30 regular Sunright customers, 87% of participants responded that they would rather use the shop’s specific ordering app over the third-party app.
The most common reasons included:
users can easily check their current reward points
users can look through their order history
in-app promotions and discounts
USER FLOWBefore jumping into designing the mobile user interface, I mapped out a user flow.
Following the typical food ordering process, users can either order from scratch or pick something from their order history.
MID-FI WIREFRAMESI blocked out the general shapes of the user interface before adding any colors, images, or detailed text.
USABILITY TESTSAfter completing the design and fully prototyping all the frames, I conducted usability tests with 5 potential users.
I prompted them to “try ordering a Taro Boba Milk” and documented their feedback.
Pain Points:
Users felt that the order summary screen was difficult to read.
Users were taken back by the tipping method.
Users were confused by the contradicting information on the rewards screen.
DESIGN REVISIONSI redesigned a few frames following the feedback from usability testing.
A side by side comparison of the order summary frame is shown below.
improved the readability by creating a widget look for the boba items
more intuitive tipping method
FINAL DESIGN
Order Ahead
Sunright customers can order ahead at any location. The entire menu is provided with photos and descriptions.
Customize Drinks
Users can customize drinks and place orders in a shopping cart. An order summary is given, and users can pay directly in the app.
Order Again
Users can check their order history and directly reorder past purchases.
Check Rewards
Users can view their current reward points as well as the points they earned from previous orders.
REFELCTIONThis project was something that came to me while I was working at Sunright. Customers often asked for assistance while ordering at the kiosk, and I wished that I could do more to improve their ordering experience. I have done some freelance design for Sunright in the past, so I am familiar with their brand identity. I believe having a personalized mobile app allows for more creativity and accessibility, and it can better incorporate specific user feedback. In the future, if Sunright decides to move off the third-party app, I would love if this app’s concept and design became a reality.
NEXT STEPSDesign and prototype the “Gift” and “Settings” page
Conduct more usability tests with new prototype