Challenge.
Ssong’s Hotdog is a Korean corndog brand with 15 branches across the United States and an international presence in Japan, China, and Vietnam. What sets Ssong’s apart is that their Hotdogs are freshly coated in batter and fried after ordering for a fresh taste. However, this process increases the order's wait time, especially during peak hours. Wait time and long queues play a crucial role in a saturated space of food courts for hungry, tired customers wanting to grab something quick. We address this by:
Approach.
In this project, I work with a team of 4 UX Designers and Researchers and follow Google's Design Sprint framework to involve our stakeholders in improving Ssong's ordering experience.
We conducted 5 Sprints over the span of 9 months. As a design lead, I was in charge of the project strategy. I contributed to the ideation and prototyping of the QR order system and Cooking w Ssong’s community challenge.
UNDERSTANDING SSONG’S ORDERING PROCESS
As we began our project, we realized that the scope of work was vague. To gain a better understanding of our client’s business and the pain points, we had an expert interview followed by a mapping activity. Throughout the project, we revisited this map to build upon the process by positioning our ideas, goals, and insights.
Pre-Order Experience.
With the hungry, tired customers and long queues in mind
We individually sketched different ideas to increase the efficiency and trendy feel of the in-person ordering experience. In the wall walk where we presented our sketches, the team, and the client voted on testing my concept of a QR order system.
How Might We...
Improve the in-person ordering experience?
Create an efficient and feasible ordering system for the customers?
DISCOVERING THE QR-ORDER SYSTEM
We tested the initial concept of a QR Order system at one of Ssong's locations. Since our client couldn't participate in this research phase, I proposed to conduct a heuristic evaluation of the existing online ordering system to provide some context into usability issues and technical constraints.
The Heuristic Evaluation revealed…
31
Usability issues
The interface was not suited for mobile causing user errors when ordering
11
Inconsistencies
The interface wasn’t consistent in experience
04
Mismatches
Some features did not match the customer’s mental map
The customers said they…
Bethesda, MD; 7 customers
Loved the idea of “Orders Ahead”
Liked the option for less Human Interaction
Liked scanning QR code instead of waiting in line
Overall ordering was easy and seamless
IDEATING & SKETCHING EFFICIENT FEATURES
We individually sketched ideas for a wall walk and voted with the client on the features to prototype and test. We then created the low-fidelity sketches to easily collaborate. I worked on the first 4 sketches.
TESTING FEATURES AND ITERATING
Based on the insights from affinity mapping of 7 interviews, we iterated on the overall flow. I worked on the Menu and the location flow and contributed to the overall design system.
Post-Order Experience.
Inspired by the words "trendy" and "fun" from our client's interview
We created an exciting experience for customers waiting for their orders. Since, the issue of wait-time satisfaction was a prevalent challenge for our client we revisited the map to focus on this Post-Order Experience and ideate three solutions.
TESTING THE SSONG'S WALL
The first solution we voted on was my idea of a ssong’s wall - an interactive board where the customers can leave comments, doodles, and memorabilia.
5 days later
I see the potential in having the board and have suggestions for how to improve
I like participating in interactive activities that provide me with benefits while I wait for my food
I interacted with the board without anyone asking.
IDEATING COMMUNITY CHALLENGES
From the expert interview with the marketing team and the client, we identified two trending themes on Ssong’s Instagram - Korean culture and the Cooking process at Ssong’s. We sketched two ideas each with these themes in mind and collectively prototyped three sketches. I worked on the Cooking w Ssong's game.
POINT-BASED vs VOTE-BASED REWARDS
To resolve one of the main conflicts during the prototyping of these games, we conducted an A/B testing between the two games with different reward systems for each.
43% users preferred Cooking w Ssong's
I liked the hotdog game more than red light, green light
I like the overall concept and the variety of interactions
This was more like a game I would play because of the creative element
I like seeing what other participants have created
57% users preferred Red-Light Green-Light
The game had fewer interactions,
which made me want to keep playing
I liked the simplicity of the game because I did not have to think much
I liked the cute and simple illustrations
I think the game has mass appeal, especially toward children
86%
users preferred point-based rewards over the vote-based rewards
ITERATIONS
As the preference between games was close, the client chose to offer both games on a weekly rotation. I worked on the ideation and prototyping of Cooking w Ssong’s.
Solution.
Connecting the two experiences
We have a complete ordering process which is fun and efficient. The QR Order system allows customers to skip the line, schedule ahead, and use digital wallets making the order process quick. For the customers who choose to wait at the store for the order, Ssong’s Wall and the Weekly Community Challenge create an engaging and rewarding experience.
Lastly, the Handoff includes a style guide, design system, annotated flows, prototypes, and compiled research documentation that will allow the stakeholders to implement these solutions as well as extend them as they scale their business.
Increased consumer agency with a new ordering experience
SKIP THE LINE with an express QR ORDER SYSTEM
INCREASED WAIT-TIME SATISFACTION with 5 MINI-GAMES
implement and scale designs with a consistent dev hand-off
Preview of the style guide and design system
Preview of the complete documentation
Reflection.
This was the first project where I used the Design Sprint Framework. Because of the iterative nature of the sprints, I had the opportunity to assume many roles (Facilitator, Prototyper, Interviewer) and identify my strengths and growth opportunities. The challenges I faced along with my team have not only left me with a better understanding of the non-linear design process but also highlighted the importance of adaptability, teamwork, and communication. Here is a glimpse of my team viewed my leadership evolved over the course of the project.
In retrospect…
I would highly recommend the Design Sprint framework to cross-functional teams working on the ideation phases of a product. It provides easy collaboration and quick testing of ideas. However, other frameworks work better in an iteration or re-design heavy projects. In terms of personal skills, I have evolved as a leader and learned to delegate tasks, mediate conflicts, and foster communication in a quiet team.
Looking forward…
If I continued work on this project, I would iterate on the designs to support the development team's needs and represent the customer's best interest. I would also conduct usability tests as the development team pushes new features.
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