USER INTERVIEWS

I went to the main store location in International District, Seattle. I met with the store manager and their employees to discuss what they’re currently doing and what their business needs are. They have expressed some concerns over the flow of preparing orders on busy days, as well as wanting to push their brand out to the public more through social media and branded merchandise. They were also very vocal about finding a way to promote their products, because they’re customers rarely know about them except for seeing the printed posters in-store.

I’ve also interviewed five customers to better understand their experience at Oasis and what they would like to see more of from the company. Along with in-person interviews, I conducted usability testings on Oasis’ current website with five participants to find their pain points and what they liked about the website as well.

AFFINITY MAPPING

PERSONA

John is the single parent of a 12 yo girl. He struggles to find the right activities for her as her interests change regularly, and he tends to steer her toward the things that he can also take part in. He is a little cost-conscious and wants cool stuff at a fair price. As an art teacher, he cares about design and is critical and vocal about brands which don't meet his high expectations. He chooses his brands carefully to reflect his tastes and behavior

Pain points:

• Lack of sufficient product descriptions

• Difficult navigation

• Lack of trust with unfamiliar retailers

COMPETITIVE ANALYSIS

In this competitive analysis, I have found several places in the Greater Seattle area that also serves mainly a variety of drinks and food. All of these places are very similar but differ slightly from each other.

Discovered trends:

• Have clear and large product photos

• Have the option to have account for rewards and/or ordering

• Use of large banners that goes end-to-end for promotions

COMPARATIVE ANALYSIS

I looked into companies that have online food ordering, pickup and customizations to see how their process works that makes them success in that part of their business.

Many of these websites utilizes a popup modal for ordering and customizing items as a one-stop for all. Once done adding to the cart, they can simply close out and still be on the same product page to continue with their order.

STORYBOARDING

I’ve created a storyboard based on the Persona I have which is John who’s a single father with a 12 year old daughter that was to do activities they both enjoy.

Storyboard Scenario:

John is finishing up work and got movie tickets to see the newest Star Wars film with his 12 year old daughter right after he picks her up from school. He then realizes that there’s only 45 minutes for them to get from school to the movie theater. He doesn’t want his daughter to go see the movie on an empty stomach and wants at least a little of something for her to hold her over. 

He quickly goes onto Oasis Tea Zone website to see if there are any deals on drinks. Luckily, he’s able to find one and use that deal on his order. Within minutes he’s en route to pick up the drinks on the way to his daughter’s school.

USER FLOW

Now that I have a problem and solution statement with a scenario. I had to think to myself: what is the process that John will have to go through to purchase those drinks for him and his daughter?

User goal: Customer goes onto Oasis’ website to order drinks for store pick up and search for any special deals and promotions to redeem.

Task flow:

PROPOSED SOLUTION

• Website to include e-commerce for online ordering and pick up

• Updates of store’s offerings with promotions

• Have lifestyle images of customers and employees linked from social media accounts

HAND SKETCHES

With a sitemap, learning from the competitive and comparative analysis and research that addresses John’s persona, I was able to quickly sketch out few design layouts of each website page.

WIREFRAMES

I used the sketches and user flow as a guide to create digital wireframes in Sketch and Adobe XD for prototyping.

User Needs:

• Promotions on deals and new offerings on the website

• Product details (description and images)

• Delivery service for consumable orders

• Wants to see the company’s social media presence

RESULTS

After 3 rounds of usability testing, with 3 participants for each round:

• Users have responded well to the prototype and task, expressing to me what they want to find is easily accessible

• Order process is straightforward and customization on the same page of the menu items

• Liked how they were able to see what other customers bought as a testimonials, helping them make purchase decisions easier

WHAT I HAVE LEARNED

• Majority of the time users need an order confirmation sent to them with details of pick up order so they do not have to go back the website or try memorizing it

• Users would like a loyalty program that rewards for being returning customers

• Having promotional deals on the website entices users to continue visiting the website to check on deals, creating consistent traffic for the company

• Customers’ main reasons to go on the website is mainly to look at the menu with prices and check business hours prior to making the decision whether they want to go into the store

• Always checking for any available deals or coupons to use on their purchases gives them an incentive to come back