Slice Downtown Mobile App Usability Study
I was tasked with designing a mobile ordering app for a pizza restaurant located in Atlanta: Slice Downtown. The high-level objective of this study was to understand users' mental models when performing certain tasks in the app prototype.
Background/Goals
The primary goal was to determine if users could complete the main flow of adding desired items to their cart and checking out. Additionally, I wanted to identify which components or features of the app were confusing or difficult to use.
The specific research questions I wanted to answer included:
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How long does it take a user to find their desired items, add them to the cart, and check out?
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What can we learn from the user flow from selecting items to checkout?
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Are there parts of the user flow where users get stuck or frustrated?
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Are there additional features users would like to be incorporated in the app for a better experience?
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Do users believe that the app is easy and intuitive to use, or difficult and confusing?
The Key Performance Indicators I chose to incorporate were:
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Conversion Rate
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System Usability Scale
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Time on Task
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User Error Rates
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Use of Navigation vs. Search​
Method
The methodology I chose to complete this research was a remote, unmoderated usability study because it would allow the participants to use the product in the real world, complete the tasks on their own time, and possibly encourage them to give more accurate feedback without others around.
Users would complete their 5 prompts whilst interacting with a low-fidelity prototype. They were encouraged to use the think-aloud approach as their interactions were screen recorded. Additionally, they were asked to complete a System Usability Scale questionnaire. Each session was to last approximately 10-15 minutes.
The participant criteria was created to be inclusive and relevant. In the end: there were 5 participants (2 male, 2 female, 1 nonbinary). One participant had an auditory impairment and another was not fluent in English. All of them were between the ages of 18 and 70.
Crucial Insights
Users would benefit from no dish options being pre-selected on the app's landing page.
​Users need a more optimized "+" icon to view dish details.
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The majority of participants were confused as to why "appetizers" were pre-selected on their landing page when they did not indicate they were interested in browsing them. It also confused them as they were under the impression that this was the full menu as the decision to filter to only appetizers was pre-made for them.
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Participants experienced difficulty interacting with the "+" icon to view details about a dish. One became frustrated and gave up on the task.
The prototype lacked the proper site mapping and click range for certain icons to allow participants to know exactly what they are browsing on the app and be able to complete the tasks efficiently.
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​For additional findings/learnings please contact kishankpatel11@gmail.com.
Research Impact
The prototype was re-designed to incorporate the reccomended changes. The new prototype prioritized participants' interaction with various elements of the app and ensured the interactive elements were mapped completely and correctly.
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Upon further iteration and collaboration with graphic designers, the prototype was converted into a high-fidelity version and presented to Slice Downtown's stakeholders.
My Learnings
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It is crucial to meet with stakeholders and discuss study outcomes, project timeline, and budget as this informs methodology and processes.​
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The task script and directions for participants for an unmoderated usability study must be concise and succinct, as to be easily comprehended by any demographic.​
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Interactive icons of prototypes on Figma should be tested more thoroughly beforehand to uncover more pain points as opposed to simple icon usability errors.