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Lincoln Market & Deli: A deep dive on UX and Quality

Role

Skills

Timeline

User Researcher & UX Designer

Prototyping & User Research

Spring Quarter 2023

Lincoln Who?
Lincoln Deli is a popular sandwich shop in San Luis Obispo, they currently have a brick-and-mortar business model with minimal online presence, clunky outlets for online ordering, and an inefficient in-person ordering experience.

This project was for the course part of the graphic communication curriculum, GrC 320 (Managing Quality in Graphic Communication). The final project was an applied quality project where our teams task was to improve a current business workflow, by using UX and quality improvement tools.
the problem with the deli's ordering process
Lincoln Market & Deli currently faces a lack of a dedicated app, and its website functions solely as a landing page without substantial capabilities. The in-store ordering process proves to be user-unfriendly and inefficient, particularly for customers with time constraints.

TLDR:


Lincoln Market & Deli does not have a streamlined ordering process.

listening to the voice of the customer

Before tackling bigger problems or working on designing, we first wanted to define the voice of the customer (VOC), and what are the priorities of the ordering processes.

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71%
were not satisfied with their website experience
96%
said an order ahead app would Improve their ordering experience
82%
were not satisfied with the overall ordering process
Current State of ordering
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PSFU & House of quality tools
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By using quality tools such as the PSFU metric and the house of quality, we can observe relationships between features and requirements to justify which features are crucial to the quality process. 

Key Findings
  • Highs: Features, Aesthetic, Courtesy
  • Lows: Time
Strong Relationships
  • Functioning Website & Web Dev Team
  • Functioning Website with Easy Navigation
Their website looks like what?
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Setting some big hairy audacious goals

1

Increase ordering and website satisfaction

Understand the current state of the order process and website and how it can be improved to provide customers with a better experience

2

Functional Mobile App

Understand the wants of customers

96% of customers said that a mobile app will improve their experience

3

Online Ordering

Understanding the ordering process and the desire to order online to fit the time restrictions that many customers face

4

Streamlined Process

Understand Lincoln Deli's ordering process and streamline the process by eliminating unnecessary components (time)

Increasing Satisfaction goals

29%
Website Satisfaction

69%
Website Satisfaction

18%
Ordering Satisfaction

75%
Ordering Satisfaction

The ideal state of the ordering process
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Screens
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Focused on creating a foundational ordering website, we honed in on three core tabs: Home, Order, and Hours.

The Home Tab provides a seamless entry point with an inviting and intuitive interface.

The Order Tab is the heartbeat, ensuring a smooth ordering process, influencing the final mobile app.

The Hours Tab, recognizing the importance of a user-friendly schedule interface, underwent a transformative journey, now seamlessly integrated. Through iterative refinement, we tested functionality, honed user preferences, and behavior, adapting our design for an optimal user experience in the final mobile app release.

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Designed a fully prototyped mobile app with a streamlined experience across four integrated pages: Home, Order, Rewards, and Account.

Home Page: Central hub for ordering and exploration, ensuring intuitive and convenient navigation to the heart of the ordering experience.

Order Page: Dynamic space offering real-time updates on orders, transparent order history, and an enhanced user experience.

Rewards Page: Introduced gamified incentives to encourage app usage, allowing users to accumulate points for exciting rewards.

Account Tab: Control center for users with customization options, settings editing, notifications management, and a user-friendly support hub.

This thoughtful consolidation optimizes the user journey, providing a seamless and enjoyable experience from ordering to account management, reflecting our commitment to user-centric principles.

Results!

83%

website satisfaction after redesign

87%

ordering satisfaction after redesign

post launch plan
sort
straighten
SHINE
standard
SUSTAIN
Review and analyze the current website and ordering process and eliminate outdated or irrelevant content to optimize navigation and the ordering process
Optimize the layout, design, and navigation by
ordering sections in order of highest priority and making necessary information easy to find and read
Improving the overall visual appeal of the website and mobile app optimizing images and regularly updating content to keep customers engaged
Establish clear guidelines for the website and mobile app to ensure a cohesive look and feel with a standard for the design system
Form regular habits of monitoring and updating platforms to meet customer standards and ensure information is correct
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