Overview
The J.CO mobile app is a digital platform developed by J.CO Donuts & Coffee, a popular coffee and doughnut chain in Southeast Asia, particularly in Indonesia. Despite its popularity, the current J.CO app struggles with user experience issues such as confusing navigation and disorganized product categorization.
The Objective
These challenges are limiting the app’s potential to drive more orders and build strong, long-term customer relationships by improving the user experience to encourage users to make a purchase and improving product categorization to prevent user confusion.
Primary Research
I conducted primary research by assigning several tasks to users to evaluate their experience while using the JCO Mobile App. The research revealed that users still faced difficulties with certain features, particularly in tasks 3, 5, 7 and 8.
Secondary Research
I conducted secondary research by performing a comparative analysis of competitor companies to understand the features and advantages they offer. The research revealed that Lion Parcel and JNE excel in several of their features.
How Might We
I conducted "How Might We" (HMW) exercises in user experience research to identify opportunities for improvement and to reframe user problems into actionable design challenges. This method helps generate creative solutions by focusing on specific issues while maintaining an open-ended approach, encouraging collaboration and innovation.
User Persona
After conducting various research, I then created user personas and information architecture based on the findings. The user persona communicates user insights, ultimately enhancing the user experience. It improves the overall user experience by providing intuitive navigation, facilitating efficient access to content, and laying a strong foundation for product development and iteration.
Style Guide
Design Solution
