UX Analysis and Design Solutions for Annie's Home Delivery

01 — Research

To align with my Georgetown capstone requirements, I developed a comprehensive Scope of Work, Research Plan, and Ethical Issues Report. My research phase was intensive and multifaceted. I collected customer insights through various methods, including surveys, usability testing, and a customer experience audit. This data was crucial for creating detailed user personas and journey maps, ultimately revealing core friction points within Annie's customer experience.

02 — Analysis

Armed with research findings, I carefully analyzed pain points and opportunities for improvement. This assessment informed my creative strategy, ensuring that my solutions would be impactful and resonate with Annie's target audience.

03 — Ideation

Guided by research-derived themes, I brainstormed practical and brand-aligned solutions. This involved a mix of structured ideation sessions and free-flowing concept generation. I prioritized feasibility, ensuring proposed solutions fit Annie's resource constraints.

04 — Design

Focusing on the most impactful areas, I translated solutions into design deliverables. My primary focus was the website, creating a streamlined menu, highlighting ingredients for dietary needs, and simplifying the checkout process. Throughout the design stage, I prioritized user-centricity and clarity for Annie's customers.

Increased customer satisfaction

All research participants were pleased with changes made.

Better accessibility and transparency

Made the site more accessible and transparent for users with redesigned elements and ingredient details.

A+ (98.7%)

Final grade for my Capstone project

3.88

My final GPA

Challenges

My capstone project with Annie's Home Delivery provided an invaluable opportunity to apply the principles of design management to a real-world challenge. The process highlighted the importance of in-depth research for understanding customer needs, uncovering pain points, and informing impactful design solutions. It also reinforced the power of a clear creative strategy to establish a strong link between brand goals and tangible design outcomes.

Throughout the project, I valued the continuous feedback I received from advisors and peers. Their insights helped me to challenge my own assumptions and push my design solutions even further. Collaborating with Annie's stakeholders provided a deeper understanding of the constraints and opportunities unique to a small business operating within a competitive marketplace.

Lessons learned

The customer's voice is paramount: While market research is valuable, primary research methods like interviews and journey mapping provide invaluable, human-centered insights that can't be found in reports and statistics.

Strategic design elevates a brand: Design solutions are most effective when they clearly stem from a well-defined creative strategy based on both business objectives and customer expectations.

Iteration is key: Feedback cycles are crucial, whether from instructors, peers, or the client. They help refine ideas and ensure the final deliverables are impactful and user-centric.

Embrace the evolution: This project demonstrated the truth behind the saying "Sometimes the journey is the destination." While I had a specific deliverable in mind at the outset, the true value of the process lay in the journey itself. The research, discussions, and design iterations sparked meaningful shifts in perspective for Annie's stakeholders. This shift in thinking opened up new possibilities for improvement, going beyond a single tangible outcome. The project became a catalyst for transformation and long-term impact, rather than merely a defined end goal.