Big’s BBQ & Smokehouse
“Big’s BBQ & Smokehouse” is a (fictional) small barbecue chain that was established in Cleveland in 1996 and expanded to Georgia and Alabama in the early 2000’s. The restaurant is looking to reconnect with their user base and increase sales. What resulted was a campaign to establish their online presence and to raise brand awareness. Walkthrough of the food ordering app for “Big’s BBQ & Smokehouse”. This shows the user go through the login flow through placing an order.
Role
UX Designer, Visual Designer
Deliverables
Thumbnails, wireframes, minimal viable product (MVP)
Tools
Figma, Photoshop, Shots.so
Design Methodology
Think
In order to quickly deliver value and reach a minimum viable product (MVP) to test and gather user feedback, we used the Lean UX methodology: THINK, MAKE, CHECK.
In this phase, we conducted a Competitive Audit and brainstormed possible areas for improvement.
During the audit we observed two local competitors and one national non-direct competitor to evaluate how they interact with customers and where they might fall short in accessibility.
McDonald’s
Fully responsive and engaging mobile and desktop experiences.
Strong visual design and brand identity.
Online ordering capability.
ATL Fusion Barbecue
No dedicated mobile app.
Easy to use and navigate desktop experience.
Online ordering capability.
Cookout
No dedicated mobile app.
Cannot order online.
Desktop has PDF serving as menu (has no interactivity) 🥺
Challenges
The challenge was to provide the client an easily maintainable, fully responsive app and desktop site that can establish the digital relationship with their customers.
Online ordering is nonexistent and there is only a PDF version of a menu on the site.
Older customers, aged 50 and above rarely use desktop computers, younger customers are just as likely to not use a desktop as they primarily use their mobile phones to access the internet.
The challenge was to provide the client an easily maintainable, fully responsive web/app that they can establish the digital relationship with their customers.
“How might we create a user-friendly and efficient food ordering app that revolutionizes the way people order and experience food?”
Design Methodology
Make
In order to quickly deliver value and reach a minimum viable product (MVP) to test and gather user feedback, we used the Lean UX methodology: THINK, MAKE, CHECK.
In this phase, we conducted a Competitive Audit and brainstormed possible areas for improvement.
During the audit we observed two local competitors and one national non-direct competitor to evaluate how they interact with customers and where they might fall short in accessibility.
Big Picture Storyboard
Close-Up Storyboard
Design Methodology
Check
Testing of the clickable prototype was observed and feedback was noted. At this time, we made adjustments to improve the minimal viable product. After we collected the usability study results we addressed pain points and revamped the prototype.
Users reported confusion as to whether the app was frozen or functional. We shortened the animation time and introduced the onboarding selections within the animation trigger.
Homepage - When tasked with accessing the profile page, 2 out of the 5 users reported frustration with the location of the icon as they are familiar and expect it to be located on the bottom of the screen. We decided to go away from the floating button to incorporating the nav bar to ease navigation throughout the app.
Menu - Users reported frustration with a seemingly forced selection of an undesired food item. Increasing the size of the food item button prevented "fat finger" pain point as users report less frustration with the change.
Item Description - Users reported a slight frustration of 1) an inability to add more than one of the same item, 2) not knowing when, or even if, they were successful in adding an item to their cart once they continued shopping. We made the item description page an overlay so users can see the added "item in cart" notification whether items were successfully added or removed.