Perfecto / mobile coffee customization and ordering platform
Interaction Design class FINAL PROJECT - Fall 2015
Solo project (all research, design, animation, video creation by me).
Why was I patronizing a certain chain daily, when I really didn't even like the coffee? My coffee-loving coworkers agree – they opt for the speed and consistency of chain coffee houses more than they want to. Perfecto lets persnickety coffee lovers customize and order their coffee on the go, then pick it up from a nearby, highly-rated coffee house.
The key insights from an interaction design perspective:
Direct Manipulation > Menus: Customization through menus and type fields is inevitably burdensome for the user (relying on heuristics and classifications that are never universal), in Perfecto it was important to minimize menus and enable the user to visually and directly manipulate the drink.
Avoid Analysis Paralysis: the paradigm of most ordering platforms is choose retailer, then choose from the menu. Through card sorts and user testing I learned that for this product in particular, that paradigm should be flipped. The result is a flow that gives the user unlimited control where she needs it (tweaking her order) and just a couple of coffee houses to choose from. This has multiple benefits to the experience but most important it removes the decision anxiety of choosing a shop and getting lost in inane user reviews (a commonly experienced bottleneck for users of products like Seamless and Yelp).