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Paris Baguette
Concept Mobile App Design
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The Challenge
Make it easier for busy professionals and people with dietary restrictions who frequent their favorite bakery to make and place orders to fit their hectic schedules.
The Solution
The Paris Baguette Mobile Bakery app is focused on helping customers quickly select and customize orders with ease.
Role
Sole UX/UI Designer
Process
User research and qualitative analysis
Sketching & Ideations
UI Designing & Prototyping
Usability Testing & Synthesizing
Redesigning
Tools
Figma
Miro
M
1-Research
User interviews and a competitive audit were conducted to gain an understanding of the food app space and understand Paris Baguette customers' needs and pain points.
I needed to find out what challenges & frustrations customers face regarding the order & customization process. I put together a research plan which would include user interviews targeting participants from the following demographic group:
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People with dietary restrictions
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18+
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People ordering from bakeries a least 1x week
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People who may deal with disabilities
1.1 User Interviews
During the user interviews, information was collected on:
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How users interact with food apps & the ordering process
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Issues & challenges users face with ordering & customizing
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Important tasks needed to complete the experience
"I have a visual impairment so I need to use screen reader technology with food apps. They don't always work."
- Nurse with Dyslexia
"It's important to have the option to review my order before paying so I don't waste time trying to fix a mistake."
- Foreign Student
"I get really excited when I see food apps and restaurants have options for customization"
- Health Conscious Customer
1.2 Competitive Audit
Based on gaps identified when conducting the competitive audit on competitors like Flour Bakery & Levain Bakery, the following opportunities for the Paris Baguette Mobile App were outlined:
1.3 User Pain Points
During the research phase, the following user pain points were identified in the order & customization process:
2-Personas & User Flows
2.1 Personas
Two personas were formulated from the user interviews and competitive audit.
Hannah - the busy professional
Sanjay - the go-getter who needs to save time
2.2 User Flows
Mapping Hannah's user flow helped determine the key screens needed in the user flow to complete the core task of customizing, ordering, and checking out. The actions leading up to those screens represented user behaviors and the decisions accounted for additional user pathways.
3-Sketching & Wireframes
3.1 Paper Wireframes
Crazy Eights & Paper wireframes helped produce initial concepts quickly and outline key elements that would target user pain points.
Initial concepts were evaluated considering users' core needs. For the home screen, location searching was prioritized to quickly identify nearby locations and streamline the ordering process
3.2 Low Fidelity Wireframes
With the takeaways from the competitive analysis and user interviews, I began designing lo-fi wireframes. Since the users wanted to save time with the ordering and customization process, I decided to include the location-finding feature on the landing page and gave users the option to customize when adding products to the cart.
3.3 Iterations & Design Decisions
As the initial design phase continued, screen designs were based off feedback and findings from user research.
Easy navigation was a key user need to address in designs.
4-High Fidelity & Prototyping
4.1 Mockups
The main goal in the design process was to make a quick and easy experience for users to order & customize at their favorite bakery, Paris Baguette. Based on the initial round of usability studies I made a few changes allowing me to focus on navigation and an intuitive checkout process.
4.2 Prototype
Now that the hi-fi wireframes were created and reviewed to ensure key insights from the first usability study were implemented, I then created the prototype. This allowed me and the users to see the app work in real life.
5-Test & Refine
5.1 Usability Studies
Two rounds of usability studies were conducted. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
5.2 The Final Product
5.3 Looking Back
I really enjoyed working on this project, especially since the Bakery is known and used worldwide. It felt rewarding to take a loved bakery's app and redesign it from scratch taking into consideration the needs of users who may be dealing with visual impairments. There were moments in the design phase when I'd lose sight of the key elements that address user pain points, but what always helped to guide me back was the research & personas I had constructed.
By serving as the lead UX designer in this conceptual project, I pushed myself to develop my domain knowledge and found that I truly enjoy being in this role. I have always been creative and now I've found an area in which I can put that creativity to create a usable, equitable and enjoyable user experience.
5.4 Looking Forward
Designs can always be improved and this redesign of the Paris Baguette mobile app is no exception! It would be beneficial for this app to also include a page where members can log in to view and track their rewards. Paris Baguette can create a culture of inclusivity and community by designing a rewards experience that is accessible to all.
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