Catana Boba House is a local boba store in Atlanta, GA, that specializes in Asian baked goods and drinks. Everything is made fresh in-house every day, following cherished family recipes from the traditional bakery business in Vietnam.
The goal is to start and increase the online presence and operate as an online business while the physical store gets finalized.
Project Overview
By engaging with the stakeholder, an understanding was established on the needs and expectation of the project. By asking the right questions, I was able to plan, collect data, and go over risk assessments as well as receive feedbacks and make improvements.
Stakeholder Interview
By understanding who else is operating in the market, it provides insights into customer preferences, complaints, and feedback regarding the competitors. This information can be valuable for tailoring the products and services to meet users needs and differentiate the products or services based on what the competitors are or are not doing.
Competitive Analysis
Quantitative Research & Qualitative Research
Valuable insights and data-driven information were collected about various aspects of the online beverage ordering process, such as user behaviors and preferences, ordering patterns, user satisfaction, and market opportunities.
Survey Demographic
15 respondents
West coast: 46%
Central: 43%
East coast: 11%
18-24: 20%
25-34: 66.7%
35-44: 6.6%
55-64: 6.7%
Male: 86.7%
Female: 13.3%
Participants:
Region:
Age Target:
Gender:
Survey & Interview Questions:
How often do you order drinks online?
What motivates you to order drinks online instead of
purchasing them in person?
What types of drinks do you most commonly order online?
What features do you consider essential in
a drinks delivery app or website?
What factors influence your decision when
choosing a specific drink to order online?
Have you ever experienced any issues with your drink orders?
If yes, please describe.
Is there anything you want to improve in the online drink
ordering process?
Survey Insight
Females are more likely to order drinks online.
45.5% of the participants order drinks online 2-3 times monthly.
Coffee and boba are the two main items people order online.
Most participants find the convenience of online ordering very important.
Taste and price are the main factors that influence people when ordering online.
Most people are not open to ordering a new or unfamiliar drink online.
Research Findings
Problem
Solution
Following cherished family recipes from the traditional bakery business in Vietnam, Catana Boba House is born and aims to start their online presence and operate as an online boba shop while the physical store gets finalized.
UX Concept & Design Strategy
A visual path of how the user moves through
the application to purchase a drink online.
User Flow
A set of guidelines, components, and assets that are created and organized to ensure consistency and efficiency in the design and development of products or services.
Style Guide & Branding
Logo
Typography
Keywords
Color
Mid-Fi Wireframes
Observations, Insights, & Opportunities
Usability testing participants were able to navigate through the prototype with ease, with a 100% success rate among 5 participants. A clean, straightforward structure validated the clarity of product information and the checkout process, leaving positive feedback. Once the stakeholder is able to include more items on the menu, there will be more opportunities to improve the overall user experience.
Final Design
This case study represents the start of the bigger design process for the development of the business. The next step would be to continue to conduct usability testing and further iterate on the designs while the stakeholder can offer more time/budget, a finalized menu list, other available resources/graphic assets, and most importantly, the finalized physical store location.