Morning Rush for Coffee

Melbourne is a place where coffee culture is extraordinarily important. Most of the working people from different industries waste much of their break time waiting in line every day both for the morning or afternoon coffee. This need is observed especially in the Melbourne CBD which is full of hidden coffee gems easily spotted by the long lines in front them. Working people usually have a busy schedule and suffer from long waiting time for coffee. The solution to overcome this pain by skipping the queue, might help them enjoy their mornings better.

Discovery

Research & Analysis

In order to get honest insight, interviews were held with people waiting in the line of the famous coffee shops in Melbourne CBD.

The respondents were asked about their coffee routines and their familiarity with food ordering apps.

To prove and generalise findings, a survey was held with 30 working people with different drinking habits.

Some of the findings are,

Shops were small, don’t even have place to sit in, but pretty and sincere
Buy their coffee on their way from train station to office
Staff and baristas were in a very friendly short conversation and recognised every day customers
Taste and closeness are the major factors
Customers were from offices nearby
Despite the crowd, they don’t prefer to drink free coffee in the office, but to pay for the taste, at least for the morning.
Use food ordering apps but prefer to pick up their coffee as they are passing by
Mostly buy the same type of coffee everyday
Have favorite coffee shops at different parts of city
Like to try new coffee shops especially for the new opening offers
Like to try new types of drinks when they are out of daily routine
Rarely buy any snacks with coffee

Design

Concepts & Sketching

Findings are grouped and categorised in order to generate the features for the app. With the contribution of technical experts we evaluated and prioritised in terms of value for the product and the effort needed to implement the feature. After determining the features, the user journey was drawn in order to picture the experience on the product. Wireframes were prepared for the first round of user testing.

Step 1. Interview Synthesis

Reason to go to a coffee shop

App Experience

Ordering Experience

Eating Drinking Habits

Payment

Things They Like About A Coffee Shop

Menu

New Product Discovery

Reword / Loyalty Programmes

Step 2. Feature Ideation

Step 3. Feature Prioritization

Step 4. User Journey

Step 5. Paper Sketches - Iteration 1

Develop

Prototyping

Iteration 1

Test

Validation, Usability, Feedback

Iteration 1 is testing with 5 users who are tech-savvy and users of e-commerce tools and food ordering apps. The findings are: Customer reviews didn’t take any interest Testers were confused with the last order section. The last ordered drink and the coffee shop name was mixed How daily offer was shown confused testers, they got frustrated with the whole screen They expected to see the coffee shops listed after drink category was selected

Develop

Prototyping

Iteration 2

Develop

Accessibility Checks

Iteration 3

Develop Accessibility Checks Iteration 3 - 3

Test

Validation, Usability, Feedback

Iteration 3 was tested with 10 testers on Lookback. The feedbacks are as below:

All the testers were able to complete the task of ordering a coffee from the closest coffee shop.
Nice to see the last purchase on the homepage
Should have a back button to homepage after completing order, felt the frustration on users on this page
Better to have sorting in terms of price, popularity on the coffee shop listings page
Chips on Coffee Shop Screen are good to indicate coffee shop features
“1-click to buy” button to skip confirmation page

Some improvement opportunities on order completion was observed. Under these considerations 1-Click to Buy Button was added.

Develop

Final Design

Iteration 4

Solution & Impact Overview

With the initial solution, it was tried to introduce a solution which basically relies on product selection and then pointing the customer to the coffee shops nearby which serve that product. A journey basically found in like an e-commerce app, which asks customer what s/he is looking for “list me the blue shirts you have”. However, user testing showed that people have a common sense to see the coffee shops first and then make their selection from the available products in there.

This might be a difference in experiences between a food ordering app, and a retail e-commerce app. Therefore, every feature on a shop is shown on listing and coffee shop screen, like the shop features and menu.