Setting expectation
I was hired as a freelance designer to develop a proof of concept for a client's food ordering app. The goal was to create an engaging user experience that would attract and retain customers, helping the business grow. Additionally, the aim was to pitch a way for the app to stand out from its competitors.
I focused on enabling users to make healthy food choices while ordering. Additionally, I targeted busy professionals who need to make quick yet mindful decisions. This approach was carefully aligned with the client's business requirements.
Role: UX Designer
Tools: Figma, FigJam, Adobe Illustrator, Adobe Photoshop
Timeline: 4 months
Final Solution : After rounds of Testing
GrubPortal : How is the meal ordering experience different?
1. Onboarding
Why should a food ordering app request access to health data?
Gathering basic profile information
The app uses the data to track meals and their calorie content, providing users with a comprehensive health report.
The ability to set a calorie limit allows it to notify you when you exceed your daily intake.
Sign Up
Fill your health chart
Set your goal
2. Lets Order
A feature that allows users to order multiple items from various restaurants in a single transaction, saving time and enabling personalized meal combinations tailored to individual preferences.
Pick Basket
Personalize your basket
App suggestions
Onboarding instructions for easy user navigation
Order from multiple restaurants at once and customize your basket.
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Your basket
Orders from different restaurants
Order more
Review or edit existing items
The app alerts you if you exceed your preset calorie intake, keeping you on track with your health goals.
AI technology for more suggestions based on your health report
How to manager your basket?
How does the app help you make dietary decisions?
The dashboard keeps track of your goal time to time so that the app can make suggestions to your plan, notify you when you are off track.
Feature
Feature
Feature
3. An option to order planned meals
User has an option to preplan meals based on their dietary preferences.
Select plan
Add Preferences
Get your plan
Option to build your own plan or take expert opinion
Try for a week! If its helpful extend the plan
Get the best nutrient rich food at your doorstep with
an option to add a cheat meal when you crave something specific.
4. Introducing Event locator for access to local food events.
The Event Locator helps you discover local food events, making it easier to explore new cuisines and support community gatherings.
Search for events organized in your locality.
Get details of the activity by zooming in to the event
Get to know:
- Event location
- Time
- Bookmark the event
- Who is attending
Imagine
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You're navigating a demanding career, where grabbing fast food becomes routine due to time constraints. Yet, with each uninspired bite, dissatisfaction grows, longing for healthier, more diverse options amidst the predictable flavors.
RESEARCH QUESTION​
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How can food platforms effectively intervene to mitigate the impact of prevalent fast food consumption habits among
busy individuals, thereby promoting healthier dietary choices and ultimately enhancing overall well-being?
Contextual Enquiry​
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Busy lifestyles, with an average workweek of 38.7 hours in 2021, can lead individuals to choose quick, less healthy food options for convenience.
Why the issue demands attention?​
As per 2024 statistics, 37% of adults eat fast food daily; 83% of households weekly, often opting for less healthy choices.
-worldpopulationreview
Employees who opt for predominantly unhealthy food choices are 66% more likely to be less productive than those who actively make healthy choices.
Market Research
Once I understood the insights from my research, I looked into successful food delivery platforms to see what made them stand out.
Features:
Healthy Eating Filter; Customized preordering; Efficient group ordering; Insightful reviews and ratings
Features:
Customized Meal Plans; Nutritional Tracking; Flexible Subscription Plans; Allergen and Dietary Considerations
Factor_ Prepared
Meal Delivery
Features:
High-Quality Ingredients; Synced Meal Nutrient Info; Voice-Activated Cooking Instructions; Customizable Meal Plans
Connecting with the users
I first sought to understand the thought process behind customers' takeout orders, including their reasons for making specific choices and how their health considerations influenced these decisions.
How often do you rely on fast food or takeout when you're busy?
What challenges do you face in maintaining a healthy diet during hectic times?
What factors contribute to the lack of access to healthier dining options nearby?
How do you decide where to order food from and what to eat?
How do you think a food delivery app could help improve your health choice?
What the users had to say!​
"When I'm busy, I prioritize speed and convenience. I tend to order from places that offer quick delivery, even if it's not the healthiest option."
"Price and delivery time are crucial for me. I also look at the ratings and reviews to ensure the quality is good."
"Definitely, if the app recommends something healthier and it looks appealing, I'd give it a try. I'm open to making better food choices."
"I might be open to it, but it depends on the app's recommendations and if they align with my taste preferences."
"Absolutely. I want to eat healthier, and if the app makes it easier for me to do so, I'd be willing to change my ordering habits."
TLDR: Javed, a 40-year-old divorced man, has struggled with physical disability and job loss, leading to unhealthy eating habits and obesity. He seeks to adopt a healthier lifestyle but faces frustration with the convenience of delivery apps tempting him with unhealthy options
Name: Javed
Age: 40
Education: Engineer
Status: Divorced
About
Goals
Frustration
Javed has faced significant challenges, including physical disability and job loss, which have taken a toll on his emotional well-being. Seeking solace, he turned to food for comfort, leading to obesity and a decline in his health.
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Break free from addiction to unhealthy food.
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Reduce obesity and improve physical health.
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Adopt a healthier lifestyle to enhance overall well-being.
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Seek support and guidance in the journey towards better health.
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Temptations posed by convenient delivery apps.
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Difficulty resisting unhealthy food options.
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Lack of support system to encourage healthier choices.
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Feeling overwhelmed by the challenge of changing ingrained habits.
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TLDR: Suhana, a dedicated pharmacist, struggles to balance her demanding career with maintaining a healthy diet. Reliance on food delivery services is common due to her busy schedule, but she seeks nutritious options that align with her dietary needs.
Name: Suhana
Age: 28
Education: Pharmacist
Status: Single
About
Goals
Frustration
Suhana's commitment to excellence extends beyond work, as she values personal growth and community impact. Balancing her busy schedule, Suhana enjoys hobbies like hiking and cooking, seeking convenient yet nutritious food options to fuel her busy lifestyle.
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Find efficient, nutritious meals that align with dietary requirements.
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Adapt ordering habits if healthier options are available.
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Incorporate variety into daily meals to avoid culinary monotony.
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Ensure meals are convenient and easily accessible amidst a busy schedule.
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Difficulty finding meals that cater to specific dietary needs or preferences.
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Concerns about the nutritional quality and freshness of delivered meals.
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Feeling overwhelmed by the time-consuming process of researching and selecting healthier meal options.
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Struggling to break free from the cycle of relying on convenient but less nutritious food choices.
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This is the essence of design that I love: ideation. It's about pushing beyond boundaries, exploring the realm of possibilities. Ideation is a playground of experimentation, where I discover what works, what's feasible, and sometimes, what seems impossible until it isn't.
Brainstorm
Thinking out loud!
User Journey
The goal was to enhance user experience by streamlining product navigation. After mapping the current user journey, two unnecessary steps and potential drop-off points were identified and removed in the redesigned interface, resulting in improved navigation, increased user engagement, and higher satisfaction.
Information Architecture
Lo-fi Prototype Wireframes and Visual Choices
While designing lo-fi wireframes, I discovered the importance of prioritizing functionality over aesthetics. Initially, I focused too much on visual details, but I soon realized that this hindered usability. Simplifying layouts and prioritizing clarity improved the overall user experience, teaching me to adhere to UX design principles from the start.
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Colors
Fonts
Heading 1
Poppins 28pt
Heading 2
Poppins 20pt
Subheading
Poppins 16pt
Button
Poppins 16pt
Body
Poppins 14pt
MVP Solution before testing
Flow 1: Setting health goal
How does health tracking useful in a food delivery app?
Meal Recommendations: Would help tailor meal recommendations to individual dietary needs and fitness objectives.
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Nutritional Guidance: Would offer suggestions on portion sizes, calorie intake, and macronutrient balance.
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Progress Tracking: Would allow users to monitor metrics like weight loss, energy levels, and overall well-being.
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In a way, a step towards making better health and lifestyle choices.
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Flow 2: Order and customize
How does personalization contribute to enhancing user satisfaction?
Ordering from multiple restaurants in one order: Gives users the freedom to choose dishes from multiple restaurants in a single order, saving time and money.
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Personalized meal plans: Offers tailored meal suggestions based on users' dietary needs and ordering habits, simplifying meal planning
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Nutrient report: Provides a breakdown of the nutritional content of each order, helping users make healthier choices.
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Meal recommendations: Suggests dishes based on past orders and preferences, encouraging users to explore new options.
Flow 3: Community engagement
How does community engagement enhance the food ordering experience?
Community Reviews: Feedback from users helps users make informed decisions and builds trust in the app and the quality of the food being offered.
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Monthly Picks: Curated selections promote featured restaurants, and encourage users to explore new dining experiences based on community recommendations.
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Food Events: Users can stay updated about upcoming food events, engage with the local food scene, and network within their community.
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Usability Testing, Impact and Findings
TEST #1
Aim to assess the effectiveness of the features I designed in terms of clarity, completion, and user comprehension.
Participants: 15
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85% Hooked
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Users were intrigued by the idea of App's unique fusion of familiar features and new personalized innovations.
40%
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Users effortlessly completed assigned tasks without guidance.
The rest​
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​asked for better instruction prompts to navigate the app
11/15​
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Users will get the app because
1. promotes healthy choices
2. ability to order food at once from multiple restaurants
Lets fix some issues from the feedback
Issue 1
Unclear Basket Functionality: Users were unsure about how to use the feature allowing them to select dishes from multiple restaurants and compile them into one order basket.
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Confusing Transition to Ordering: The lack of clarity in instructions led users to encounter difficulties when transitioning from filling their basket to initiating the ordering process, resulting in confusion and frustration.
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Before
How do I add items from different restaurants into my basket?
The instructions say: Fill your basket: How do I fill one?
Is there a specific way to move from selecting dishes to actually placing an order?
I think I am not clear with the instructions. Lets see more.
Quick Fixes
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After
Introduction of Basket Selection Screen: Implemented a dedicated screen before the ordering stage solely for selecting the basket, providing users with a clear indication that they can add multiple dishes from different restaurants.
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Integration of Lower Navigation Bar: Introduced a lower navigation bar during the dish selection process, allowing users to easily drop selected dishes into the basket, enhancing clarity and visibility of added items.
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01. Learn
02. Choose basket
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03. Explore
04. Start filling
05. Drop in the basket
06. Get your nutrient info
Issue 2
Users' preference for conversation threads over static reviews underscored the need to incorporate more dynamic and interactive elements into the wireframe to enhance user engagement and participation within the app's community.
Quick Fix
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Implement a comment feature within the app to enable users to engage in insightful conversations and foster a vibrant food community.
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Add "more options" icon next to each review to provide users with the option to save the review for future reference.
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Enable users to share specific reviews with friends or family members who may find them insightful by integrating a sharing functionality accessible through the "more options" icon
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Before
TEST #2
After
Its so interesting that just by opening up conversations make the user experiences so meaningful.
After the user feedback
90% Hooked
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Users were intrigued by the idea of App's unique fusion of familiar features and new personalized innovations.
75%
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Users effortlessly completed assigned tasks without guidance.
13/15​
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Users will get the app because
1. promotes healthy choices
2. ability to order food at once from multiple restaurants
Reflections and learnings
Keen Observations
One crucial lesson I learned is to pay attention to both the macro and micro aspects of user experience. While targeting significant problems is essential, I discovered that smaller issues can often have a profound impact on overall user satisfaction. My dining experience highlighted this, prompting me to delve deeper into user perspectives.
01.
Simultaneous Iteration
Another key takeaway is the recognition that research and design are not sequential but rather simultaneous processes. Knowing when to transition between research and design phases is crucial. This iterative approach ensures that the design remains rooted in user insights and evolves based on ongoing feedback and data.
02.
Starting with a Basic MVP
I came to appreciate the value of beginning the project with a basic, testable Minimum Viable Product. Instead of aiming for a fully polished product from the outset, starting with a basic design allowed me to focus on understanding the user process and testing results.
03.
Simplifying User Flows
Lastly, I learned the importance of simplifying user flows and eliminating unnecessary visual elements. Streamlining the user journey and removing clutter contributed significantly to making the experience more intuitive and user-friendly.