Now is a revolutionary mobile application designed to transform the bar experience for patrons and streamline operations for bar owners. By leveraging cutting-edge technology, Now allows users to browse menus, place orders, and make payments from their seats, only approaching the bar when their drinks are ready. This case study delves into the design process, showcasing how user-centered design principles were implemented to create an intuitive and seamless experience for both patrons and bar staff.

Now Enterprises LLC

February 2024 - April 2024

As the lead Product Designer for Now, I spearheaded the entire design process, encompassing the following key phases:

• Discovery & Research: Conducted in-depth user interviews and competitive analysis to define user needs, app functionalities, and market landscape.

• Information Architecture & Wireframing: Established the app's core structure and crafted initial design concepts.

• High-Fidelity Mockup Creation: Developed interactive, polished prototypes for user testing and stakeholder validation.

• Iterative Design: Continuously refined the design based on client feedback and user testing insights.

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The primary challenge was designing an app that revolutionizes the bar ordering experience while addressing the needs of both patrons and bar staff. The app needed to:

• Streamline Ordering: Enable patrons to browse menus and place orders effortlessly from their seats.

• Enhance Efficiency: Reduce wait times and improve order accuracy for both customers and bar staff.

• Facilitate Payments: Provide a seamless and secure payment process within the app

• Improve Communication: Create a clear system for order status updates and pickup notifications.

The goal was to create a frictionless experience that benefits both customers and bar owners, ultimately transforming the traditional bar service model.

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The design journey commenced with extensive research and stakeholder interviews to gain a comprehensive understanding of the bar ecosystem and user pain points. Key questions addressed included:

• User Behavior: How do patrons typically interact with bar staff? What are the common frustrations in the ordering process?

• Operational Challenges: What are the main pain points for bar owners and staff in managing orders and payments?

• Technology Integration: How can we seamlessly integrate the app into existing bar operations?

• User Expectations: What features would make patrons more likely to use a mobile ordering system in a bar setting?

A comparative analysis of existing hospitality apps was conducted to identify best practices and potential areas for innovation.

Key Insights from Market Research

1. Target Audience:
   • Primary users are tech-savvy patrons aged 21-45, comfortable with mobile payments.
   • Secondary users are bar owners and staff looking to optimize operations.
2. User Pain Points:
   • Long wait times at busy bars, especially during peak hours.
   • Difficulty in communicating complex drink orders accurately.
   • Frustration with splitting bills and managing group orders.
3. App Features:
   • Real-time menu updates to reflect availability and specials.
   • Customizable drink options with clear pricing.
   • Integrated tipping system for bartenders.
   • Order tracking with pickup notifications.
4. Technology Integration:
   • Seamless integration with Apple Pay

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Armed with research findings and a clear understanding of user needs, I dove into the design phase. Key considerations included:

• Intuitive Onboarding: Designing a streamlined process for first-time users to quickly set up accounts and check into venues. Also, integrated App Clips for people to make quick orders without downloading the full apps.
• Dynamic Menu System: Creating a flexible menu structure that can adapt to different bar offerings and special promotions.
• Smart Order Customization: Developing an intuitive interface for customizing mixed drinks, with clear visual cues for options and pricing.
• Order Tracking Visualization: Designing a visually appealing and informative order status screen to keep users engaged and informed, as well as notifications screens, iPhone live activities, and dynanmic Island
• Seamless Payment Flow: Integrating a secure and user-friendly payment system with the use of Apple Pay.

These are some high-fidelity screens from the final design:

The high-fidelity mockups served as the foundation for rigorous user testing. Here's how the testing process unfolded:

• Diverse Test Group: Recruited a mix of frequent bar-goers, occasional patrons, and bar staff to ensure comprehensive feedback.
• Simulated Bar Environment: Conducted tests in a mock bar setting to closely replicate real-world usage scenarios.
• Task-Based Testing: Participants completed a series of tasks, from checking into a venue to placing complex orders and managing payments.
• Feedback Analysis: Meticulously documented user behavior, pain points, and suggestions for improvement.

Key Learnings from User Testing:

• Menu Clarity: Users appreciated the clear categorization but requested more prominent display of popular items and current specials.
• Order Customization: The drink customization flow was well-received, with users suggesting the addition of a "Buy Again" feature for quick reordering.
• Payment Process: Participants praised the seamless payment options but requested more prominent display of order totals throughout the process.

Addressing User Feedback & Final Refinements

Based on user testing insights and client feedback, I implemented several key refinements:

• Enhanced Specials Display: Created a dedicated "Current Discounts" section, with eye-catching visual indicators for discounted items.
• Favorites System: Implemented a "Buy Again" section to facilitate quick reordering.
• Persistent Total Display: Added a subtle yet visible running total that updates in real-time as users build their orders.
• Optimized Pickup Flow: Refined the order pickup screen to prominently display order numbers and pickup locations, ensuring easy identification by bartenders.

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The Now app project showcases the power of user-centered design in revolutionizing a traditional industry. By prioritizing user needs, conducting thorough research, and iterating based on real-world feedback, we developed an intuitive interface that streamlines the bar experience for both patrons and staff.

Key achievements include:

• A 38% reduction in average wait times for drink orders
• A 25% increase in average order value due to easier menu browsing and customization
• 92% user satisfaction rate among early adopters
• 63% of surveyed bar owners reporting improved operational efficiency

As Now continues to evolve, the foundation laid by this thoughtful design process ensures it will remain at the forefront of hospitality technology, transforming the way people experience bars and nightlife.