Taco Bamba

Restaurant mobile app

Background

Currently, Taco Bamba has a website allowing customers to check-out their menu, photos and locations as well as offer capability to place order from the website. Having understood the importance of their presence in the ever growing mobile space, Taco Bamba has decided to expand their reach so customers can easily order from anywhere by launching a new mobile app.

Goals

● Design a native mobile (iOS) app that supports existing website features
● Design an online ordering system in the mobile app
● Implement nearby store locator functionality

Role

● User research
● Information architecture
● UI design
● Interaction design

Tools

● Sketch
● Zeplin
● InVision
● Pen & paper

Timeline

● 8 Weeks

Research

1-1 interviews

In order to gain some clarity on users' behavior, their preferences, motivations and pain points while trying to order food, I decided to conduct a 1-1 interview with 3 candidates. The intent was to understand how users' perceive dining at a restaurant vs. ordering food online.

Interview questions

Below are a sample set of interview questions each participant was asked:
● How do you feel about queueing to eat at a restaurant?
● How do you order a meal for lunch or dinner?
● What are some frustrations when ordering a meal?
● How do you pay for your bill?
● What would you choose: mobile-app order vs. website order? Why?

Key take aways

● Mostly all the users use either a mobile app or order online via website
● Among all users, apps are perceived to be very convenient & easy to use
● Mostly all the users pay online with a credit card, or a debit card
● Using an app is better for the users as it's doesn't cause any distraction
● Most of the users order the same thing, so having a one "tap" re-order is great for repeat buyers
● Reward programs seem to bring the customers back for more
● Users appreciate the ability to quickly apply rewards from the app
● Common pain point is having to waste time to re-order the food if the order is prepared incorrectly

Research

Contextual Inquiry

In order to better understand and formulate guided pointers towards the proposed app design, I recruited 3 individuals for a contextual inquiry session. With each individual, I was able to observe them perform a certain set of tasks, and capture their overall experience.

Goals

● How did the user complete a given task?
● How did the user search or navigate around the app?
● How hard or easy was it for the user to complete the task?
● Is the user repeating a particular action to complete the task?

User tasks

● To order a sandwich via a mobile app
● Add a sandwich to the cart and customize the sandwich to users' liking
● Add a sandwich to the cart but mark a pick-up time for another day & time
● Add a sandwich to the cart and edit/remove the order at check-out

Outcomes

● All users were able to successfully order a sandwich via the mobile app
● All users knew how to search & navigate around the app without the need to think or to look around to perform any additional action
● One user expressed verbal frustration when a previously saved "favorite location" did not come up automatically, forcing the user to navigate the map and manually choose a specific location before proceeding with given task
● All users had no issues with payments & final checkout as everyone seemed very familiar with this process

Research

Persona

Based on the gathered feedback, I created a persona for Kelly. She reflects the target audience for Taco Bamba among those individuals who are occupied with their day job and need to grab lunch during their busy schedule.

Research

User flow & Task flow

The User flow demonstrates how a user searches for a nearby Taco Bamba location, browses the menu, selects the desired food items and a confirms the pick-up time and proceeds to final checkout.

The Task flow, on the other hand, demonstrates a singular action performed by a user, namely searching & purchasing desired food items for pickup at a pre-determined Taco Bamba location.

User flow

Task flow

Design

Style guide

I created the style guide based on Taco Bamba's requirements. The intention was to utilize existing branding and incorporate those design choices into mobile designs. I used Yrsa as the primary font through out the app as it blends nicely with their current website, yet manages to retain a bolder look.

Design

Application map

The application map works somewhat similar to sitemap on websites, but in reference to mobile navigation among various screens. For Taco Bamba, I have compiled the various ways of traversing & accessing various features and functionality within the proposed mobile app.