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Role
UX Research Lead
timeline
9 Months
SKILLS
System Usability Scale (SUS)
Object-Oriented UX (OOUX)
User Interviews
WORKSHOP FACILITATION
WIREFRAMING
Usability Testing
INFORMATION ARCHITECTURE
Insight Storytelling
Data Synthesis
Affinity Mapping
PRODUCT ROLLOUT
How can we help deliver doughnuts without dozens of errors?
Unfortunately, the order management system at this beloved multinational doughnut and coffee chain hadn’t seen an update since 1999, and it showed.
Built without user input, the platform left shop managers frustrated, leading them to rely on sticky notes, spreadsheets, and memory to track orders. The result? Missed items, incorrect deliveries, and a hit to the customer experience.
To turn things around, our team was brought in to redesign the future order management experience. I led the research strategy across the full lifecycle, from initial Object-Oriented UX discovery through usability testing and System Usability Scale (SUS) surveys to supporting pilot rollout and communication.
Our efforts paid off: the usability task success rate of our new responsive website, Future Orders, improved by +35.6% from early prototype testing to pilot usability testing, proving the power of user-centered design and continuous iteration.
1
Benchmarking Research
WHAT WE HEARD FROM SHOP MANAGERS
In early interviews, managers shared why the legacy system, named Advanced Orders, wasn’t cutting it for future orders. Key pain points included a lack of clear order status, menu inaccuracy, and no way for producing hub shops and selling spoke shops to communicate supply and demand.
BREAKING DOWN THE BASICS
To get the foundation right, we zoomed out. Working with stakeholders, we identified the essential building blocks, or core objects, that define shop operations.
Using Object-Oriented UX, we found four key objects that mirrored real-world shop structures. These objects guided our architecture and grounded the entire experience in what actually matters to users.
PROJECT PURPOSE
Create a modern, efficient experience for tracking upcoming orders, eliminating customer data duplication, refining item menus, and enabling seamless coordination between shops—ultimately improving workflows, reducing confusion, and delivering a ~sweeter~ experience for employees and customers alike.
2
Defining Requirements
WORKSHOPPING WITH SHOP LEADERS
We ran three deep-dive workshops with shop operations leaders to unpack the messiest pain points and envision something better:
1. Donations & Fundraising
There was no standard way to record these orders, so we mapped the current state and co-created a “dream state” flow to inform training and design.
2. Order Lifecycle
We documented every order type, its frequency, size, and quirks, to make sure the new system could handle them all.
3. Hub & Spoke Transparency
Using flow diagrams, we traced every interaction between producing hubs and selling spokes, surfacing handoff points, blind spots, and opportunities to streamline.
3
Visualizing the Design
MAPPING CORE NAVIGATION
Once we knew what needed to exist, it was time to figure out how users would move through it. I mapped out the navigation structure using our core objects as the spine of the experience. This ensured intuitive pathways from screen to screen, grounded in how users actually think and work.
OBJECT MAPPING & PRIORITIZATION
We started at the atomic level: order cards. From there, I created an object map showing the data, actions, and relationships each card needed to support.
Low & HIGH FIDELITY DESIGNS
These maps became the conversation starters with shop leaders. As we prioritized what mattered most, I translated the structure into wireframes, then partnered with my design teammate to build high-fidelity screens that respected hierarchy, usability patterns, and user expectations.
4
Testing with Users
SYSTEM USABILITY SURVEY
To quantify the success of our new designs, we has users complete two System Usability Scale surveys: one for the original application, and one for our new Future Orders system.
The usability score trended positively between the legacy system and new system, with a final score of 63.33. From the individual question scores, we learned that menu inconsistency was the biggest pain point for users and were able to address this prior to pilot by correcting menu functionality.
FROM OBJECT MAP TO HIGH FILDELITY DESIGNS
We completed two rounds of usability testing with seven shops: once with a prototype, and again with the live product just before release. From that, we translated findings into Jira tickets and prioritized fixes before rollout.
TESTING TAKEaWAYS
1. New Features Need Training
Future Orders introduced new capabilities: changing statuses, logging donations, adding multiple customer contacts, but familiarity alone wasn’t enough. Clear training and documentation were essential for adoption.
2. Shops Won’t Bend to the System
If Future Orders was going to succeed, it had to fit into existing routines—not the other way around. We prioritized mobility, shop-level flexibility, and seamless tech integration.
3. People Want Change (But Need Time)
Everyone wanted improvements, but change fatigue is real. We made space for a gradual transition, with support baked into the rollout strategy.
5
Deployment to Shops
FROM PILOT TO FULL SHOP ROLLOUT
For a smooth pilot, I facilitated stakeholder planning sessions and developed a full launch kit including:
• Release calendar
• Training guides
• Communication templates
• Feedback forms
We ended the pilot with live feedback sessions and heard directly from users about what worked, what didn’t, and what they were most excited about.
FINAL THOUGHTS & BIG WINS
Looking back, I’d do a few things differently, such as earlier menu validation. I also would have loved to conduct more in-person research and gather more adoption metrics post-launch.
Shop Transparency
Hub and spoke shops can now see each other’s orders and dozen counts—no more surprises.
Menu Data Centralization
We worked with stakeholders to unify all menu data into a single, reliable source.
Process Standardization
All order types—donations, advanced, special, fundraisers—are now digital, trackable, and supported by automation.
Customer Organization
Shops can now link multiple contacts to a customer and remove duplicates, saving time and frustration.
Less Manual Errors
With automated tax calculations, managers can provide faster, more accurate quotes.
Customer Communication
Automated emails confirm order approvals, send reminders, and provide invoices—making the customer experience smoother and more professional.
