SLODoCO To Go - UX Case Study by Reginald Lata

SLODOCO TO GO USER EXPERIENCE CASE STUDY

GROUP 5: AMBER BECKLEY, JAVIER GARCIA, JENNA IAROCCI, REGINALD LATA

AUGUST 2017

PROJECT SUMMARY

USER EXPERIENCE CASE STUDY RESEARCH

BUSINESS CANVAS MODEL

Slo Donut Company, or “SloDoCo” for short, is a donut shop located in San Luis Obispo. Between students of Cal Poly and the local residents, Slo Do Co is a successful business that has remained popular among students and locals for many years. However, our group felt that a comprehensive review of the business with a user-centered approach would reveal ways that the shop could improve their experience to its customers.

This strategic management template is used to describe, design, and challenge SloDoCo’s business model. It is a visual chart that contains elements depicting SloDoCo’s value proposition, infrastructure, customers, and finances.

USER EXPERIENCE METHODOLOGY

INFORMATION ARCHITECTURE

UX research methods answer a wide range of questions. To give us more insight on SloDoCo’s customers we conducted four UX methods: user survey, cardsort, usability assessment of the current website, and user interview.

This focuses on structuring, organizing, and labeling SloDoCo’s website or app content in an effective and sustainable way. This site map includes the relationship of pages to each other and how they interact, depicts which pages are dynamic, and displays a number of other aspects of documentation.

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 2

PROJECT SUMMARY

USER EXPERIENCE CASE STUDY AFFINITY MAP This tool gathers large amounts of data in the forms of ideas, opinions, and issues and organizes them into groupings based on their natural relationships. Our Affinity Map was used to group ideas generated by brainstorming and was a jumping off point for our Information Architecture.

PROTOTYPING Prototyping is the process of creating a potential iteration of a product that can be used to be tested by actual users. This product is modeled after the information Architecture and the Affinity map created earlier.

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

PERSONA, SCENARIO, STORYBOARDING Personas allow for the creation of an imaginary typical customer to be characterized by using example scenarios as common reasons they would find themselves at SloDoCo. Storyboarding takes this a step further by illustrating different moments in time where a user would be feeling an emotion.

USABILITY STUDY TESTING After finishing the prototype, we can watch the users attempt to use the product. We made it clear to our participants that we were testing the design and not them personally. After giving them a specific task to navigate through, we asked them questions about their experience. This information was then used to make changes to the product.

AUGUST 2017 | PAGE 3

SLO DONUT COMPANY

RESEARCH GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 4

RESEARCH

SLO DONUT COMPANY

What is SloDoCo?

»»SloDoCo is a donut shop right next to Cal Poly’s campus. »»They are famous for their creative, customizable and wide selection of donuts. »»They attract many local customers, students, and tourists. GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 5

RESEARCH

BUSINESS CANVAS MODEL The Business Model Canvas

Key Partners • There is some sense of loyalty with suppliers, but it mostly depends on pricing. Some of the most common suppliers include Robb Ross and Bakemart. Which Key Resources are we acquiring from partners? • They are not reliant on one sole supplier, and are more likely to keep costs low. This, however, does take more effort to remain informed on pricing. Which Key Activities do partners perform? • Suppliers give the raw materials needed for main products Optimization and Economies of Scale: • At the start of every month, the ingredients are

On:

SLO Donut Co.

Reginald Lata, Amber Beckley, Jenna Iarocci, Javier Garcia

Iteration No:

Offering Key Activities

Value Propositions

Customer Relationships

Customer Segments

What value do we deliver to the customer? • High quality, delicious variety of donuts and pastries Which one of our customer’s problems are we helping to solve? • Hunger • Just about anyone can enjoy a donut due to gluten-free and vegan options • Entertainment What bundles of products and services are we offering to each Customer Segment? • Donuts and pastries, including gluten-free and vegan options • Custom donut details and frosting text • Entertainment and events • Study space for students • Good donuts for locals • Unique donuts for tourists Which customer needs are we satisfying? • An enjoyable atmosphere with a variety of delicious pastries that make the customers feel satisfied Characteristics : • Newness: Can always try a new pastry, there are always new entertainment/events • Performance: High, always deliver great quality donuts to customers • Customization: Customers can customize donuts themselves or have it professionally done by employees • Design: Hip and fresh design that is current with the times • Brand/Status: Recognizable and makes it clear what the business sells • Price: Low and affordable • Cost Reduction: Current increase in profit • Risk Reduction: Consistently measuring the frequency or severity of losses • Accessibility: In an accessible area of San Luis Obispo, near the university which contains a large customer base • Convenience/Usability: Extremely convenient to purchase a donut or pastry

What type of relationship does each of our Customer Segments expect us

For whom are we creating value?

• Positive work environment • Building relationships with customers • Making the donuts to quality standards • Delivering the donuts in a professional manner Our Distribution Channels? • Currently local in San Luis Obispo but looking to expand North Customer Relationships? • Good customer service and friendly attitude to keep customers coming back Revenue streams? • Disproportionately donut sales. T-shirts, drinks, etc. make of a very small part of revenue Production: • The company depends on having high quality donuts that people are willing to pay money for. It also has to make sure that the specialty donuts are worth the trouble as they are often much more difficult to get informed about and then make.

decide what special donuts are going to be made. Reduction of Risk and Uncertainty: • Since the brand is well defined and the company has been in business for a while, there is always a steady stream of customers. It is more important to the business that they do not run out of materials. Since the business has logs of what has been sold in given months in the past, they can estimate how much will be needed at a given time. For emergencies, it is nice to always have 5-7 extra bags of flour at any given time. Motivations for partnerships: • Since there is no loyalty, they can choose to order as much as they need. In July, the amount of flour needed is different than in September. Acquisition of particular resources and activities: • Recipes for specialty donuts can be taken off the internet.

Key Resources What Key Resources do our Value Propositions require? • High quality ingredients Our Distribution Channels? • Distributed in-house Customer Relationships? • Strong, customers are loyal Revenue Streams? • Revenue comes mostly from donuts sold Types of resources: • Physical: Ingredients • Intellectual: Brand patents, social media data • Human: Employees, bakers • Financial: Hired help with

Year

Customers

What Key Activities do our Value Propositions require?

bought from suppliers. This is also the time to

Month

Infrastructure Who are our key suppliers?

Day

Designed for:

finances

to establish and maintain with them? • Friendly and relatable, fast and convenient •

»» We filled out this Business

• All ages, but mostly college students

Which ones have we established? Friendly and relatable, fast and convenient

How are they integrated with the rest of our business model? • The employees are young and can relate to their main customer base (college students). There are always enough employees in order to move lines of customers quickly, but they take the time to be friendly

• Locals Who are our most important customers? • College students

is open 24 hours each day in order to be convenient.

• Mass Market: Classic flavors

How costly are they? • Not costly, each donut and pastry is around a few dollars Examples: • Self-Service: Customers can decorate their pastries with frosting and sprinkles, and can also seat/serve themselves • Communities: Different types of communities attend numerous

Canvas Model to learn more

• Tourists

and make the customer feel that they are not in a rush. The business

about their business.

• Niche Market: Custom and unique flavors and creations • Segmented: Market potential is divided where college students are

»» It’s broken up into 4 sections:

the most catered to

events and entertainment • Co-creation: Customers are allowed to input ideas for food as well as entertainment

Our meeting with the owner of SloDoCo:

• Diversified: Donut shop with entertainment and welcoming atmosphere, as well as a diverse

Channels

»» Infrastructure

selection of donuts

Through which Channels do our Customers want to be reached? • Social media, specifically Facebook, Instagram, Snapchat, and Pinterest How are we reaching them now? • Through Facebook, Instagram, Snapchat, and Pinterest How are our Channels integrated? • Important posts will be implemented on all social media, also brand is implemented in all Which ones work best? • Instagram and Facebook Which ones are most cost-efficient? • Facebook and Instagram How are we integrating them with customer routines? • Social media posts are made during times when customers would be using them Channel phases: 1. How do we raise awareness about our company’s products and services? o Through social media and attending/catering events 2. How do we help customers evaluate our organization’s Value Proposition? o Read reviews on social media to see how they are doing, ask face to face 3. How do we allow customers to purchase specific products and services? o In person as well as contacting or custom ordering online 4. How do we deliver a Value Proposition to customers? o Deliver goods instantly in person, or in a timely manner if it is an online order 5. How do we provide post-purchase customer support? o Phone number or contacting online to set up an in person meeting if needed

• Multi-sided Platform: Enables direct interactions between numerous distinct types of affiliated customers

»» Offering »» Customers »» Finances

Finances Cost Structure What are the most important costs inherent in our business model? • Materials are the most expensive. Then comes employee cost, insurance, rent, etc. Which Key Resources are most expensive? • Flour, special donut materials (ex: acai donut, s'mores donut, galaxy donut, etc) Which Key Activities are most expensive? • Labor costs for the most part, insurance Is your business more Cost Driven or Value Driven?

Variable Costs: • Specials on materials • Unique donuts • Insurance • Workers • Orders Economies of Scale: • Ordering raw materials in bulk as suppliers sell these at lower costs Economies of Scope: • Having a variety of donuts at a given time

• More value driven: focuses on creating quality products that please customers. Always coming up with new creative donuts to keep customers coming back Fixed Costs: • Workers salaries - minimum wage • Wireless Internet • Water • Nitrogen

Revenue Streams For what value are our customers really willing to pay? • The cost that the donuts are at now- mostly college students, so prices staying low is key For what do they currently pay? • Prices range for donuts but around $2 per donut How are they currently paying? • Cash or credit is allowed How would they prefer to pay? • Cash or credit How much does each Revenue Stream contribute to overall revenues? • Slo Do Co. makes approximately $200,000 in revenue on any given month. • According to the manager, over 90% are just donut sales.

Advertising: • Yellow Pages, social media • Different companies featuring them (ex. TASTE!, magazines, etc.) • Partnerships on certain drinks, milk, vitamin water, etc. Fixed pricing: • Not at all, $1.10 - $3 for most regular items List price: • Menu that people read off of, tend to stay the same for the most part Product Feature Dependent: • More options, thai tea, unique donuts, vibe of the shop, studying space 24 hours, close proximity to campus Customer Segment Dependent: • Dependent on college students, but can still make it during the summer • Locals, tourist, students depend on nighttime

Volume Dependent: • People tend to buy a couple of donuts, dozens are common and are discounted compared to buying each donut individually Dynamic Pricing: • Pricing is only affected when certain types of donuts do not sell well Yield Management: • Prices are increased for things that are in limited supply. • Certain specialty donuts that are popular

Business Canvas Model Recap Video

• Rent

Visit us at sitepoint.com

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

RESEARCH

INSIGHT

Contextual / Behavior

Interpret / Understand

VISION

CONCEPT

DESIGN

Ideate / Iterate

The experience

»» https://youtu.be/wyErifDl-pQ AUGUST 2017 | PAGE 6

RESEARCH - BUSINESS CANVAS MODEL

INFRASTRUCTURE

The Business Model Canvas

Designed for:

SLO Donut Co.

Reginald Lata, Amber Beckley, Jenna Iarocci, Javier Garcia

Key Findings: Offering

Infrastructure Key Partners Who are our key suppliers? • There is some sense of loyalty with suppliers, but it mostly depends on pricing. Some of the most common suppliers include Robb Ross and Bakemart. Which Key Resources are we acquiring from partners? • They are not reliant on one sole supplier, and are more likely to keep costs low. This, however, does take more effort to remain informed on pricing. Which Key Activities do partners perform? • Suppliers give the raw materials needed for main products Optimization and Economies of Scale: • At the start of every month, the ingredients are

Key Activities What Key Activities do our Value Propositions require? • Positive work environment • Building relationships with customers • Making the donuts to quality standards • Delivering the donuts in a professional manner Our Distribution Channels? • Currently local in San Luis Obispo but looking to expand North Customer Relationships? • Good customer service and friendly attitude to keep customers coming back Revenue streams? • Disproportionately donut sales. T-shirts, drinks, etc. make of a very small part of revenue Production: • The company depends on having high quality donuts that people are willing to pay money for. It also has to make sure that the specialty donuts are worth the trouble as they are often much more difficult to get informed about and then make.

bought from suppliers. This is also the time to decide what special donuts are going to be made. Reduction of Risk and Uncertainty: • Since the brand is well defined and the company has been in business for a while, there is always a steady stream of customers. It is more important to the business that they do not run out of materials. Since the business has logs of what has been sold in given months in the past, they can estimate how much will be needed at a given time. For emergencies, it is nice to always have 5-7 extra bags of flour at any given time. Motivations for partnerships: • Since there is no loyalty, they can choose to order as much as they need. In July, the amount of flour needed is different than in September. Acquisition of particular resources and activities: • Recipes for specialty donuts can be taken off the internet.

Finances GROUP 5 | SLODOCO TO GO | UX CASE STUDY

Customers

KEY PARTNERS: Value Propositions - SloDoCo being very popular, main Customer goal is toRelationships not run out of What value do we deliver to the customer? • High quality, delicious variety of donutslogs and materials. They keep of what has been sold so they can pastries Which one of our customer’s problems are we estimate how much will be needed at a given time. They helping to solve? • Hunger have materials • Justextra about anyone can enjoy a donut to due tobe safe. gluten-free and vegan options • Entertainmentfor specialty donuts can be found off the internet! - Recipes What type of relationship does each of our Customer Segments expect us to establish and maintain with them?

• Friendly and relatable, fast and convenient

Which ones have we established? •

Friendly and relatable, fast and convenient

How are they integrated with the rest of our business model?

• The employees are young and can relate to their main customer base (college students). There are always enough employees in order to

move lines of customers quickly, but they take the time to be friendly

What bundles of products and services are we offering to each Customer Segment? • Donuts and pastries, including gluten-free and vegan options • Custom donut details and frosting text • Entertainment and events • Study space for students • Good donuts for locals • Unique donuts for tourists Which customer needs are we satisfying? • An enjoyable atmosphere with a variety of delicious pastries that make the customers feel satisfied Characteristics : • Newness: Can always try a new pastry, there are always new entertainment/events • Performance: High, always deliver great quality donuts to customers • Customization: Customers can customize donuts themselves or have it professionally done by employees • Design: Hip and fresh design that is current with the times • Brand/Status: Recognizable and makes it clear what the business sells • Price: Low and affordable • Cost Reduction: Current increase in profit • Risk Reduction: Consistently measuring the frequency or severity of losses • Accessibility: In an accessible area of San Luis Obispo, near the university which contains a large customer base • Convenience/Usability: Extremely convenient to purchase a donut or pastry

KEY ACTIVITIES:

For whom are we creating value • All ages, but mostly college students • Tourists • Locals

Who are our most important cus

and make the customer feel that they are not in a rush. The business

• College students

is open 24 hours each day in order to be convenient.

• Mass Market: Classic flavors

How costly are they?

• Niche Market: Custom and u

• Not costly, each donut and pastry is around a few dollars

flavors and creations

Examples:

- Positive work environment, building relationships with customers, quality donuts, and delivery in a professional manner. - Although donuts make a majority ofChannels their revenue, t-shirts, drinks, etc also make up a small amount.

KEY RESOURCES:

Customer Segme

• Self-Service: Customers can decorate their pastries with frosting and

• Segmented: Market potentia

sprinkles, and can also seat/serve themselves

divided where college stude

• Communities: Different types of communities attend numerous

the most catered to

events and entertainment

• Co-creation: Customers are allowed to input ideas for food as well as

• Diversified: Donut shop with

entertainment

entertainment and welcomi

atmosphere, as well as a div selection of donuts

• Multi-sided Platform: Enable

interactions between numer

distinct types of affiliated cu

- High quality ingredients - Distributed in-house - Loyal customers - Revenue comes from sold donuts. - Physical Resources: Ingredients - Human Resources: Employees, bakers - Financial Resources: Hired help.

AUGUST 2017 | PAGE 7

The Business Model Canvas

SLO Donut Co.

RESEARCH - BUSINESS CANVAS MODEL Infrastructure

OFFERING

Key Partners

Who are our key suppliers? • There is some sense of loyalty with suppliers, but it mostly depends on pricing. Some of the most common suppliers include Robb Ross and Bakemart. Which Key Resources are we acquiring from partners? • They are not reliant on one sole supplier, and are

Key Findings:

more likely to keep costs low. This, however, does take more effort to remain informed on pricing. Which Key Activities do partners perform?

Offering

Key Activities

Value Propositions

What Key Activities do our Value Propositions require?

Production: VALUE PROPOSITIONS: • Suppliers give the raw materials needed for main • The company depends on having high quality donuts that people products - High quality donuts and pastries, with a great variety are willing to pay money for. It also has to make sure that the Optimization and Economies of Scale: specialty donuts are worth the trouble as they are often much - Solving hunger problems •and entertainment At the start of every month, theproblems ingredients are more difficult to get informed about and then make. bought from suppliers. This is also the time to - Slo Do Co, offers donuts and pastries (some with a gluten-free and vegan options) for locals, decide what special donuts are going to be creative donuts for tourists, entertainment, events, and study space for students. Key Resources made. Reduction of Risk for and Uncertainty: - Provides an enjoyable atmosphere customers! What Key Resources do our Value • Since the brand is well defined and the company - Characteristics that help SloDoCo’s business: Propositions require? has been in business for a while, there is always a • High quality ingredients - Newness: Constantly new and Itentertainment steadypastries stream of customers. is more important Our Distribution Channels? to the business that they do not run out of - Performance: Great quality donuts • Distributed in-house materials. Since the business has logs of what has Customer Relationships? - Customization: Customers can customize been sold in given months in the donuts past, they canor professionally done by employees • Strong, customers are loyal estimate how muchatmosphere will be needed at a given - Design: Hip and fresh design and Revenue Streams? time. For emergencies, it is nice to always have - Brand/Status: Recognizable, clear what they are selling • Revenue comes mostly from 5-7 extra bags of flour at any given time. donuts sold Motivations for partnerships: - Price: Low and affordable Types of resources: • Since there is no loyalty, they can choose to order - Cost Reduction: Increase in profit! • Physical: Ingredients as much as they need. In July, the amount of flour Intellectual: Brand patents, social - Risk Reduction: Consistently measuring the frequency or severity• of losses needed is different than in September. media data of particular and activities: - Accessibility: In SLO,Acquisition very close to resources Cal Poly. • Human: Employees, bakers • Recipes for specialty donuts can be taken off the • Financial: Hired help with - Convenience/Usability:internet. Extremely convenient to purchase a donut/pastry

finances

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 8

RESEARCH - BUSINESS CANVAS MODEL Reginald Lata,Donut Amber Beckley, odel del The Canvas Canvas Business SLO Model ut Co. SLODonut DonutCo. Co. Canvas SLO Co. Jenna Iarocci, Javier Garcia

Designed Designed for:for:

CUSTOMERS Infrastructure Offering

Key KeyActivities Activities Key Findings: Partners Value Propositions

Month

Year

DayDay

Designed On: On:by:

Reginald ReginaldLata, Lata,Amber AmberBeckley, Beckley, Iteration No: Jenna JennaIarocci, Iarocci,Javier JavierGarcia Garcia

Month Month

YearYear

Reginald Lata, Amber Beckley, Iteration Iteration No:No: Jenna Iarocci, Javier Garcia

Offering Offering Customers

Offering Customers Customers

Key Activities Customer Relationships Value Value Propositions Propositions

Customer Customer Relationships Relationships Customer Segments Value Propositions

Customer Relationships Customer Customer Segments Segments

What What type type of relationship of do relationship does does eacheach of of our Customer Customer Segments Segments expect expect us us For whom are creating value? What value wewe deliver toour the customer?

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What type of relationship does each ofto ourthe Customer Segments expect us What Key Activities dowe our Value Propositions require? What What value value dodo we deliver deliver to the customer? customer? Who are our key suppliers? to establish and maintain with them? • ••Positive Positive work work environment environment • Positive work environment High quality, delicious variety of donuts and • •High High quality, quality, delicious delicious variety variety of donuts of donuts and and • Friendly and relatable, fast and convenient There is some sense of loyalty with suppliers, but •• •Building Building relationships relationships with with customers customers • Building relationships with customers pastries pastries pastries Which ones have we established? •Which •Making thethe donuts donuts to quality toon quality standards standards • Which Making the tocustomer’s quality standards one of our customer’s problems are wemost Which one one ofdonuts our of our customer’s problems problems areare wewe it Making mostly depends pricing. 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There are always enough in order to Which Key Resources are weoptions acquiring from partners? gluten-free and vegan gluten-free gluten-free and and vegan vegan options options move lines of customers quickly, but they take the time to be friendly Customer Customer Relationships? Relationships? Customer Relationships? andEntertainment make the customer they are not in ato rush. Thecustomers business Entertainment •Entertainment •• ••Good Good customer customer service and and friendly friendly attitude attitude to keep to keep customers customers •• Good customer servicefeel andthat friendly attitude keep They are notservice reliant on one sole supplier, and are is open 24 hours each day in order to services be convenient. What bundles of products and services are we What What bundles bundles of products of products and and services are are we we coming coming back backto keep costs low. This, however, does coming back more likely How costlyto areto they? offering to each Customer Segment? offering offering each each Customer Customer Segment? Segment? Revenue Revenue streams? streams? Revenue streams? • Not costly, each donut and pastry is around a few dollars take more effort to remain informed on pricing. • Donuts and pastries, including gluten-free • • Donuts Donuts and and pastries, pastries, including including gluten-free • •Disproportionately Disproportionately donut donut sales. sales. T-shirts, T-shirts, drinks, drinks, etc.etc. make make of aof a • Disproportionately donut sales. T-shirts,gluten-free drinks, etc. make of a Examples: and vegan options and and vegan vegan options options Which Key Activities do partners perform? veryvery small small partpart of revenue of revenue small part of revenue • very Self-Service: Customers can decorate their pastries with frosting and Custom donut details and frosting text for main • •Custom Custom donut donut details details and and frosting frosting text text • •Production: Suppliers give the raw materials needed Production: Production: sprinkles, and can also seat/serve themselves • Entertainment and events • • Entertainment Entertainment and and events events • Communities: Different types of communities attend • •The The company depends depends on having on having high high quality quality donuts donuts thatthat people people • The company depends on having high quality donuts that people products - company Self service: Customers being able to decorate their own pastries.numerous •areStudy space for students • • Study Study space space for for students students events and entertainment are willing willing to pay to pay money money for.for. It also It also hashas to make to make suresure thatthat thethe are willing to pay money for. It also has to make sure that the and Economies • Good donuts for locals of Scale: • • •Good Good donuts donuts for for locals Optimization - Communities: Different communities attend events and entertainment Co-creation: Customers arelocals allowed to input ideas for food as well as specialty specialty donuts donuts areare worth worth thethe trouble trouble as they as they areare often often much much specialty donuts are worth the trouble as they are often much • Unique donuts for tourists • • Unique Unique donuts donuts for for tourists tourists entertainment • At the start of every month, the ingredients are more more difficult to get to get informed informed about about andand then then make. make. are allowed to input more difficult to getfor informed about and then entertainment make. Which -difficult Co-Creation: Customers ideas food and customer needs are we satisfying? Which Which customer customer needs needs areare wewe satisfying? satisfying? bought from suppliers. This is also the time to • An enjoyable atmosphere with a variety of • •AnAn enjoyable enjoyable atmosphere atmosphere with with a variety a variety of of decide what specialthat donuts are going to be delicious pastries make the customers delicious delicious pastries pastries that that make make thethe customers customers feel satisfied feelfeel satisfied satisfied made. Characteristics : Characteristics Characteristics : : Reduction of Risk and Uncertainty: Through which Channels do our Customers want to be reached? •What Newness: Can always try a new pastry, there • ••Newness: Newness: Can Can always always tryValue try a new a new pastry, pastry, there there Social media, specifically Facebook, Instagram, Snapchat, and Pinterest What KeyKey Resources Resources dodo ourour Value Value What Key Resources do our • Since the brand is well defined and the company How are we reaching them now? are always new entertainment/events are are always always new new entertainment/events entertainment/events Propositions Propositions require? require? Propositions require? • Through Facebook, Instagram, Snapchat, and Pinterest been in business for a while, there is always a • has Performance: High, always deliver great • How •Performance: Performance: High, always always deliver deliver great great are our ChannelsHigh, integrated? • •High High quality quality ingredients ingredients • High quality ingredients qualitystream donuts customersIt is more important quality donuts donuts tobeto customers customers •quality Important posts will implemented on all social media, also brand is steady ofto customers. implemented inChannels? all Customers Our Distribution Distribution Channels? Channels? Our Distribution •Our Customization: Customers can customize • •Customization: Customization: Customers cancan customize customize to the business that they do not run out of Which ones work best? donuts themselves or have it professionally donuts donuts themselves themselves or or have have it professionally it professionally • •Distributed Distributed in-house in-house • •Distributed Instagram andin-house Facebook materials. Since the business has logs of what has Which ones most cost-efficient? done by employees done done byare by employees employees Customer Customer Relationships? Relationships? Customer Relationships? Facebook and Instagram • been Design: and fresh design that is current • ••Design: Design: Hip Hip and and fresh fresh design design that that is current is current soldHip in given months in the past, they can are we integrating them with customer routines? • •Strong, Strong, customers customers areare loyal loyal • How Strong, customers are loyal with the times with with the the times times • Social media posts are made during times when customers would be estimate how much will be needed at a given using them •Revenue Brand/Status: Recognizable and makes it clear • •Brand/Status: Brand/Status: Recognizable Recognizable and and makes makes it clear it clear Revenue Streams? Streams? Revenue Streams? time. For emergencies, it is nice to always have Channel phases: what the business sells what what the the business business sells sells • •Revenue Revenue comes comes mostly mostly from from • 1.Revenue mostlyabout from How do wecomes raise awareness our company’s products and extra bags ofaffordable flour at any given time. • 5-7 Price: Low and • •Price: Price: Low Low and and affordable affordable services? donuts sold sold Current increase in profit sold socialCurrent o Reduction: Through media and increase attending/catering events • donuts Cost Reduction: • •donuts Cost Cost Reduction: Current increase in profit in profit Motivations for partnerships: 2. How do we help customers evaluate our organization’s Value Types Types of resources: of resources: Types of resources: • Risk Reduction: Consistently measuring the • •Risk Risk Reduction: Reduction: Consistently Consistently measuring measuring thethe Proposition? • Since there is no loyalty, they can choose to order frequency or severity of losses frequency frequency or or severity severity losses of losses o ReadIngredients reviews on socialof media to see how they are doing, ask face College Students • •Physical: Physical: Ingredients Ingredients • Physical: much as they In July, the amount flour to face • asAccessibility: Inneed. an accessible area of San of Luis • •Accessibility: Accessibility: In an In an accessible accessible area area of San of San Luis Luis Intellectual: Brand Brand patents, patents, social social Flavors • 3.Intellectual: Brand patents, social How do we allow customers to purchase specific products and services? • •Intellectual: Mass Market: Classic needed different than in September. Obispo,isnear the university which contains a Obispo, Obispo, near near the the university university which which contains contains a a o In person as well as contacting or custom ordering online media media data data base media data large customer large large customer customer base base 4. How do we deliver a Value Proposition to customers? Acquisition - Diversified: Diverse selection of donuts as well aso entertainment of particular resources and activities: Deliver goods instantly inExtremely person, or in aconvenient timely manner if it is an Convenience/Usability: Extremely convenient Convenience/Usability: Convenience/Usability: Extremely convenient • ••Human: Human: Employees, Employees, bakers bakers • •Human: Employees, bakers online order Recipes for specialty donuts can be taken off theinteractions with numerous •• •Financial: Multi-sided Platform: Direct types of customers toFinancial: purchase a donut orwith pastry toHow to purchase purchase a donut ahelp donut or or pastry pastry do weHired provide post-purchase customer support? Hired Hired help help with • 5.Financial: with internet. o Phone number or contacting online to set up an in person finances finances finances meeting if needed

What What KeyKey Activities Activities dodeliver our Value Value Propositions require? require? What value dodo weour toPropositions the customer?

CUSTOMER RELATIONSHIPS:

- Employees are young and can relate to the customer base (college students). Also there are enough employees to move lines quickly, but still manage to interact and be friendly with customers. - Open 24 hours a day to be convenient - Not costly, really good for college students - Connect with customers through:

CHANNELS: Key KeyResources Resources

Channels Key Resources - Customers are reached through various social media platforms: Facebook, Instagram, Snapchat, and Pinterest. - They post to these sites and include their brand - Instagram and Facebook work best - Posts are made during times most people would be using them

CUSTOMER SEGMENTS:

- Creating value for all ages (mostly college students), tourists, and locals. - Most important customers:

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

Finances

Day

Designed Designed On:by:by:

to establish to establish andand maintain maintain withwith them? them?

• High quality, delicious variety of donuts and • Alland ages, but mostly college • Friendly • Friendly and relatable, relatable, fastfast andand convenient convenient pastries Which Which onesones have have we established? we established? students Which one ofrelatable, our customer’s problems are we • •Friendly Friendly andand relatable, fastfast andand convenient convenient • Tourists helping tointegrated solve? HowHow are are theythey integrated withwith the the restrest of our of our business business model? model? • The Locals •• The •Hunger employees employees are are young young andand cancan relate relate to their to their main main customer customer basebase • (college Just about can enjoy a employees donut due (college students). students). There There are are always always enough enough employees in order into order to to Who are ouranyone most important customers? gluten-free and vegan options move move lineslines of customers of customers quickly, quickly, but but theythey taketake the the timetime to be tofriendly be friendly • and College students make make the the customer customer feelfeel thatthat theythey are are not not in ain rush. a rush. TheThe business business • and Entertainment is • open isbundles open 24 hours 24 Market: hours each each dayClassic day in order in order to be toservices convenient. be convenient. Mass flavors What of products and are we How How costly costly are they? they?Customer Segment? offering toare each • Niche Market: Custom and unique • Not • Not costly, costly, eacheach donut andand pastry pastry is around is around a few a few dollars dollars • Donuts anddonut pastries, including gluten-free flavors and creations Examples: Examples: and vegan options • Self-Service: • Self-Service: Customers Customers cancan decorate decorate theirtheir pastries pastries withwith frosting frosting andand • Segmented: Market potential • Custom donut details and frostingis text sprinkles, sprinkles, andand cancan alsoalso seat/serve seat/serve themselves themselves • •Entertainment and events divided where college students are • Communities: Communities: Different Different types types of communities of communities attend attend numerous numerous • events Study for students events andspace and entertainment entertainment the most catered to donuts forarelocals •• Co-creation: •Good Co-creation: Customers Customers are allowed allowed to input to input ideas ideas for food for food as well as well as as • Diversified: shop with • entertainment Unique donutsDonut for tourists entertainment entertainment Which customer needsand are welcoming we satisfying? • An enjoyable atmosphere a variety of atmosphere, as well as awith diverse delicious pastries that make the customers selection of donuts feel satisfied • Multi-sided Enables direct Characteristics : Platform: Through Through which which Channels Channels do our do our Customers Customers want want to be toreached? be reached? • • Newness: Can always try anumerous new pastry, there interactions between Social • Social media, media, specifically specifically Facebook, Facebook, Instagram, Instagram, Snapchat, Snapchat, andand Pinterest Pinterest HowHow are are we reaching we reaching them them now? now? are always new entertainment/events distinct types of affiliated customers • Through • Through Facebook, Facebook, Instagram, Instagram, Snapchat, Snapchat, andand Pinterest Pinterest •HowHow Performance: High, always deliver great are are our our Channels Channels integrated? integrated? donuts toimplemented customers • quality Important • Important posts posts will will be be implemented on all onsocial all social media, media, alsoalso brand brand is is implemented implemented in allin allCustomers can customize • Customization: Which Which onesones work work best? best? themselves or have it professionally • donuts Instagram • Instagram andand Facebook Facebook Which Which onesones are are most most cost-efficient? cost-efficient? done by employees Facebook • Facebook andand Instagram • • Design: HipInstagram and fresh design that is current HowHow are are we integrating we integrating them them withwith customer customer routines? routines? with the times • Social • Social media media posts posts are are made made during during times times when when customers customers would would be be using using them them • Brand/Status: Recognizable and makes it clear Channel Channel phases: phases: what the business sells 1. How 1. How do we do raise we raise awareness awareness about about our our company’s company’s products products andand • Price: Low and affordable services? services? o Through oReduction: Through social social media media andand attending/catering attending/catering events events • Cost Current increase in profit 2. How 2. How do we do help we help customers customers evaluate evaluate our our organization’s organization’s Value Value • Risk Reduction: Consistently measuring the Proposition? Proposition? frequency or severity ofmedia losses o Read o Read reviews reviews on social on social media to see to see howhow theythey are are doing, doing, ask ask faceface to face to face In an accessible area of San Luis • Accessibility: 3. How 3. How do we do allow we allow customers customers to purchase to purchase specific specific products products andand services? services? Obispo, near the university which contains a o In o person In person as well as well as contacting as contacting or custom or custom ordering ordering online online base 4. large How 4. How docustomer we do deliver we deliver a Value a Value Proposition Proposition to customers? to customers? o Deliver o Deliver goods goods instantly instantly in person, in person, or inorain timely a timely manner manner if it if is itanis an • Convenience/Usability: Extremely convenient online online order order a donut or pastry 5. to How 5. purchase How do we do provide we provide post-purchase post-purchase customer customer support? support?

Channels Channels

o Phone o Phone number number or contacting or contacting online online to set to up set an upin anperson in person meeting meeting if needed if needed

Customers

to establish and maintain with them? •

•Friendly •AllAll ages, ages, butbut mostly mostly college college and relatable, fast and convenient

Which ones have we established? students students •

• A

Friendly and relatable, fast and convenient

• •Tourists Tourists

How are they integrated with the rest of our business model?

Localsare young and can relate to their main customer base • •The•Locals employees (college students). There areimportant always enough employees in order to Who Who are are ourour most most important customers? customers?

move lines of customers quickly, but they take the time to be friendly

• T

• L

Who

•and•College College students students make the customer feel that they are not in a rush. The business

• C

24 hours each day in orderflavors toflavors be convenient. •is open •Mass Mass Market: Market: Classic Classic

• M

How costly are they?

• •Niche Niche Market: Market: Custom Custom and and unique unique

• Not costly, each donut and pastry is around a few dollars

flavors flavors and and creations creations Examples:

• Self-Service: Customers can decorate their pastries with frosting and

• •Segmented: Segmented: Market Market potential potential is is sprinkles, and can also seat/serve themselves

divided divided where where college college students students areare • Communities: Different types of communities attend numerous events entertainment theand the most most catered catered to to

• N

• S

• Co-creation: Customers are allowed to input ideas for food as well as

• •Diversified: Diversified: Donut Donut shop shop with with entertainment

• D

entertainment entertainment and and welcoming welcoming

atmosphere, atmosphere, as as well well as as a diverse a diverse

Channels

selection selection of donuts of donuts

• •Multi-sided Multi-sided Platform: Platform: Enables Enables direct direct

Through which Channels do our Customers want to be reached? interactions interactions between between numerous numerous • Social media, specifically Facebook, Instagram, Snapchat, and Pinterest How are we reaching them now? distinct distinct types types of affiliated of affiliated customers customers • Through Facebook, Instagram, Snapchat, and Pinterest How are our Channels integrated? • Important posts will be implemented on all social media, also brand is implemented in all Which ones work best? • Instagram and Facebook Which ones are most cost-efficient? • Facebook and Instagram How are we integrating them with customer routines? • Social media posts are made during times when customers would be using them Channel phases: 1. How do we raise awareness about our company’s products and services? o Through social media and attending/catering events 2. How do we help customers evaluate our organization’s Value Proposition? o Read reviews on social media to see how they are doing, ask face to face 3. How do we allow customers to purchase specific products and services? o In person as well as contacting or custom ordering online 4. How do we deliver a Value Proposition to customers? o Deliver goods instantly in person, or in a timely manner if it is an online order 5. How do we provide post-purchase customer support? o Phone number or contacting online to set up an in person meeting if needed

AUGUST 2017 | PAGE 9

• M

Our Distribution Channels? to the business that they do not runand outmake of the customer feel that they are not in a rush. The business is open 24 hours each day in order to be convenient.• Distributed in-house and services are we materials. Since the business hasHow logscostly of what has are they? Segment? Customer Relationships? • Not costly, each been sold in given months in the past, they candonut and pastry is around a few dollars cluding gluten-free Examples: • Strong, customers are loyal estimate how much will be needed at a given • Self-Service: Customers can decorate their pastries with frosting and Revenue Streams? and frosting text sprinkles,have and can also seat/serve themselves time. For emergencies, it is nice to always ents • numerous Revenue comes mostly from • Communities: Different types of communities attend 5-7 extra bags of flour at any given time. ts events and entertainment donuts sold Motivations for partnerships: • Co-creation: Customers are allowed to input ideas for food as well as Types of resources: rists entertainment • Since there is no loyalty, they can choose to order we satisfying? • Physical: Ingredients as much as they need. In July, the amount of flour ere with a variety of • Intellectual: Brand patents, social needed is different than in September. make the customers media data Acquisition of particular resources and activities: • Human: Employees, bakers Channels do our Customers want to be reached? • Recipes for specialty donuts can beThrough takenwhich off the ry a new pastry, there • Social media, specifically Facebook, Instagram, Snapchat, and Pinterest • Financial: Hired help with How are we reaching them now? ainment/events internet. • Through Facebook, Instagram, Snapchat, and Pinterestfinances ways deliver great How are our Channels integrated? omers • Important posts will be implemented on all social media, also brand is implemented in all mers can customize Which ones work best? have it professionally • Instagram and Facebook

• Customization: Customers can customize Which ones work best? donuts themselves or have it professionally • Instagram and Facebook Which ones are most cost-efficient? done by employees Niche Market: Custom and unique • Facebook and Instagram • Design: Hip and fresh design that is current How are we integrating them with customer routines? flavors and creations with the times • Social media posts are made during times when customers would be Segmented: Market potential is • Brand/Status: Recognizable and makes it clear using them Channel phases: divided where college students are what the business sells 1. How do we raise awareness about our company’s products and • Price: Low and affordable services? the most catered to o Through social media and attending/catering events • Cost Reduction: Current increase in profit 2. How do we help customers evaluate our organization’s Value Diversified: Donut shop with • Risk Reduction: Consistently measuring the Proposition? frequency or severity of losses entertainment and welcoming o Read reviews on social media to see how they are doing, ask face to face atmosphere, as well as a diverse • Accessibility: In an accessible area of San Luis 3. How do we allow customers to purchase specific products and services? Obispo, near the university which contains a o In person as well as contacting or custom ordering online - Materials are the most expensive, then comes employee costs selection of donuts large customer base 4. How do we deliver a Value Proposition to customers? o Deliver goods instantly in person, or in a timely manner if it is an Multi-sided Platform: Enables direct • Convenience/Usability: Extremely convenient - Flour and special donut materials online are order the most expensive materials to purchase a donut or pastry interactions between numerous 5. How do we provide post-purchase customer support?

• Mass Market: Classic flavors •

RESEARCH - BUSINESS CANVAS MODEL

FINANCES Channels

•

Key Findings:

COST STRUCTURE:

•

for key resources o Phone number or contacting online to set up an in person meeting if needed - Labor costs and insurance is the most expensive for key activities - SloDoCo is more value driven, they focus on creating quality products for their customers. Keep them coming back. - Some fixed costs include: Salaries (minimum wage), wireless internet, water, nitrogen, and rent. Advertising: Revenue Streams - Some variable costs include: Specials on materials, unique donuts, • Yellow Pages, social media • Different companies featuring them (ex. TA For what value are our customers really willing to pay? insurance, workers, and orders. magazines, etc.) • The cost that the donuts are at now- mostly college students, • Partnerships on certain drinks, milk, vitam - Buying materials bulk cost less so prices staying lowin is key Fixed pricing: For what do they currently pay? - Having variety of but donuts • Not at all, $1.10 - $3 for most regular items • Prices a range for donuts around $2 per donut

distinct types of affiliated customers

Finances

Which ones are most cost-efficient? • Facebook and Instagram How are we integrating them with customer routines? • Social media posts are made during times when customers would be using them zable and makes it clear Channel phases: 1. How do we raise awareness about our company’s products and ble services? o Through social media and attending/catering events nt increase inWhat profit are the most important costs inherent in2.our business model? How do we help customers evaluate our organization’s Value tently measuring the Proposition? • Materials are the most expensive. Then comes employee cost, insurance, rent, etc. f losses o Read reviews on social media to see how they are doing, ask face Which Key Resources are most expensive? to face essible area of San Luis 3. How do wedonut, allow customers to purchase • Flour, special donut materials (ex: acai donut, s'mores galaxy donut, etc) specific products and services? rsity which contains a o In person as well as contacting or custom ordering online Which Key Activities are most expensive? 4. How do we deliver a Value Proposition to customers? • Labor costs for the most part, insurance o Deliver goods instantly in person, or in a timely manner if it is an : Extremely convenient online order Is your business more Cost Driven or Value Driven? pastry 5. How do we provide post-purchase customer support? • More value driven: focuses on creating quality oproducts that please customers. up with Phone number or contacting onlineAlways to set upcoming an in person meeting if needed new creative donuts to keep customers coming back

design that is current

Cost Structure

List price: How are they currently paying? • Menu that people read off of, tend to stay • Cash or credit is allowed the most part How would they prefer to pay? Product Feature Dependent: - The current • Cash or creditcost of donuts are what college students will pay, so • More options, thai tea, unique donuts, vib How much does each Revenue Stream contribute to overall studying space 24 hours, close proximity t staying low is key revenues? Customer Segment Dependent: • Slo Doprefer Co. makesto approximately in revenue on any - People pay cash$200,000 or credit • Dependent on college students, but can st given month. during the summer - They maketo$200,000 in revenue any given •month • According the manager, over 90% are juston donut sales. Locals, tourist, students depend on nightti

REVENUE STREAMS:

Fixed Costs: • Workers salaries - minimum wage • Wireless Internet • Water • Nitrogen

- 90% are just from donut sales - Yellow pages, social media are used for advertising - Features different companies like TASTE! - Partnerships on drinks, milk, vitamin water, etc. - Pricing of donuts range from $1.10 to $3 - Menu tends to stay the same - Dependent on college students, but can still make it during the summer. Also dependent on tourists and locals. - People tend to buy multiple donuts, dozens are common and are discounted. - Pricing is affected when certain donuts do not sell well. - Certain specialty donuts that are popular are raised in price.

• Rent

Revenue Streams

VisitForus sitepoint.com whatat value are our customers really willing to pay?

• The cost that the donuts are at now- mostly college students, so prices staying low is key For what do they currently pay? • Prices range for donuts but around $2 per donut How are they currently paying? • Cash or credit is allowed How would they prefer to pay? • Cash or credit How much does each Revenue Stream contribute to overall revenues? • Slo Do Co. makes approximately $200,000 in revenue on any given month. • According to the manager, over 90% are just donut sales.

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 10 RESEARCH

INSIGHT

Contextual / Behavior

Interpret / Understand

VISION

CONCEPT

DESIGN

Ideate / Iterate

The experience

RESEARCH - UX METHODOLOGY

WHAT IS THE PROBLEM? “The user wants to be able to know when their favorite donuts are fresh and available or when the location is full of customers.”

WHY?

“The user wants to be able to know when their favorite donuts are fresh and available or when the location is full of customers.”

“Because sometimes SloDoCo runs out of some donuts really fast and people would like to know beforehand.”

“So people can plan their trip to SloDoCo accordingly.”

“Because it can sometimes be a waste of time.”

“Because people can be busy and just want to grab a bite to eat and head to wherever they need to go.” GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 11

USER RESEARCH USER INTERVIEWS, SURVEYS, CARD SORTS, & DONUTS

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 12

USER RESEARCH - UX METHODOLOGY

1A. USER SURVEYS

LINK TO SURVEY: https://www.surveymonkey.com/r/ZLS6Q86 1. How many times a month do you shop at SloDoCo? »» »» »» »»

1-5 5-10 10-20 More than 20

2. How did you hear about SloDoCo? »» »» »» »»

Through word of mouth Through social media Through ”Yelp” Other (please specify)

3. Which applies to you? »» »» »» »»

I am a San Luis Obispo local I am a Tourist I am a University Student at Cal Poly Other (please specify)

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

“When we interviewed the manager of SloDoCo for our Business Canvas Model, she explained how focusing on tourists would be beneficial for our research as it would gather many different perspectives. SloDoCo also is aiming to expand their customer base, and tourists are a perfect group to spread the word about the business. Because of these reasons, we felt it would be effective to focus on tourists for this survey. However, we made sure to write the survey questions in such a way that the survey could be taken by all focus groups in the future.”

4. Why do you go to SloDoCo? »» »» »» »» »»

To purchase donuts and pastries To attend events and entertainment To study To spend time with friends and family Other (please specify)

5. Do you typically go to SloDoCo with friends/family? »» With a friend/family member »» Alone 6. Have you ever ordered a custom-made donut from SloDoCo? If yes, then how ofter do you custom order? »» No »» Yes (please specify)

7. Other than purchasing in person, what ways would you be comfortable with purchasing from SloDoCo? »» »» »» »»

SloDoCo Website SloDoCo App SloDoCo Mobile Game Other (please specify)

8. Does a SloDoCo mobile game that rewards users in coupons and deals interest you? »» Yes »» No »» Not sure 9. Please type anything you would like to add about your experience with SloDoCo. AUGUST 2017 | PAGE 13

USER RESEARCH - UX METHODOLOGY

1B. USER SURVEY RESULTS

Survey Survey

Name: Dawn Dobson Age: 53 Relationship to SloDoCo: Customer (Tourist) Goes to SloDoCo: Not So Often

Name: Brenden Lee Age: 24 Relationship to SloDoCo: Customer (Tourist) Goes to SloDoCo: Not So Often

One way we decided to test two of our users was with a survey about SloDoCo. The survey was Name: Dawn Dobson Name: Brenden Lee made using SurveyMonkey and contained a total of nine questions. The survey could be taken on any device, but the users we tested took it on their cell phones. Both users, Dawn and Brenden, not San Age: 53 Age: 24 are us “The survey proved to give Luis Obispo locals, but frequent the area often. When we interviewed the manager of SloDoCo for ourmuch insight on customer behaviors overall. The survey answers allude Relationship SloDoCo: Customer (Tourist) Relationship toasSloDoCo: Customer (Tourist) Card Sort Business Canvasto Model, she explained how focusing on tourists would be beneficial for our research it to the fact that it would be beneficial to create an app or mobile game for SloDoCo.” would gather many different perspectives. SloDoCo also is aiming to expand theirGoes customer base, and Goes to SloDoCo: N ot So Often to SloDoCo: N ot So Often tourists are a perfect group to spread the word about the business. Because of these reasons, we felt it

Name: Matthew Fajardo Age: 21 Relationship to SloDoCo: Customer (Local) Goes to SloDoCo: Often

Name: Christopher Kim Age: 21 Relationship to SloDoCo: Customer (Tourist) Goes to SloDoCo: Not So Often

would be effective to focus on tourists for this survey. However, we made sure to write the survey questions in such a way that the survey could be taken by all focus groups in the future. One way decided tothe test ofquestion our users was a survey about SloDoCo. The survey was Both Dawn and we Brenden answered firsttwo survey the same: thatwith they shop at SloDoCo 1-5 times a month. Dawn heard about SloDoCo through word mouth, Brenden found theThe survey could be taken on any made using SurveyMonkey and contained a oftotal ofwhile nine questions. business on Yelp. Both users agreed that they go to SloDoCo to purchase donuts and pastries, and Dawn device, but the users we tested took it on their cell phones. Both users, Dawn and Brenden, are not San also goes there to spend time with friends and family. Additionally, both users typically go to SloDoCo Luis locals, but Neither frequent area often. When interviewed with aObispo friend or family member. Dawnthe nor Brenden have ever orderedwe a custom donut from the manager of SloDoCo for our SloDoCo. Both users claimed that they would be comfortable purchasing from SloDoCo using their be beneficial for our research as it Business Canvas Model, she explained how focusing on tourists would Name: Brenden Lee website, app, or mobile game. Dawn and Brenden answered “Yes” to if a SloDoCo mobile game that Age: 24gather would many and different perspectives. SloDoCo also to isadd aiming toabout expand their customer base, and rewards users in coupons deals interests them. And finally, when prompted anything Relationship Customer (Tourist) their experiences with SloDoCo Dawn answered, “The most interesting donut shop I have ever been to”, tourists aretoaSloDoCo: perfect group to spread the word about the business. Because of these reasons, we felt it while answered, love the different kinds of donuts to choose from. If I was a college student I GoesBrenden to SloDoCo: Not So“IOften would be likely effective to and focus onevents.” tourists for this survey. However, we made sure to write the survey would most study here attend The survey proved to give ussurvey much insight on customer overall. The focus survey answers questions inabout such a way that thewas survey could behaviors be taken by all groups in the future. sers was with a survey SloDoCo. The allude to the fact that it would be beneficial to create an app or mobile game for SloDoCo. However, there | SLODOCO 5The TO GOon| any UX CASE STUDY l of nine GROUP questions.Both survey could be taken Dawn and Brenden answered the first survey question the same: that they shop at SloDoCo areBoth some holesDawn in ourand findings. First,are a survey ell phones. users, Brenden, not Sandoes not really let users give you more insight than the Name: Brenden Lee multiple choice answer thatDawn choose. interviewSloDoCo or other test inthrough person would helpof fill these holes, 1-5 times athemonth. heard word mouth, while Brenden found the When we interviewed manager ofthey SloDoCo for An ourabout

Another type of test we conducted was a card sort. The way a card sort is conducted can either be in person with index cards or digitally using online resources. The user is given a set of cards and depending on the type of test, the user will either be given generated categories or the user will have the ability to make their own categories. Once the setup is ready, the user then places theAUGUST cards underneath 2017 | PAGE 14 a category that they feel fits the subject of the card. Essentially, they are sorting these cards into

USER RESEARCH - UX METHODOLOGY

2A. CARDSORT

List of Cards (Includes Pictures): Glazed Buttermilk Glazed Old Fashioned Raised Cinnamon Rolls Croissants Thai Tea Coffee Study Space Live Music Froot Loops Cake Mint Devil's Food Cake Glazed French Cruller Circus Animal Raised Creme Brulee Filled Maple Bacon Bar Nutella Pillow Marshmallow Galaxy S'mores Devil's Food Cake

List of Categories: Morning Afternoon Night Late-Night Anytime

“In a cardsort the user is given a set of cards and depending on the type of test, the user will either be given generated categories or the user will have the ability to make their own categories. Once the setup is ready, the user then places the cards underneath a category that they feel fits the subject of the card. Essentially, they are sorting these cards into categories to help the designer figure out what makes sense to users.”

LINK TO CARDSORT: https://vic4v64u.optimalworkshop.com/optimalsort/066hzw18 GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 15

USER RESEARCH - UX METHODOLOGY

2B. CARDSORT RESULTS Name: Matthew Fajardo / Age: 21 / Customer (Local) Goes to SloDoCo: Often Goes

Name: Christopher Kim / Age: 21 / Customer (Local) SloDoCo: Not So Often

â&#x20AC;&#x153;In terms of responses, we were able to figure out which donuts are preferred during each time of day. As I thought, the regular donuts are mostly wanted in the morning or at anytime, specialty donuts are wanted more in the afternoon, and the dessert donuts are preferred either at night or late-night. GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 16

USER RESEARCH - UX METHODOLOGY

3. USABILITY ASSESSMENT OF CURRENT WEBSITE INTERVIEW #1

Name: Chelsea Everts / Age: 24 Relationship to Business: Cal Poly Alum, lives in San Diego but travels to SLO occasionally and always visits SloDoCo when in town.

Environment:

»» At home in room, quiet/calm environment »» Interview time: 12 PM

Leading Questions:

How did you hear about the website? »» “Looked up company online-was curious.”

How often do you use Slodoco’s website?

Do you find yourself more inclined to go to Slodoco after using their website?

»» “Made her hungry- especially the main page rainbow donut picture.” »» “However, she stated that the instagram page made her even more hungry-the pictures were more fun and better represented the fun and happy environment she remembers experiencing when going to SloDoCo.”

After using their website, do you feel anything is missing from it?

When are you most inclined to use the website? (time of day, level of hunger)

»» “She was confused by the custom order site and suggested there should be a tab just called “order” where people can select specific donuts they desire and place them in their cart or “box” that way this would simplify the order process and people would not have to call.” »» “Confused by the July page- should have something that explains Slodoco makes monthly specials.” »» “Do they do deliveries or not?”

Why do you use the website? (to look up events, new donuts, custom orders, hours, etc)

Common Habits/Observations:

»» “Only used a couple times.”

»» “If I was ordering something, wanted a box.” »» “More inclined to use Instagram.”

»» “If I was ordering something, or wanted a box of donuts and wanted to see what donuts were available.”

What do you like about the website?

»» “Interactive links at bottom that take you to their other social media platforms.” »» “Simple design of the overall website.”

What do you think could be improved about the website?

»» “Contact page doesn’t have phone number- was hard to find a number to call.” »» “No prices were shown anywhere- needs to have prices on donuts/etc.” »» “Menu page was way too long “felt like I was scrolling on forever and became disinterested, however what if the donut I had wanted was at the very end.” »» “Thinks there should be categories for each type of donuts displayed, where you can click on the category and then see more options for those types - simplify main page and make more appealing.” »» “Confused on if they deliver or not- only saw custom orders- confused by it.”

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

»» Likes the first picture that pops up. »» First scrolls down to pictures below and clicks on the facebook image that takes her to the facebook page- not what she expected or wanted. »» “Making me hungry looking at all of these donuts.” »» Tries clicking bottom words of menu such as “donut holes, gluten free, vegan cake” but was upset to find they don’t lead to any new page or pictures. »» Surprised by the fact that they do custom donuts that you can pick the design for yourself wanted to know more about it. »» *clicks SloDoCo logo to go back to main page* »» *Follows them on social media* »» Surprised they have a snapchat

AUGUST 2017 | PAGE 17

USER RESEARCH - UX METHODOLOGY

3. USABILITY ASSESSMENT OF CURRENT WEBSITE INTERVIEW #2

Name: Ally Luckhardt / Age: 20 Relationship to Business: Cal Poly student, frequently goes to SloDoCo, loves sweets!

Environment:

»» Local coffee shop »» Interview time: late afternoon »» Leisurely working on homework, browsing the internet

Leading Questions:

How did you hear about the website? »» “Friends told her about it.”

How often do you use Slodoco’s website?

»» “She often goes on the website when she is really hungry and craving something sweet to eat.”

When are you most inclined to use the website? (time of day, level of hunger)

»» “She usually goes on the website either in the day when she has free time or late at night when she gets really hungry and is craving something sugary.”

Why do you use the website? (to look up events, new donuts, custom orders, hours, etc) »» “To look up different donuts, or specialty donuts to see what she is in the mood for.”

What do you like about the website?

Do you find yourself more inclined to go to Slodoco after using their website? »» “YES. It’s almost impossible for her to resist going to Slodoco after visiting their website. Especially when she is hungry.”

After using their website, do you feel anything is missing from it?

»» “Besides donut prices, and records of how many donuts are available in the store, nothing really.” »» “Maybe something that gives coupons or incentives her to go to slodoco more that she normally would, like if there was a deal or some special going on, they should advertise it on their website.”

Common Habits/Observations:

»» Clicks around on a lot of different pictures on the website that are not interactive. »» Confused on how to get back to the main page. »» Surprised by the custom order section-didn’t know that was a possibility. »» Constantly would toggle back between working on homework page and SloDoCo’s website. »» Stated aloud how she was getting really hungry. »» Went on their instagram page on her phone as well to look up more donuts.

»» “She loves all of the pictures of the donuts that are provided- they usually persuade her to drive over to slodoco and buy a donut.”

What do you think could be improved about the website?

»» “She wishes she could click on each of the individual donuts and find out more information such as the price of the donut or maybe how many they have in the store at that time.” »» “She states how she is always bummed out when she goes to Slodoco at night to find out a lot of the donuts she likes are gone, so maybe if there was a way to keep track of which donuts they had in the store and communicate it to users online, that would be cool!”

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 18

USER RESEARCH - UX METHODOLOGY

4. USER INTERVIEW PICKING INTERVIEWS:

Visit SloDoCo at different times to get a variety of potential people to look to talk to. Look for ideal candidates in respective sections.

PRIMING ACTIVITY: We want people to feel comfortable with me regardless of their personality. Ask User to spend 3 min. or so to draw, write, anything regarding donuts. Try to write/draw the first things that come into your head. Explain your Illustration (Ask â&#x20AC;&#x153;whyâ&#x20AC;? here!). What words, to you, do you associate with donuts that are positive? What words, to you, do you associate with donuts that are negative? What taste do you associate with donuts? What dietary effects do you associate with donuts? What information am I trying to receive from this? What people really look for in donut business. What things keep them from going to shops.

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

SAMPLE QUESTIONS:

Name? What is your occupation? What are some hobbies you have? What are your reasons for coming to a donut shop? What is your ideal donut? Do you have any dietary restrictions? What is your opinion on SloDoCo? Price? Quality? Service? Have you ever gone to other donut places in the area? If so, how do they compare? What demographic do you think this shop caters to? Do you fit that? Do you think SloDoCo is a successful business? Why so? Have you ever had a bad experience/heard anything bad about SloDoCo? How do you feel about the specialty donuts? Have you ever had specialty donuts? Which kind? What would make you more likely to come to SloDoCo more often? Is that possible? Any other remarks that you think can help SloDoCo be better business to its customers?

AUGUST 2017 | PAGE 19

USER RESEARCH - UX METHODOLOGY

4. USER INTERVIEW RESULTS JOSE CASTILLO / 25

ANTHONY CHACON / 18

»»Likes to run, consume media Consumption, go to Bars after work, anything that changes the tempo of life, reading for prolonged time, but usually busy »»Doesn’t get donuts by himself, only when other people go, usually as a social thing »»His ideal donut has Peanuts, buttermilk - less sweet, but still has flavor »»Tends to not eat lots of junk food with exceptions to boba, buttermilk donuts, and Dr. Pepper »»Would eat donuts more often if they weren’t as bad for you »»Finds business successful as it is crowded no matter what time »»Finds SloDoCo to be very well branded rather than having spectacular donuts, nothing special »»Finds that SloDoCo is not meant for studying but rather as a social thing »»Doesn’t recall price, finds quality and service to be acceptable »»An exception is that sometimes the employees give him attitude when they run out of things he wants »»Unaware of specialty donuts as he was never very interested in that »»Enjoys that they have lots of variety, gluten free, do a good job with nut allergies, etc

»»Very active and runs a lot »»Only Eats donuts for the sake of fitting in with friends »»Favorites are glazed, sugar, chocolate »»He finds donuts to be very unhealthy and does not eat too often »»Lactose intolerant »»Finds SLODOCO to be a successful chain, good spot to hang out »»Finds Appeal to students for it is 24/7 »»Thinks quality donuts are good, very indifferent to the rest of the experience such as service and price

Boeing Researcher, Tourist from Seattle visiting family/alumni from SLO

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

Chemistry Student found doing summer school work at shop.

AUGUST 2017 | PAGE 20

SLODOCO TO GO

PLANNING GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 21

PLANNING

INFORMATION ARCHITECTURE

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 22

Deals

4. How long of a wait will it be for the donut you want

Red

-> healthier donuts?

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low interest in company

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fun study space

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lots of conversation

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2. Which type/types of donuts do you want locals

1. What time do you want to visit Slodoco Cal Poly alumni 3. How many of those donuts are available at that time

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tourists

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students

Green

Colors

tourists

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3. How many of 4. How long of a wait those donuts are will it be for the trendy Who comes to Slodoco lots ofdonut you want available at that time trendy Who comes to Slodoco music conversation Slodoco? Environment music Slodoco? Environment playing playing

students students

App Design #1

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GROUP 5 | SLODOCO TO GO | UX CASE STUDY

to custom Sprinkles order

Stripes to contact Welcoming Stripes Welcoming What keeps people slodoco from coming to Slodoco Slodoco Environment

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Website Usage

to look at menuPastel

Group Discounts

Promotions to look at to custom menu order

Red Cal Poly alumni

Blue Blue Slodoco Who comes to Environment Slodoco? Yellow

Green Green

Green

Red Red

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PLANNING

oCo ile me

Technology

Draw on any custom artwork you desire

-> healthier -> healthier donuts? donuts?

Decide what colors, frosting, sprinkles etc

Finished donut- you can order it! Takes you to Slodoco custom donut page

AUGUST 2017 | PAGE 23

Finishe can or you custom

PLANNING

PERSONAS

Jeff The Struggling Architect Student

Jeff is a struggling Architecture student who is attending Cal Poly San Luis Obispo. He spends most of his time in his architecture studio cranking out his projects and making sure they’re the highest of craft and quality. He loves food and loves going out and trying new places in the SLO area. Since he’s up so late, he loves SloDoCo, especially since it’s relatively close to the architecture studios. He uses the SloDoCo app constantly to see if the shop is filled with his favorite donuts and to see if it’s full of people so he can chill and take a break from Studio. He’s constantly trying their new special donuts and loves bringing some back for his Studiomates!

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

Family-Oriented

Adventurous

Economical

Goofy

Reliable Age: 38 Work: Receptionist Family: Single, three kids Location: San Luis Obispo, CA Character: Loves deals

Goals

»»

Bio

Hardworking

Age: 21 Work: Student at Cal Poly Family: Single Location: San Luis Obispo, CA Character: Always wants to eat food, but can’t cause always busy. »»

“I have so much work to do. I just want to go home and eat food.

Clare the Loyal Local

»»

Wants to do well in Studio and become a great Architect. Wants to save money, but live lavishly. Visit the world and try many types of food.

Frustrations »» »»

»»

Always stuck in Studio because of all the rigorous projects. Can’t constantly spend money because has to save for rent and project materials. Doesn’t get enough sleep

Personality Introvert

Extrovert

Thinking

Feeling

Sensing

Intuition

Judging

Perceiving

Goals »» »»

“There’s nothing more satisfying than spending time with my kids.”

Bio

Wants to give her children a stress-free life and will do anything to make them happy. Wants to save money and live comfortably. Never wants to move out of the San Luis Obispo area.

Frustrations

»» »» »»

Finds it very hard to not give her children whatever they ask for, even if it costs money. It is sometimes difficult for her to balance work and family. She seems to never have time for herself.

Clare is a single mother of three and a San Luis Obispo local. She and her children love SloDoCo and she often treats the family to donuts every Friday after school. Clare is usually really tight on money, but she loves to spend it. She uses the SloDoCo app on her cell phone each time she goes to the establishment, and utilizes the Deals and Loyalty Program features regularly. This app always saves her money and really motivates her to complete the loyalty card goals. In addition to the app, Clare also frequently uses the SloDoCo website to stay up to date with any new deals or coupons when she is not on her cell phone.

Personality Introvert

Extrovert

Thinking

Feeling

Sensing

Intuition

Judging

Perceiving

AUGUST 2017 | PAGE 24

PLANNING

PERSONA Kristie the Healthy Tourist Adventurous Charismatic

Goals »» »»

Amiable

»»

Active

»»

Frustrations »»

Age: 26 Work: Personal Trainer Family: Single Location: Santa Cruz, CA Character: Follows strict vegan diet

Bio

“Start where you are, use what you have, and do what you can.”

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

Kristie is a 26-year-old woman traveling to San Luis Obispo to check out some of the more well-known hikes in the area. She is very health oriented and is vegan. She recently heard from a friend who goes to Slo Do. Co that they started making Vegan donuts for customers with dietary restrictions. She downloads the Slo Do. Co app and looked up the vegan donuts on the menu. She was so excited that she decided to place an order early in the morning that day so that she could come in later that night to pick them up. When she got them, they were even more delicious than she expected!

Wants a sense of community Wants to spread the importance of living a healthy and sustainable lifestyle Always wants to be challenged

»»

Does not like when people question her lifestyle choices Can sometimes feel trapped in routine Cannot handle when people do not care about the environment and its preservation

Personality Introvert

Extrovert

Thinking

Feeling

Sensing

Intuition

Judging

Perceiving

AUGUST 2017 | PAGE 25

PLANNING

SCENARIOS Loyalty + Coupon Scenario Clare Smith is a single mother of three in her thirties who is a San Luis Obispo local. She and her children love SloDoCo and she often treats the family to donuts every Friday after school. Clare usually does not like to spend money, however she finds it is worth it to spend this money every week. Clare recently downloaded the SloDoCo app and was surprised to see that it had a section that offers coupons and deals. She also was delighted to find that there was a loyalty program within the app. The first Friday after downloading the app, Clare opens it on her cell phone while she is waiting for her children to decide on what to order. She then taps on the Deals tab and looks for the best option to use with her order. Next, she tells the employee her order and finally shows the coupon at the register. Clare was happy that the coupon gave her a 10% discount. She then taps on the Loyalty Program tab in the app and shows the cashier her digital loyalty card. Clare loves this feature because she frequents SloDoCo every week, and the card allows her to receive a free item after purchasing six items. Finally, Clare leaves the establishment with her children in a happy mood due to the coupon saving her money and the loyalty program promising a free item in the future

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

Donut Availability + Store Occupancy Scenario Jeff Campbell is a Junior Architecture student at Cal Poly University. It is a late weeknight and he is starting to get a craving for something sweet to eat. SloDoCo is one of his guilty pleasures that he lets himself indulge in every so often. His absolute favorite donut that he always gets at SloDoCo is the glazed buttermilk donut. Nothing would bring him more joy than to go to SloDoCo and grab one of these donuts to eat. However it is almost 12 am and heâ&#x20AC;&#x2122;s worried they have run out of them. Jeff remembers he has the SloDoCo app! He remembers that the app will allow him to see if his favorite donut is currently in stock and will let him see if he would have to wait in line for it. So he pulls out her phone and opens the app. Sure enough, his hunch was correct. A bar on the app indicated that itâ&#x20AC;&#x2122;s a full house due to an event and all the donuts were gone and he now has to wait for fresh donuts. He decides to wait and spends the rest of the time studying and catching up on work. Then Jeff receives a notification that the donuts are ready and he sees that the store is no longer packed. So he heads for the shop and grabs his donut and continues to be a happy customer.

AUGUST 2017 | PAGE 26

PLANNING

STORYBOARD

Persona: Jeff Campbell Scenario: Donut Availability + Store Occupancy Scenario

Jeff is working on his architecture project in studio late at night when he starts to get hungry and has a craving for a donut.

He realizes it is almost 12 AM and is worried that SloDoCo will be out of his favorite buttermilk donut.

He remembers that the app will let him see if his favorite donut is in stock so he pulls it up.

He opened up the app to find that there was a special event going on tonight and there was a bar on the app that showed it was really busy.

When Jeff checked to see if his favorite donut was there, he sadly found out there were all out.

Jeff decides to wait and continue working on his architecture project.

A little while later, Jeff receives a notification on his phone from the SloDoCo app saying the donuts are available.

He is so excited he jumps in his car and heads straight to SloDoCo to get his favorite donut.

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 27

PLANNING - SLODOCO TO GO

PROTOTYPE

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 28

PLANNING - SLODOCO TO GO

PROTOTYPE

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

AUGUST 2017 | PAGE 29

Connor Lee Usability Tasks: Follow Up Questions: Dominique “Dom” Porcincula , 24 PLANNING - SLODOCO TO GO 1. How many Strawberry French Crullers are 1. What are your initial thoughts? Age: 24 Engineering Intern at Meissner Filtration Products available? 2. How do you feel about navigating throughout 2. SloDoCoCal has just sent Industrial you notifications about the app? Poly Masters Student Relationship with SloDoCo: Frequents San Luis Obispo multiple times a year and visits the Engineering coupons, how would you be able to redeem 3. What suggestions do you have to improve the your custom order coupon? app? establishment regularly (Tourist) Test #1 - Connor Lee, 24 Usability Testing Tasks: Test #2 - Dominique “Dom” Porcincula, 24

USABILITY STUDY

Follow Up Questions: 1. What are your initial thoughts?

Connor did not have any issues with completing the first task. He quickly pressed on the hamburger menu and then tapped on the Menu option. He expressed how it was a bit overwhelming at first to see a long list of donuts, but that he found the French Cruller option quickly. Connor liked the pictures of the different donuts, and thought that it was easy to find the Strawberry donut. It took him a moment to figure out what the availability option was on the page, but was ultimately able to complete the task. After completing the task, Connor expressed how he thinks that the donut availability option is a really great idea. He stated that he has been to SloDoCo before and that the establishment was out of the donut he wanted, and thus it would have been nice for him to know if it was in stock before he had driven there. The second task did not go as smoothly as the first. Connor was able to quickly tap on the hamburger menu, but took a few seconds to find which option would lead him to the coupons. He explained, “At first I looked for a section in the hamburger menu that said Coupons, but then I saw Deals and realized that the coupons would be found there. Once I got to the coupons it was easy to look down the list and find the one you specified.” Connor also had a slight problem with redeeming the coupon, as he first tapped on the surrounding area other than the Redeem Button. He expressed how much he liked the barcode and how easy it would be to just show it to the cashier in order to scan it. Connor explained how overall he appreciates that it does not take a lot of time to find and use the coupons.

Usability Testing Tasks: 1. “I thought that was the date” referring to the count of the availability of donuts. For example, 12/25 would be Christmas. Dom “wouldn’t have known that was the number of donuts available if you didn’t mention it”, so improvement can be made to make this as clear as possible. 2. “I would take this coupon to be scanned.” Referring to the coupon that would be scanned at the register. Nothing in his usability study showed that he struggled with this process.

Follow Up Questions:

1. What are your initial thoughts? Tasks »» “I feel like this app is easy to use and I like the simplicity of it. There is a lot of information, but you guys did a good »» “I think the donut counter was a unique thing to include. Also, the entry screen was 1. pressed "Iitthought that was referring toisthe count job with organizing it all. I likenot the hamburger menu issues because I do not like long navigation bars onfirst apps. Itask. know this is a quickly confusing, didn’t really convey what the to dodate" or how to proceed.” He referring to theof the ava Connor did have any with completing the He on the rough design, but I would want to see a lot more color throughout.” home screen where clicking on the Slo Do Co banner takes users to the menu. 12/25 would be Christmas. Dom “wouldn't have kn hamburger menu and then tapped the Menu option. He expressed how it2. How wasdoexample, ayou bitfeel about 2. How do you feel about navigating throughout theon app? navigating throughout the app? donuts available if you didn't mention it", soscreen, improvement ca »» “It was pretty simple to get to the different sections. It was a bit overwhelming at first to see so much information on »» “It’s relatively easy to use. The inclusion of the initial screen, the entrance and then overwhelming at first to see a long list of donuts, but that he found the French Cruller option one page, especially on the menu section. However, I was able to find the French Cruller option quickly. I really like the the home seemed repetitive.” Repetition here creates unwanted friction. clear as possible. pictures of different donuts throughout the app, and I enjoyed clicking on them in order to get to different pages.” quickly. Connor liked the pictures of the different donuts, and thought that it3.was to find the What easy suggestions do you have to improve the app? 2. "I would take this coupon to be scanned." Referring to the c 3. What suggestions do you have to improve the app? »» “I think it would be helpful to know what time of day the next batch of a particular donut Strawberry donut. It took ahim a color. moment figure out what the availability onregister. the »» “Like I said before, I would appreciate lot more You couldto add some type of animations or something to make option will bewas soat youthe can get them fresh.” We can take this idea and create a version with this that he Nothing in his usability study showed certain words stand out more. Also, you could possibly make the menu one page and users could just scroll down feature. page, but was ultimately able to complete the task. After completing the task, Connor expressed to look at all of the donuts, but I don’t know if that would be too overwhelming or cause confusion. Lastly, I would suggest a section thatthe listeddonut the drinksavailability that SloDoCo serves.” how headding thinks that option is a really great idea. He stated that he has been toGROUP SloDoCo beforeTO and the establishment was out of the donut he wanted, and thus it would | UX CASE 5 | SLODOCO GOthat STUDY have been nice for him to know if it was in stock before he had driven there.

AUGUST 2017 | PAGE 30

Madeline Wilson Age: 20 Cal Poly Student

PLANNING - SLODOCO TO GO

USABILITY STUDY

Test #2 - Madeline Wilson, 20 Usability Testing Tasks:

Maddie performed the first task very easily. She went to the menu page, then selected the french cruller donut category and then selected the strawberry donut on that page. It was all a very quick and smooth process and she seemed to be able to navigate through the app fairly easily. One topic Maddie brought up that I thought was important to cover is that she was curious how she would be notified by the app. “Would I get text messages or would they pop up on the app notifications”. She was also curious whether or not there was an option for turning these notifications off if she no longer wanted them. For the second task, Maddie had an issue finding out where to go. She went to the home page, however at a quick glance, she did not see the deals page so she clicked on the menu page and started searching around there and got a little bit lost. She then decided to go back to the main page and finally was able to see the deals page. Once on that page, she easily was able to find the custom order deal and select it. This is something that we can definitely change to make out prototype better. Something about the main page layout needs to be changed so that it is easier to navigate. This could potentially come in the design phase with different colors or logos to help users better see and differentiate between the categories.

Follow Up Questions: 1. What are your initial thoughts?

»» “I’m very hungry now. I thought the app was pretty easy to navigate even though I wasn’t able to realize the deals category was on the main page, that was my mistake though. I think it’s pretty simple but that’s good. It means it is Usability Test Tasks: very user friendly to people who may not be the most skilled with technology”

Test #4 - Matthew Fajardo, 21 Usability Testing Tasks:

The first task in this usability test was to search for the availability of the Strawberry French Cruller’s on the app. Matthew didn’t have a problem with this task, he explained to me how it was easy to navigate the prototype, especially the menu section of the app. He got through to the French Cruller section of the menu section and expressed his thoughts about it. Upon looking at the screen, I asked him what he thought the information of this screen meant. He told me that the “12/25” was kind of confusing and looked more like a date than a availability counter. He also tapped around on this screen and saw the box to notify him, he expected a window to pop up telling him that he’ll be notified, but it didn’t happen. That’s definitely something good to know and will be added when we refine the design. Other than that, he completed that task fairly quickly. For the second task, it took him a bit longer, but didn’t have too much of a problem with it. This task asked him to find a coupon that was awarded to him on the app. From the French Cruller screen, he tapped on the hamburger icon and scanned the available options. He assumed in order to receive deals he would have to apply for them, so he tapped on the “Apply” tab. From there he was confused as to what he was applying to and decided to tap out of this screen. This is something we can definitely add an explanation to when we refine the app. With only one tab that hasn’t been explored, he tapped on the “Deals” tab and found the coupons screen. He explained that he liked the way the screen looked on the prototype, but was just confused as to why the social media icons were included on this screen and nowhere else. Next he clicked on the redeem button for the Free Custom Order and said that the barcode was a good touch and that it was simple and clean. Other than that, he completed this task fairly quickly, similar to the first task.

Follow Up Questions: 1. What are your initial thoughts?

»» “The usability of this app are great and would benefit the company. The prototype was fairly easy to use and navigate. There are a few things that are weird and need improving, but will be simple to improve.”

2. How do you feel about navigating throughout the app?

»» “I’ve said this already, but it’s fairly simple to navigate through the app. The first screen Maddie performed the first task very easily. She went to the menu page, then selected 2. How do you feel about navigating throughout the app? was a bit confusing, I didn’t know where to click. There should be a little indicator to tap the french cruller donut category and selected strawberry onlistthat It was all the screen or something. Overall, with the hamburger icon, it was easy to find where »» “I think navigating through the app was fairly easy andthen everything was quickthe and easy to find whichdonut I liked. The of page. everything was and it was easy to navigate.” was a little bit daunting at first because there are a lot of donuts, so maybe if that was better displayed it would a donuts very quick and smooth process and she seemed to be able to navigate through the app fairly be helpful” 3. What suggestions do you have to improve the app? easily. One topic Maddie brought up that I thought was important to cover is that she was »» “I’ve talked a lot about what should be improved, but overall, the design is very plain and 3. What suggestions do you have to improve the app? every is very similar, not that it’s bad, but it’d be nice to change it up and make it »» “Other than changing donut be list, maybe also making theapp. main page list either have text biggermessages category namesor or awould theyscreen curious how she the would notified by the “Would I get pop up less boring. I know it’s a prototype, but it’s just some advice for the finished product. Also different layout because I failed to see the deals page when just glancing at it very quickly, so if the titles were more having things be consisted on all screen would be nice. Other than that, it’s pretty good.” onprominent the app notifications”. She was also curious whether or not there was an option for turning then maybe that would help.” these notifications off if she no longer wanted them. the second Maddie had an issue finding out where to go. She went to the home GROUPFor 5 | SLODOCO TOtask, GO | UX CASE STUDY AUGUST 2017 | PAGE 31 page, however at a quick glance, she did not see the deals page so she clicked on the menu

PLANNING - SLODOCO TO GO

USABILITY STUDY, OUR FINDINGS Most troubling areas:

For this first usability test, we had our testers find a specific donut and tell us what its availability. Some testers felt that the menu screen was overwhelming with the larger list of donuts. Suggestion: Make it not look like a long list, maybe separate into boxes.

While completing the second usability test, we asked them to play around with this screen. Some testers seemed to tap on places other than redeem to view the coupon. Suggestion: Make the whole coupon box clickable to direct to the coupon.

For the second usability test we asked our test takers to look for the coupons, but people had trouble finding it since the word “coupon” wasn’t anywhere in the menu. It’s located in the “deals” tab. Suggestion: Have a separate tab for “coupons” and “deals.”

Add “Coupons” tab

Usability Testing Data: Test 1 - Is this donut available? Participant #1 Participant #2 Participant #3 Participant #4 Actual

5 taps 5 taps 6 taps 5 taps 5 taps

* Starting from the opening app menu.

For this test, it seems that people understand how to navigate the prototype to find the donuts they need.

During the first usability test, once the tester finds the donut we were asking for, they had a chance to look around on this screen. Most thought the donut counter listed as “12/25” was a date instead of a counter. Also, some tapped the notify box and expected another window to pop up. Suggestion: Make the counter look more like a counter and have a confirmation window that tells them they’ll be notified.

More suggestions: Test 2 - Redeem your coupon. Participant #1 Participant #2 Participant #3 Participant #4 Actual

7 taps 5 taps 4 taps 8 taps 3 taps

* From the french cruller screen

For this test, it seems that people have a hard time navigating to get to a different menu. Also it seems that we should make coupons its own tab.

GROUP 5 | SLODOCO TO GO | UX CASE STUDY

COLOR CONTRAST

A N I M A T I O N

SCROLLING DRINKS MENU

COHESIVE MENU

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UX CASE STUDY - SLODOCO TO GO

CONCLUSION

After conducting this case study, we learned a lot about the user design process and each individual step that goes into creating an app or webpage. The research phase helped us first discover the current problems users were experiencing with SloDoCoâ&#x20AC;&#x2122;s company, and enabled us to further develop ideas on how to tackle some of these problems. The Business Canvas Model and Information Architecture processes helped us organize our ideas into a cohesive network and better envision our end product. The Affinity Map then took those ideas and organized them further into subcategories and helped us discover which issues were most important to address when creating our app. The Personas, Scenarios, and Storyboarding section allowed us to imagine how the app would be used in everyday life, and which type of people would be using it. After figuring all of these necessary steps out, we were then able to test users with a Prototype to see whether our app idea was successful or if it was in need of changes. Overall this user experience process was a great way for us to see how a final product such as an app or website comes to be, and to develop an appreciation for the effort and necessary steps that need to be taken in order to get there.

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SLODOCO TO GO

THANKS GROUP 5 | SLODOCO TO GO | UX CASE STUDY

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