Mobile Ordering
Hurts 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 Hurts Donuts.
Role
UX Designer
Contribution
Persona Research
Journey Mapping
Design
The Problem
There is no option to order online only to call and receive local delivery. Users will likely want a forthcoming option to order online, and customize their dozen donuts, or even place a small order for faster pickup.
Cater to Key Demographics
Hurts has an opportunity to cater to (pun intended) specific demographics that frequent their locations.
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 Mary
Female
Age : 32
Avg. Income : $35,000
Springfield, MO
Goals : Mary 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. Mary is typically short on time and prioritizes efficiency.
Owner Owen
Male
Age : 59
Avg. Income : $98,000
Parker, CO
Goals : Owen is part owner of a small law firm near Denver, CO. He loves Hurts Donuts and the product variety. As a regular he needs a breakfast option for the office or his client. Owen prizes quality over cost and likes fresh food products.
Mapping a Process
The process needs to be quick, convenient, and like all Hurts 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 Hurts 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.
