HRD wants a website redesign that will reduce the lunch line by allowing to people to order and pay for food in advance via the website, view the daily specials, and learn the story of HRD.

1. HRD
NU DAO + PORA RITH
GENERAL ASSEMBLY - USER EXPERIENCE DESIGN IMMERSIVE FALL 2013
Wednesday, October 30, 13

2. DESIGN CHALLENGE
Who is HRD?
HRD Coffee Shop is located in SOMA San
Francisco and specializes in Korean gourmet
fusion served up in a relaxed atmosphere.
Project Brief:
HRD wants a website redesign that will
reduce the lunch line by allowing to people to
order and pay for food in advance via the
website, view the daily specials, and learn the
story of HRD.
Wednesday, October 30, 13

3. RESEARCH:
OPPORTUNITIES IDENTIFIED AND FINDINGS
Method:
Interview with HRD.
Findings:
1.
2.
3.
4.
They have POS system (Leapset) that they haven’t yet implemented.
No updated menu online.
Customers can’t order over the phone or order online.
Lines are always long and this is the biggest barrier for the customer.
Opportunities Identified:
1. How can we reduce the line for people on lunch breaks that have a time limit?
2. How can we show HRD what the POS system would look like once implemented and what
those benefits are.
Goals:
1. Address the operational challenges that affect the customer experience and present a
scalable solution that can solve those challenges and thereby enhance customer experience.
2. Redesign website to have a more modern look and feel and include online ordering system.
Wednesday, October 30, 13

4. POS
USER
Wednesday, October 30, 13
MERCHANT

5. CONSTRAINTS
• OUT OF BOX SOLUTION FROM LEAPSET
• MERCHANT FORCED TO USE LEAPSET POS AND
DESIGN
HOW DO WE DESIGN
WITHIN THE SYSTEM?
Wednesday, October 30, 13

6. Cameron
“I go to HRD at least twice a week since I work
two blocks away. I think they have great food but
I hate having to wait in that line...”
Motivations: His busy lifestyle
makes it difficult to plan ahead
and pack lunch, so he often eats
out.
Social/tech habits: Works in tech
and is a huge foodie. Always on
his mobile.
Occupation: Software
Engineer in SoMa
Age: 28
Wednesday, October 30, 13
Pain points: He usually only has 1
hour for lunch, and on average
he’ll spend at least 35 minutes
waiting in line and for food at
HRD.

7. DESIGN RESEARCH AND ITERATION
Wednesday, October 30, 13

8. USER AND MERCHANT JOURNEY
User
Home
Order Online
View Menu/
Add Items
Review Order
Confi rmation
Merchant
Leapset POS
Order Notification gets
sent to Cashier
Cashier reviews order
Cashier approves order
and prints order slip
Cashier sends order slip
to kitchen
Kitchen prepares order
Kitchen sends finished
order to cashier
Cashier notifies customer
order is ready for pickup
Customer picks up order and finds a seat in
restaurant to eat at
Wednesday, October 30, 13

9. ITERATION 1
Wednesday, October 30, 13

10. BEFORE RE-DESIGN
Wednesday, October 30, 13

11. WHERE DO I
GO???
Wednesday, October 30, 13

12. Typography inconsistent and
confusing for customer
Wednesday, October 30, 13

13. AFTER RE-DESIGN
Wednesday, October 30, 13

14. ITERATION 1
Left side navigation was
favored during user testing
This was confusing to user
Brief introduction
about HRD engaged
customer
Business Information was
crucial to have on landing
page
Wednesday, October 30, 13

15. ITERATION 2
Business Information
was crucial to have on
landing page
Wednesday, October 30, 13
Twitter feed not
helpful to customer
and confusing

16. ITERATION 3
Navigation nested
underneath logo
was difficult for
customer to spot
Placement of business
information here was
overlooked by customer
Wednesday, October 30, 13
Carousel of images was
delightful and gives
customer a better idea
of the variety

17. ITERATION 4
Navigation split on top was
confusing for customer
Brief description helps
customer understand what
HRD is
Video engaged customer
immediately and was a hit
Wednesday, October 30, 13

18. FINAL ITERATION
Wednesday, October 30, 13

19. NEXT STEPS
RE-DESIGN LEAPSET POS
Wednesday, October 30, 13

20. THANK YOU!
Wednesday, October 30, 13