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Mobile Food Delivery App
Overview
Research
Define
Conceptualization
Usability Testing
Solution
Project Learnings
Overview : Mobile Food Delivery App
Design Coals
Promote Order Efficiency & Convenience
Collaborative Group Ordering
10
Week
Timeline
Timeline
8
User
Interviews
Interviews
5
Usability
Tests
Tests
Design Artifacts
Design Iteration
Research Goals
Establish Use Cases for a Group Order Setting
Understand User Priorities When Ordering
Determine Product Market Fit
Interviewee Demographics
40%
College Educated
18-40
Years Old
50%
People of Color
Research Insights
Findings to support design solution
Users prioritize fast delivery, good food, app simplicity
Order delivery based on convenience
Usually users already know what they want to order
Users want flexibility in ordering process
Establishing a Business Case
Competitive Audit Insights
01. Branding will set product apart in a crowded market
02. Group ordering features: invite link, delivery address, & who will pay functionality
03. Simple and clean design will promote efficiency & navigation
Storyboarding
Defining the User
User Journey
Core User Hypotheses
01. Group ordering function will decrease anxiety and group order error.
02. Group ordering will give users self determination and flexibility.
03. Branded visual design will drive loyalty and retention.
Conceptualization
Usability Test Insights
Positive User Feedback
Loved group ordering feature and felt it was seamless
Straightforward customization process, and easy to carry out the task of adding their order to cart
Some liked that they could remove people form a group order on the delivery details page
Pain Points Revealed
Didn't understand that the tip screen had buttons
Horizontal scroll on prototype was not fully created so users were confused on how to access more menu items
Didn't understand why they had to find a nearby location if they were getting delivery
The Solution
Order sushi for delivery
Place Group Orders
Don't forget the tip!
Get a virtual fortune cookie
Project Learnings
01. Design Limitation: Deferred Payment Feature
There are probably some limitations on how this can function, but I think this feature it’s great for young users who don’t have a debt card or rely on their parents. Whether you can defer a payment to another one in a group would have to have some sort of warning that your order has not been placed since someone deferred payment. It would need to be clear.
02. Design Limitation: Horizontal Scroll Menu Feature
I should conduct another usability test on the horizontal scroll for this menu to make sure it doesn’t break with the user's expectations. I think this feature would work well with custom menus like this one that relies on custom ordering, but not necessarily for other restaurants that utilize a traditional vertical scroll menu because they have a lot of designated menu options.
03. Brand identity is a great way to add some fun
With custom logos that I designed, I think the app really does have a strong presence and with how fun it is that could drive loyalty.
