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The Ideation

After mapping out the ordering process flow, I began the conceptualization. Starting with navigation, I used my initial research and sitemap to guide the process. I decided on "Order, About Us, Contact Us, FAQ, and Homepage" as the main pages of the website.

After creating my initial navigation creation, largely based off of the competitive research conducted, I decided to do some usability testing. 

I input my initial navigation into Treejack, where I assigned 9 scenario tasks to users (professional circle). 22 participants ended up completing the test, with an 89% success rate on all the tasks combined.

 

This gave me confidence in my initial map, but also uncovers areas in need of improvement. For instance, 4% of participants experienced a task failure linked to the ordering process, which is crucial to solve. The ordering process is directly tied to the business KPIs, therefore this pain point needs strong consideration.

My solution was to map out the ordering process for the user in the "Order" section, so that they clearly understand how to go about ordering.

Custom Pancake Ordering Experience

The Great Pancakery - UX Project

DATE MAY - JUNE 2020

DURATION 2 MONTHS

ROLE SOLO PROJECT

CalArts Coursera

The Solution

Create a custom ordering experience that students and other customers can access at any part of campus.

Through the website, the user will be able to:

1. View weekly specials and promotions offered

2. Browse the menu options

3. Create a custom pancake order

4. Choose delivery or carryout options

The client (alumni) will be able to:

1. Change weekly specials and promotions with ease

2. View incoming orders

3. Collect email list of customers

The Research

Survey, competitive analysis

Being a UMD alumni myself, I gathered survey results from 15 current undergrads and recent graduates from my network. The purpose of the survey is to understand user needs based on the client's specific target audience.

 

Additionally, I looked at some competing popular businesses in the area with customizable food menus. These came directly from the user survey and the goal is to understand why the users are drawn to using those ordering websites over others.

Target Audience

For the survery, there were two primary user groups that I wanted to interview and observe.

1. Current University of Maryland undergrads living on or near campus

2. UMD alumni and city residents.

Survey Questions

Some of the questions included in the survey were:

How often do you order delivery?

Why do you order delivery?

Tell me about your favorite delivery restaurant. What do you like about ordering there? What can be improved?

Competitors

As part of most of my processes, I like to scope out other relevant businesses. For this study, I looked into most popular customizable food chains in the UMD area: Chipotle, Domino's, and Blaze Pizza.

Some of the key aspects I observed included:
1. Functionality and 
visibility

2. Menu overview

3. Ordering flow

The Problem

A University of Maryland alumni owns a pancake food truck on campus. He wants to enhance his customers' experience by creating a website that people can view and order from. The key challenge is to make the menu and ordering process customizable, as each pancake order can be unique depending on the chosen ingredients. The owner also wants to use the site as a recruitment tool for potential UMD student cashiers and cooks.

Since this is part of my Coursera web development project, I focused on desktop prototyping for this, however, I used Figma to create a version that is responsive on both.

The Results

Early Mock Ups

Final Look and Feel

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