APP DESIGN / BRAND STRATEGY / UX DESIGN
Portfolio / Spring 2022
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Breaday is a fancy bakery located in Shanghai.
I'm creating an APP for them
to help their users to order through the online system.
In the several months-long sponsored project, I covered the design process from beginning to end on my own.
It's a challenging activity. And, also charming.
Challenge:
Challenge:
With the increasingly competitive world, more and more stores move their shop online based on delivery.
Users live an easy life relying on the delivery industry.
Which makes the local bakery fewer and fewer customers.
Solution:
Solution:
Stand its own brand and create an app to make the bakery sales online.
Empathize ＆ Define
First of all, I deconstructed the prompt into tangible subproblems.
RESEARCH GOALS
RESEARCH GOALS
RESEARCH METHODOLOGIES
RESEARCH METHODOLOGIES
Based on the problem above, I choose two mian methodologies to collect data on each facet of the prompt in order to answer our research goals :
Field observations
Field observations
Field interviews
Field interviews
I observed four local bakeries and interviewed several customers. Through the huge amount of data of the bakery customers, I found that:
Not all customers are office workers, amount of people are the ages.
The ages who have time and interest to walk a long way to buy for the families.
USER PERSONAS
USER PERSONAS
USER JURNEY MAP
USER JURNEY MAP
In order to understand the pain points of the users, I created a user journey map from some observational and premiery research.
This helped me identify when potential customers and existing users were being exposed to the company's brand and product and their extra potential needs.
Persona X ( synthesize the two main personas)
Goal: An easy and quick way to select food to take out.
Problem statment 1:
Yi bing Wang is an Official worker, who needs to order before she comes off work, so that she could get the food she likes.
Process Pain Point:
Working adults are too busy to go-to the bakery for their sorts of food in time.
Problem statment 2:
Ant Li is a retired woman, who needs more specific category labels because she needs to decide which one fits the family's diet.
Product Pain Point:
The text-heavy menus in apps are too difficult for ages to read and order from.
They need more category labels to make a better choice.
Ideate
Compititive audit:
Compititive audit:
I also conducted an audit of applications similar to Breaday. Some of them afford delivery support.
Add Pick Up Time Filter
Add Pick Up Time Filter
Some of the best stores support a time filter to help those official workers select a proper time for their food. That helps to avoid waiting in line and the sorts of food situations.
So we could do.
Set a Complete Brand Identity
Set a Complete Brand Identity
Some competitors put all their hurt into the quality of the products while ignoring the visual aspect because they didn't have adequate employees.
Some did all well in aspects like General information, First impressions, Interaction, Visual Design, and Content. Like Paris Baguette and Pantry's Best, they both have an outstanding brand identity.
We should control our visual designs to make the app ages-friendly and set a strong brand identity to outstanding.
User flow:
User flow:
Shop First - Login After
Shop First - Login After
Thought about" selecting agent", I put the" Login Page" after selecting the goods. This will also help to avoid an Irritating pop-up prompt when the user ignored the Login process and focus on shopping-on-line.
Prototype ＆ Test
Paper Wireframes
Paper Wireframes
For our application, at first, I created several paper wireframes to combine which function looks better in visual, and which function shows better on the homepage, etc.
Digital wireframes
Digital wireframes
Useability study:
Useability study:
Study details:
Affinity diagram:
Affinity diagram:
Throughout my design process, I used sticky notes repeatedly to organize the users' opinions about the lo-fi prototype. I sort out the data, then divide the valued opinions which are similar to each other.
Research insights:
Research insights:
Hi-fi prototype:
01. Homepage
05. Cart Page
02. Store Option
04. Detail Page
03. Select Page
06. Login Page
07. Welcome Page
08. Payment
09. Congrate Page
10. Profile Page
Accessibility:
Accessibility:
Take-aways:
Take-aways:
During this project, I learned valuable lessons in marketing strategy and design for the retail industry.
The user journey map became an instrumental tool in helping me find new opportunities for mobile media.
Understanding how to identify emotional markers in the journey of a customer helped me to know when and where customers would be open to brand advertisements and value propositions. My other key takeaways came from attempting to design for mobile app.
Creating the user flow helped me frame my design decisions and strategy.
Applications have limited pages and clicking steps, which need to change as much as possible contents to easily reed icons and image signals and condense some complex functions into tiny and delicate but not simple functions for creating a better reading experience.
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