Made To Play
Industry:
UIUX
Current State
Playmade is a popular bubble tea brand with a strong brand identity, however faces challenges during peak hours like long wait times and crowded stores. These operational bottlenecks reduce efficiency and negatively impact the overall experience.
Synthesis
Discovery interviews - After collecting the recordings from the user interviews, we synthesise our findings, and painpoints through an affinity map. We grouped these problems under common themes and features in the platform.
Persona Creation
Following the prioritization of user needs, we developed personas for the key stakeholders within the company product ecosystem.
Features
After brainstorming and sketching out individual ideas, we engaged in a collaborative discussion and looked into potential features of the app. We also developed of the information architecture, noting down key functions within each feature of the Playmade app.
User Flow
A user flow map was constructed, Looking into the integration of the discussed new features and their effect on improving the user journey, facilitating the user’s ordering experience at Playmade.
Prototype
To improve customer experience and reduce peak-hour congestion at Playmade stores, the prototype features:
Location Tracker - Real-time crowd levels and store hours.
Online Ordering - Place orders in advance and skip in-store queues.
Social Features - Browse, post, and engage with reviews to support better purchase decisions.
Revision
After the initial prototype, I refined the app to create a more seamless user experience. First, I established a consistent visual language by creating a Design System, which included reusable components, typography, and color schemes to ensure brand cohesion and scalability across the app
Using the updated design system, the following features were revised:
Homepage - Remove duplicated features to streamline and allow promotions to stand out.
Store Locator - Addition of a filtered overview of the nearest outlet to improve store clarity and navigation.
Order - Enhanced the “Add to Cart” flow by displaying item count and total price for a clearer, more efficient ordering experience.
