Role: UX/UI Designer, Ux researcher, UX strategist, service design
Project Brief:
The following portfolio piece is considered concept work. The following thoughts, designs and proposals are simply my own and not reflective of the Organization's values and opinions. Also, I really just love cookies. My intention with this concept work is to improve and amplify what Girl Scouts has already built, identify gaps and opportunities and provide a strategy that meets the on-demand purchase nature of today, provide solutions that better predict the needs of tomorrow's consumer, as well as, bring a modern digital practice for the young scouts and troops in an effort to build ambitious and entrepreneurial women.
Project Context:
In a pandemic ridden world where service design and user experience design have stepped in as essential skillets to rearrange traditional business models in order to stay afloat, I encountered a business model that was needing this service. It held poor reviews, suffered from various performance issues, had limited capabilities and was operating under an outdated UI.
FACT: 90 billion mobile app downloads across Android and iOS in 2016, with a whopping 40 percent increase to revenue generated for developers.
About Girls Scouts Cookie Finder app:
The GSA Cookie Finder App cannot locate cookie booths 100% of the time in real time and does not make retrieval easier or more efficient. Apple app store rating 2.4 star review
My Vision:
Imagine having the ability to locate all available Troop cookie booth sales in your area and on your time.
Imagine being a few clicks away from your favorite Girls Scouts of America cookie flavors
Imagine it being intuitively easy to contribute your money back into the community that educates young females on empowerment, life skills and a brighter future.
discovery
Reasons to invest in revamping the Cookie Finder Experience | Justifying the redesign effort
FACT: 90 billion mobile app downloads across Android and iOS in 2016, with a whopping 40 percent increase to revenue generated for developers.
Why I believe in the Girls Scouts brand
Cookie Finder App review Audit
The images above reflect the categorization of all negative reviews from the Apple app store. This is to explain why the 2.4 rating came to be and to paint the picture of what the user fruition is.
Defining the problem
The GSA Cookie Finder App cannot locate cookie booths 100% of the time in real time and does not make retrieval easier or more efficient
planning and research
Understanding the market | competitive analysis & design inspo
As you can see in the images above, 3 major cookie dessert and pastry providers with national presence (branding not as qualified in legacy) have higher ratings across multiple app store platforms. The reviews accredit to the ease of use, little hardship in completing user tasks, mouth-watering and colorful images, mobile order functionality and powerfully accurate localized content (nearby locations, inventory availability, contact info).
Cookie Finder App heuristic analysis
User testing Research via UserTesting.com
Using a short survey I created, I gathers a sample size of candidates to gain understanding on their food ordering habits, their preferences and needs with apps and measure their cookie craving. I also wanted to understand what would elements/features were vital to improving the app store rating, what I could simplify, what was necessary to would stop what a user was doing to use the Cookie Finder, identifying what was needed to boost user engagement and frequency.
Summary of answers below.
Testing Information Architecture
I personally found the menu navigation to be overwhelming and lengthy, not to mention, almost 50% of the navigation items off boarded users off the app into Girls Scouts website via their default browser, ultimately interrupting the app experience.
As a result, a majority users were able to categorize all content in 4 main categories, see their attempts below.
Drawn Insights, conclusions and next steps to my UX plan
TOP SHORTCOMINGS THAT SHOULD BE ADDRESSED IMMEDIATELY
1. Updated technology to allow real-time data retrieval
2. Reskinned and modernized UI
3. Simplified UX experience
Service Design Blueprint of Current Environment
personas
Though the demographics of an actual Girls scout are long specified, I've learned that the audience outreach for cookie sale customers is extremely broad. Cookies appeal to all Americans and with the variety in flavor, there is surely a favorite for every taste and the cookie box price point is also appealing to all ages, financial and socio economic circumstances.
What I can confidently note, is that given the legacy of generational participation and support (mothers, grandmothers etc may have also been Scouts at one point) there is incentive to purchase from a specific scout or troop in order to support their learning endeavors
Also my research shows, that customers have cookie flavor loyalty for personal and nostalgic reasons and will venture out to seek and stock up on a specific flavor seeing as sale periods are seasonal and that limited time window frame causes a sense of urgency.
design
wireframes
scenarios, user flows, mapping
comp views
proposed service design blueprint after optimizations
Finding and planning the right opportunity
