CONTEXT

10 days Design Sprint at General Assembly. I worked with 2 other UX designers on this brief.

UX Tools: Contextual Inquiry, MVP, MoSCoW Method, Usability Testing, Clickable Prototype.

Date: June 2017

 
 

CHALLENGE

Five Guys is a casual burger chain on the mission of selling the best burger.

We were tasked to leverage existing customer habits by introducing a digital solution that handles ordering and payment.

Constraint: no change on the food making process.

 

SOLUTION

We helped customers to order faster without the need to download an app.

We designed a cloud-based solution for people to order from their table and pay via mobile. Group of friends could also order at the same time and split bill easily.

 

RESEARCH

Competitive Analysis · Competitor App testings (6) · Survey about Burger chains · Interviews of staff and customers (15 people) · Contextual Inquiry (2 locations)

 Competitive Analysis. Five Guys positioning need to shift toward a more restaurant-like experience and move away from the cheaper popular fast-food chains.

Competitive Analysis. Five Guys positioning need to shift toward a more restaurant-like experience and move away from the cheaper popular fast-food chains.

 What people love about Five Guys experience...

What people love about Five Guys experience...

 ...and what customers dislike.

...and what customers dislike.

 Key findings helping us to understand the pain points and user expectations

Key findings helping us to understand the pain points and user expectations

 

DEFINE

Task Analysis · Affinity Map · Features Prioritisation Matrix · MVP · Personas · User Journey

How to avoid queuing? How to make the customisation enjoyable and not overwhelming? How to make the waiting time less boring ?

 We used an Affinity Map to help us visualise the information collected.

We used an Affinity Map to help us visualise the information collected.

 We regrouped our datas by themes to see some patterns emerged.

We regrouped our datas by themes to see some patterns emerged.

 We then created a features prioritisation matrix to help us define a MVP.

We then created a features prioritisation matrix to help us define a MVP.

 To create a realistic customer journey we used a Task Analysis to better understand the customer mindset.

To create a realistic customer journey we used a Task Analysis to better understand the customer mindset.

 We created 3 personas and decided to focus on Steve, a burger fan because "taste" is one of FIVE GUYS key selling points.

We created 3 personas and decided to focus on Steve, a burger fan because "taste" is one of FIVE GUYS key selling points.

 

Scenario: It's friday night, Steve and his two friends would like to grab something to eat before a gig. They decide to walk to the nearest Five Guys...

 
 I created the current user journey showing 3 pain points: QUEUEING, ORDERING, WAITING FOR FOOD.

I created the current user journey showing 3 pain points: QUEUEING, ORDERING, WAITING FOR FOOD.

I designed a new user journey showing opportunities to solve the current pain points (in grey).

 
 

IDEATE

Design Studio · Crazy 8

We decided to focus on solving 3 issues: 

  • Easy remote mobile ordering to reduce queuing. 
  • Making waiting time enjoyable.
  • Split bills among friends easily.

We focused our creative energy on 2 key screens: Burger Customisation and Bill Splitting.

 Burger Customisation

Burger Customisation

 Bill Splitting

Bill Splitting

 

DEVELOP - TEST - ITERATE - REPEAT

Wireframing · User Testings · Prototyping (Paper, Low-Fi, Hi-Fi)

I created the paper prototype to be tested, we then shared the work to carry as many testings as possible.

 I created the paper prototype

I created the paper prototype

 we shared the workload for user testings

we shared the workload for user testings

We iterated 6 times! from paper prototype to the final high-fi prototype (using Marvel). 

Our initial idea was a mobile app, however some people didn't want to download an extra app on their phone. We decided to brainstorm again with the user goals in mind, and came out with the idea of a Cloud solution.

Example of Burger customisation iterations:

 I sketched the 1st paper proto with the idea of customising the burger step by step.

I sketched the 1st paper proto with the idea of customising the burger step by step.

 After some user feedbacks, Ryan created to a clickable low-fi prototype, but we still didn't make the order faster because our initial thought was a linear ordering process on mobile app. 

After some user feedbacks, Ryan created to a clickable low-fi prototype, but we still didn't make the order faster because our initial thought was a linear ordering process on mobile app. 

 We went back to brainstorming and this is when we came out with the idea of a Cloud Based solution where everyone could order at the same time under the same order number.

We went back to brainstorming and this is when we came out with the idea of a Cloud Based solution where everyone could order at the same time under the same order number.

 ...and voila!

...and voila!

 Annotated wireframes: I created these 5 screens to explore some ideas we had as next steps. Building a strong fan community. "Gamification" with points system to increase loyalty.

Annotated wireframes: I created these 5 screens to explore some ideas we had as next steps. Building a strong fan community. "Gamification" with points system to increase loyalty.

Five-Guys-overview01.png
Five-Guys-overview02.png

RESULTS

Final iterations feedbacks were quite encouraging. Wish we had more time to implement it!

“Cool, I like the randomise option for choosing the toppings!” 
“The Burger game could be fun while I’m waiting, I won’t need to pretend I’m texting.”
“It looks easy.”