Robin Gittens' digital space 'emotionesque.ca' | MY PORTFOLIO | IDF Boot Camp: eCocktails | Page background: stock photo of a rockstar engulfed in a mist of mystery.

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IDF Boot Camp: e-Cocktails

Case Description:

My personal project (business concept) for the Interaction Design Foundation’s ‘How to get a job in UX Boot Camp.’ This case study seeks to showcase any thinking, research, analysis, and designs that I have done (up until now) for this project or dare-I-say proposed product. The following is a sample of deliverables to showcase the results of efforts:

What was the problem?

Cocktail lovers, who desire a cocktail at any given time, need a way to quickly find convenient locations which serve high quality drinks at an affordable price in the least amount of time regardless if they are drinking alone or with family/ friends.

Figure 1

Find Your Drink

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 1 | IDF Boot Camp: eCocktails | Figure 1: Find Your Drink

What was my purpose?

By assuming the role of a ‘User Experience (UX) Strategist’ my purpose was to conduct the necessary user research in order to design a streamlined experience which proactively assists users in quickly finding the nearest location which offers their cocktail-of-choice at any affordable price at any time they desire.

Figure 2

Add Your Drink

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 1 | IDF Boot Camp: eCocktails | Figure 2: Add Your Drink

What was my role?

As an UX Strategist, I was responsible for;

  • Creating the ‘screener survey’ and establishing a schedule/cadence of the most approrpiate periods were to post 'survey invitations' to potential users.
  • Creating accounts on social media platforms (Facebook, Reddit, Twitter) and joining various groups that were highly likely to house communities of prospective cocktail enthusiasts.
  • Reviewing the 'screener data' and submitting invitations to enlist potential 'interview participants.'
  • Creating the 'research plan' for the interview process.
  • Brainstorming and creating the 'interview questions' for each participant.
  • Facilitating/ executing, recording and capturing notes for each interview session over Zoom.
  • Performing 'thematic analysis' for every question answered across all interviews.
  • Creating the various 'personas' to better understand: the demographics, lifestyle, goals/intent, challenges, personality, and preferences of the users I interviewed.
  • Creating/Capturing content for search, refinements, navigation, iconography, visuals, intra/inter page interactions.
  • Designing the 'prototype' based on: participant responses, my imagination and research on other similarly related companies i.e. starbucks, second cup, skip the dishes etc.
  • Creating the ‘usability test plan’ and submitting invitations to those participants who performed the interviews.
  • Creating the ‘test scenarios’ and instruction sheet which was sent to each participant minutes prior to each session.
  • Facilitating/ executing, recording and capturing 'subjective metrics' for each usability test over Zoom.
  • Reviewing the notes and metrics from the test results and creating the 'usability test report.'
  • Performing any necessary redesigns on the prototype in preparation for future ‘usability tests.’
  • Applying ‘product thinking and agile principles’ to my designs where I could easily dissect which areas could be developed, tested, shipped and deliver value to users via an iterative scrum cycle.

Figure 3

Review Your Cart

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 1 | IDF Boot Camp: eCocktails | Figure 3: Review Your Cart

What were the test results?

Likes/ Dislikes (across all scenarios):

  • One user didn’t like the chosen font style; while another user didn’t fancy certain color selections.
  • Majority of users felt the need for a cocktail upon seeing the ‘hero image’ on the home (landing) page, while 1 user didn’t really connect with it i.e. preferred a picture of a group of friends drinking cocktails rather than of cocktails alone.
  • All users felt positive about the level of refinements for the drinks.
  • Majority of users had a challenge with the categorization of certain ‘garnishes.’
  • Majority of users loved the language used to guide them to their goals.
  • Majority of users felt positive about the feature to ‘confirm the pickup location of the cocktail added-to-the-cart’ however, 1 user did not quite understand the rationale for and how to use that feature.
  • All users reacted positively to the amount and organization of information presented on product detail pages.
  • In a scenario which encouraged users to refine/filter selections, 1 user’s natural instinct was to use the global search field.
  • All users reached positively when presented with the plethora of options on the ‘Review Cart’ page i.e.you can easily: edit the quantity, delete, add another drink, choose from similar/ recommended drinks.
  • All users reacted positively to the amount of visuals provided for all types of available cocktails as opposed to actual restaurants which sometimes don’t show anything to wet the appetite.
  • 1 user felt that by scrolling alot on certain pages where the main call-to-action was located at the top, it’s easy to ‘forget’ about that element i.e. out-of-sight; out-of-mind.

Figure 4

Find & Select A Location

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 1 | IDF Boot Camp: eCocktails | Figure 4: Find & Select A Location

What were the test results?

Subjective metrics (across all scenarios):

  • Level of difficulty: avg. score was ‘Very Easy.’
  • Level of findability: avg. score was ‘Easy.’
  • Level of Satisfaction: avg. score was ‘Somewhat satisfied.’
  • Time on Task: avg. score was ‘2 - 3 mins.’
  • Critical Errors: In total, 5 errors made (across all scenarios).
  • Non-Critical Errors: In total, 6 errors made (across all scenarios).

Techniques Used:

Research Plan, Screener Surveys, Interviews, Thematic Analysis, Personas, Customer Journeys, Sketching, Wireframes, Usability Test Report

Applications Used:

Google Drive (Forms, Docs, Sheets, PPT), Axure RP, Slack, Zoom

Figure 5

Personas

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 1 | IDF Boot Camp: eCocktails | Figure 4: Personas

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