Every morning, crowded storefronts make up the scene of the Tartine Bakery. To get fresh and tasty bread and pastries, people have to line up or use its website or food ordering apps to get food in advance.

Ordering food from the website or apps had the problems of convenience, consistency, flexibility, and service fees. There wasn't a product that solved these problems.

Design a mobile app for Tartine Bakery that allows people to order food items in advance and streamline their experience.

1. Identify the challenges people have with food ordering experience and mobile payment.

2. Personalize food ordering experience hence increase royalty.

3. Increase business growth, user retention, and engagement.

Conducting quantitative and qualitative research, I discovered the potential causes and frustrations people have experienced with food ordering, live waiting time, and mobile checkout. The conversation with five participants in the interview sessions provided valuable insights that later drove my design solution.

Combining the interviews and competitive analysis, I found some inspiration that would solve customers' problems.

1: All the competitors rely on their websites and other apps get online orders, which has inconsistent user experience and extra charge on both ends.

2. Time consumption is the biggest concern when it comes to ordering pastries from bakery.

3. Using technology to improve check-out process and search functionality.

4. Providing some visual hints would help people make choices especially for those with dietary preferences.

5. Offering incentives/rewards to attract users for returning.

Based on my research, I imagined how users would use the Tartine app on a regular basis. Later, I spent a lot of time on paper wireframes that showed how food ordering, quick payment, and recurring scheduling work for the users. The user flow demonstrates the overall structure and navigation in which people could complete primary Call-to-Actions.

Based on the user flow and sketches, these wireframes show how people can navigate the home screen, browse the menu, customize food items, and make orders. Testing the wireframes with users, I discovered insights to optimize the product's experience, usability, and functionality.

I developed a click-through prototype on Figma to conduct usability tests to learn more about how users interact with the Tartine app.

Testing the initial design with five participants, I observed insights and categorized them in the Affinity Diagram. There were five key areas which I would focus on for this MVP: Home screen, menu, checkout, search, and other UI opportunities.

Working through the design process, the insights I gathered from my participants, research, and competitive audits allowed me to flex my creative muscle in this project. I explored different ideas to make the entire mobile experience more cohesive, pleasing, and intuitive for users. Below shows how the key screens evolved throughout the process.

Users were excited to use Tartine App to order foods in advance. They enjoyed the combination of technology, minimal design, and well-curated user experience to streamline the ordering and payment process.

Designing for one of my favorite bakeries was fun. Additionally, testing the design ideas with users helped me discover new opportunities to deliver a better food ordering product. If I have more time on this project, I would love to conduct an onsite usability testing to gather more feedback from the Tartine's customers.

*Feel free to connect me for the deck documentation and prototype :)