Hurt's Donuts Concept
Mobile Ordering Process
Role: UX Designer
Contribution: Persona Research / Journey Mapping / Design
Overview
Hurt’s Donuts has a variety of locations, but does not currently have a mobile application. This mobile order process looks at how to enable potential key demographic users to place orders through a mobile application. It is important to note that this is a concept project and is not being used, or endorsed by Hurt’s Donuts.
The Problem
There is no option to order online except through external resources, or call and place advanced orders. Users will likely want a forthcoming option to order online, and customize their dozen donuts, or even place a small order.
Key Demographics
Based on competitor analysis and industry trends the key demographics would include 25-34 year olds making between $20,000-40,000 annually, and 55+ making $90,000+. It should also be noted that kids are not a major factor and those having/ not having children are somewhat equal in this industry. Thus the app process would be geared towards adults.
Other notable info:
- Average order size is 11+ items (which makes sense for a donut shop)
- Demographics tend to partake in club shopping, such as Costco, and often partake in memberships
- This industry rate highly for the convenience factor, users should be able to accomplish the ordering task quickly
Mama Madison
Female / Age 32 / $35,000
Springfield, MO
Goals: Madison is a mother and needs a quick Saturday morning breakfast sometimes, or a box of pastries for the bake sale. She needs convenience and value, but likes to support local.
Owner Owen
Male / Age 59 / $98,000
Parker, CO
Goals: Owen is part owner of a small law firm near Denver, CO. He loves Hurt’s Donuts and the variety of product. He is a regular and needs a breakfast option for the office or his client meetings. Owen prizes quality over cost and likes fresh food products.
Mapping the Process
The process needs to be quick, convenient, and like all Hurt’s products, fun. The lighthearted nature of the brand needs to stand out through the language and design of the experience overall. The user map is a very high level process approach and captures main user steps and possible issues.
Wireframes Become Interfaces
Basic process wireframes were creates and then transformed into designed interfaces. These encompass the Hurt’s Donuts brand while utilizing intuitive design elements to guide the user through the ordering process. This would be for users who are new to the app and have never ordered before. It also only looks at the ordering process and not account creation.
Future Outlook
Next steps would be to look at building out an application experience in whole that includes logging in, order tracking, location information, and full product pages. Other features such as gamification and push notifications would likely be introduced in future renditions.