PUNCH: Ordering App
Description
PUNCH is a trendy cafe located in the heart of Singapore. They strive to deliver creative-made coffee and meals as fast and aesthetically pleasing as possible.
Their current app experiences issues of brand inconsistency and user frustration as it requires too many clicks to reach their end goal.
This is a conceptual project that aims to deliver consistent branding for their online application and solve the customers’ pain point of achieving ordering flow efficiency.
Design
UI/UX
Web Development
Roles & Responsibilities
Using the colours from PUNCH’s website and physical cafes, I stuck to a consistent colour palette and typography while designing, providing it with an atmosphere of fresh coffee and nature when a customer first opens the online application.
After analysing and understanding the persona of the general target audience at PUNCH cafe, I followed through with ideation, ensuring that I tackled the business issues of brand inconsistency and the ordering flow of the mobile app. To do this, I ideated several sketches and low-fidelity prototypes. During these early stages, I tested some of my initial prototypes with friends who visited PUNCH cafe in the past. With their feedback, I was able to improve the design of the app.
To tackle the issue of efficiency for customers trying to reach their end goal of ordering, I forego the need for the usual main home page of an app and immediately placed the menu - filled with delicious images of each food item - as the first thing that customers sees. This allowed customers to immediately begin selecting their desired food and drink with ease.
Prototype
Lessons Learned
Due to the limitations of a conceptual project, I felt that more research and user feedback could have elevated the design of the app. As a designer, I realise the most crucial factor of design is solving the business problem and demonstrating the ability to measure the success of the design in terms of profitability and customer retention. I will be sure to put these lessons into practice for future projects.