Case Study
Les Baguettes
Overview
My Les Baguettes app helps the business to improve their awareness among local, surroundings people and increase sales. It is a local bakery business which is focusing on expanding their business by providing delivery services. It will make the process smooth and quick so people will not need to queue.
Client: Les Baguettes (Italy)
My role: UX researcher, UI
Time: 6 months
Year: 2022
Tools: Figma, Miro,
Timeline
Research phase
Define phase
Prototype phase
Conclusion
Secondary research
Primary research
User personas
User flow
Wireframes
Hi-fi prototype
1 - Research
Company background
Les Baguettes is a local bakery business which sells various type of products such as bread, Italian focaccia and more. It is a well-known bakery with loyal customers which buy products on a daily basis.
The claim
Food delivery apps are becoming more and more popular.
According to eMarketer, food delivery app were among "the three fastest growing category in 2020".
Understanding the problem
With the arrival of Covid-19, food delivery apps maintained the flow of consuming products and buying food by ensuring that the food is delivered in a safe and convenient way.
According to previous reports, consumers appear to prefer ordering from a restaurant's own app rather than a third party app. Therefore people would be encouraged to spend more if their favourite bakery offered time-saving services.
Understanding the user
Interviews
I conducted few interviews in order to understand what people think, feel and what are their actions and thoughts when engaging with food delivery apps.
"Many times i do not have time to go shopping thus it would be nice if someone can bring what i need here at my house"
"In this area food delivery apps are not so popular therefore people need to go out and queue all the time."
Creating a solution
Creating a vision statement was the first step of establishing how the product will look. To drive the product development, I came up with the following statement:
There’s an opportunity for a smart product for Les Baguettes users in Italy who want to have a food delivery app to order products whenever they need without going out and waste time on queues.
2 - Define
User personas
Alexo Tamponi
25 years old
He is a hard-working student that is why he never has time in the morning to prepare a meal for himself. His last resort is a bakery near the apartment which sells fresh baked goods. However he is always in a hurry but he is not the only one. There were several people to be served but also he is gluten-free, so he needs to state this while ordering anything.
Goals
Have an order ready to be delivered before classes
Stop being in a hurry and enjoy more the day
Have extra time to sleep
Pain points
Not enough time to buy goods in a relaxed way
Hate when he cannot do online orders
He is afraid of being late because of the queues
User flow
3 - Prototype
Wireframing
Approach
Key questions for prototyping where:
Interactivity - How far the customers want to go with the level of interactivity with the company?
What i learned
Users wanted the possibility to search products provided by their favourite local bakery, customise their products when possible and most important receive the ordered products at home, at the selected time slot without wasting time while queueing.
Features - What kind of features do users want?
Tester received the following scenario: use the app to search desired bakery products, order those products online and receive them by delivery.
Presenting a solution
Design elements
Colour used
#000000
#FFF5E2
Font type: Red Rose
Logo idea
#FEB62B
#FFFFFF
Key screens
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4 - Conclusion
Achieved goals
More testing will definitely be needed to assess if the app provides an enjoyable experience. However, I think that it works well in using allowing users to manage and visualise their products purchasing journey in a meaningful and tangible way. The app is not fully designed and several screens need to be added in order to make the app available for public usage.
Lesson learnt
Finding a way to implement methods for Les Baguettes' customers to manage their products purchasing journey into the design with all their limitations was challenging, but it taught me that good design needs to be established in the world, and work with the hardware and software we have available.
