freshii: usability research study
type
usability research study
when
2025
activities
research study design, usability testing, affinity mapping, research synthesis & communication.
timeline
2 weeks
project background
my team was tasked with conducting a usability research study on the freshii mobile application. we were required to create a research plan, conduct moderated usability testing sessions, and synthesize research findings to prepare a final research report.
research & discovery
our first step was to conduct a heuristic analysis of the mobile application. each researcher on the team conducted an analysis individually, then we combined our findings into a final analysis that proposed our testing focus.
what we initially found were issues surrounding the information architecture of the site, and redundant or confusing labelling of menu items and categorizations
research findings
once testing was complete, and our notes and session recordings were organized in our shared database, we conducted an affinity mapping exercise in order to map themes across user goals.
prevalent themes
1) menu labelling: although participants found the daily bowl deal easily, they rated it as the least easy to complete because of the confusion with labelling
2) switch from delivery to pickup: all participants felt as though this task took way longer than it needed to, and all had significant issues completing the task without help.
quantitative highlights
1) switch from pickup to delivery had the lowest completion rate, and users wished for a quicker method to complete this task.
2) purchasing an order had the highest completion rate at 100%, took users a reasonable amount of time to complete, and was reported as the easiest.
3) All but 1 user found the daily bowl deal without help, yet it was reported to be more difficult than the other tasks.
design recommendations
1) change the current labelling for the bowl deals from what is now “Daily Bowls” and “Daily Specials” (as well as an additional reference to “Signature Creations”) to just “Daily Bowls”
2) ensure the Pickup and Delivery order type toggle is always available to users at checkout.
