Mobile ordering app for one of Austin's most beloved food trucks located on historic Rainey Street!
Scope
UX Design, Visual Design, User Research, Information Architecture, Prototyping & Testing
Role
Solo Product Designer | Researcher
PROBLEM
Little Lucy's doesn't currently have an ordering app so Saturday nights usually include a long line of (typically inebriated and impatient) customers waiting for their turn to order at the window.
SOLUTION
A mobile ordering app that increases number of sales, reduces wait time, and allows users to stay up to date on the latest menu items.
Intuitive menu navigation
Little Lucy's Menu
Donut Details
Lead straight into sales with an informative and detailed product page
Short and efficient checkout process
Checkout Process
PERSONAS
Like most food trucks, Little Lucy's has a wide range of customers. However, what sets Little Lucy's apart is their location on Rainey Street which means they're often catering to intoxicated bar-goers. In fact, after speaking to employees of Little Lucy's, roughly 80% of their customers are those frequenting the bar scene on Rainey. Therefore, this seemed like the perfect opportunity to employ one of my favorite design tenets - design like the user is drunk (and in this case, they are!)
USER RESEARCH
Step 1: Secondary Research
My first step was to conduct secondary competitive research and focus on mobile apps that had a similar user base as well as shared the common goal of increasing conversions and sales as Little Lucy’s.
Step 2: Research -> Wireframing
When I was designing at Starz, my redesign of the checkout and user onboarding flow resulted in a nearly 10% increase in conversion rates. Based on my experience as well as the research I gathered, I focused heavily on the Homepage, Product Details Page, and the Checkout Process to entice users and lead into sales.
Homepage
Draw visual focus to items
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Prominent display photos
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Short, introductory description of products
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Ability to add items to cart straight from homepage
Product Details Page
Entice with description & customization
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Showcase big, bold photo of product
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Longer, persuasive description
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Ability to customize order
Checkout Process
KISS - Keep It Simple, Stupid
Leading causes of abandoned carts are
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Asking users to create an account
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Long/Complicated checkout processes
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Can’t see the total costs upfront
Solutions
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Allow users to checkout as guests
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Minimal, necessary checkout steps
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Keep track of costs in "My Cart" as users add items
My Cart
Enter Payment
Review Order
Order Placed
Step 3: Testing
I interviewed 7 potential users who were lining up at Little Lucy’s and were of varying sobriety levels (and were rewarded with free donuts for their time).
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I would like you to tell me your thoughts on this page (Overall Home page).
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I would like you to view the page for the Spaniel donut. Before you do that what do you think the page is going to include? What are your thoughts on the page? What do you see?
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I would like you to add the Spaniel donut to your order and then view your updated order. Before you do that what do you think the page is going to include? What are your thoughts on the page? What do you see?
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I would like you to continue the checkout process. Before you do that what do you think the next screen will include? What are your thoughts on the page? What do you see? (Asked this question twice)
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Specifically focused on whether or not they thought they were going to see a "Review Order" screen after the Payment screen.
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MAIN INSIGHTS
REDUCED FRICTION = HIGHER CONVERSIONS
Common themes I found across these 7 users were that they felt distracted in our testing environment and wanted to quickly place their order. These were the design changes I made based on their feedback:
My Cart
Advertise more items at checkout
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3/7 users went back to the Home Screen to view more items to add to cart.
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Increase sales by adding "More Goodies" row to allow users to add more items to cart during checkout
Enter Payment
Reduce user input to only the necessities
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Added "Save Payment" Checkbox
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5/7 users commented on their desire to save their payment method for future purchases.
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Added "Pickup Time" row based on Doordash
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7/7 users showed interest in being able to schedule ahead an order
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Removed the large credit card icon
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Removed the "Cardholder Name" text field
Remove "Review" Screen
Simplify the checkout process for users
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6/7 users assumed that the payment screen would lead them to their order confirmation rather than a "Review Order" screen.
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This allows users to quickly move through the checkout process and only enter the necessary information to place an order.
THE FINAL PRODUCT
STYLE GUIDE
SO WHAT DID I LEARN?
"The User is Drunk" - literally
Reducing any friction users face during the checkout process will have a direct and immediate correlation to increased conversion rates and higher number of sales. The way to increase conversions and decrease abandonment rates is by designing specifically for Little Lucy's customers - customers who feel distracted at times, want to order quickly, and may have dulled senses. Large pictures, bright colors, large text, short checkout, and removing any unnecessary text fields simplifies and reduces a user's cognitive load, allow for faster order inputs, increase the number of sales, and will successfully impact Little Lucy's bottom line.
Thanks for sticking around till the end and hope you enjoyed my Little Lucy's case study. If you have comments, feedback, or just want to know how the hell to pronounce my last name, feel free to reach out to me at veda.gottumukkala@gmail.com. Cheers!
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