A client in the brewery industry is dissatisfied with current cocktail apps on the market. He wants to create an app concept that provides cocktail lovers with plenty of recipes, instructions and a unique feature that generates recipes based on the type of alcohol users have at home. The client also sees commercial potential for alcohol companies to advertise their products to their target audience through this product.
The client is interested in finding out whether his idea is of any interest to people, who the target audience is and if there is anything (functionality) that popular cocktail mixing apps do not provide and user need, want or desire. To kick off the project a team has been created to conduct some user research.
For qualitative research potential users were interviewed and filmed whilst being asked to complete a task using a competitor app . The user behavior was documented as a user story which details how a user interacts with the app as they try to complete their task. This process helps to understand the user journey flow and highlights issues that can be improved on.
To collect quantitative data we conducted research through social media such as Facebook asking friends and family a series of questions. We used the Typeform platform to setup the questions and extract the data afterwards from 14 participants.
USER PAIN POINTS AND EXPECTATIONS
By combining the data we received from the research methods we were able to identify some key user expectations they would like to see in a future product. The obstacles they faced we labelled as pain points which would need to address turning into actionable goals to prioritise and drive the purpose and features of our product. Below are some of the key obstacles we identified in the research.
PERSONAS, IDEATION AND STORYBOARDING
Several personas were created based on the information we collected in the research stage of our project. These personas helped us to identify our target audience and align strategy and goals to specifc user groups and allowing us to design for the needs, wants, desires and limitations of real people.
Taking our research data the next task was to prioritize and come up with innovative solutions to the business goals and user requirements of our product. Storyboarding was also employed to understand which scenarios and context our app would be used by the user.
FLOWCHART AND WIREFRAME FLOW
After prioritizing the main features of the app, the next stage is to map out the user journey and plan how the user will interact with the app.
Our challenge will be to create a journey that allows the user to complete their intended goal in the most direct and user friendly manner. Along the way we must keep the user clearly informed so that whenever a problem occurs the user is notified and presented with alternative options to continue their journey.
Below is a flow chart and wireframe flow showing how a user will complete the task of adding an ingredient to generate a recipe, one of the unique features of the app.
WIREFRAME FLOW USERFLOW
Now that the product functionality has been established the next stage is to look at interface structure along with the navigation elements and content and see how they will work together.
The primary focus is the design functionality and how the user interacts with the content. Once we have established which content goes on each screen we can start to put the wireframes in the context of a user journey to give us a clearer understandin how the user will intereact.
VISUAL CONCEPTS AND PROTOTYPING
The wireframe process is crucial in developing an understanding of the application architecture, but once we have achieved this we need to test our designs. Developing the wireframes now into high fidelity concepts by introducing font styles, images and branding creats a visual style the user can understand and navigate. By taking these creatives into a prototyping tool we can begin to see how the user will intereact with the product and help us identify any shortcoming in the user journey which we can then rectify.
From our research we realised users not only wanted to be educated on how to make cocktails they wanted new recommendations based on their tastes. For the homepage screen we wanted to provide this inspiration. Here users could be notified of cocktail recommendations from their friends and see what other recipes were popular based on their tastes. The main navigation placed at the bottom to allow easier navigation. Research studies have shown many users have a tendency to use their phone with one hand using the thumb to select their options. This menu system was favoured over a burger menu so that users would be aware of navigation options available to them at a glance.
One of the main functionalities users wanted was information on where they could find local cocktail bars. We introduced a feature on the app that would inform users about nearby cocktail bars based on their current location. Here the user could find out more information on bars such as happy hour times and the ambience and atmosphere based on user ratings and photos.
RECIPES BASED ON EXISTING INGREDIENTS
A unique feature of the app is the functionality of being recommended Cocktail recipes based on the current ingredients users have at home. Once the user has entered their ingredients either by the scanning function or manual input the app will suggest recipes. The app will also recommend recipes the user can potentially make if they choose to add a few more ingredients which are highlighted. This will allow any sponsors or investors to promote their product to a target audience.