About

A PM reached out to me for the design of a food app for a food business.

Role

• I started with competitive analysis by trying competitor apps and reading app reviews

• I conducted user interviews with users who order food online or eat out.

• I c

  reated and posted user surveys online

• I participated in creating user personas

• I participated in UI sketching and ideation

• I created user flow diagrams in Miro

• I created low-mid hybrid screens in Figma

• Create low-mid and high fidelity prototypes in Figma also

Target and Research

The food app had a very clear target, a target that needs an extremely easy and fast to use solution. The app looks professional while also looking beautiful which distances itself from the normal food delivery app usage.

Research

With the project idea defined, I searched online for food delivery apps which gave me a better understanding of the existing food delivery apps out there. For each app, i identified what key features they had and read reviews to identify pain points and what features people want. I used this information to formulate my user interview questions and will revisit them when making workflow and design decisions.

Below are some ideas collected from user reviews:

• Need option to cancel the order

• Need to be notified if delivery will be late

• Notification if a dish is unavailable (suggest another)

• Option to add a dish to favorites for easy reordering

• Reduce notification methods (app, phone, email)

• See order status and delivery ETA on the home screen

• Show contact info of deliverer and restaurant

• Show order number with customer support phone number

User Interviews

I interviewed users to learn about the following:

• How often, why, when, and how they order food online

• Why they would choose one food delivery service over another

• Their experience using one of the food delivery services

• How food allergies influence their ordering experience

• How they discover new restaurants and dishes

• How they order food in the app

• Areas they think competitors can improve on

From the user interviews, we found that users are:

• Food-based or restaurant-based

• Price sensitive and are concerned of delivery fees

• Wanting more accurate order status notifications

• Visually driven (want pictures of dishes)

• Uninterested in supporting local businesses and organics

Planning User Personas

From the user interview findings, i created 2 user personas, restaurant-based and food-based users. Restaurant-based users follow the existing model of food delivery apps where dishes are grouped by the restaurant. Food-based users follow a new model where they are more interested in discovering dishes rather than restaurants.

Restaurant-Based

• Want to visit the restaurant first before ordering online

• Want to read restaurant reviews and blog mentions

• Usually, order from the same restaurants

• Will use whatever food delivery app the restaurant endorses

“I usually order from the same pool of restaurants I like to go to. I don’t like to order food from a new place without knowing what it’s like beforehand.”

“I really like XYZ burgers so if I am too lazy to go over there and get one, I would just order it online.”

Food-Based

• Look for food to satisfy one’s cravings (impulse-based)

• Look at pictures to know what to expect

• Occasionally tries ordering from new restaurants

“I only read reviews of restaurants I find on Google. I believe in so if it’s listed there, it should be good.”

“I search what I want to eat, but not anything specific. For example, xyz food or something with rice. Then I look at the food pictures.”

Both

• Don’t want to or couldn’t cook or pick up food

• Values price, restaurant variety, delivery fees, and speed the most

• Looks at a distance, reviews, pictures, and discounts when selecting a restaurant

User flow

Here is a portion of the whole user flow showing the decisions that the user and system can make in the process of browsing through dishes. The User flow diagram is attached in my portfolio projects under my profile.

Design and Implementation

Splash screen and Login screen

I used a standard font character and design for the onboarding screen. After some research, i found out that users are in need when coming to the app, so i made the login, sign up screen quick to use and easily clickable.

Home Screens

Shop, categories, and search: colors, font sizes, and product listing layout were determined by running multiple A/B tests. For the listing, it turned out that a grid arrangement slightly increased the conversions, thanks to the professionally shot pictures i found to use.

Takeaway

It was a really interesting project and I’m pleased with how much i was able to get done in a small amount of time. To summarize, a key part of Designing Products is interacting with users early and often. Relying on our assumptions of the problems (and possible solutions) is never enough. It’s also interesting to see how iterative changes to the process could have such a huge impact on product usage as a whole.