A subscription based app for hospitality services
Discovery | Research | UX | UI | Strategy | Concept | Branding
Type of Business
Discovery, Research, UX/UI, Strategy & Concept, Branding
Food & Hospitality
Havn is a 100% free downloadable application, based on subscription plans that allows its members to access a variety of services / offers related to the hospitality industry through partner restaurants, bars and coffee shops in your city.
In this project, we have assisted the client with the entire process of mobile app development: from the concept to the implementation, working alongside the CEO, CTO and development team. This was the process we followed:
- Kickoff Meeting
- Problem Statement definition
- Competitor Analysis
- User Research (User interviews, User Personas, User Journey)
- Information Architecture (Wireframes & User Flow)
- UI Design
We followed the principles of Design Thinking and used the methodology of the Double Diamond: discovery and definition of the problem, ideation, prototyping and usability tests.
After collecting data and insights from the business perspective in a kickoff meeting with stakeholders, discovering and defining the “Problem Statement” (what we would be looking to solve) was our main goal. Asking questions was a must for us to understand the business requirements and to be able to provide the best experience for the end users.
This is the phase when we go deep into the problem, and to help us understand it better, we used the 5W1H practice.
What is the problem
to be solved?
Who actually has
When and where
does it happens?
Why is it important
to the user?
How will we solve
People working for long hours or just trying to have fun out, often have to do a lot of effort and end by loosing some time browsing on internet to find places offering good deals for meals and drinks in their city. The process of finding these dals and offers on daily basis should be optimized and more efficient, effortless and easy, so that people who usually go out (may it be work or fun) can have it faster without speding too much time searching for good deals and nice places of their preference.
People who consumes food or drinks outside and are looking for nice experiences around.
Whenever people have to search for deals and offers at nice places where they can have a nice time out. Mojoritarily happens in metropolis and big cities worldwide.
Solving this problem will make those consumers lives easier by saving them time and money and assisting them to give an effortless and efficient way to have meals and drinks out, not only offering a coupon system based application, but actually making users feel special by being part of our users community who have exclusive access on the venues, skipping waiting queues and having service priority.
After our investigation upon the problem, we reached out to a first hypothesis, that would be to create a mobile application that will assist the users, easy and fast, by offering them experiences based on subscription, that will allow them the access to local services at best prices.
After answering the 5W1H questions to define the Problem Statement, we then started benchmarking. We selected 5 main competitors and conducted a Heuristic Analysis through their platforms to evaluate their usability, as well as a general evaluation of their features and how they were presented to the end users. That helped us to identify their weakness and how the user experience could be improved and the interface could help the user to achieve their goals within our platform, in the most efficient, simple and fast way possible.
To leave assumptions behind, we wanted to have an idea if whatever we were about to start building was something that people needed and disired. In order to have that answer, we went to talk to them. We wanted to understand if the problem we were trying to solve was really a problem to our users and, if yes, how did they used to deal with it.
In this phase of the process, we made some questionnaires directly by phone call to potential users and we also used online surveys to understand how our product could help in people's daily lives, seeking to solve real users problems.
We did this user's interviews at the very beginning of the project as a tool to help us understand unknown use contexts and explore use cases.
In this interviews and surveys, we asked questions such as:
- How is your typical day like?
- When did you first use the internet on your typical day?
- What are the applications you use most?
- How do you usually search for offers related to food / drinks?
- How much time do you spend doing this?
- What is the biggest pain point related to this?
- Does this problem affect other areas of your life?
"The biggest pain point right now is the lack of variety. We don’t have variety, in terms of quality, of restaurants that works with that proposal of offers in an app or website. There are not many restaurants available to this kind of virtual proposal"
One of the interviewees expressing the difficulty to find a good variety of restaurants that offer great deals online
And this are our main discovery when we got the survey's answers:
Through our surveys and user interviews we found out the users would subscribe to a platform that would give them variety of reputed restaurants, bars & cafés offering good deals around their city. Users would happily join it, paying a monthly fee that they could convert into meals & drinks.
WIREFRAMES & USER FLOW
After many meetings with stakeholders to ensure we were on the right direction, and having the low fidelity wireframes ready, we started working on high fidelity wireframes. The skeleton of what we were building was finality coming to life.
We wanted our design to feel exciting and vibrant in a way our users, mostly Millenials and Z Gen (as per our research), could easily relate to it. As the same time, we needed to be really careful on how to use the vibrant colours not to disturb the user's cognitive perception. So we chose a clean white background and explored the colours of Havn's branding on our designs.
Here is the result of our work: