HRD NU DAO + PORA RITH

GENERAL ASSEMBLY - USER EXPERIENCE DESIGN IMMERSIVE FALL 2013

DESIGN CHALLENGE

Who is HRD? HRD Coffee Shop is located in SOMA San Francisco and specializes in Korean gourmet fusion served up in a relaxed atmosphere.

Project Brief: HRD wants a website redesign that will reduce the lunch line by allowing to people to order and pay for food in advance via the website, view the daily specials, and learn the story of HRD.

Method: Interview with HRD.

Findings: 1. They have POS system (Leapset) that they haven’t yet implemented. 2. No updated menu online.3. Customers can’t order over the phone or order online. 4. Lines are always long and this is the biggest barrier for the customer.

Opportunities Identified: 1. How can we reduce the line for people on lunch breaks that have a time limit? 2. How can we show HRD what the POS system would look like once implemented and what those benefits are.

Goals:1. Address the operational challenges that affect the customer experience and present a scalable solution that can solve those challenges and thereby enhance customer experience.2. Redesign website to have a more modern look and feel and include online ordering system.

RESEARCH:OPPORTUNITIES IDENTIFIED AND FINDINGS

POS

USER MERCHANT

CONSTRAINTS

• OUT OF BOX SOLUTION FROM LEAPSET

HOW DO WE DESIGN WITHIN THE SYSTEM?

• MERCHANT FORCED TO USE LEAPSET POS AND DESIGN

Motivations: His busy lifestyle makes it difficult to plan ahead and pack lunch, so he often eats out.

Social/tech habits: Works in tech and is a huge foodie. Always on his mobile.

Pain points: He usually only has 1 hour for lunch, and on average he’ll spend at least 35 minutes waiting in line and for food at HRD.

Cameron

Occupation: Software Engineer in SoMaAge: 28

“I go to HRD at least twice a week since I work two blocks away. I think they have great food but I hate having to wait in that line...”

DESIGN RESEARCH AND ITERATION

USER AND MERCHANT JOURNEY User

MerchantLeapset POS

Kitchen sends finished order to cashier

Order Notification gets sent to Cashier

Cashier reviews order

Cashier sends order slip to kitchen Kitchen prepares order

Cashier approves order and prints order slip

Cashier notifies customer order is ready for pickup

Customer picks up order and finds a seat in restaurant to eat at

Home Order Online View Menu/Add Items Review Order Confirmation

ITERATION 1

BEFORE RE-DESIGN

WHERE DO I GO???

Typography inconsistent and confusing for customer

AFTER RE-DESIGN

ITERATION 1Left side navigation was

favored during user testing

Business Information was crucial to have on landing

page

This was confusing to user

Brief introduction about HRD engaged

customer

ITERATION 2

Twitter feed not helpful to customer

and confusing

Business Information was crucial to have on

landing page

ITERATION 3Carousel of images was

delightful and gives customer a better idea

of the variety

Navigation nested underneath logo was difficult for

customer to spot

Placement of business information here was

overlooked by customer

ITERATION 4

Video engaged customer immediately and was a hit

Brief description helps customer understand what

HRD is

Navigation split on top was confusing for customer