Project Overview
The Gold Stag Pub App is a high-end mobile ordering solution designed to provide a seamless and sophisticated experience for customers. By allowing users to browse the menu, customize their orders, and place them directly within the app, it reduces wait times, enhances order accuracy, and elevates the overall dining experience for those who expect more from gourmet food ordering.
UX Research
Primary Market
Working-upper class individuals and couples who value quality, convenience, and are willing to pay a premium for an elevated experience.
Secondary Market
Young professionals and food enthusiasts seeking unique dining experiences delivered to their homes, prioritizing convenience and time savings.
Tertiary Market
Families looking to enjoy high-quality meals at home without the challenges of dining out with children.
I conducted user interviews across all target markets to deeply understand their needs, preferences, and pain points. These insights directly informed the app’s design, ensuring it aligned with user expectations and delivered a seamless, intuitive experience tailored to their desires.
Conclusions from User Interviews
Users wanted to have quick re-order section.
Users showed a wanted to be able to create group orders with others.
Users wanted the ability to schedule delivery times & dates.
Users requested real-time order tracking.
Users wanted to be able to see who would be delivering their order.
After collecting some data from user research, I created two different personas that represent my target markets for this app. These user personas helped further my understanding of the people I am designing for and the problem I am aiming to solve.
User Testing
I utilized low-fidelity wireframes during the early stages of user testing to gather early feedback and identify design issues. I imported these sketches into figma and completed early stage user testing to minimize resource waste and to streamline the design process. This feedback allowed me to make adjustments and ensure that the app felt intuitive to navigate through.
I held in-person usability testing sessions with participants. Using the Figma prototype, participants tested the app on while I observed their interaction with the prototype.
Conclusions from User Interviews
Users were confused by some iconography used.
Users felt overwhelmed and cluttered on some pages.
Users weren't able to customize their meals.
Some users found the order tracking screen to be confusing.
Some users were not able to figure out how to create a group order
Final Design
After finalizing my high-fidelity mockup, I conducted online unmoderated user testing to validate design choices and uncover remaining issues. Using a functional prototype with interactive elements, I combined A/B testing and usability testing to gather meaningful insights. This process allowed me to refine both design and functionality, ensuring an optimal user experience.
Conclusions from User Interviews
Users preffered the classic SVSU logo over a variation
Users wanted more clarity with navigation bar icons
Users needed more goal tracking feedback
Users wanted goals seperated from the reminders
High-fidelity usability testing for the Gold Stag app revealed a 98% task completion rate, validating the interface’s intuitive design and efficient information flow. With an average task time of 8 seconds, users can place orders quickly, reducing drop-off rates and boosting order conversions. A 80% preference rate in A/B testing further demonstrated user favorability, positioning the app as a standout in the market and enhancing engagement with key features like group ordering to drive revenue growth.
Final Thoughts
In conclusion, the Gold Stag Pub app solves the need for a quick, easy, and intuitive ordering experience. Through thorough research and user-centered design, I addressed the users needs and preferences, creating an app that enhances customer satisfaction. This project is another example of my dedication to crafting functional, aesthetically pleasing experiences tailored to users’ needs.
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