Improve existing products with user research and usability testing

I’ve chosen a specialty coffee guide as an example, but the UX process works in the same way for most projects.
Role
Independent project — Evidence-based improvements sent to two specialty coffee guides
Challenges
Cafés, industry associations, coffee guides not interested in research-based usability improvements
Key activities
UX Research, Prototyping a benchmark, Competitive Usability Testing, Presenting Results
Achievements
Determined the minimal changes to improve significantly usability for two specialty coffee guides

Results

Task completion ratio is five times better for my benchmark, satisfaction is double, and time on task is 3.5 times shorter.

Design Process

The below document shows key insights driving the design solution. View PDF

Conclusion

Specialty guides, flawed as they are, are essential for their consummers (and much more reliable than Google or Yelp).

It’s unlikely to find a specialty cafe by chance

Bumping by chance into a specialty cafe is unlikely — for each true specialty cafe, there are 100 cafes* and 500 restaurants* — and the main streets are usually taken by large brands. As a tourist without a specialty guide, you’re in trouble — even in a place like London. *2021 data. Specialty coffee market expanded after the pandemic, but the orders of magnitude still hold.

Google or Yelp provide false ‘specialty’ results
For products like Yelp or Trip Advisor, “specialty coffee” is a meaningless label (anyone can create it, or add to it). Even shawarma places can be labeled as “specialty cafes” (see photo). In contrast, specialty guides are reliable — results are carefully curated by experts.

What I learned. Reflections

Specialty coffee industry products are buggy, but have a real community behind. They are still more useful than products with better usability but lacking a real community (eg Google). The specialty coffee gives you a great experience in the cup, but it still struggles ‘outside the cup’ when it comes to usability and user experience.


Work

Opinion

What the gorilla video tells us about what we choose to perceive

Stop explaining UX to 5-year olds

AI, confabulating and consciouesness

Why Agile stories work for all your teams

Get out of UX / UX everything

AI, confabulating and consciouesness

Why Agile stories work for all your teams

Stop explaining UX to 5-year olds

Contact

Let’s make a better world for your clients experience and your business outcomes. Write me at  contact at mariusgrigore.com to get in touch.