Cookie Journal
· Crumbl ·
Mobile · UI · UX · User Research · Product Management
Overview
Crumbl offers a differing menus on a weekly basis. Customers are often disappointed when their favorite cookies are not selected for the upcoming menus. This allowed risk to rise as customers felt popular favorites were overlooked. To combat this, I developed the Cookie Journal to ensure customers felt heard while also gathering in-house feedback on best items to choose for the next weekly selection.
Product
Product Management
To begin this project, I further assessed what could be improved in Crumbl’s mobile application to serve the users experience. I gathered research for this initiative to identify trending customer concerns, suggestions and pain points. This feedback was obtained utilizing social media posts and comments, online reviews and competitive analysis.
Identified areas of concern were;
⚠️ Customers had no way to suggest flavors
⚠️ Weekly flavors did not appeal to many customers
⚠️ Crumbl only uses social media to identify trends
⚠️ Customers use Instagram to stay up-to-date with new menu’s
Product
Defining the Problem
Based on the research I gathered from the previous feedback, I developed the following user stories to define and address the customer needs.
Product
Understanding the User Journey
To better understand the customer, I developed the following journey map to help identify expectations, frustrations and possible opportunities.
Product
How to Measure Success
It was important to identify how resolving these issues would benefit the customer and thus deliver an acceptable user experience and ROI.
Product
How Might We
Having a better understanding of the problem, the customers journey, and metrics for success I was able to begin mapping how we might achieve this goal and deliver a valuable feature addition to Crumbl’s mobile app.
Analyzing common themes from the affinity map, I was able to narrow down an effective solution.
Product
Competitive Analysis
I took a look at what competitors were doing and compared that against Crumbl’s brand identity and its users. Competitors had a distant approach to polling. This did not align with Crumbl’s friendly brand personality. As such, I explored designs that were consistent with Crumbl’s voice and tone.
UX
Iterative Ideation
To find the best possible user flow, I ideated a few ways we could solve these issues while designing a feature that feels consistent and native to the Crumbl UI.
I endeavored to develop an experience that felt more engaging and not a task for the user. I decided to explore a more inclusive approach that would make users feel they had a voice for their favorite cookies.
Discovering Solutions
These prompts and the information gathered presented an opportunity to design a feature that would help customers feel more involved in Crumbl’s selection process, notify them of selections, as well as write and read reviews from other customers. Additionally, this would allow Crumbl to directly gather feedback from customers, improving cookie selection and customer satisfaction.
UX
Developing Task Flows
After identifying user pain points and key product requirements, I further defined the design solution with a task flow to grasp how users may experience this feature. I focused on a simplistic approach that reduced learning curves and was resemblant of similar solutions in different applications.
UX
Low Fidelity Wireframes
After defining the problem, exploring design solutions from various sources, and gaining a deeper insight into our intended design approach, I created two iterations of wireframes.
UX
Developing the Experience
The final design introduced the user to the new feature upon entering the app. Users are able to view the Cookie Journal via the menu or access it from the [more] button on the bottom nav. From here, users can view all cookie flavors and vote accordingly. In addition, users are able to read reviews left by other customers as well as leave reviews and ratings themselves.
Push notifications would trigger different screens based upon the notification type. In one such case, users are encouraged to order or view suggested cookies based upon their previous favorites.
UX
Usability Testing
Usability testing with Crumbl customers was held virtually for a span of 2 weeks. The meetings were broken into 3 stages; self exploration, questionnaire, and user feedback and suggestions.
Common themes of feedback included;
- Appreciation for sense of feature familiarity
- Feeling their preferences were taken into consideration
- Ability to quickly see ratings
- Ability to read cookie reviews in app
- Ability to leave a review in app
UX
Final Design
This feature was carefully designed to seamlessly flow with the app’s original user experience.
The approach taken focused on simplicity and design consistency with an emphasis on user-centered design. This feature acts as an integrated component and experience within the native Crumbl app.
Fin
Defining Success
For any project, success must continuously be measured to determine how beneficial the project is and remains. This can be measured with various metrics. As such, I will continue to observe:
- User engagement - with Crumbl Rumbl to identify how customers are engaging with the new feature.
- Drop off rates - I would also evaluate whether customers continue to use this feature even if their desired cookie is not swiftly up-voted to the weekly menu. In doing so, we could measure this feature's longevity for best serving customers and the company.
Cookie Journal Today
Today, Crumbl’s Cookie Journal remains an active feature within the application. It has garnered mass acceptance from customers and has maintained its status as a source of truth for user feedback and integrated engagement.
Thank You for Reading!
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