Hakan Karaaytu
Introduction
Role: UX Researcher/Designer
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The Powell Campus Center at Alfred University serves as a central hub for student life, offering a variety of dining options and amenities. The dining floor features a cafeteria-style dining room with panoramic hillside views, providing a pleasant atmosphere for meals.
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•Powell Café
•Cravetown at Powell Café
•Freshens
Starbucks
Objective
The goal of this research is to create a user-centered mobile application that streamlines the ordering process at Powell Hall Dining. By enabling students to order in advance, track preparation times, and make payments via their student meal plan or credit card, I aim to alleviate the current inefficiencies and improve the dining experience.
Methods
Steps
User Research
User Interview and Field Study
Define Problem
Identification, Persona Profile and User Journey
Ideation
Wireframing
User Testing
Usability Testing
User Interview
To develop a mobile application that simplifies and optimizes the ordering process at Powell Hall Dining, reducing wait times, minimizing order confusion, and enhancing the overall dining experience for students and staff.
Students
Dining Staff
Dining Management
Interview Questions
Students
Dining Staff
Current Experience
Ordering Preferences
Notifications and Pick-Up
General Feedback
Current Order Process
Workflow Insights
General Feedback
Dining Management
Operational Goals
Technology and Workflow Expectations from the App
User Interview-Students
“The lines are just too long, especially during lunch rush. I’d love to order ahead and pick up my food when it’s ready instead of waiting.”
“Sometimes, I skip lunch because I can’t spend so much time standing around. An app would let me grab food between classes.”
“It’s confusing when orders come out – everyone’s just standing there, trying to figure out whose food is whose. If the app gave a notification when it’s ready, it’d be super helpful.”
“I don’t always carry my student card with me, so paying with my phone or a credit card would make things easier.”
User Interview-Dining Staff
“It’s hard to keep up with orders during lunch – we get swamped, and taking verbal orders takes time. An app would make things easier.”
“Writing down orders and remembering them can lead to mistakes, especially if we have a lot of orders at once. An app would help us be more accurate.”
“Sometimes, students aren’t clear on what they want, and it slows everything down. If they could enter their orders in advance, it would save a lot of time.”
“It’s stressful when everyone is waiting and orders get mixed up. If the app could keep things in order, that’d help.”
User Interview-Dining Management
“We’re always looking for ways to improve efficiency, especially during peak hours. An ordering app could help us manage crowds and reduce wait times.”
“Students want a faster experience, and we see that. An app that lets them order in advance and pay through different methods could help us serve them better.”
“We currently don’t have a good system for handling the large number of orders coming in at once. An app could really streamline the workflow and improve overall satisfaction.”
Field Study
Research shows that approximately 45 students are present in the dining hall daily from 11:30 AM to 1:00 PM, Monday through Friday.
How did students experience the process of placing their orders in advance through an app and picking them up at the food court?
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It was super convenient! I didn’t have to wait in line, which saved me a lot of time between classes."
"Using the app to order in advance made everything easier – I knew exactly when my food would be ready, so I could plan my lunch break better."
"It was straightforward to place an order, and picking up my food was way faster than usual. I didn’t have to waste time standing around."
"The app was easy to navigate, and I liked being able to choose my meal without the pressure of a long line behind me."
This graph highlights the importance of field study by visually representing a range of student experiences with the app, illustrating that ease of use varied among users. Here’s how it emphasizes the need for on-the-ground research:
Diverse User Responses: The graph shows that while a majority found the app "Very Easy" or "Somewhat Easy" to use, there are students who found it neutral or even challenging. Field studies reveal these diverse experiences, uncovering specific pain points that may not be evident without direct observation and feedback.
Uncovering Usability Insights: By seeing where students may struggle, such as those who found the app "Somewhat Difficult" or "Very Difficult" to use, a field study can identify aspects of the app's design or functionality that need refinement. For example, observing students using the app in real-time can reveal areas of confusion that can be adjusted for a smoother experience.
Supporting Real-World Testing: Field studies place researchers in the actual dining environment, allowing them to observe how the app performs in the real-world context of a busy lunch hour. This situational insight helps confirm that the app meets students' needs under real conditions, not just theoretical ones.
Iterating Based on User Feedback: The responses in the graph, especially those in the "Neutral" to "Difficult" categories, underscore the importance of iterative design. Field studies allow designers to continuously improve the app, creating a solution that is genuinely effective and user-friendly.
Our Persona Says
Sometimes my order gets mixed up because they’re taking so many verbal orders. An app could help avoid those mistakes.
Robert Rose, Senior, English
Behavioral Considerations: Busy Schedule: Kailey has a packed schedule with classes, study sessions, and campus activities. She often has to balance her time carefully and relies on short breaks for meals.
Tech-Savvy: As a digital native, Kailey is comfortable using apps and mobile solutions to simplify her daily tasks. She prefers efficient, on-the-go solutions for convenience.
Routine-Based: Kailey generally eats lunch at Powell Hall Dining between 11:30 AM and 1:00 PM. She values reliability and predictability, as it helps her manage her day.
Frustrations Long Wait Times: Kailey finds it frustrating to spend her limited free time waiting in line, especially when dining hall crowds peak during lunch hours.
Order Confusion: With crowded pick-up areas and similar orders, Kailey often has to wait or clarify if her order is ready, adding unnecessary hassle.
Limited Payment Options: While Kailey has a meal plan, she sometimes wishes she could use other payment methods for convenience, especially when she’s low on meal credits.
Goals and Needs
Faster Ordering and Pickup: Kailey wants a streamlined way to order her food in advance and get notified when it’s ready, so she can maximize her break time.
Order Accuracy: She needs a reliable system where her order is correct and ready when she arrives, reducing the need for clarifications. Flexible Payment Options: Kailey would appreciate the flexibility to pay with her student meal plan or a credit card, depending on her available funds.
Clear Notifications: A notification system to alert her when her food is ready for pickup would save her from unnecessary waiting and uncertainty.
Our Persona Says
Problem Identification & Hypothesis
The current dining experience at Powell Hall is marked by long wait times, crowded pickup areas, and frequent order confusion, especially during peak hours. Students, like Kailey, must line up to place verbal orders, wait for preparation, and navigate a chaotic pickup process. These inefficiencies cause frustration for both students and dining staff, impacting meal-time efficiency, order accuracy, and overall satisfaction.
Hypotheses
Advance Ordering Hypothesis
If students can place their orders in advance through a mobile app, then average wait times will decrease, allowing students to maximize their break times and increase satisfaction.
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Order Accuracy Hypothesis
If students use a digital platform to specify and customize their orders, then the number of incorrect or misplaced orders will reduce, enhancing order accuracy and improving the workflow for dining staff.
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Pickup Efficiency Hypothesis
If a notification system is incorporated to alert students when their food is ready, then the pickup process will become more organized and reduce crowding, leading to a smoother experience for both students and staff.
Ideate
Advance ordering
Meal customization
Student meal plan integration
In-app notifications
Real-time order tracking
Designated pickup area
AI-driven order predictions
AI-driven order predictions
Multi-language support
Loyalty and rewards program
Ideate-Market
