McMenamins App Redesign
PROJECT INFORMATION
My Role: User Researcher
Duration: 2 Weeks
OVERVIEW
McMenamins is a family-owned chain of brewpubs, breweries, music venues, historic hotels, and theater pubs in Oregon and Washington. Many of their locations are in rehabilitated historical properties. The objective of this project was to redesign the native mobile app for the business.
Preliminary Research
Anderson School was a large area to cover, we spend about 9 hours there exploring.
During those 9 hours we:
Visited all the buildings and interviewed customers and employees at each location.
Questions we asked customers:
Who they came with
How often they visit
Why they come
If they use the mobile application
Questions we asked employees:
About business goals
About their usual customers
Their understanding of what the customers typically use the app for if they do
We wanted to experience it ourselves
This experience was imperative to our research to get a sense of the typical passport experience as users.
Usability Testing
After experiencing the passport ourselves, we wanted to come back and see how users interact with the physical version of passport vs. the digital copy on the current app. We conducted a usability test on the passport feature, which consisted of 6 different users. This is how we uncovered some of the largest issues with the passport flow, and the app in general.
Most common painpoints were:
If you lose your passport, the app does not back it up
Question of: why do you even the digital version and vice versa if they cannot replace one another.
SYnthesizing research
After doing our research, we wanted to experience it ourselves
We bought the passport and went around Anderson Hall collecting various stamps through scavenger hunt
This is an example of one of the photos required for the scavenger hunts that we completed
This experience was imperative to our research to get a sense of the typical passport experience as users.
PERSONA
From the research that we did, there was a persona that we came up with: Brian. As you can see, you can clearly see the brand consistency and reorder of information to be prominent in the redesigns. In the next few slides, I will be digging deeper into some of the details of each page, pointing out some iterations we made through multiple rounds of usability testing. This step was valuable in really focusing on designing for users.
I will be digging deeper into some of the details of each page, pointing out some iterations we made through multiple rounds of usability testing. This step was valuable in really focusing on designing for users.
THE PASSPORT
Through field research, key findings were:People go to McMenamins for everything
Specifically for the app, people tend to use to passport feature
So what is the passport?
Collect stamps to win awards/prizes at different locations - grand prize once the whole passport is filled out
We decided to take the approach of digging deeper on the Passport because:
Over 200,000 passports have been issued
We know that the app often is used for the passporting feature
Customers expressed frustrations about losing their physical passports
Overall allows better business for McMenamins
Over 200,000 passports have been issued
We know that the app often is used for the passporting feature
Customers expressed frustrations about losing their physical passports
Overall allows better business for McMenamins
MEASURING SUCCESS
BlueSnap is a global payments company that looks at eCommerce a little differently. We are payment experts, veteran developers, technologists, and business professionals who are globally minded, customer focused, and constantly driven to find a better way.
We’re not satisfied with the status quo. We believe there is always a better way. A better way to accept payments. A better way to design the customer experience. A better way to sell globally. A better way to help businesses like yours grow.
