Investigating the donation problem on the website by using user research.
Investigating the donation problem on the website by using user research.
Cafe Turko
UX Research & Website Redesign
Project Overview
What is Cafe Turko?
Cafe Turko is a cafe-restaurant and catering that serves Turkish food and is
founded in 2012 by Soraya Wegener. This restaurant is located in Seattle.
Challenge :
Redesigned online order and food pick-up process
Project Goal :
Design easy order online food through a simple and creative menu and fast pick up process due to COVID-19 limitations
Project
Redesign Websites
Student project
My Role
User research, Interaction designer
Tools
Figma, Photoshop, Miro
Time
Three weeks
Teem
Three designers
Design Process
My Role
Discover
Define
User Research Heuristics Evaluation Competitive analysis
Problem& Solution, Persona, Storytelling
Develop
Design
Ideate, Sketch, Wireframe, User testing, Iterations
Deliver
Clickable prototype
Card sorting, User Flow, Sitemap
Discovery
Usability testing on current website
In the first step, we tried to identify the weaknesses of the website. In this way, we did a few usability tests on the current website of Kafe Turko to have a more accurate view of the website from a user point of view.
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Difficulty in finding the information users was looking for
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Problem with browsing the menu
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Ambiguous instructions about an online order, Pickup and Catering
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Too much reading, too little relevant information
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Unappealing food photos
Heuristic Evaluation
In the next step, we performed a heuristic evolution and noticed that a considerable number of the 10 Nelson evaluation principles were not observed on this website, including :
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Consistency and standards
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Flexibility and efficiency of use
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User control and freedom
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Aesthetic and minimalistic design
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Error prevention
Competitive Analysis
Next, we went to see what services and good restaurants competitors and websites provide and what user experience they designed for users.
We reviewed many websites and finally selected these 5 websites for Competitive Analysis and the results of this comparison can be summarized as follows:
1) These websites have a picture feed menu
2) The pick-up process is specified and defined
3) The table can be easily booked from within the website
4) online order is easy and fast
5) customers can have their own account
6) Colors, fonts and images are much more up-to-date
Comparative Analysis
Define
Exploration
Well, now we had some problems and for this project we wanted to work on one of them focusing on user experience. As a result, we looked at the reviews and saw one of the problems that customers mentioned. There is a problem with the food pick-up / tick-off process
The only information available for this process is in this section, which asks customers to call the restaurant to coordinate and order a pick-up, which is not a comfortable and straightforward job for customers in different ways in today's world.
Based on what has been said, as well as the prevalence of using take away due to the prevalence of COVID-19, we decided to focus on designing a user-center pickup process.
Persona
According to some results we got from user research, we started to define a persona. I knew that given the new living conditions after the preparation of the corona, a way would have to be found to solve the problem of ordering food. As a result, we developed the persona according to the existing limitations.
1- Redesign the home page based on user research
2- Redesign the food menu
3- Design a transparent pick-up process for the customer
Solution
Develop
Card Sorting
I wrote 42 cards to draw the map site, and we did card sorting with ten users and categorized our results. According to the information obtained and our research, we designed the site map and the user flow.
Card Sorting Result
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Open Card sorting
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42 Cards
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10 Participants
Site Map
I proposed a sitemap that incorporated core content for online food order.
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User Flow
Design
Wireframe sketch
Design & Iterate
Iterations Learning
With each iteration, I synthesized feedback by planning and categorizing issues on an affinity map. It helped me to improve the design based on user patterns and critical pain points.
Some key Insights:
1-Checking the menu at the first opportunity helps to make a faster choice.
2-Users would select the button without reading it, so I was more careful about how the CTA was arranged.
3-Design elements needed to convey clear action but offer user flexibility.
Reflection
Looking Forward
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Focus on enhancing colors, selecting impactful photos, and refining the overall UI design.
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Optimize the catering process to improve user-friendliness and streamline the experience.
Personal Learning
Teamwork
The design process convinced me that teamwork is more productive and constructive. In some cases, my opinions may not be accepted. Therefore, it is helpful to practice and come up with different ideas before getting more feedback to find a better solution with your team.
User Testing
In the three stages of user testing, we learned crucial points about the users. How users looked and choose the items they want, so it was exciting and informative. We made the necessary changes at each step and re-tested to ensure the design path was done correctly. Still, we know this is not the end of the matter, and testing and repetition are essential for user experience design.
Let's work together!
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© 2021 by Sima Sanaei.