E-Commerce | Website & App Case Study

sammie’s sandwich order & delivery

Overview

I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research included working professionals who like the convenience of ordering their food ahead of time and tracking their order’s progress.

This user group confirmed initial assumptions about the Sammie’s customers, but research also revealed that it is very important to users that there is a way to choose specialty items, as well as customize their sandwich order.

design/tool stack

at a glance

  • A sandwich ordering website for users to order for pickup and delivery

  • March 2022 - April 2022 (Revised in 2025)

  • UX designer creating a website and mobile app for Sammie’s from conception to delivery.

  • Conducting user interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, and responsive web design.

Pain Points

  • Crowded Interface

    An interface that is crowded with text, images and other design elements makes it harder to navigation through the website. Sammie’s will focus on visuals to make the user flow simple.

  • Accessibility

    Colors that are too light and fonts that are too hard to read is a challenge among ordering apps. Sammie’s will meet accessible design guidelines to ensure everyone can use the platform.

  • Order tracking capabilities

    Many users who order their food online prefer to see the order progress. From the moment the kitchen receives a customer’s order to when the delivery driver is on their way, Sammie’s will have those viewing capabilities availabile.

user persona

Sarah, 40

Library Media Center Director | Multiple Master’s Degrees
Chicagoland Area

“Time is limited and valuable, so when ordering food for my family it is important to track it on it’s way to my house.”

Sarah is a Library Media Center Director at a K-5 school. When she is at home spending time with her family, she likes to have meals as streamlined as possible. So when she orders food online, it is important that she is able to see how long delivery will take, track the order’s trip to her house as well as possibly schedule the delivery to arrive at a time that is most convenient for her schedule.

sitemap

Creating a sitemap helped me jump start the design process and organize how the Sammie’s Website would be structured.

User journey map

Mapping Sarah’s journey revealed how helpful it would be for users to have access to order progress details.

User flows

Creating user flows helped me determine the best route for users to take throughout the platform.

Wireframes & lo-fi Prototypes

Desktop wireframes

  • Home Page

  • Menu page

  • Menu Item Page

  • About Page

  • Location Page - Empty State

  • Locations Page - filled state

Mobile wireframes

  • Home Page

  • Menu page

  • Menu Item Page

  • About Page

  • Location Page - Empty State

  • Locations Page - filled state

  • Locations Drawer

lo-fi desktop prototype

lo-fi mobile prototype

Usability study findings

I conducted monitored usability studies with five people between the ages of 25 and 65. Each person had a different background in experience with ordering food online and provided a variety of insights to help improve Sammie’s.

round 1 findings

  1. Cart page needs to be easier to navigate to

  2. The first page should be the Home Page, not a login page

round 2 findings

  1. Colors need to be more accessible

  2. Add a feature to the cart icon that tells you how many items you have in your cart

hi-fi mockups

Desktop Mockups

  • Home Page

  • Menu page

  • Menu Item Page

  • Location Page - Empty State

  • Locations Page - filled state

  • Order confirmation page

Mobile Mockups

  • Home Page

  • Menu page

  • Menu Item Page

  • About Page

  • Location - Empty state

  • Location - filled state

  • Location - drawer expanded

Before usability testing and iterations

  • Home Page

  • Delivery

  • track order

hi-fi prototypes

hi-fi desktop prototype

hi-fi mobile prototype

ui kit

accessibility considerations

colors

The colors of the buttons were updated to meet accessibility requirements

Order review page

The order review page was simplified and condensed all onto one page to make the checkout process more efficient.

takeaways

What I learned

While designing the Sammie’s Sandwiches platform, I learned that the first ideas of the app are just the beginning of the design process. Usability studies and peer feedback helped the app improve during each iteration cycle.

The Impact

Conduct more user research to determine any new areas of need.

Next steps

Usability Studies

Conduct another round of usability studies to validate whether the pain points users experienced have effectively been addressed.

User Research

Conduct more user research to determine any new areas of need.

let’s connect!

Get in touch with me at tjvannart@gmail.com, or simply submit a message through the form.

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