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Delidon
Overview
Delidon is a family-owned doughnut shop that originated in California. Their menu features a wide variety of healthy and innovative options that are freshly baked every day. The Delidon mobile app is an exciting and convenient way for users to order and indulge in their favorite healthy doughnuts while also being mindful of their calorie intake and any allergy concerns. Whether you're a health-conscious foodie or simply looking for a guilt-free indulgence, Delidon's app has got you covered.
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Project Description
Despite having a small staff, Delidon is dedicated to providing excellent customer service while focusing on their core mission of baking high-quality doughnuts. To better serve their customers and expand their business, Delidon aimed to create a robust and user-friendly online ordering system with features tailored to their target audience. Their ultimate goal is to establish a chain of stores across California. The project, which included research, interaction design, prototyping, and usability testing, had a tight deadline of just three months. Despite the challenges, the team at Delidon was able to successfully deliver a top-notch online ordering system that meets the needs of their customers and helps them achieve their long-term goals.
Deliverables
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Research
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Personas
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User stories
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Journey map
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User Flow
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Low-fi wireframes and Mockups
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Prototypes
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Specifications
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Conclusion
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Problem
Despite having a small staff, Delidon is dedicated to providing excellent customer service while focusing on their core mission of baking high-quality doughnuts. To better serve their customers and expand their business, Delidon aimed to create a robust and user-friendly online ordering system with features tailored to their target audience. Their ultimate goal is to establish a chain of stores across South California. The project, which included research, interaction design, prototyping, and usability testing, had a tight deadline of just three months. Despite the challenges, the team at Delidon was able to successfully deliver a top-notch online ordering system that meets the needs of their customers and helps them achieve their long-term goals.
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Goals and objectives
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Determine key features for the project.
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Design an attractive user interface and useful, intuitive, and coherent navigation.
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Create an easy-to-use online order system and manage.
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Organization of all donuts assortment and online availability.
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Process
I used the Design thinking approach and for optimal success, I prefer to start with a face-to-face meeting with the client to establish a clear brief and requirements, investigating any specific business or technical considerations early in the process.
Research
Research shows that most doughnuts contain high levels of saturated and trans fat, contributing to weight gain and heart damage. Despite this, data indicates that 96% of Americans enjoy doughnuts, with the average American consuming 63 dozen per year, highlighting their enduring popularity. Using the "As a, I want so that" technique, I employed a goal-oriented approach to determine user needs and improve collaboration among stakeholders. By turning primary and secondary research observations into insights, I identified user needs and analyzed the defined problems, concluding that Delidon's application should ideally be described as healthy, accessible, and simple.
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Competitive Research
During the competitive research phase, we analyzed several applications that were popular in the donut delivery space. One such application was "Donut Dash," which had a robust ordering system that allowed users to customize their orders and track delivery in real-time. However, the application lacked a focus on healthy options and did not provide any information on the calorie count or ingredients of the donuts.
Another application we analyzed was "Healthy Donut Co," which specifically targeted health-conscious consumers. The application featured a variety of low-fat and gluten-free options, and users could filter their search by dietary restrictions. However, the ordering process was complex, and the user interface was not very intuitive, leading to a high abandonment rate.
Taking inspiration from these applications, we designed Delidon's application to offer a user-friendly ordering process with a focus on healthy options. The application provides detailed information on the calorie count and ingredients of each donut, and users can customize their orders to meet their dietary needs. The application also features a real-time tracking system, similar to Donut Dash, to ensure timely delivery and improve the user experience. Overall, the competitive research phase allowed us to incorporate the strengths of existing applications while addressing their weaknesses to create a truly innovative and user-centric design for Delidon's application.
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Persona
The target audience for the app included individuals aged 16-58 who were health-conscious, had allergies, and students or organizations requiring special occasion orders.
The app's key features included the ability to view nutritional information, choose vegan and gluten-free options, schedule fast delivery, and participate in an earning program to save money. These features were carefully designed to enhance the user experience and provide a convenient and personalized service to meet their unique needs.
Journey Map
By utilizing Journey Mapping, we were able to identify potential pain points and areas where we could enhance the customer experience across all touchpoints. We then developed a range of key features to streamline the ordering process, making it both efficient and enjoyable for users.
​This allowed me to clarify our focus and key strategy moving forward. Most importantly, it allowed me to define the problems users face in-terms of buying doughnuts online.
Problems​
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Difficulties with quality control
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High shipping costs due to perishability
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Limited selection compared to physical stores
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High sugar, fat, and calorie content for those with health concerns
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Limited availability of gluten-free options for those with gluten intolerance or celiac disease.
Sketching Ideas/Wireframing
During the creative stage, I used the research and data from the first two stages to generate ideas and potential solutions. I preferred sketching over digital wireframing because it provided more flexibility, allowing me to make changes easily. I spent a considerable amount of time exploring different ideas, designers, websites, typefaces, colors, and more. The ultimate objective of this stage was to determine what UI components and styles were required in the final design, how the screens related to one another, and what would happen when users interacted with the interface, whether by clicking, swiping, or other means.
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Difficulties with quality control: Provide high-quality images and detailed descriptions of the products to help users make informed decisions. Allow customers to leave reviews and ratings to help improve transparency and quality control.
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Limited selection compared to physical stores: Create a dynamic and intuitive filtering system to help users easily find the products they are looking for. Include a search bar with auto-suggest functionality for quick and accurate search results.
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High sugar, fat, and calorie content for those with health concerns: Include nutritional information and allergy warnings for each product. Offer healthy and low-calorie options to cater to customers with specific dietary needs.
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Limited availability of gluten-free options for those with gluten intolerance or celiac disease: Clearly label gluten-free options and offer a separate menu for customers with gluten intolerance or celiac disease. Consider partnering with local bakeries that specialize in gluten-free products to expand the range of options available.
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To add functionality and simplicity, focus on clear and concise communication, intuitive navigation, and streamlined checkout processes. Use visual cues and well-designed graphics to guide users through each step of the process. Utilize user testing to identify any pain points and make necessary improvements.
User Flow
The refinement phase involved a series of revisions and corrections that focused on enhancing the user flow and simplifying the app's interface. Through this process, we aimed to make the app as intuitive, user-friendly, and clear as possible.
Interaction design phase and Visual design
During this stage, we carefully considered the various use cases of the app and streamlined it by eliminating any unnecessary features, leaving only the core functionalities. These included features such as calorie visibility, easy sorting options between vegan, gluten-free, and low-calorie choices, scheduling delivery, and a rewards program. We reorganized the screens, combining some and setting aside others, and added new ones where necessary. By the end of the refinement process, we had created all project mockups and a working prototype, which we revised based on feedback from the client until it met their needs and requirements.
Validation
At this stage, we put the design to the test with real users to ensure that it was both intuitive and effective. Through user testing, we were able to determine whether participants could successfully complete specific tasks and how satisfied they were with the Delidon product. Based on the results, we identified areas for improvement and made necessary adjustments, such as adding colored accents to highlight key elements and incorporating CTAs to encourage users to take specific actions and improve conversion rates. We also implemented an order process tracker to provide users with full visibility on which stage of the checkout process they were in. These changes helped to make the product more user-friendly and ultimately more successful.
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Conclusion
During the Delidon project, I played an integral role in the end-to-end design process, including extensive research to determine the product's core features and establish a cohesive visual direction. I'm proud to say that we struck a balance between functionality and aesthetics in the app design. One of my key priorities was to create an intuitive and streamlined ordering process with minimal steps, making the buying experience fast and enjoyable for users while also boosting the owner's sales.
Inclusive design was the focus of the Product Design Sprint. I made decisions based on research with accessibility and inclusivity in mind. Functionality and beauty were balanced, and simplicity was prioritized in the online ordering process. Customers can browse the menu, fill out a form, and get or pick up their order in-store.