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HRD Coffee shop

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HRD wants a website redesign that will reduce the lunch line by allowing to people to order and pay for food in advance via the website, view the daily specials, and learn the story of HRD.

HRD wants a website redesign that will reduce the lunch line by allowing to people to order and pay for food in advance via the website, view the daily specials, and learn the story of HRD.

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  • 1. HRD NU DAO + PORA RITH GENERAL ASSEMBLY - USER EXPERIENCE DESIGN IMMERSIVE FALL 2013 Wednesday, October 30, 13
  • 2. DESIGN CHALLENGE Who is HRD? HRD Coffee Shop is located in SOMA San Francisco and specializes in Korean gourmet fusion served up in a relaxed atmosphere. Project Brief: HRD wants a website redesign that will reduce the lunch line by allowing to people to order and pay for food in advance via the website, view the daily specials, and learn the story of HRD. Wednesday, October 30, 13
  • 3. RESEARCH: OPPORTUNITIES IDENTIFIED AND FINDINGS Method: Interview with HRD. Findings: 1. 2. 3. 4. They have POS system (Leapset) that they haven’t yet implemented. No updated menu online. Customers can’t order over the phone or order online. Lines are always long and this is the biggest barrier for the customer. Opportunities Identified: 1. How can we reduce the line for people on lunch breaks that have a time limit? 2. How can we show HRD what the POS system would look like once implemented and what those benefits are. Goals: 1. Address the operational challenges that affect the customer experience and present a scalable solution that can solve those challenges and thereby enhance customer experience. 2. Redesign website to have a more modern look and feel and include online ordering system. Wednesday, October 30, 13
  • 4. POS USER Wednesday, October 30, 13 MERCHANT
  • 5. CONSTRAINTS • OUT OF BOX SOLUTION FROM LEAPSET • MERCHANT FORCED TO USE LEAPSET POS AND DESIGN HOW DO WE DESIGN WITHIN THE SYSTEM? Wednesday, October 30, 13
  • 6. Cameron “I go to HRD at least twice a week since I work two blocks away. I think they have great food but I hate having to wait in that line...” Motivations: His busy lifestyle makes it difficult to plan ahead and pack lunch, so he often eats out. Social/tech habits: Works in tech and is a huge foodie. Always on his mobile. Occupation: Software Engineer in SoMa Age: 28 Wednesday, October 30, 13 Pain points: He usually only has 1 hour for lunch, and on average he’ll spend at least 35 minutes waiting in line and for food at HRD.
  • 7. DESIGN RESEARCH AND ITERATION Wednesday, October 30, 13
  • 8. USER AND MERCHANT JOURNEY User Home Order Online View Menu/ Add Items Review Order Confi rmation Merchant Leapset POS Order Notification gets sent to Cashier Cashier reviews order Cashier approves order and prints order slip Cashier sends order slip to kitchen Kitchen prepares order Kitchen sends finished order to cashier Cashier notifies customer order is ready for pickup Customer picks up order and finds a seat in restaurant to eat at Wednesday, October 30, 13
  • 9. ITERATION 1 Wednesday, October 30, 13
  • 10. BEFORE RE-DESIGN Wednesday, October 30, 13
  • 11. WHERE DO I GO??? Wednesday, October 30, 13
  • 12. Typography inconsistent and confusing for customer Wednesday, October 30, 13
  • 13. AFTER RE-DESIGN Wednesday, October 30, 13
  • 14. ITERATION 1 Left side navigation was favored during user testing This was confusing to user Brief introduction about HRD engaged customer Business Information was crucial to have on landing page Wednesday, October 30, 13
  • 15. ITERATION 2 Business Information was crucial to have on landing page Wednesday, October 30, 13 Twitter feed not helpful to customer and confusing
  • 16. ITERATION 3 Navigation nested underneath logo was difficult for customer to spot Placement of business information here was overlooked by customer Wednesday, October 30, 13 Carousel of images was delightful and gives customer a better idea of the variety
  • 17. ITERATION 4 Navigation split on top was confusing for customer Brief description helps customer understand what HRD is Video engaged customer immediately and was a hit Wednesday, October 30, 13
  • 18. FINAL ITERATION Wednesday, October 30, 13
  • 19. NEXT STEPS RE-DESIGN LEAPSET POS Wednesday, October 30, 13
  • 20. THANK YOU! Wednesday, October 30, 13