Wellcome Coffee — Online Menu
User Interface and User Experience
Website Development
The Client
Wellcome Coffee — is a thirty year old coffee shop based in Coimbra, Portugal. The place where people hangout to reconnect with friends and family, best known by his mid-afternoon foods, drinks and all the memories created over the years.
The Objective
Create the Wellcome Coffee menu online to reduce the use of paper menus (foods, drinks, caipirinhas and gin's) to one in a platform accessible to all the clients on their smartphone — via scan a QR Code.
The Solution
Developed a landing page with minimalistic, responsive and intuitive interface to guide the user through the menu to explore all the available products and additional useful information.
Project Overview
The project involved user experience, user interface and web design to build a functional product user-focused analyzing all the data throughout the development to improve the interface and experience.
Project Timeline
Discovery — User research and project ideation
Understand the brand and its costumers.
Design — Strategy and design
Create sketches, wireframes, designs and prototypes.
Conclusions — Usability tests and analysis
Analyze the user interaction and possible improvements.
The project was developed in two weeks.
User Persona — Ana Valencia
Age — 34 years old
Location — Coimbra
Job title — Nurse
Devices used —
Television, smartphone and tablet.
Needs —
Reduce work related stress and long shift hours.
Spend more quality time with her family and son.
Costumers goals —
A place to hangout with work friends and have lunch during the week.
"One kind word can warm three winter months."
User Persona — Rodrigo Esteves
Age — 29 years old
Location — Coimbra
Job title — Computer engineering
Devices used —
Television, smartphone and computer.
Needs —
Get a promotion on his current job.
Spend more time with girlfriend during the week.
Costumers goals —
A relaxing place to have a few drinks and a good date with his girlfriend.
"Slow down and everything you are chasing will come around and catch you."
UX Flows
Possible paths the user might take when using the final product. Analyzing and studying users movement through the product to improve the experience.
User A — Explore multiple menu options
Opens menu on a mobile phone — Taps on first menu option — Scrolls through menu — Taps on anchor button — Taps on second menu option — Scrolls through menu — End
User B — Find social media platforms
Opens menu on a mobile phone — Taps on information link — Scrolls though information — Taps on Facebook link — End
User C — Get directions or location
Opens menu on a mobile phone — Taps on information link — Taps on embed map — End
User D — Get directions and explore one menu option
Opens menu on a mobile phone — Taps on information link — Taps on embed map — Taps on anchor button — Taps on second menu option — Scrolls through menu — End
The Conclusions
After being implemented, all the data, from Google Analytics during the first four weeks, was analyzed to compare the results and get some final conclusions.
38 seconds spent per user
— The average time spent by each user, on the online menu, was 38 seconds, increasing by about 14% per week. The lowest week recorded was 21 seconds and the highest recorded was 1 minute and 19 second.
2 times viewed per session by user
— On each session, the average user viewed the online menu 2.18 times. Increased by about 34% per week, during the first weeks. Around 98 percent of the users used a mobile device.
"The final results shows that the use of the online menu increased significantly during the first month. Although during the pandemic the Wellcome Coffee had their capacity reduce by 1/3 of the available seats, many of the customers still explored the new menu method. As the restrictions keep getting lifted and people return to their normal lives, is expected that the previous numbers, new users and frequent ones, get higher."
Thank you for watching
— Ricardo Malva
