UI Design, BRANDING
DREAM CREAM - Food Delivery App
Clickable Prototype
Copy Link & View Clickable Figma Prototype - DREAM CREAM - Animated Food Delivery APPLICATION:
https://www.figma.com/proto/ZWKnNyoB1xCqzZr5Q6NoJ0/Dream-Cream-Delivery?page-id=438%3A417&type=design&node-id=678-3966&viewport=231%2C513%2C0.02&t=IdP91kFGJk78eKcm-9&scaling=scale-down&starting-point-node-id=678%3A3966&show-proto-sidebar=1&hide-ui=1
UX Design
"Dream Cream Delivery" App
Role and Project Information
Branding, UX/ UI Design. Interactive design and prototyping using Figma. UI design for hybrid app.
Role: UX/UI Designer. Tools: Figma, Balsamiq Wireframes, Photoshop, Illustrator. Timeline: 3 months (2024).
Collaboration: As a UX/UI designer, I collaborated with a small team of developers and a product manager. I was responsible for branding and determining the overall design direction of the project while collaborating with the rest of the team on the creativity and implementation.
Introduction
Problem Statement
The problem statement for the "Dream Cream Delivery" App revolves around providing a convenient and efficient platform for ordering and delivering ice cream, smoothies, original teas, and coffees in Toronto's Elation Center. The current market needs a comprehensive online solution that caters specifically to the delivery of these products. Customers need help finding a reliable and user-friendly platform to satisfy their cravings for high-quality desserts and beverages without leaving the comfort of their homes.
Purpose
The "Dream Cream Delivery" App is a user-friendly platform that aims to revolutionize how people indulge in their favourite sweet treats. With a focus on ice cream, smoothies, original teas, and coffees, the app and website provide a convenient and delightful experience for customers looking to satisfy their cravings from the comfort of their homes. The platform aims to offer a wide range of mouthwatering flavours and carefully crafted beverages, all available for delivery, ensuring that users can easily access and enjoy their favourite treats with just a few taps or clicks. Whether it's a scoop of creamy caramel or rich chocolate ice cream, a refreshing smoothie, or a soothing cup of tea or coffee, the "Dream Cream Delivery" App aims to bring happiness and indulgence right to the fingertips of its users, making their treat cravings a delightful reality.
Primary product offerings
The "Dream Cream Delivery" App offers a diverse range of delectable products to satisfy the cravings of its users. The primary product offerings include two mouthwatering flavours of ice cream: caramel and chocolate. These indulgent flavours will surely delight ice cream enthusiasts with their rich, creamy textures. In addition to ice cream, the platform provides a selection of refreshing and nutritious smoothies, perfect for those seeking a healthier option. The smoothies are made with various fruits and ingredients to offer a delicious and stimulating experience.
Moreover, the App provide a range of original teas and coffees, catering to the preferences of tea and coffee lovers. From aromatic and flavorful teas to rich and robust coffees, users can find their preferred beverage to complement their ice cream or enjoy on its own. Overall, the "Dream Cream Delivery" App provides a delightful assortment of ice cream, smoothies, original teas, and coffees, ensuring something for everyone's taste buds.
Location
The "Dream Cream Delivery" coffee shop is in the heart of Toronto's Elation Center. The precise address may vary, but it is strategically situated within the vibrant and bustling neighbourhood of the Elation Center. This central location allows us to serve customers in and around the area with the convenience of delivering their favourite ice cream, smoothies, original teas, and coffees directly to their desired location. Whether you're a resident, a visitor, or working in the Elation Center, our coffee shop is poised to bring delicious treats to your doorstep.
Project Brief
Competitors
Despite the existing demand for ice cream and beverages delivery services, several competitors in the market offer similar products. Some notable competitors include established food delivery platforms, local ice cream parlours, cafes, and specialty beverage shops. These competitors may have their mobile apps or websites. Still, they often lack a dedicated focus on ice cream, smoothies, original teas, and coffee delivery, giving "Dream Cream Delivery" an opportunity to stand out and capture a specific niche market.
Competitors, their Strengths, Opportunities and Weaknesses and Market Analysis
Several competitors have been identified in the market analysis of the food delivery industry.
Competitor A has established a strong presence with a user-friendly app interface and a wide selection of menu options. Their strengths lay in their efficient delivery service and brand loyalty. However, a weakness is their limited customization options for orders, which may not cater to individual preferences. It presents an opportunity for the "Dream Cream Delivery" project to offer more personalized and customizable options to differentiate itself.
Competitor B focuses on sustainability and eco-friendly practices, which has resonated with environmentally conscious customers. Their strengths include their commitment to socially responsible practices and eco-friendly packaging. However, an opportunity exists for the project to improve its delivery speed and expand its menu to cater to a broader range of customer preferences.
Competitor C provides gourmet offerings and premium ingredients, appealing to customers seeking a luxurious dining experience. Their strengths lie in the quality and exclusivity of their products. However, higher prices may limit their customer base to a more affluent segment. It presents an opportunity for the "Dream Cream Delivery" project to offer high-quality products at more affordable prices, targeting a broader market.
The "Dream Cream Delivery" project can identify its unique value proposition by analyzing competitors' strengths, weaknesses, and opportunities. It can capitalize on customization, sustainability, and affordability to set itself apart. By addressing the identified shortcomings of competitors and leveraging its strengths, the project can position itself as a strong competitor and attract a loyal customer base.
Competitive Landscape Analysis: Identifying Existing Solutions and Opportunities for Differentiation
To analyze the competitive landscape in the online food delivery industry, we conducted research to identify existing solutions and assess the opportunities for differentiation. Here is a summary of our findings:
1. Existing Solutions:
• Established Food Delivery Apps: Several well-known food delivery apps exist, offering a wide range of cuisines and partnering with various restaurants. These platforms provide convenience, extensive delivery coverage, and user-friendly interfaces.
• Specialized Ice Cream Delivery Services: Some niches, like ice cream delivery services, focus specifically on delivering frozen treats, offering a limited but curated selection of ice cream flavours and toppings.
• Beverage Delivery Apps: Some apps specialize in delivering beverages, including smoothies, teas, and coffees. These platforms offer customization options and prioritize the freshness and quality of their drinks.
2. Opportunities for Differentiation:
• Customization and Personalization: Differentiating by providing robust customization options for ice cream, smoothies, teas, and coffees. Allowing users to select flavours, ingredients, portion sizes, and dietary preferences can set "Dream Cream Delivery" apart from competitors.
• Emphasis on High-Quality Ingredients: Highlighting premium, locally sourced ingredients in ice cream, smoothies, teas, and coffees can attract customers who prioritize quality and freshness.
• Unique Flavor Combinations: Introducing innovative and unique flavour combinations that stand out from traditional offerings can pique customers' interest and differentiate the brand.
• Focus on Delivery Experience: Ensuring accurate and timely deliveries, providing real-time order tracking, and improving communication channels between customers and delivery personnel can enhance the delivery experience.
• Specialized Packaging: Utilizing eco-friendly and visually appealing packaging options can add a distinctive touch to the brand and create a memorable unboxing experience for customers.
By capitalizing on these opportunities for differentiation, "Dream Cream Delivery" can position itself as a unique and enticing option in the competitive landscape. Emphasizing customization, quality ingredients, unique flavours, delivery experience, and specialized packaging will set the platform apart, attracting customers who value personalized and delightful food and beverage delivery experiences.
Furthermore, continuously monitoring the market and staying updated on emerging trends and customer preferences will allow "Dream Cream Delivery" to adapt and innovate, maintaining a competitive edge in the ever-evolving online food delivery industry.
Project Description
The "Dream Cream Delivery" App aim to address the problem by providing a dedicated platform for ordering and delivering ice cream, smoothies, original teas, and coffees in Toronto's Elation Center. The project involves developing a mobile app and a website to cater to a wide range of users and ensure accessibility from different devices.
The key features of the "Dream Cream Delivery" App include a user-friendly interface, a comprehensive product catalogue with various categories and sub-categories, inline validation for creating user accounts, customizable options for choosing ice cream flavours, ingredients, and portion sizes, a convenient mobile date picker for selecting the preferred delivery date, a seamless cart/basket system for managing chosen products, and a secure checkout process for entering the delivery address, making purchases, and receiving confirmation.
Through an appealing visual design, utilizing the colour scheme (#A31C71, #FFB1D4, #93162F, #673F5B, #FFFFFF, #000000) and typography (Roboto and Open Sans), the "Dream Cream Delivery" App will create an engaging and delightful user experience. By focusing on quality, convenience, and timely delivery, "Dream Cream Delivery" aims to establish itself as the go-to platform for ice cream, smoothies, original teas, and coffee delivery in Toronto's Elation Center.
Services
The "Dream Cream Delivery" App offers a range of services to cater to the needs of its customers. Firstly, it allows users to browse and select from various delicious ice cream flavours, including caramel and chocolate, smoothies, original teas, and coffees. Users can customize their ice cream orders by selecting ingredients and choosing the size of their scoop. The app also provides a convenient mobile date picker to select the desired delivery date. Users can proceed to checkout or continue shopping once the products are added to the cart. The app facilitates a seamless and secure checkout process, where users can enter their address details and complete the purchase. Overall, the app aims to provide a convenient and enjoyable experience for users to explore and order their favourite treats from "Dream Cream Delivery" with ease.
Objective
The "Dream Cream Delivery" App aim to create a seamless and enjoyable experience for users, allowing them to easily browse, select, and order their favourite ice cream flavours, smoothies, original teas, and coffees for delivery. The primary goal is to provide a user-friendly platform that simplifies the process of online food ordering and ensures a convenient and efficient delivery service. Focusing on user needs and preferences enhances customer satisfaction and builds long-term loyalty. Additionally, the aim is to showcase the wide variety of delicious treats available, enticing users to explore new flavours and indulge in their favourite cravings. Ultimately, the objective is to establish the "Dream Cream Delivery" brand as a go-to destination for high-quality, delectable, sweet treats, delivering a delightful experience that exceeds customer expectations.
How the project stands out
The "Dream Cream Delivery" project stands out from its competitors in several ways. Firstly, it offers a unique and diverse range of products that cater to various tastes and preferences. With options like artisanal ice creams in flavours like caramel and chocolate, refreshing smoothies, original teas, and premium coffees, the project aims to provide a comprehensive menu that appeals to a broad customer base.
Secondly, the project differentiates itself through its emphasis on quality and customization. Customers can personalize their orders, whether selecting their preferred ice cream toppings or customizing their beverages. This level of customization adds a personal touch and enhances the overall customer experience.
Furthermore, the project focuses on providing a seamless and user-friendly ordering process. The app and website are designed to be intuitive, with straightforward navigation and an easy-to-use interface. Customers can browse the menu, select, and complete their orders with simple steps. The emphasis on user experience ensures that customers enjoy a hassle-free and enjoyable ordering process.
Overall, the "Dream Cream Delivery" project stands out by offering a unique product range, emphasizing quality and customization, and providing a user-friendly ordering experience. These factors contribute to its competitive advantage and position it as a standout option in the food delivery industry.
Project goals
The primary goals of the "Dream Cream Delivery" project are to create a user-friendly and visually appealing app and website that streamline the online food ordering and delivery process. The project aims to provide customers with a convenient and seamless experience, allowing them to browse and select from a wide range of ice cream flavours, smoothies, teas, and coffees. The app and website are designed to showcase the products enticingly, with captivating visuals and detailed descriptions.
Another key goal is to ensure mobile responsiveness, making the app and website accessible and optimized for various screen sizes and devices. It allows users to navigate and place orders from their smartphones or tablets easily. The project also incorporates user-centred design principles, conducting user research and usability testing to gather insights and iterate on the designs based on user feedback. Ultimately, the goal is to create an innovative and user-centric platform that stands out from competitors and delivers a delightful experience to customers seeking delicious treats delivered to their doorstep.
Business goals
The business goals of the "Dream Cream Delivery" project revolve around driving growth and profitability in the online food delivery industry. The primary objective is to establish a strong presence in the market and become a leading provider of ice cream, smoothies, teas, and coffees. It involves increasing brand awareness and expanding the customer base by offering a diverse range of high-quality products.
Another vital business goal is to optimize operational efficiency and provide a seamless ordering and delivery process. By leveraging technology and implementing efficient logistics, the project aims to ensure timely and accurate deliveries, enhancing customer satisfaction and loyalty. Furthermore, the project seeks to foster customer engagement and loyalty through personalized offers, rewards programs, and exceptional customer service.
The business goals are centred around delivering a superior customer experience, achieving revenue growth, and establishing "Dream Cream Delivery" as a trusted and preferred choice for online food ordering and delivery in the market.
Project vision
• Revolutionize the food delivery experience.
• Provide a convenient, reliable, and delightful service.
• Seamless connection between customers and food options.
• Prioritize customer satisfaction and a smooth ordering process.
• Timely deliveries and a wide selection of high-quality food items.
• Cater to diverse preferences and dietary requirements.
• Foster a sense of community and support local businesses.
• Promote sustainable practices within the food ecosystem.
• Be the go-to destination for food delivery.
• Superior user experience and vast culinary options
• Commitment to customer satisfaction and community-building
• Utilize innovative technology and strategic partnerships.
Target Audience
The target audience for the "Dream Cream Delivery" App is primarily individuals residing in the Greater Toronto Area (GTA) who prefer online food ordering and delivery services. The app caters to customers who enjoy the convenience of having their favourite treats, such as ice cream, smoothies, teas, and coffees, delivered right to their doorstep. The target audience includes busy professionals, students, families, and individuals who appreciate the ease and time-saving benefits of ordering food online. They value quality products, crave variety, and seek a seamless and reliable ordering experience. By targeting this audience, the app aims to capture the market of consumers who desire a wide range of delicious treats delivered conveniently and efficiently.
The Strategy of the UX Project Process
1. Research Phase:
• Conduct user research and analysis
• Identify target audience and user needs.
• Analyze market trends and competitors.
• Gather insights for informed decision-making.
2. Ideation Phase:
• Brainstorm and generate ideas.
• Create user personas and scenarios.
• Define user journeys and information architecture.
• Develop wireframes and prototypes.
3. Design Phase:
• Create visual design elements and branding.
• Implement consistent navigation and layout.
• Use appropriate typography and colour scheme.
• Ensure mobile responsiveness and accessibility.
4. Usability Testing Phase:
• Conduct user testing sessions.
• Gather feedback on usability and user experience.
• Iterate designs based on user insights.
• Optimize user interactions and flows.
5. Development Phase:
• Collaborate with developers for implementation.
• Ensure seamless integration of design and functionality.
• Test and debug the application or website.
• Optimize performance and loading times.
6. Launch and Evaluation:
• Deploy the final product.
• Monitor user feedback and analytics.
• Gather insights on user engagement and satisfaction.
• Continuously improve and iterate based on data-driven decisions.
7. Continuous Improvement:
• Stay updated with market trends and user preferences.
• Regularly review and enhance the user experience.
• Implement new features and improvements.
• Seek user feedback and iterate accordingly.
Principles of the app and website design "Dream Cream Delivery"
The "Dream Cream Delivery" App is based on crucial website design principles to ensure an optimal user experience. These principles include:
1) Simplicity and Clarity: The design follows a minimalist approach, focusing on simplicity and clarity. The interface is clean and uncluttered, allowing users to easily navigate and understand the available options. Clear and concise content is provided, ensuring users can quickly find the information they need.
2) Consistency and Coherence: Consistency is maintained throughout the app and website regarding layout, navigation, and visual elements. It creates a sense of familiarity and helps users feel comfortable and confident in their interactions. Coherence is achieved by ensuring that all design elements align with the overall brand image and messaging, creating a cohesive and unified experience.
3) User-Centric Design: The app and website are designed with a user-centric approach, placing the needs and preferences of the target audience at the forefront. User research and feedback are incorporated to understand their requirements and create an intuitive and seamless interface. User-friendly features such as easy product selection, customization options, and a streamlined checkout process are implemented to enhance the overall user experience.
4) Mobile Responsiveness: Recognizing the importance of mobile devices in today's digital landscape, the app and website are fully responsive and optimized for various screen sizes and devices. This ensures that users can access and use the platform conveniently, regardless of their device.
By incorporating these website design principles, the "Dream Cream Delivery" App aims to provide customers a user-friendly, visually appealing, and intuitive experience, enhancing their satisfaction and engagement with the platform.
Type of the Product
The "Dream Cream Delivery" App offers a digital platform for online food ordering and delivery. It falls under the category of a food delivery service, providing customers with a convenient way to browse various products, including ice cream, smoothies, original teas, and coffees, and place orders for delivery to their desired location. The product combines the ease of online ordering with the joy of indulging in delicious treats, offering customers a seamless and enjoyable experience. With its user-friendly interface, extensive product range, and efficient delivery service, the app and website aim to satisfy customers' cravings and provide a convenient solution for enjoying their favourite food and beverages without leaving their homes or offices.
Strengths and Opportunities
Strengths:
The "Dream Cream Delivery" App has several strengths contributing to its success. Firstly, the app offers diverse products, including ice cream, smoothies, original teas, and coffees, catering to a broad customer base with varying preferences. This diverse product offering allows the app to attract and retain a more extensive customer base. Additionally, the app's user-friendly interface and intuitive navigation make it easy for users to browse and select their desired products. Incorporating visually appealing visuals and engaging graphics enhances the overall user experience and encourages users to purchase. Furthermore, the app's mobile responsiveness ensures that it can be accessed and used seamlessly across various devices, providing users a consistent and enjoyable experience.
Opportunities:
While the "Dream Cream Delivery" App has several strengths, there are opportunities for further improvement and growth. One possibility lies in expanding the product offerings to include seasonal or limited-time flavours, special promotions, or collaborations with local brands. It would attract new customers, entice existing customers to explore new options and increase their engagement with the app. Another opportunity is to enhance the personalization options for users. By providing features that allow users to create their flavour combinations or customize their orders in more detail, the app can offer a unique and tailored experience, enhancing customer satisfaction and loyalty. Additionally, implementing loyalty programs, discounts, or rewards for frequent customers can incentivize all repeat purchases and foster long-term customer relationships. Finally, the app can explore partnerships with delivery service providers or optimize its delivery logistics to ensure efficient and timely delivery of orders, further improving the overall customer experience.
Conducted User Research: Understanding Target Audience Preferences and Pain Points Related to Online Food Ordering and Delivery
We conducted user research through surveys, interviews, and observations to gain insights into our target audience's preferences and pain points regarding online food ordering and delivery. The research aimed to understand their behaviours, motivations, and challenges when ordering food online. Here is a summary of the findings:
1) Preferences:
• Convenience: Most respondents emphasized the importance of comfort in online food ordering. They preferred platforms that offered easy-to-use interfaces, quick ordering processes, and reliable delivery services.
• Customization: Many users expressed a desire for customization options, such as being able to select ingredients, portion sizes, and dietary preferences. Personalization played a significant role in their decision-making process.
• Variety: Respondents appreciated platforms that offered diverse food options, catering to different cuisines and dietary requirements. They valued menus with ample choices and the ability to discover new and unique dishes.
• Clear Information: Users preferred platforms that provided detailed and accurate information about the menu items, including descriptions, ingredients, nutritional values, and allergen information. Transparency was crucial in building trust and making informed choices.
2) Pain Points:
• Delivery Time and Accuracy: Users expressed frustration with delivery delays and inaccurately estimated delivery times. They desired accurate tracking and real-time updates to plan their schedule accordingly.
• Communication: Lack of clear communication during the delivery process was a common pain point. Users wanted better communication channels to address order modifications, delays, or any issues that may arise.
• Payment Options: Some users mentioned limited payment options as a barrier to ordering online. They preferred platforms that offered multiple payment methods, including credit/debit cards, digital wallets, and cash on delivery.
• User Experience: Cluttered and confusing interfaces, slow-loading websites or apps, and difficulty in navigating menus were highlighted as frustrating aspects of specific platforms. Users sought intuitive designs that made the ordering process seamless and enjoyable.
Based on these findings, our target audience values convenience, customization, variety, and clear information when ordering food online. To address their pain points, we must improve delivery time accuracy, enhance communication channels, offer diverse payment options, and provide a user-friendly and intuitive experience through a well-designed platform.
These research insights will guide the development of the "Dream Cream Delivery" app, ensuring that we meet the expectations and preferences of our target audience, providing them with a seamless and satisfying online food ordering and delivery experience.
Market Trends and Customer Expectations in the Food Delivery Industry
1). Increased Demand for Convenience: Customers today seek convenience and ease in their food ordering experience. They expect seamless online platforms that offer quick and hassle-free ordering, multiple payment options, and reliable delivery services. The ability to order food anytime, anywhere, and track their deliveries in real-time has become the norm.
2). Emphasis on Health and Wellness: There is a growing trend towards healthier food choices and a focus on wellness. Customers increasingly seek options catering to dietary preferences, including vegetarian, vegan, gluten-free, and organic offerings. They expect clear labelling of ingredients, nutritional information, and the availability of healthier menu options.
3). Rise of Customization and Personalization: Customers appreciate the ability to customize their orders to suit their preferences. They expect platforms that offer a wide range of choices for ingredients, flavours, portion sizes, and special requests. Personalization lets customers feel in control of their dining experience and fosters a sense of connection with the brand.
4). Sustainability and Eco-Friendly Practices: Environmental consciousness is gaining importance among customers. They expect food delivery services to adopt sustainable practices, such as using eco-friendly packaging materials, minimizing food waste, and partnering with environmentally responsible suppliers. Businesses that prioritize sustainability are likely to attract environmentally conscious customers.
5). Integration of Technology: The food delivery industry increasingly leverages technology to enhance the customer experience. This includes mobile apps, online ordering systems, AI-powered recommendations, chatbots for customer support, and seamless integration with popular food delivery platforms. Customers expect user-friendly interfaces, intuitive navigation, and personalized recommendations.
6). Seamless Delivery Experience: Delivery speed, accuracy, and transparency are crucial to customer satisfaction. Customers expect timely deliveries, accurate order tracking, and clear communication throughout the delivery. The availability of flexible delivery options, such as contactless and scheduled deliveries, is also becoming more critical.
7). Embracing Contactless and Hygienic Practices: The COVID-19 pandemic has accelerated the adoption of contactless delivery and hygienic practices. Customers expect food delivery services to prioritize safety by implementing contactless delivery options, stringent hygiene protocols for food preparation and packaging, and regular sanitization of delivery vehicles.
8). Social Responsibility and Community Engagement: Customers appreciate businesses that demonstrate social responsibility and engage with their communities. They expect food delivery services to support local businesses, contribute to charitable causes, and address social issues. Transparent and ethical business practices resonate with socially conscious customers.
Staying informed about these market trends and aligning with customer expectations is crucial for the success of "Dream Cream Delivery." By incorporating convenience, customization, health-conscious options, sustainability, seamless technology integration, and a focus on delivery experience and social responsibility, the platform can meet customers' evolving needs and expectations in the competitive food delivery industry.
User Discovery
User Testing
The 8 questions for user interviews were asked to 4 interviewees for user testing specifically for the "Dream Cream Delivery" App:
1) How often do you order ice cream or other food and beverages for delivery?
2) What key factors do you consider when choosing a food delivery app or website?
3) What features or functionalities would you expect from an ideal ice cream delivery app or website?
4) How important is the variety of online ice cream flavours and options?
5) Have you ever encountered challenges or frustrations when ordering ice cream or other food online? If yes, please explain.
6) What is your preferred method of payment when ordering food online? Are there any specific payment options you would like to see?
7) How likely will you leave a review or rating for a delivery app or website? What factors influence your decision to do so?
8) Can you share any specific improvements or additional features you would like to see in an ice cream delivery app or website?
These questions are tailored to gather insights related explicitly to the "Dream Cream Delivery" App, focusing on user preferences, pain points, and suggestions for enhancing the ice cream ordering and delivery experience.
Four interview scripts
Here are the interviewees for user testing and their answers:
Interviewee 1:
A) Name: Sarah
B) Occupation: Marketing Manager
C) Place of Residence: Toronto, Ontario
D) Neighborhood: Yorkville
Here are the answers for Interviewee 1, Sarah:
1) I order food for delivery around 2-3 times a week and ice cream occasionally when I'm in the mood for a treat.
2) For me, the key factors are the variety of options available, delivery time estimates, user reviews, and the overall user experience of the app or website.
3) An ideal ice cream delivery app or website should have a user-friendly interface, clear and enticing visuals of the ice cream flavours, customization options for toppings and sauces, and reliable delivery tracking.
4) The variety of ice cream flavours is essential as I enjoy trying different flavours. It adds excitement and makes the ordering experience more enjoyable.
5) sometimes the ice cream arrives melted or not in the best condition. It isn't enjoyable when the quality doesn't meet my expectations.
6) I prefer using credit cards or mobile payment options like Apple Pay. See more options like PayPal or Google Pay for added convenience would be great.
7) I will likely leave a review or rating if I had an exceptional or poor experience. Factors that influence my decision include the quality of the ice cream, delivery speed, and customer service.
8) It would be great to have a feature that suggests complementary flavours or offers recommendations based on my previous orders. Additionally, providing nutritional information for each ice cream flavour would be helpful for those with dietary restrictions.
These answers provide insights into Sarah's preferences, expectations, and past experiences when ordering ice cream or other food online.
Interviewee 2:
A) Name: Michael
B) Occupation: Software Engineer
C) Place of Residence: Mississauga, Ontario
D) Neighborhood: Port Credit
Here are the answers for Interviewee 2, Michael:
1) I order food for delivery about once or twice a week and ice cream occasionally as a dessert treat.
2) The key factors I consider are the selection of available restaurants or ice cream shops, user reviews and ratings, delivery fees, and the ease of ordering through the app or website.
3) An ideal ice cream delivery app or website should have a user-friendly interface, detailed descriptions and images of the available ice cream flavours and toppings, customization options, and reliable order tracking.
4) Variety is quite essential to me when ordering ice cream online. I like having a range of flavours to choose from, including both classic and unique options.
5) there have been instances where the ice cream arrived partially melted or the order needed to be corrected. It can be frustrating when the delivery fails to meet my expectations.
6) I prefer using digital payment methods like credit cards or mobile apps. It would be great to have options like Google Pay or Apple Pay available for faster and more convenient transactions.
7) I'm likely to leave a review or rating if I had a particularly positive or negative experience. Factors that influence my decision include the quality of the ice cream, delivery time, and overall customer service.
8) It would be helpful to have a feature that allows customers to save their favourite ice cream combinations for quick reordering. Additionally, offering discounts or loyalty rewards for frequent customers would be an excellent addition.
These answers provide insights into Michael's ordering habits, expectations, and suggestions for enhancing the ice cream delivery experience.
Interviewee 3:
A) Name: Jennifer
B) Occupation: Nurse
C) Place of Residence: Brampton, Ontario
D) Neighborhood: Bramalea
Here are the answers for Interviewee 3, Jennifer:
1) I order food for delivery about once or twice a month and ice cream occasionally as a treat during summer.
2) The key factors I consider are the availability of healthy options, delivery time estimates, user reviews, and the overall reliability of the app or website.
3) An ideal ice cream delivery app or website should have clear nutritional information for each flavour, options for dietary restrictions, and the ability to customize the ice cream with different toppings and mix-ins.
4) While variety is essential, I prioritize having healthier ice cream options. It's great to have a mix of classic flavours and unique opportunities catering to different dietary needs.
5) I have encountered issues with inaccurate delivery estimates and the occasional melting of the ice cream. It can be frustrating when the delivery aligns differently from the promised quality.
6) I prefer using credit cards or digital payment methods like Apple Pay. It would be convenient to have more options for contactless payments.
7) I will likely leave a review or rating if I had a particularly positive or negative experience. Factors that influenced my decision include the ice cream's quality, the order's accuracy, and the customer service provided.
8) It would be helpful to have the option to filter or search for ice cream flavours based on specific dietary preferences or restrictions. Additionally, offering promotions or discounts for healthier ice cream options would be enticing.
These answers provide insights into Jennifer's ordering habits, preferences, and suggestions for enhancing the ice cream delivery experience.
Interviewee 4:
A) Name: Alex
B) Occupation: Student
C) Place of Residence: Markham, Ontario
D) Neighborhood: Markham Village
Here are the answers for Interviewee 4, Alex:
1) I order food for delivery about once a week and ice cream occasionally when I crave something sweet.
2) The key factors are the ease of use of the app or website, the variety of ice cream flavours available, customer reviews and ratings, and the overall affordability of the options.
3) An ideal ice cream delivery app or website should have a user-friendly interface, clear and appealing images of the ice cream flavours, customization options for toppings and mix-ins, and the ability to track the delivery in real-time.
4) The variety of ice cream flavours is essential as I like to try different flavours depending on my mood. Having a good selection ensures I can find something I'll enjoy.
5) I have encountered issues with inaccurate delivery estimates and delays in receiving the order. It can be frustrating when the ice cream arrives melted or not in the best condition.
6) I prefer using digital payment methods like credit cards or mobile apps like Apple Pay. It would be great to see options like PayPal or Google Pay for convenience.
7) I will likely leave a review or rating if I had an exceptional or poor experience. Factors influencing my decision include the ice cream's quality, the order's accuracy, and the overall delivery experience.
8) It would be helpful to have a feature that suggests new or seasonal ice cream flavours based on my previous orders or preferences. Additionally, offering discounts or promotions for loyal customers would be an excellent addition.
These answers provide insights into Alex's ordering habits, preferences, and suggestions for improving the ice cream delivery experience.
These four interviewees represent diverse demographics residing in the Greater Toronto Area (GTA), including various occupations and neighbourhoods. Their perspectives will provide valuable insights into user testing for the "Dream Cream Delivery" App.
Summary of User Interviews
During the user interviews, we had the opportunity to gather valuable insights from four individuals residing in the Greater Toronto Area (GTA). Here is a summary of the key findings:
1. Sarah:
• Sarah orders food for delivery 2-3 times a week and occasionally enjoys ice cream as a treat.
• She considers variety, delivery time estimates, user reviews, and user experience when choosing a food delivery app or website.
• Sarah expects a user-friendly interface, clear visuals of ice cream flavours, customization options, and reliable delivery tracking from an ideal ice cream delivery app or website.
• The variety of ice cream flavours is essential to her, as she enjoys trying different options.
• Sarah has experienced frustrations when ice cream arrives melted or in poor condition.
• She prefers using credit card or mobile payment options and may leave a review based on the quality of the ice cream and delivery experience.
2. Michael:
• Michael orders food for delivery once or twice a week and occasionally indulges in ice cream.
• When choosing a food delivery app or website, he considers restaurant selection, user reviews, delivery fees, and ease of ordering.
• An ideal ice cream delivery app or website for Michael should have a user-friendly interface, detailed descriptions and images, customization options, and reliable order tracking.
• Variety is essential to him in terms of classic and unique ice cream flavours.
• Michael has faced challenges like inaccurate delivery estimates and melted ice cream.
• He prefers digital payment methods and may leave a review based on the quality of the ice cream, delivery time, and customer service.
3. Jennifer:
• Jennifer orders food for delivery once or twice a month and occasionally enjoys ice cream as a summer treat.
• When choosing a food delivery app or website, she considers healthy options, delivery time estimates, user reviews, and reliability.
• An ideal ice cream delivery app or website for Jennifer should provide nutritional information, options for dietary restrictions, and customization features.•
• While variety is essential, Jennifer prioritizes healthier ice cream options.
• She has faced challenges like inaccurate delivery estimates and the occasional melting of ice cream.
• Jennifer prefers credit card or digital payment methods and may leave a review based on the ice cream quality, order accuracy, and customer service
4. Alex:
• Alex orders food for delivery once a week and occasionally craves ice cream.
• He values ease of use, ice cream variety, customer reviews, and affordability when choosing a food delivery app or website.
• An ideal ice cream delivery app or website for Alex should have a user-friendly interface, appealing visuals, customization options, and real-time delivery tracking.
I• ce cream variety is crucial to him, as he enjoys trying different flavours.
• Alex has experienced challenges like inaccurate delivery estimates and melted ice cream.
• He prefers digital payment methods and may leave a review based on the ice cream quality, order accuracy, and delivery experience.
These interviews provided valuable insights into our target audience's preferences, expectations, and pain points in the GTA, helping us shape the design and features of the "Dream Cream Delivery" app and website.
User Interview Insights
1) Ordering Frequency: The users interviewed had varying frequencies of ordering food for delivery. While some ordered multiple times a week, others ordered once or twice a month. This indicates a potential market for frequent and occasional users of food delivery services.
2) Critical Factors in Choosing a Food Delivery App/Website: Users considered several factors when choosing a food delivery app or website. These factors included various options, delivery time estimates, user reviews, user experience, affordability, and availability of healthy options. These insights highlight the importance of offering a diverse menu, reliable delivery estimates, and positive user experiences.
3) Expectations for an Ideal Ice Cream Delivery App/Website: Users desired a user-friendly interface, clear visuals of ice cream flavours, customization options, and real-time order tracking. Additionally, nutritional information, dietary restriction options, and the ability to customize toppings and mix-ins were mentioned as desirable features. These insights highlight the importance of providing a seamless and personalized user experience.
4) Importance of Ice Cream Variety: The users placed significance on the variety of flavours available for online ordering. While classic flavours were appreciated, having unique and seasonal options was also desirable. Offering a wide range of flavours can cater to different tastes and preferences.
5) Challenges and Frustrations: Users mentioned difficulties such as inaccurate delivery estimates, delays, and melted ice cream upon arrival. These pain points indicate the need for reliable delivery services and ensuring the quality of the ice cream during transportation.
6) Preferred Payment Methods: Users preferred digital payment methods, such as credit cards and mobile payment apps, for convenience and contactless transactions. Providing various secure and popular payment options can enhance the user experience.
7) Likelihood of Leaving Reviews: Users were willing to leave reviews or ratings based on their experience. Factors that influenced their decision included the quality of the ice cream, order accuracy, delivery time, and customer service. Encouraging and facilitating user reviews can help build trust and improve the overall reputation of the app and website.
8) Additional Suggestions: Users provided suggestions for improvement, such as filtering ice cream flavours based on dietary preferences, personalized recommendations, and promotions for healthier options. These insights offer opportunities to enhance the user experience and cater to specific customer needs
Overall, the user interviews provided valuable insights into user preferences, pain points, and expectations. Incorporating these insights into the design and features of the "Dream Cream Delivery" app can help create a user-centred experience that addresses the target audience's needs.
User Interview Insights - Recap
• Users have a varying frequency of ordering food for delivery, indicating a market for frequent and occasional users.
• Key factors in choosing a food delivery app/website include variety, delivery time estimates, user reviews, user experience, affordability, and healthy options.
• Users expect a user-friendly interface, clear visuals, customization options, and real-time order tracking in an ideal ice cream delivery app/website.
• Ice cream variety is essential, including both classic and unique flavours.
• Challenges include inaccurate delivery estimates, delays, and melted ice cream upon arrival.
• Preferred payment methods, such as credit cards and mobile payment apps, are digital.
• Users will likely leave reviews based on ice cream quality, order accuracy, delivery time, and customer service.
• Suggestions include filtering flavours based on dietary preferences, personalized recommendations, and promotions for healthier options.
These insights provide a foundation for designing the "Dream Cream Delivery" app, focusing on a user-friendly interface, diverse ice cream options, reliable delivery services, and a seamless customer experience.
Affinity Map - User Feedback on "Dream Cream Delivery" App
Categories:
1. Quality:
Positive feedback: Delicious and high-quality ice cream, well-prepared smoothies, teas, and coffees.
Negative feedback: Inconsistency in taste or texture, occasional issues with product freshness.
2. Price:
Positive feedback: Competitive pricing compared to competitors.
Negative feedback: Perceived as slightly expensive for specific menu items.
3. Time:
Positive feedback: Quick and efficient delivery service, reasonable wait times for orders.
Negative feedback: Occasional delivery delays, especially during peak hours.
4. Experience:
Positive feedback: User-friendly interface, smooth ordering process, visually appealing design.
Negative feedback: Confusing or cluttered interface, occasional technical glitches, or slow loading times.
5. Availability:
Positive feedback: Wide coverage area for delivery, convenient operating hours.
Negative feedback: Limited availability in certain areas, lack of 24/7 service.
6. Menu Options:
Positive feedback: Extensive selection of ice cream flavours, smoothie variations, teas, and coffees.
Negative feedback: Limited vegetarian or vegan options, need for customization options.
7. Delivery Experience:
Positive feedback: Courteous and friendly delivery personnel, well-packaged orders.
Negative feedback: Incorrect or missing items in orders, occasional mishandling of packages.
8. Payment Options:
Positive feedback: Multiple payment methods (credit card, mobile wallets) are available.
Negative feedback: Limited payment options and issues with payment processing.
9. Promotions and Discounts:
Positive feedback: Regular promotions and discounts are offered to customers.
Negative feedback: Lack of clarity in promotion terms and conditions, difficulty applying discounts.
By organizing user feedback into these categories, the affinity map provides a clear understanding of the strengths and weaknesses of the "Dream Cream Delivery" app and website. It helps to identify the key areas that require improvement, such as consistency in quality, pricing strategy, app layout, and availability of products. The insights from the affinity map can guide the design and development team in addressing user concerns and enhancing the overall user experience.
Analysis of Affinity Map comparing Categories and Pain Point
After analyzing the Affinity Map for the "Dream Cream Delivery" app, we can identify some critical insights by comparing the categories and pain points:
1. Quality: Users generally appreciate the quality of the ice cream, smoothies, teas, and coffees offered by "Dream Cream Delivery." However, occasional concerns about inconsistency in taste or texture indicate the need for quality control measures.
2. Price: The pricing of the products is perceived positively by users, with competitive prices compared to competitors. However, some feedback suggests that certain menu items might be slightly expensive, indicating the importance of balancing affordability with value.
3. Time: Users appreciate the quick and efficient delivery service provided by "Dream Cream Delivery," with reasonable wait times for orders. However, occasional peak-hour delays indicate the need for optimized delivery logistics.
4. Experience: The user experience is generally positive, with feedback highlighting a user-friendly interface, smooth ordering process, and visually appealing design. However, there are instances where the interface is confusing or cluttered, and users have reported occasional technical glitches or slow loading times, indicating areas for improvement in usability and performance.
5. Availability: The wide coverage area for delivery and convenient operating hours are positively received by users. However, there are some concerns about limited availability in certain regions and the absence of 24/7 service, suggesting opportunities to expand coverage and consider extending service hours.
6. Menu Options: Users appreciate the extensive selection of ice cream flavours, smoothie variations, teas, and coffees. However, feedback indicates a desire for more vegetarian or vegan options and the ability to customize orders, highlighting areas where menu diversification and personalization can be explored.
7. Delivery Experience: Users generally have positive experiences with courteous and friendly delivery personnel and well-packaged orders. However, occasional issues with incorrect or missing items in rankings must be addressed to ensure consistent delivery accuracy.
8. Payment Options: Users appreciate the availability of multiple payment methods, such as credit cards and mobile wallets. However, feedback indicates the need for more diverse payment options to cater to user preferences and address any potential issues with payment processing.
9. Promotions and Discounts: Users value the regular promotions and discounts offered by "Dream Cream Delivery." However, there are suggestions for more precise terms and conditions and smoother application of discounts, emphasizing the importance of transparent and user-friendly promotional strategies.
By analyzing these categories and pain points, the "Dream Cream Delivery" team can prioritize their efforts and make informed decisions to improve the overall user experience. Addressing pain points and optimizing the identified areas will increase user satisfaction and better alignment with customer expectations.
User Personas
User Persona
Persona 1: Sarah Thompson
Age: 28
Occupation: Marketing Manager
Location: Toronto, GTA
Goals: Sarah leads a busy professional life and often relies on food delivery for convenience. She values healthy options and enjoys indulging in sweet treats occasionally. Sarah wants a user-friendly app that allows her to customize her orders easily and offers a wide range of flavours and toppings. She appreciates timely deliveries and expects a visually appealing interface that aligns with her modern and trendy lifestyle.
Persona 2: John Ramirez
Age: 45
Occupation: IT Consultant
Location: Mississauga, GTA
Goals: John is tech-savvy and enjoys trying new food and beverages. He prefers a seamless online ordering experience with straightforward navigation and detailed product information. John appreciates discounts and loyalty rewards for frequent orders. As a health-conscious individual, he looks for options accommodating dietary restrictions and preferences. John values responsive customer service and expects prompt resolutions in case of any issues.
Persona 3: Emily Chen
Age: 22
Occupation: Student
Location: Scarborough, GTA
Goals: Emily is a student who frequently orders food for study sessions and social gatherings. She seeks affordable options without compromising on taste and quality. Emily prefers a visually engaging app with vibrant imagery showcasing available products. She values social media integration, allowing her to share her favourite treats with friends. As a busy student, she looks for quick and efficient delivery, especially during late-night study sessions.
These personas represent a diverse range of users with different needs and preferences. Understanding their motivations, goals, and pain points will inform the design and development of the "Dream Cream Delivery" app, ensuring it caters to the target audience effectively.
Pain Points
While online food ordering and delivery services offer convenience and accessibility, customers often encounter some common pain points. One pain point is the lack of personalized customization options, where customers may feel limited in tailoring their orders according to their preferences. Another pain point is the potential for delays or errors in delivery, which can result in dissatisfaction and inconvenience for customers. Additionally, navigating through complex and cluttered interfaces can be frustrating, making it difficult for customers to find what they're looking for efficiently. Lastly, concerns about food quality and freshness, especially perishable items like ice cream and beverages, can arise. Addressing these pain points by providing extensive customization options, ensuring prompt and accurate deliveries, simplifying the user interface, and prioritizing product quality is crucial for enhancing the overall user experience and meeting customer expectations.
Problem Statement
The problem that the "Dream Cream Delivery" App aims to address is the lack of convenient and user-friendly options for ordering and delivering ice cream, smoothies, teas, and coffees in the Toronto area. Currently, customers face challenges such as limited options for online ordering, confusing navigation, and a need for personalized and efficient delivery services.
Customers often need help finding a reliable platform that offers a wide variety of high-quality products and seamless ordering processes. The existing solutions in the market often need more user-centric design, making it difficult for customers to navigate the available options and customize their orders according to their preferences.
Moreover, customers need more timely delivery services, which can diminish their overall experience. There is a need for a solution that provides a user-friendly interface and ensures prompt and efficient delivery of the desired products.
Therefore, the problem statement for the "Dream Cream Delivery" App is to create a platform that offers a seamless and convenient online ordering experience, personalized customization options, and reliable delivery services for ice cream, smoothies, teas, and coffees, thereby addressing the pain points of the customers in the Toronto area.
Solutions
Several solutions have been implemented to address the pain points and improve the user experience of the "Dream Cream Delivery" App and Website. Firstly, a user-centric design approach was adopted, focusing on creating an intuitive and seamless ordering process. Clear and prominent calls-to-action were placed strategically to guide users through the different steps, from product selection to checkout. Inline validation was implemented to provide real-time feedback and prevent errors during account creation and ordering.
In terms of visual design, a visually appealing and cohesive interface was created, incorporating the branding elements of "Dream Cream Delivery."High-quality images showcased the products, enticing users with mouth-watering visuals. The colour scheme, consisting of vibrant and inviting colours, was carefully chosen to evoke positive emotions and enhance the overall experience. Typography ensured readability and consistency, using fonts like Roboto and Open Sans.
Furthermore, mobile responsiveness was a key focus, ensuring that the app and website adapt seamlessly to different screen sizes and devices. This allows users to easily access and navigate the platform on their preferred smartphone, tablet, or desktop computer. Implementing a mobile date picker further enhances the user experience, making it easy and convenient for users to select their desired delivery dates.
Overall, these solutions aim to create an engaging, user-friendly, and visually appealing experience for customers of the "Dream Cream Delivery" App, enabling them to easily explore and order their favourite ice cream flavours, smoothies, teas, and coffees with convenience and delight.
Mood board
The mood board for the "Dream Cream Delivery" project is a curated collection of images, colours, textures, and typography that encapsulates the desired aesthetic and brand identity. It represents the visual inspiration and design direction for the app and website. The mood board incorporates a delightful blend of vibrant colours, such as shades of pink and deep burgundy, to convey a sense of indulgence and delight. The chosen imagery showcases mouth-watering ice creams, refreshing smoothies, enticing teas, and aromatic coffees, capturing the essence of the brand's product offerings. The typography selected, featuring fonts like Roboto and Open Sans, ensures legibility, consistency, and a touch of sophistication. Together, these elements create a visual language that embodies the unique personality and appeal of the "Dream Cream Delivery" project.
Information Architecture & Navigation
Card Sorting
The card sorting activity yielded valuable results in organizing and structuring the information architecture of the "Dream Cream Delivery" App and Website. Through card sorting, participants could group and categorize the various products, features, and functionalities in a way that made sense to them. This exercise provided insights into how users naturally perceive and organize information, helping to create a logical and intuitive navigation structure. Card sorting results helped define the main categories and sub-categories for the products, allowing for easy browsing and selection. Additionally, it provided valuable input for placing essential features and functionalities within the app and website, ensuring that users can easily access and interact with them. Overall, card sorting results informed the information architecture and navigation design, contributing to a more user-friendly and intuitive experience for the "Dream Cream Delivery" App users.
Information Architecture
To define a clear and intuitive information architecture for the "Dream Cream Delivery" app, we implemented the following steps:
1) Categorized Products: All products were grouped into main categories (Ice Cream, Smoothies, Original Teas, and Coffees and sub-categories based on their characteristics (e.g. Caramel, Chocolate). It allows users to easily find and navigate to the specific type of product they are interested in.
2) Prioritized Primary Actions: Identify essential actions users will likely take, such as choosing products, adding them to the cart, and proceeding to checkout. These actions are prominent and easily accessible from the main navigation or home screen.
3) Used Clear and Descriptive Labels: We ensured that the labels used for categories, sub-categories, and menu items were concise, descriptive, and easy to understand. Jargon or overly technical terms that may need to be clarified for users were avoided.
4) Implemented Search Functionality: We incorporated a "View More" button to find more products with information quickly.
5) Organized Content Hierarchy: Content was arranged hierarchically, making the most important and frequently accessed information accessible. Clear headings, subheadings, and visual cues were used to guide users through the content and make it scannable.
6) Provided Breadcrumbs: Breadcrumbs or a visual indicator of the user's current location within the app or website were included. This helps users understand their position in the navigation hierarchy and backtrack if needed.
7) Streamlined Checkout Process: The checkout process was simplified by reducing the steps required to purchase. We indicated the progress and gave users a summary of their order details at each stage.
8) Considered Mobile Responsiveness: We ensured the information architecture is optimized for mobile devices, as many users will access the app or website from their smartphones. Design is implemented for desktop and smaller screens using collapsible menus, responsive layouts, and touch-friendly elements.
A clear and intuitive information architecture will help users navigate the "Dream Cream Delivery" app effortlessly, find the desired products or information efficiently, and have a seamless and enjoyable user experience.
Consistent navigation elements across all screens
Here are some key elements to consider to ensure a consistent and seamless user experience and maintain consistent navigation across all screens of the "Dream Cream Delivery" app. This consistency helps users quickly understand and navigate the interface, regardless of their location within the app or website.
1) Navigation Bar/Header or Menu Button/Icon (Hamburger menu).
2) Back Button/Icon – allows users to navigate back to the previous screen or step easily.
3) Footer/Footer Menu for the desktop version and a relevant page for the mobile app with contacts
4) Breadcrumbs or a visual indicator to show users their current location within the app/website hierarchy.
5) Call-to-Action Buttons for critical actions, such as adding items to the cart, proceeding to checkout, or confirming orders.
6) Visual Consistency in visual styles, such as colour scheme, typography, and iconography, across all navigation elements.
By incorporating consistent navigation elements across all screens, users will have a sense of familiarity and ease while navigating the "Dream Cream Delivery" app. This consistency enhances the overall usability, reduces cognitive load, and allows users to focus on their primary goal of exploring and ordering products.
User Flows
Described the user flows for the App, outlining the steps involved in various interactions.
1. Start: Home Page, Contacts Page, Learn More Button.
2. Choose Products: View 4 main categories and sub-categories of products.
3. Create Account: Inline validation.
4. Select Product Type: Ice cream, smoothies, original teas, coffee.
5. Choose the Type of Ice Cream: Caramel or Chocolate.
6. Choose Your Ice Cream Ingredients.
7. Choose Your Ice Cream Scoop: Small, medium, or large.
8. Mobile Date Picker: Select delivery date - MM/DD/YYYY.
9. Product Added to Cart: Checkout vs. Continue Shopping.
10. Cart/Basket with Selected Product: Checkout process, including entering address, purchase, and confirmation.
11. Empty Cart Opening.
Sketches
User Flow 1: Choosing Products and Saving Product List
User Flow 2: Checking Cart and Making Payment
User Flow 3: Searching in Stores and Choosing Products
User Flow 4: Signing Up, Adding Address and Checking "Account"
Testing
The "Dream Cream Delivery" App and Website underwent iterative design improvements based on valuable user feedback and usability testing. Through this iterative process, the design team gathered user feedback and conducted thorough usability testing to identify areas for improvement. User feedback and observations from testing sessions were carefully analyzed to uncover usability issues, pain points, and areas of confusion. The design team then made necessary adjustments and refinements to address these issues, focusing on enhancing the user experience, streamlining navigation, and improving overall functionality. The iterative design process ensured that the final designs were user-centred, intuitive, and aligned with user expectations. By incorporating user feedback and insights from usability testing, the "Dream Cream Delivery" App provided an optimized and delightful user experience, meeting the needs and preferences of its target audience.
POP Testing
The "Dream Cream Delivery" App underwent POP (Prototyping on Paper) testing to validate and refine its design and functionality. POP testing involved creating a paper prototype of the app's screens and interactions. Users were given the paper prototype and asked to perform specific tasks to evaluate the app's usability and gather feedback. This testing method allowed users to interact with the prototype tangibly, providing valuable insights into the app's flow, layout, and user interactions. The feedback gathered from POP testing was instrumental in identifying usability issues, making necessary design iterations, and improving the overall user experience. The POP testing process helped validate the effectiveness of the app's design. It allowed the design team to fine-tune the interface and interactions, ensuring a more intuitive and user-friendly experience for the final app.
Iteration on the designs based on user feedback and usability testing
Based on user feedback and usability testing of the "Dream Cream Delivery" app, several iterations were made to enhance the user experience and address identified issues. The feedback from users provided valuable insights into pain points, preferences, and areas of improvement. The design team carefully analyzed the feedback, determined common patterns, and prioritized the changes based on their impact on usability.
The iterative process involved refining the app's navigation, streamlining the ordering process, and improving visual cues for easier understanding. Changes were made to address concerns about clarity in product selection, adding more transparent labels and visual indicators. Additionally, user feedback highlighted the need for more prominent call-to-action buttons and simplified registration and checkout processes. Iterative changes were implemented in wireframes and interactive prototypes, followed by additional rounds of usability testing to validate the improvements.
This iterative design approach based on user feedback and usability testing helped create a more intuitive and user-friendly "Dream Cream Delivery" app, aligning it closely with user expectations and preferences. The process ensured that the app's design decisions were validated by real users, resulting in a more refined and satisfying user experience.
Visual Design Elements & Branding
UI Library
The UI Library for the "Dream Cream Delivery" project is a collection of pre-designed components and styles that ensure consistency and visual coherence. It offers reusable components, a consistent design language, and responsiveness across different devices. The library promotes efficiency, customization, and flexibility, serving as a cornerstone of the design system. It streamlines the design and development workflow, resulting in a visually appealing and user-friendly interface.
Style Guideline
The Style Guideline for the "Dream Cream Delivery" App is a comprehensive reference for maintaining visual consistency and brand identity throughout the design process. It outlines the specific design elements, such as colour scheme, typography, iconography, and imagery, to be used consistently across all screens and interactions. The Style Guideline ensures all design elements are cohesive and aligned with the brand's personality and target audience. It provides clear instructions on using colours, fonts, and graphics, helping create a visually appealing and cohesive user interface. The Style Guideline is a valuable resource for designers, developers, and stakeholders, fostering a unified and recognizable visual identity for the "Dream Cream Delivery" platform.
Primary Fonts (headings and body)
The "Dream Cream Delivery" project utilizes a carefully selected font to enhance readability and maintain a consistent visual style. The primary fonts used are Roboto and Open Sans. Roboto is chosen for its clean and modern appearance, while Open Sans brings a touch of elegance and versatility to the typography. These fonts offer a wide range of weights and styles, allowing for various hierarchies and emphasis in the design. With their legibility and widespread availability, Roboto and Open Sans contribute to a cohesive and harmonious visual experience throughout the app and website.
Logo concept
The "Dream Cream Delivery" logo concept features a visually appealing representation of a glass of vanilla ice cream and three scoops of ice cream. The colours used in the logo are #93162F (deep maroon) and #FFB1D4 (soft pink), which create a harmonious and inviting colour palette. The glass of vanilla ice cream symbolizes the brand's core product, representing its commitment to delicious and high-quality ice cream offerings. The three scoops of ice cream represent the variety and flavours available to customers, enticing them to explore the delectable options offered by the brand. The logo concept effectively captures the brand's essence, conveying a sense of indulgence, sweetness, and satisfaction to its target audience.
Brand Colours
The visual design of the "Dream Cream Delivery" App incorporated a carefully chosen colour scheme to create an appealing and visually engaging experience for users. The colours #A31C71, #FFB1D4, #93162F, #673F5B, #FFFFFF, and #000000 were selected to evoke a sense of sophistication, playfulness, and elegance. The deep purples and pinks (#A31C71, #FFB1D4) conveyed a sense of indulgence and luxury, while the darker shades (#93162F, #673F5B) added depth and contrast. White (#FFFFFF) and black (#000000) provided a clean and modern backdrop to highlight the vibrant colours and ensure readability. Overall, the colour scheme created a visually cohesive and attractive interface, enhancing the app's and website's overall aesthetic appeal and leaving a memorable impression on users.
Prototype
The Figma demo was implemented.
Creating prototypes is a crucial step in the design process for the "Dream Cream Delivery" App. Prototypes provide an interactive and realistic representation of the final product, allowing designers to simulate user interactions and test the functionality of the app and website. By creating prototypes, designers can validate design concepts, gather feedback from stakeholders and potential users, and identify usability issues or improvement areas. Prototypes also serve as a valuable tool for usability testing, enabling designers to observe how users navigate, interact, and respond to the interface. This iterative process of creating and refining prototypes helps to fine-tune the user experience, ensure usability, and align the design with the project's goals and user needs.
Wireframes
Website and App Screens
Creating wireframes is an integral part of the design process for the "Dream Cream Delivery" App. Wireframes visually represent the app and website's structure, layout, and content placement without focusing on detailed visual design elements. They serve as a blueprint that outlines the essential components and functionalities, allowing designers to establish a clear hierarchy and organization of information. By creating wireframes, designers can effectively communicate and iterate on the app and website's layout, navigation, and user flow. This low-fidelity approach helps identify potential usability issues, refine the user experience, and align stakeholders' expectations before moving into the higher-fidelity design and development stages.
Artboards
App screens
The desktop screens of the "Dream Cream Delivery" app offer a visually immersive and feature-rich experience, catering to users who prefer browsing and ordering from their desktop computers or laptops. The larger screen size allows for a more spacious layout with prominent navigation menus, headers, and footers. The typography is optimized for readability, with slightly larger fonts than the mobile app screens. The desktop screens also use ample screen space to showcase high-quality and detailed images, allowing users to appreciate the visual appeal of the ice creams, smoothies, teas, and coffees. The website design uses the larger real estate screen to present additional content and information, such as the brand's history, testimonials, and social media integration. Overall, the "Dream Cream Delivery" desktop screens offer a comprehensive and engaging browsing experience, with optimized elements and layouts tailored to desktop devices.
Conclusion
Learning Outcome
The learning outcome of the "Dream Cream Delivery" App project is multifaceted. Throughout the design process, the team gained a deep understanding of the target audience's preferences, pain points, and expectations regarding online food ordering and delivery. This knowledge informed the design decisions and helped create a user-centric experience. Additionally, the team learned the importance of conducting thorough user research, usability testing, and iterative design. By incorporating user feedback and continuously refining the design based on usability testing results, the team created an intuitive and engaging interface that effectively meets the users' needs. This learning outcome highlights the significance of user-centred design principles, iterative improvement, and the value of understanding the target audience for successful app and website development.
Takeaway
The key takeaway from the "Dream Cream Delivery" App project is the importance of putting the user at the center of the design process. The team gained valuable insights into the target audience's preferences, pain points, and expectations by conducting user research, interviews, and usability testing. This user-centric approach allowed for the creating of a seamless and intuitive user experience that caters to the specific needs of the users. Furthermore, with continuous refinement based on user feedback, the iterative design process ensured that the final product met the users' expectations and achieved the desired business goals. The takeaway emphasizes the significance of understanding and empathizing with the users to create impactful and successful app and website experiences.
Next Step
The next step in the "Dream Cream Delivery" App project is to move towards development and implementation. With the insights gained from user research, usability testing, and design iterations, the design team can collaborate with developers to bring the envisioned app and website to life. This phase involves translating the finalized plans, wireframes, and prototypes into functional code, ensuring the smooth integration of features, databases, and APIs. Additionally, rigorous testing and quality assurance processes will be carried out to provide a bug-free and seamless user experience. The next step focuses on the technical implementation and fine-tuning of the app and website, preparing for a successful launch to provide users with a delightful and convenient platform for ordering and enjoying their favourite ice cream, smoothies, teas, and coffees.