Alondra’s: Usability

How to get to know
the customer

We dive deeper to find out what the customer really wants
and how to identify and makes those changes.

Our Services

Studies

Direct and Qualitive Studies

Persona

Personalizing the audience

Journey Maps

Mapping Emotions and actons
See Our Work

Usability results

 
JOURNEY MAPS
  • As part of the usability study for Alondra’s Cuisine, I employed journey mapping to document and analyze the end-to-end user experience of customers interacting with their web and mobile application for online ordering. Journey mapping is a UX research method that visualizes a user’s interactions, emotions, and pain points across touchpoints, providing a holistic view of their experience. For Alondra’s Cuisine, the journey map was instrumental in identifying friction points, validating design hypotheses, and guiding iterative improvements to enhance user satisfaction and business outcomes.

We did 10 in person studies and 120 studies asking 4 questions through social media.  Jordan’s response below was typical of some of the participants.

This study underscored the power of combining qualitative insights from usability testing with quantitative data from Google Analytics to drive user-centered design. My ability to iterate rapidly within an Agile framework, collaborate across teams using Jira and Azure, and leverage tools like Figma and Lookback was critical to delivering a polished, intuitive experience for Alondra’s Cuisine’s customers.

Navigation Challenges:
  • Google Analytics revealed a 35% bounce rate on the menu page, indicating users struggled to find desired items.

Checkout Friction:

  • Analytics data highlighted a 25% drop-off rate at the checkout stage, with users abandoning carts due to a multi-step process.
  • Participants reported confusion over payment options, with 40% unable to locate alternative methods like Apple Pay or Google Pay during testing.
Mobile Responsiveness:
  • Qualitative feedback indicated that 50% of mobile users found the interface cluttered, particularly when customizing orders (e.g., adding special instructions).
  • Google Analytics showed longer session durations on mobile (average 4.5 minutes vs. 3 minutes on desktop), suggesting usability barriers.
User Satisfaction:
  • Post-task surveys rated overall satisfaction at 3.2/5, with users appreciating the visual design (created using Adobe Photoshop) but desiring faster task completion and clearer calls-to-action.

The purpose of developing persona was to:

  • Represent the primary user groups interacting with Alondra’s Cuisine’s platform, capturing their goals, behaviors, and pain points.
  • Guide the design of intuitive interfaces by focusing on user needs during menu browsing, order customization, and checkout.
  • Provide a shared understanding among cross-functional teams to align design solutions with business objectives.
    The scope targeted two key user segments: frequent customers and first-time users, identified through initial research and validated throughout the usability study.

Persona Development Process
The persona development process was collaborative, conducted within an Agile framework, and tracked using Jira and Azure SharePoint for seamless team alignment. I leveraged both qualitative and quantitative research methods, drawing on tools like Google Analytics and SurveyMonkey, as discussed in our prior conversation about your UX research toolkit. The process included the following steps:

  1.  
Data Synthesis
  • Aggregated data into affinity diagrams using Miro to identify patterns. For example, frequent users prioritized speed and familiarity, while first-time users valued clarity and customization options.
  • Cross-referenced Google Analytics segmentation with survey responses to validate user segments. For instance, frequent users accounted for 70% of repeat visits, while first-time users had a 40% higher bounce rate.
  •  
Data Collection
  • Quantitative Data:
    • Used Google Analytics (aligned with your four certifications in Advanced Google Analytics and Analytics for Power Users) to analyze user behavior. Key metrics included:
      • Demographics: 60% of users were aged 25–45, with 55% female and 45% male.
      • Behavior: High bounce rates (35%) on the menu page and longer mobile session durations (4.5 minutes vs. 3 minutes on desktop) indicated usability issues.
      • Segmentation: Identified two primary segments—frequent users (high repeat visit rates) and first-time users (higher bounce rates).
Persona Creation
  • Developed two personas to represent the primary user segments, ensuring they were grounded in data and actionable for design. The personas were created in Figma for visual presentation and shared with the team via Slack and Azure SharePoint.
  • Persona 1: Sarah, the Frequent Customer
    • Demographics: 35 years old, working parent, urban professional.
    • Goals: Order meals quickly for family dinners, reorder favorites easily.
    • Pain Points: Frustrated by inconsistent menu labels (e.g., “Specials” vs. “Featured Items”) and a lengthy checkout process.
    • Behaviors: Uses mobile app during lunch breaks, prefers saved payment methods.
    • Quote (from SurveyMonkey): “I just want to order my usual without searching forever.”
    • Data Basis: Google Analytics showed frequent users had shorter session durations (3.5 minutes) but high checkout drop-offs (20%) due to friction.
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What they told us

Some of the feedback

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Stephen Flores Mother of three

I am responsible for a household and I need to be certain that they are getting the proper nutrition. Getting details of what's in the food when I order would definitely help

Maralis Young Entrepreneur

I live in and out of the office. The last thing I have time to do is to be in the kitchen making meals. When I order I need to know that my order is going through and is being made.

Whitney Romero Medial Student

With my fast past lifestyle nutrition is important. And being able to reliably getting as quick as possible is a concern. Improvement in this area will help.