Role: Product Designer

Skills: Branding, User Research, Storyboarding, Interaction, Visual design, Prototyping & Testing, Information Architecture

Tools: Axure, Photoshop, Illustrator

Project Duration: 50 Hours

Prototype: Caffenio

Caffenio’s leadership and operations teams have observed that very few customers are using the in-app pick-up ordering feature, opting instead to queue at the drive-thru kiosk. This underutilization not only results in wasted possibilities for order-ahead convenience and money through additional features, but it leads to bottlenecks at the kiosks, increasing wait times for everyone and staff workload during peak hours.

Key pain points identified:

• Low Pick-Up Adoption: Despite targeted promotions and roadside signs, less than 10% of total transactions are now processed through the dedicated pick-up line.
• Drive-Thru Congestion: Customers who are unfamiliar with or unable to locate the app's pick-up option default to waiting at the kiosk, causing vehicles to back up into the main drive-thru lane.
• Order Errors and Friction: Without saved favorites, repeat customers must spend several minutes re-configuring complex beverages, which causes additional friction when moving between payment methods in the app.
• Operational Impact: Extended queues increase pressure on baristas and drive-thru attendants, leading to longer preparation times, higher error rates and growing customer frustration.

Increase pick-up orders from under 10% to at least 30% within three months while halving drive-thru kiosk backups, all by making the app experience faster and more reliable. By surfacing saved favorites and refining the interface, I aim to slash repeat-order times by 60% and by integrating one-click mobile wallets and clearer payment prompts, driving payment success above 98%. Together, these improvements should boost pick-ups through a smoother, more personalized order-ahead journey.

The competitive analysis and user interviews gave me a better understanding of who the users were and how they use the Caffenio app. I focused on expanding those findings into concrete visualizations that would help me empathize with users and define the product redesign.

To uncover why users weren’t adopting the pick-up flow, we combined quantitative analytics with qualitative interviews:

Analytics Review
• Examined app usage data and drive-thru transaction logs to pinpoint drop-off points.
• Found that 65% of users opened the app’s home screen but only 8% tapped “Pick-Up” before navigating away.
• We found that users couldn’t top up their in-app wallets with credit or debit cards and some U.S. customers were unable to register because the system wouldn’t accept American phone numbers.

User Interviews
• Spoke with 5 frequent Caffenio customers who had used both drive-thru and pick-up.
• I discovered that many users skipped the “Pick-Up” flow because they couldn’t pay directly with their credit or debit card, only by preloading their in-app wallet, which felt inflexible. 
• Several worried their order wouldn’t be ready when they arrived, so they defaulted to waiting at the kiosk for real-time confirmation.

Competitive & Contextual Review
• Benchmarking against leading coffee chains showed that top performers surface “Reorder” buttons prominently on the home screen.
• Observed that few apps delivered clear progress indicators during the ordering process, leading to uncertainty.

Key Insights

• Discovery Gap: Customers can't use the pickup option if they cannot make online payments, they know "Pickup" it’s the fastest option but they're unnable to use this feature.

• Trust Barrier: Without explicit readiness confirmations, customers hesitate to leave home or workspace for fear of wasting a trip to their local Caffenio.

• Workflow Friction: Too many screens and unclear visual cues cause users to abandon the flow and default to drive-thru kiosks.

Armed with these insights, I was ready to ideate targeted solutions: elevating pick-up access, enabling credit-card payments without requiring users to add funds to their wallets, allowing American customers to register with their U.S. phone numbers, and streamlining the multi-step flow.

I started by sketching simple screens that prioritize favorite orders. Next, I turned those sketches into clickable mockups that let people tap through the order steps, choosing their favorite drink, picking how to pay with a credit card or mobile wallet, and seeing when their order is ready. I tested these screens with real users, gathered feedback, and tweaked the flows until each step felt clear and easy.

I tested the clickable prototype with five people to make sure it felt easy to use. Each person was asked to pick a saved favorite, choose how to pay, and check when their order would be ready. I timed how long it took and noted any moments of confusion, like finding the “Favorite Orders” button or finishing the credit-card payment. After two quick rounds of tweaks, the average time fell from 90 seconds to under 60 seconds, and everyone completed the task smoothly on their first try. This gave me confidence that the new design really makes ordering and pickup faster and simpler.

Final Design: Axure Prototype

Synthesized Case Study: Figma

User Persona: Figma (Web&Mobile)

Storyboard: Storyboard PDF