En una tarta app
Client
En una tarta
Project duration
1 month
June 2022
Location
Bogotá, Colombia
Project Modality
Individual project
Google UX design program
En una tarta is family tart business, that strives to deliver healthy and unique tarts. They offer a wide spectrum of competitive pricing. En una tarta targets customers like busy people who lack the time or ability to prepare dessets or people that want to share sweet moments with family and friends.
My design process
USER RESEARCH SUMMARY
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults who don’t have time to cook and try different apps for ordering sweets or gifts to their loved ones.
This user group confirmed initial assumptions about ‘En una Tarta’ customers, but research also revealed that time was not the only factor limiting the ordering. Other user problems included interests, ingredients, looking and friendliness of the service for ordering and for the payment.
GOALS
PAIN POINTS
1
Working adults are too busy they need something easy to order gifts and sweets.
2
Platforms for ordering food are not equipped with assistive technologies, the order don’t arrive as it looks.
3
No healthy options. The apps don’t include the ingredients for people to know what they are ordering.
Create a new app
for ‘En una tarta’
Engage the user
with the app and brand
Make a
visual and clear menu
Easy payment and order tracking
PERSONA
Alberto has been working for 10 years in the same job, but he enjoys his job and the colleagues he have there. He works a lot in the week, but he likes to enjoy with his family in the weekends, mainly on Sunday. He doesn’t like to cook, and he often order deliveries on Sundays, mainly desserts or Friday nights pizza or burgers.
Alberto
“Sundays are the days of delivery and stay with my family in the house.”
- Order something different and nice.
- Ordering something healthy and nice.
- Ordering something to share and make
- Sundays more special in family.
Goals
- Sometimes the order arrives destroyed.
- A lot of plastic garbage after a delivery.
- The food arrives cold.
Frustrations
Age:
Education:
Hometown:
Family:
Occupation:
45
Lawyer
Bogotá
Lives with his wife and daughter
Working in a
Governmental entity
Alberto is a busy working adult that usually order food and desserts because he don’t have time to cook but he thinks is not easy to do that and takes a lot of time.
Problem Statement
PAPER WIREFRAMES
Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points.
For the Onboarding screen, I prioritized a quick and brief qualities of the brand for the ordering I prioritized quick payment to help users save time.
First Approach
LOW FIDELITY PROTOTYPE
App
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was building and ordering 3 tarts, so the prototype could be used in a usability study.
DIGITAL WIREFRAMES
First Approach
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
Easy navigation was a key user need to address in the designs in addition to equipping the app to work with assistive technologies.
Images to help the user know how the tart look like.
Description of the ingredients used for the tart.
This button provides an easy option for ordering the tart they want.
Easy access to navigation that’s screen reader friendly.
Visual menu for user to find what they want to order.
Like button to save favorites.
COLORS AND TYPEFACE
MOCKUPS
Early designs profile didn’t show slearly the menu or the categories users were confused. After the usability studies I included the categories at the beginning and with images that help the user find what they want.
The second usability study revealed frustration with the register. To streamline this flow, I consolidated the email registrationd” to have other options such as register with google or facebook accounts.
Before with prototype
After prototype
Before usability studies
After usability studies
KEY MOCKUPS
HIGH FIDELITY PROTOTYPE
App
The final high-fidelity prototype presented cleaner user flows from the onboarding, registration and looking the product.
