UX Research Case Study · Erewhon Redesign

Enhancing the Erewhon Experience

Enhancing the Erewhon Experience

Enhancing the Erewhon Experience

Reducing tonic bar wait times through kiosk usability testing and mobile app optimization.

Reducing tonic bar wait times through kiosk usability testing and mobile app optimization.

Reducing tonic bar wait times through kiosk usability testing and mobile app optimization.

Role

UX Researcher

Duration

10 Weeks

Team

SCAD UXDG 380

Client

Erewhon

01 · Project Overview

A premium ordering experience needed to move as smoothly as the brand looked.

A premium ordering experience needed to move as smoothly as the brand looked.

For this project, Erewhon partnered with SCAD to improve the customer experience at its tonic bar locations, where long wait times had become a recurring challenge. Our team conducted usability testing on a proposed self-service kiosk while also performing a comprehensive audit of the existing mobile application. The goal was to identify friction points, uncover usability issues, and deliver recommendations that would streamline ordering, reduce wait times, and create a more seamless customer experience across digital touchpoints.

For this project, Erewhon partnered with SCAD to improve the customer experience at its tonic bar locations, where long wait times had become a recurring challenge. Our team conducted usability testing on a proposed self-service kiosk while also performing a comprehensive audit of the existing mobile application. The goal was to identify friction points, uncover usability issues, and deliver recommendations that would streamline ordering, reduce wait times, and create a more seamless customer experience across digital touchpoints.

02 · The Problem

Demand was outpacing the digital ordering experience.

Demand was outpacing the digital ordering experience.

Long queues at Erewhon tonic bars negatively impacted customer satisfaction.

Increasing demand created bottlenecks during ordering.

Existing mobile experiences contained hidden usability challenges.

Erewhon needed a premium experience that matched its luxury brand positioning.

01

Long Wait Times

02

Customer Frustration

03

Missed Revenue Opportunities

04

Inconsistent Digital Experience

03 · My Role

I translated observed behavior into stakeholder-ready recommendations.

I translated observed behavior into stakeholder-ready recommendations.

Conducted usability testing

Analyzed user behavior

Identified pain points

Synthesized findings

Created recommendations

Presented insights to stakeholders

04 · Research Process

Discover

Discover

Moderated usability testing sessions to understand how customers interpreted kiosk tasks and ordering flows.

Test

Test

Measured task completion, watched decision points, and captured moments where clarity broke down.

Analyze

Analyze

Structured observations and note taking into behavioral patterns across kiosk and mobile touchpoints.

Synthesize

Synthesize

Used affinity mapping to cluster usability issues and identify the highest-impact opportunities.

Recommend

Recommend

Converted opportunity identification into prioritized recommendations for the client presentation.

05 · Key Findings

Users struggled to quickly locate desired tonic bar items.

Issue → Item discovery was slower than expected. Impact → Customers hesitated and abandoned momentum. Recommendation → Reorganize categories around customer intent and top-selling flows.

Navigation and information architecture created unnecessary friction.

Issue → Labels and hierarchy did not always match user expectations. Impact → Ordering felt more effortful than a premium experience should. Recommendation → Simplify pathways and surface key decisions earlier.

The mobile app experience lacked clarity in key customer workflows.

Issue → Membership, rewards, and checkout cues were not always visible. Impact → Valuable customer actions became easy to miss. Recommendation → Increase clarity around benefits, status, and next steps.

06 · Design Recommendations

Simplify ordering flows.

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Improve information hierarchy.

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Increase visibility of membership and rewards features.

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Reduce cognitive load during checkout.

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07 · Outcomes

Through usability testing and UX analysis, our team delivered actionable recommendations that helped identify opportunities to improve both the kiosk and mobile experiences. By focusing on customer needs, reducing friction, and streamlining interactions, the project demonstrated how thoughtful user experience design can elevate customer satisfaction while supporting business goals.

Improved Usability

Faster Ordering Experience

Reduced Friction

Stronger Customer Experience

Better Digital Ecosystem

08 · Reflection

As a UX designer, this project reinforced the importance of validating assumptions through user research rather than relying on intuition alone. Working directly with a real-world client provided valuable experience translating research findings into business-focused recommendations while balancing user needs with organizational goals.

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