Customer Loyalty Mobile App for a restaurant
Jenny Daza
The product:
It is a challenge of the Google UX Design Certification.
A mobile app for a customer loyalty service of a restaurant.
Project overview
Project duration:
6 months.
May - October 2022
The problem:
How to know who is a frequent client and how can the restaurant owner award the loyalty.
Project overview
The goal:
Design a loyalty customer service mobile app that help restaurants.
My role:
UX designer, UX researcher
Project overview
Responsibilities:
User research, analyze, wireframing, prototyping and evaluate.
Understanding
the user
User research: summary
UX Research was done with interviews of two types of users:
2 interviews with restaurant owners.
10 interviews with clients of restaurants.
A final short survey to the 10 clients.
THE GOAL OF THE RESEARCH WAS TO UNDERSTAND THE STATE OF CUSTOMER LOYALTY, in ADDITIONAL TO FIND PAINT POINTS OF USERS.
User research: pain points
Start the register of clients
A restaurant owner doesn’t like the idea to start a new database because this could take too much time.
Promote the new app
Most people don’t like to start promoting a new app to clients that doesn’t want to be interrupted.
Give my personal data
Some users of restaurants don’t like the idea to tell their data to others and receive spam
Untruest
Some users of restaurants don’t trust in promos, because those don’t seem real.
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Persona: Elena
Problem statement:
Elena is an owner of a small restaurant
who needs a way to reward loyal customers without be annoying
because in that way she can give personalized promos to maintain their frequency of visit, and also they could bring more people.
Persona: Patricia
Problem statement:
Patricia is a busy professional that spend weekends with her family
who needs good attention and promos but with minimal interruptions
because she wants to enjoy the family conversation.
User journey map
Image of user journey map
It was important to identify the improvement opportunities where the UX work needs to be.
Starting
the design
Our loyalty service app will let users sign up in the app which will affect to frequent customers of the restaurant by letting user skip formalities and avoid discomfort, but be identified to rewards. We will measure effectiveness by rate of users that sign up to the app.
Paper wireframes
Paper wireframes allow that me to generate several ideas.
Here it is an example of brainstorming paper wireframes for home screen.
Digital wireframes
As the initial design phase continued, I create basic sketches in Figma, where the structure and basic content visualize the signup process.
First screen after installation
Register just with the number
Digital wireframes
The goal is to sign up with comfort, quiet and fast.
After that, you could get easy access to gifts.
This wireframe shows user flow, hierarchy in structure and content.
Automatically read code and confirm
Home screen after sign up
Low-fidelity prototype
The low-fidelity prototype connected the primary user flow to signup in the app until user can get a free cake and save the first bill.
Try the low-fidelity prototype.
Usability study v1: findings
The low-fidelity app prototype for Customer loyalty mobile app was tested and can be viewed at this link to the figma prototype view. 5 Participants between the ages of 21- 50 who reside in Colombia. Unmoderated usability test.
Round 1 findings
Users need a confirmation page for gift redemption.
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User needs instructions to register the purchases.
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Give other signup options and confirmation page with details.
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Lo-Fi after usability study
Refining
the design
Mockups v1
Applying visual user interface design: selecting font and color palette, adding images and icons, layout and negative space.
Checking best practices.
High-fidelity�Prototype v1
Usability study v2: findings
The high-fidelity app prototype for Customer loyalty mobile app was tested and can be viewed at this link to the figma prototype view. Same 5 participants between the ages of 21- 50 who reside in Colombia. Unmoderated usability test.
Round 2 - findings
User needs clear labels in the home view.
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User needs clear labels to the buttons for purchase register.
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User needs to focus on the signup options.
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Mockups
Sign up options appears with a fade to let focus in them.
Before usability study
After usability study
Mockups
The main view labels were adjusted and the buttons for purchase register were separated from the main view.
Before usability study
After usability study
Mockups
High-fidelity�prototype
Accessibility considerations
Every button has a label to explain the action.
No only icon button.
Use of High contrast colors for background and text color.
Shadow for containers.
Use of the best practice: primary and secondary buttons.
Secondary button has an underline text
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Going forward
Takeaways
Impact:
All participants in the usability study would like to use this app.
They found really easy to sign up.
What I learned:
This case of study help me to refresh and update some parts of the UX design process, like the research process and accessibility best practices.
Next steps
I would like to review the user workflow for the menu part.
I would like to show it to a restaurant owner.
It would be great to convert the app in a loyalty app for several restaurants.
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Let’s connect!
Thanks for reading my case of study.
Let me know your comments or if you want to connect, here is my contact information:
Jenny Daza