Saladstop!
Overview
Mobile Website | Food ordering System
Elevate SaladStop's online presence !
Tackling peak-hour traffic with precision, we ask: "How can we make online ordering better than in-store?"
Our answer: Unveil in-store secrets through user insights and testing, and create a smooth, inviting interface for a hassle-free SaladStop! experience at your fingertips.
Duration:
1 month, Aug 2023
Role:
UX Researcher and Designer
Methods and Tools:
Miro, User interview, Observation Study, User Survey, Figma, Usability testing, Wire Framing, Heuristic Evaluation
Stakeholders:
Team of 3 and Client : Saladstop! Product Designer
Deliverables :
Research Findings, Wireframes, Prototyping
Impact
10%
increase in SUS score from 81 points to 91 points
8/10
of users found the website redesign easy to use and intuitive during testing
26.7%
Mis-click reduction
How might we enhance our online ordering system so that customers are motivated to choose it over in-store orders during busy times?
Heuristic Evaluation
Conducted against 10 usability principles to detect potential usability issues and ways to resolve them.
On-site Observations
2 locations:
Metropolis, One George St
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Visited on-site at 2 SaladStop! locations to observe and speak with customers.
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Initial understanding of customers' lunch habits, website application awareness
User Surveys
41 respondents
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Validate hypotheses
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Understand customers walk-in motivations
Usability Testing
6 Participants + Maze
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Evaluate the pain points of current user flow, and how intuitive it is.
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Discover potential improvements / feature suggestions
Research Method
Survey Insights
Our user surveys , conversations discovered the key survey insights as followed
01.
High Takeaway Preference
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The survey overwhelmingly shows that most people prefer takeout, revealing a promising opportunity for SaladStop's pickup feature to drive substantial growth.
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02.
Unawareness​ about platform
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With a shocking 70% unaware of SaladStop's online store and low preference, addressing this gap is crucial for creating a standout UX strategy to boost online visibility.
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03.
Motivated by Efficiency and Savings
Survey results underscore the importance of optimizing online ordering for speed and efficiency, while offering enticing discounts to engage customers who are drawn to the promise of swift service and exclusive deals.
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Usability Testing Insights
01.
Scrolling Fatigue on Ingredient Selection
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Users encountered scrolling fatigue while navigating through the list of ingredients, especially when attempting to add or remove specific items from their order.
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02.
Unclear Ingredient Information
Participants expressed confusion regarding the number of ingredients and pricing required for their orders. This lack of clarity impacted their ability to make informed choices.
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Research Conclusion
03.
Login Hurdle and Order Continuity
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A significant number of users faced challenges with the login process. Many believed that leaving the "Send Order" page would necessitate restarting the entire order process, causing frustration and hesitation.
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Design Solution
Increase visibility of Menu selection
Existing
Problem:
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Lack of quick way to find options
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Scrolling fatigue
Recommendation:
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Search bar to increase findability
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Horizontal scrolling with “See All” expand option to reduce scrolling fatigue
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Reduced card size of menu to increase visibility of variety
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Seasonal, Signature, CYO visible all at one glance
Proposed
Enhanced Ingredient selection experience
Existing
Problem:
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Lack Pricing information
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Scrolling Fatigue
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Lack of indicators of number of toppings to select
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No Direct track of calories
Recommendation:
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Introduce pricing at side
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Number of ingredients required
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Cards are smaller to reduce scrolling
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Total calorie indicator
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Spiciness indicator and removal of pricing indicator as it was included
Proposed
Introducing Progress Bar
Proposed
Problem:
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Struggle with knowing the steps needed to order a salad from choosing 2 greens, 7 toppings and 2 dressings
Recommendation:
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Integrate the instore steps mentioned in the progress bar to keep the customer engaged in the process and reduce confusion to create a seamless experience
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Customers have better sense of how far in the order they are
Log - in pop up
Problem:
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Prompting to register/login to apply promo code is unintuitive
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No navigation link within the page to login or sign up
Recommendation:
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Adding sign up and login popup form
Proposed
Our role as the UX team is to help SaladStop! better understand the ordering behaviours and motivations of their customers and work on usability of webapp to improve user acquisition and retention.
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This will be done through understanding
1) Why customers are not ordering online
2) How customers may be encouraged to order online
3) Friction points in the current website
Heuristic Evaluation
To kick off the project, we carried out a heuristics evaluation based on 10 usability heuristic principles by Jakob Nielsen doing a website walkthrough to identify potential usability issues that we may wish to probe into. Along with previously obtained data and this evaluation assisted us to discover research plan supporting our problem statement.
On-site Observations
2 locations:
Metropolis, One George St
We conducted in-person observations and engaged in brief conversations with customers at two prominent SaladStop! These on-site studies provided valuable insights into customers' lunchtime behaviours and their awareness of the online store.
These observations unearthed unique discoveries that may have remained concealed through other research methods:
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Three customers brought their own Tupperware containers for takeaways.
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The phrase "online order" was mentioned twice within the physical store during our visit, indicating a potential area for increased promotion of rewards and online store
Usability Testing Insights
We conducted usability testing with 6 participants who are first time customer for online platform to dive deep into usability of online platform.
We discovered concerns from users about information, spiciness of ingredients, information overload, and following are the top 3 concerns observed among the all 6.
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Initial Focus Clarification: During the initial stages of our research, we recognized a distinct challenge lying beyond our immediate scope, primarily related to marketing and awareness.
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Client-Centric Communication: Our commitment to transparency led us to engage in effective client communication, where we not only highlighted these external challenges but also offered strategic recommendations to address them.
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UX Enhancement Initiative: Simultaneously, our UX team identified essential user experience issues within the website. Acknowledging the pivotal role of a seamless interface, we embarked on a strategic journey to address and resolve these fundamental UX concerns.
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Elevating User Experience: Our strategic mission is to cultivate an enhanced, frictionless user experience within the website. By tackling both external and internal challenges, we aim to create an environment where users effortlessly engage with the platform
Retrospective
01.
Prioritizing User Insights
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In this project, we learned that User Research is key to uncovering hidden challenges. We must consistently validate our assumptions through user-centric investigations to ensure we address real user needs.
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Impact
02.
Comprehensive Problem Solving: A Multi-Faceted Approach
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Our project highlighted the importance of holistic problem-solving. While UX is vital, complex challenges often demand collaboration across domains. Integrating UX seamlessly into the broader business strategy should be our approach.
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03.
Embracing Feedback and User-Centricity
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Our success was driven by user-centricity and feedback. We must maintain this focus, continuously seeking and valuing user input. As team leader, I recognize the need to refine my leadership skills, particularly in delegation and understanding my team's strengths.
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The Project was well received by the Saladstop's Team.
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The client update the suggestion of using ''Create your salad" instead of of Current acronym of CYO on the online platform.
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The client indicated the possibility of discussions with the management team on how these improvements would be implemented on the website and lack of promotion about online ordering platform.