Raghav Viswanathan
Case Study
Amritha's: Device Agnostic Digital Menu Website
Overview
My Role
Research, User Flows, Information Architecture, Sketching, Wireframing, Visual Design, Prototyping & User Testing
Project Duration
March to August 2023
The Challenge
Research
Pain Points
Lack of Translations
The app is only available in English, which is a hindrance for people who are not fluent at reading it.
Allergen Advice
Allergen advice isn’t clear and can only be found under close scrutiny. Highlighting this will save time and assure safety.
Blocks of Text
The app is full of blocks of text and has little images, making it hard for people navigation and selection
Screen Reader Limitations
A lack of screen reader capability in the app limits use for those with visual or learning disabilities.
Problem Statement
Action | Task List | Emotions | Improvement Opportunities |
|---|---|---|---|
Collect Order | Task 1: Go to snack counter. Task 2: Give receipt to employee. Task 3: Collect items. Task 4: Enjoy film & snacks.
| Looking forward to the film. Happy to be there after the wait. | Provide way of favouriting details or referring to order history to make re-order process easier for next time. |
Pick up Tickets | Task 1: Go to ticket collecting machine at cinema. Task 2: Input order details using order number. Task 3: Print tickets and receipts. | Annoyed at having to input the order details manually. Anxious that he might miss the show. | Have QR Code on ticket that can be scanned directly at each counter without having to print or input details. |
Compete Order | Task 1: Pay for items. Task 2: Save order details through email. Task 3: Set reminder on phone. | Annoyed at having to enter card details and having to save details himself. | Save card details or use native payment method like Apple Pay. Have option to add ticket to phone’s native Wallet app. |
Choose snacks | Task 1: Browse menu. Task 2: Select items. Task 3: Go to checkout. | Irritated by small number of images vs lots of text. | Provide better images and reduce text. Improve screen reading software on app. |
Pick film | Task 1: Go to film app. Task 2: Choose location, film and showtime. Task 3: Select seats. | Excited to watch a new film. Intimidated by quantity of choices. | Have filters to make process easier, like defaulting to closest locations. |
Competitor Analysis
First Impressions
Whilst all had a website, only 3/5 had a an appealing and intuitive look that didn't feel dated.
The other 2 had not been adapted well for the mobile experience.
3 had an app, but only 1 had easy and smooth navigation.
Visual Design
2/5 had a clear, strong brand identity that had a constant theme of colours, fonts and graphics.
3/5 had bland or distracting pages that could cause confusion to the user.
Interaction
2/5 had a good user flow that was easy to follow through, as well as good accessibility features such as screen reader adaptability.
All 5 had the option of creating an account to order tickets, but only 2 had the option of preordering food.
Content
4/5 showed the food menu options, even if only 2 allowed the ability to order food. all 4 had allergen advice for the food, but 2 were laid out in a dense and hard to read manner that could cause hesitancy and concern.
3/5 had adverts that could cause distraction.
Wireframing
Usability Testing - Round 1
1. Users find it difficult to exit the booking, an insight is: a cancel button should be included.
2. Users were frustrated when trying to go back to the previous page, an insight is: the “X” button should be re-labelled “back” when it is going to be used as such.
3. Users were curious about the lack of the food order being shown in the “My Bookings” section, an insight is: each past and present booking should show clearly what the film and the food order is.
Mockups
Usability Testing - Round 2
1. Users had difficulty reading the inactive icons in the navigation menu at the bottom, an insight is: the colours of the inactive icons should be changed to give better contrast.
2. Users were confused to go to the food menu after selecting the seats, an insight is: a popup or page should ask them if they want to order food, allowing them to skip it.
3. Users tried incorrectly to select the Popcorn directly when asked to select the popcorn combo, an insight is: the 2 products should be more clearly differentiated in colour and placement of page.
Final Prototype