The BoonSeek Customer Loyalty Program

SUMMARY

The BoonSeek is a fairly new small family-owned business local to Pittsburgh, PA, that has been gaining more popularity recently. I designed a mobile app and responsive website for customers interested in joining a rewards system. The app and website also provides more information about the business such as its schedule and menu.

TAKEAWAYS

I worked through the entire design process for this project. While designing the mobile app, I conducted two usability studies with participants who gave insights and suggestions for features that would simplify the user journey and enhance the user experience that inspired adjustments that I might not have thought of by myself; I learned that sharing my work and receiving any kind of feedback can propel my designs into a more accessible and enjoyable experience for all users.

Desktop home screen above the fold mockup

overview

Problem

The BoonSeek is a traveling food truck that announces its schedules of locations and hours each week, which are currently accessible only through Instagram. Its menu and prices are also posted only on the business’s Instagram account. People who want to learn about the business may be frustrated going through social media to find the information.

Goal

My goals are to make information about The BoonSeek accessible publicly online outside of social media, introduce a rewards system for loyal customers, and enhance The BoonSeek’s branding.

challenge

How can I create an accessible and inclusive experience that expands The BoonSeek’s online presence, rewarding returning customers and potentially bringing in new regulars?

solution

A dedicated app and website that allows any user to check out the business, removing the need to search through social media for business hours and menus, and introduces a rewards system, promoting returning customers.

research

user problems

I conducted interviews with people of various ages, educational backgrounds, occupations, residences, and family, then created empathy maps to further understand the users and their needs. A user group that stood out from research is university students who are regular customers of The BoonSeek.

This user group reveals The BoonSeek’s success at keeping loyal customers and that a loyalty rewards app would encourage more customers to return. User problems identified in this user group include saving money, saving time, and having difficulty using apps that are confusing or overwhelming.

pain points

1. Cluttered Screens
Users are overwhelmed when presented with screens that try to fit too many buttons, features, and pop-ups on their mobile devices. A simplistic appearance with navigation for only necessary functions would reduce visual clutter.

2. Unclear or missing instructions
‍Users can be easily confused how to collect rewards when not directly instructed, left unsure of the app’s navigation and functionality. Screens dedicated to instructing users on functions can ease them into the app and prevent confusion.
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3. Unreadable text
‍Users have difficulty reading texts of small size, poor fonts and colors, and lengthy paragraphs. Choosing appropriate text styles and keeping descriptions succinct and straightforward would prevent eye strain and allow users to do tasks more quickly.

4. Lack of translation
‍Non-native language speakers tend to have difficulty understanding English-centric apps. Including translation for all elements within the app can bridge the gap between business and customer created by language barrier.

user persona

Problem statement: Dex is a university student who needs discounts on allergen-safe meals to keep expenses low so that they can still pay for tuition and rent.

user journey

Mapping Dex’s user journey revealed how an app for The BoonSeek could address pain points related to expenses and allergen accommodation.

storyboarding

design concept

I created paper wireframes based on the best elements from each of my rapid sketches.

Confirmation code screen rapid prototype sketches

Redeem offer screen rapid prototype sketches

wireframes & lo-fi prototype

This user flow demonstrates a returning customer selecting and redeeming a reward using their loyalty points.

usability studies

I conducted two moderated usability studies, the first of which focused on the main user flow–to redeem rewards using loyalty points–and the second of which covered most functions of the app–reading updates, checking location schedule, browsing the menu, and redeeming rewards.

Round 1 findings

1. Users find the login and navigation processes simple and straightforward
2. Users need more guidance on navigating the Rewards screen
3. Users could benefit from an additional confirmation page before completing reward redemption

Round 2 findings

1. Users find the allergen filter helpful
2. Users need indication of new updates on the Home screen
3. Users need a more readable Schedule screen design/layout
4. Users need clearer navigation to the Ingredients screen

Added section descriptions to guide navigation.

Rewards screen wireframe before usability test

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Reward screen wireframe after usability test

Added an extra confirmation page.

Additional reward confirmation screen mockup

New update messages are now highlighted in an accent color and the “read” messages are indicated with a darkened color.

Home screen mockup before usability test

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The full menu ingredients hyperlink was hidden within other screens, so its hyperlink was moved to the menu screen for direct access.

Menu screen mockup before usability test

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Within the menu item card, an expandable and collapsible section for ingredients pertinent to the specific item replaced the full menu hyperlink to streamline the process of reading ingredients.

Menu item card mockup before usability test

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Menu item cards mockups after usability test

The existing schedule designs was noted to be difficult to skim; the blue line was drawn to add direction for users’ eyes to follow and add accent color.

Schedule screen mockup before usability test

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Schedule screen mockup after usability test

mockups

The screens for the four main user flows within the app – the Home screen, the Schedule screen, the Menu screen, and the Rewards screen.

accessibility considerations

color blindness

The colors used throughout the app were selected from The BoonSeek’s branding specifically to avoid issues with users who have color blindness. The designs were checked by using a color blind simulator and checking if they were readable for all types of color blindness.

dietary restrictions

The menu screen features an allergen filter that users can use to filter out menu items including any of the 8 most common allergies. For those with further dietary restrictions, a screen with all ingredients for every menu item is also available to browse.

languages

On the welcome screen, the language selector button allows users to adjust the language of the in-app content. Because the default language is English, this feature gives users a chance to choose their preferred language as soon as they open the app.

final designs

mobile app design

Reward redemption confirmation screen mockup

mobile web design

Menu screen mockup - bottom half of page

Rewards screen mockup - top half of page

Rewards screen mockup - bottom half of page

tablet web design

desktop web design

next steps

Further usability testing

While both usability studies were conducted with participants directly from the target audience, there could be a wider range of diversity. Different participants with varying backgrounds such as age and disability could bring up conversations about accessibility concerns that did not arise during my studies.

Fully functional prototype

I have completed the high fidelity prototypes to the best of my ability currently, meaning there are a few elements that have no functionality. The next step would be to add further functionality and more meticulous design tweaks to make the app and website even closer to the intended user experience.

Present to The BoonSeek

This was an independent project not officially acknowledged or affiliated with The BoonSeek company, so it would be an exciting next step to share my ideas with The BoonSeek’s owner for recognition and feedback. Using his feedback, the next iteration of the designs will be even better and potentially incorporated into his business plans.