My Role: UX Research, UX Design | Duration: 3 weeks | Tools: Figma, FigJam, Zoom

Project Overview

Small coffee shops and stands often struggle with order efficiency, long wait times, and a limited digital presence. Unlike large chain competitors, they lack the resources to develop and maintain a streamlined mobile ordering system. This results in lost revenue, frustrated customers, and operational inefficiencies.

Mobile Joe was designed to address these challenges by providing an easy-to-use, cost-effective ordering system that enhances customer experience and empowers small businesses.

Methodology

End-to-End Mobile App

The Double Diamond framework was used to guide the research and design process, ensuring a thorough exploration and refinement of solutions.

Discover

  • Users want a fast, hassle-free login experience without being forced to create an account before placing an order.

  • Many users prefer single sign-on options (Apple ID, Google, or Facebook) to avoid remembering passwords.

  • Some users value guest checkout for quick access without commitment.

  • Users need a clean, well-structured menu to browse and order quickly.

  • Having high-quality images and clear descriptions makes it easier to select items.

  • A favorites or reorder feature would help regular customers place their usual order in seconds.

  • Users expect a frictionless ordering process that allows them to customize their drinks without too many steps.

  • A clear customization interface is essential for modifying drinks without confusion.

  • Speed is a priority—users want to place an order in as few taps as possible.

  • Users prefer finding nearby coffee shops based on their current location.

  • A search and filter option (e.g., by distance, hours, or menu items) would improve discovery.

  • Supporting small, independent coffee shops is important to many users, but they often struggle to find them. 

Simple & Secure Login

Easy Menu Navigation

Ability to Quickly Place an Order with Customizations

Location-Based Coffee Shop Finder/Search

Competitor Analysis Insights:

  1. Large chains dominate mobile ordering – Starbucks and Dunkin' provide highly optimized experiences with loyalty programs, rewards, and seamless order tracking.

  2. Independent coffee shops lack a digital presence – Unlike large chains, small coffee shops often do not have the resources to build a robust mobile ordering system, leading to lost opportunities.

  3. Customization options vary widely – While Joe Coffee provides strong customization features, some apps like Peet’s Coffee lack a seamless flow for modifying orders.

  4. Location-based discovery is a gap – Most apps cater to brand-loyal customers rather than helping users discover new or local coffee shops nearby.

Define

Point of View (POV) Statements:

  1. Nika, a busy professional, needs a fast and reliable way to order coffee because she is often on a tight schedule and dislikes waiting in line.

  2. Tom, a fitness enthusiast, needs an intuitive way to customize his coffee because he prefers healthier, non-standard modifications.

  3. Nancy, a retiree, needs a simple and clear interface because she finds complicated navigation frustrating.

Define

How Might We (HMW) Statements:

Feature Set List:

Logo

Icons

Buttons

Components

Cards

Mobile Joe: Coffee Ordering App

User Research & Insights

The research aimed to understand user needs, business challenges, and market trends through:

  • User Interviews: Conducted six in-depth interviews with coffee shop customers and owners to identify pain points.

  • Competitive Analysis: Studied existing mobile ordering solutions like Starbucks and Square to determine best practices and areas for differentiation.

User Interview Insights:

  1. Simple/Secure login/sign-up process.

  2. Easy Menu Navigation.

  3. Ability to quickly place an order with customizations.

  4. Location-based coffee shop finder.

Sketches & Digital Wireframes

Branding & UI

Palette

Typography

High Fidelity Wireframes

Findings from the research were synthesized into key themes and user personas:

  • Affinity Mapping: Organized insights into categories such as usability issues, operational pain points, and customer expectations.

  • User Personas: Developed personas representing different customer segments, including working professionals, fitness enthusiasts, and retirees.

  • Nika (The Busy Professional): Needs a fast and reliable ordering system with minimal steps.

  • Tom (The Fitness Enthusiast): Prefers a seamless way to customize health-conscious coffee orders.

  • Nancy (The Retiree): Values an intuitive app with easy navigation and clear order tracking.

Based on insights gathered we formulated the problem statement:

Mobile Joe aims to provide a seamless and convenient mobile coffee ordering experience for customers of small coffee shops. By addressing key pain points like long lines, inefficient ordering processes, and limited online presence for small shops, Mobile Joe will offer an easy-to-navigate app that allows customers to quickly order and pick up their coffee.

  1. How might we provide small coffee shops with an affordable digital ordering solution?

  2. How might we ensure customers can quickly and easily find and order from local coffee shops?

  3. How might we create a seamless user experience that reduces friction in the ordering process?

Based on the defined problems, the team brainstormed solutions and developed prototypes:

  • Feature Set List: Identified key features such as real-time order tracking, an intuitive UI, search functionality for nearby coffee shops, and easy order customization.

  • Wireframing & Prototyping: Created low-fidelity wireframes to test core functionalities.

  • Usability Testing: Conducted tests with coffee shop employees and customers to refine design concepts.

Deliver

High Fidelity Prototype

User Flows:

  1. Simple/Secure login/sign-up process.

  2. Easy Menu Navigation with the ability to quickly place an order with customizations.

  3. Location-based coffee shop finder.

What’s Next

As Mobile Joe progresses toward launch, the next steps focus on refining and scaling the platform:

  1. Pilot Testing & Iteration:

    • Conduct real-world testing with a select group of small coffee shops.

    • Gather feedback from both customers and business owners to identify usability improvements.

    • Refine the UI/UX based on insights from the pilot phase.

  2. Feature Enhancements:

    • Implement a favorites/reorder option for returning users.

    • Improve customization workflows to streamline the ordering process further.

    • Explore integrating push notifications for real-time order updates.

  3. Technology & Partnerships:

    • Partner with local coffee shop associations to expand Mobile Joe’s adoption.

  4. Marketing & Expansion:

    • Develop a launch campaign to onboard small coffee shops efficiently.

    • Leverage social media and referral incentives to drive customer engagement.

Reflection

What Did I Learn?

  • Simplicity is Key – Users want a fast, no-fuss ordering experience, so minimizing steps and making navigation intuitive is essential.

  • Flexibility Matters – Small coffee shops operate differently from big chains, so the app needs to adapt to their unique workflows.

  • Real User Feedback is Invaluable – Usability testing revealed pain points we hadn’t considered, like the need for a guest checkout option and clearer customization steps.

What Would I Do Differently?

  • Start Testing Earlier – Running usability tests earlier in the design phase could have saved time on later adjustments.

  • More Focus on Business Needs – I’d involve coffee shop owners more in the early stages to ensure smoother integration with their existing systems.

What Am I Most Proud Of?

  • Creating a Seamless User Experience – The final design makes ordering coffee quick and hassle-free.

  • Supporting Small Businesses – Helping independent coffee shops improve their digital presence is a meaningful impact.

  • Iterating Based on Real Feedback – Every design decision was shaped by actual user insights, making the app more practical and user-friendly.