Concept Project | 2 Week Sprint | UX Designer & Researcher| Team of 4
Online delivery is shaping the food industry. By 2023 that delivery will represent 40% of total restaurant sales, a vast $220 Billion (Morgan Stanley). With Grubhub (Seamless) representing 86.5% of the NYC market, how might we build an agile platform that could better address New Yorkers needs.
We ran a hackathon with Web Developers to produce a web based prototype that deployed MVP, and utilised APIs to provide a functional platform.
DELIVERABLES
- Competitive & Comparative Research
- User Interview Documentation
- User Persona, Flows & Journey
- High Fidelity Apple Native Prototype
- Usability Testing Report
- Hackathon w/ Developers to create web based prototype
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As we soon found out, habits and preferences differ vastly between delivered food and the rest of the market. Isolating the pains and needs exclusive to delivered food took several reversions of our interview technique.
Ones diet is a topic rife with moral and ethical themes. As we discovered people particularly like to signal their virtues when talking about their diet. We had a challenge distancing what users wanted, and what they thought and said they wanted.
We had a very unique and complex dynamic within our team requiring delicate handling, that I'd happily discuss in person. We developed a framework to manage the situation, which proved the projects greatest challenge, and its greatest success.
CHALLENGEs
RESEARCH
User Interviews
Our survey suggested production ethics were important but our interviews disproved this for delivery. It's all about time, convenience and price, though users are situationally flexible.
Persona
Meet New Yorker Nathalie. Yumble's all about her...
Screener Survey
Affinity Mapping
Among the trends mentioned above, the overall picture was that users wanted more visibility & control; on choice, on wait time, on bill breakdown, and on order progress.
90%
Of Orders On Mobile
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Users Interviewed
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Trends Mapped
Our survey reached 38 potential users to identify a diverse range of 8 to interview. We discovered most orders were on mobile, and that users wanted ethically sourced food.
Design Studio
Tabling all our insights, we rapidly developed solutions to address them, starting whacky and refining them. A flexible scale of price vs. time was an idea that stood out.
Rounds Of Rapid Ideation
User Testing
Gaining our user's perspective was key. Many minor amendments were made to layout and copy. Some major adjustements were made, realising that delivery to 'current location', was not enough, and that we had no reviews.
Prototyping
We turned these sketches into medium fidelity prototypes, realising that many earlier ideas were simply not possible, or too difficult to simplify. Those that best addressed user needs we kept or augmented .
Whacky Ideas Kept
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Saved By The User
MVP Hackathon With Developers
Iterating and redesigning accordingly, the developers found APIs and built features while we reassessed functionalities. It was a constant and rewarding exchange of priorities and ideas.
11
Days of Iteration & Exchange
Feature Prioritisation With Developers
With 2 weeks to program it, we sat down with 4 developers to prioritize for MVP. We realised the complexity in Javascript logic of many
features, and our ambition for a short sprint.
22+
Features Removed
INSIGHTS & RESULTS
Below are a selection of our key actionable insights, and how we responded to them.
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Users must have access to choice and variety.
Listings are populated via the Zomato API, with choices guided by estimate prices and wait times. Users can search for specific restaurants, cuisines, or dishes.
Options can be filtered by price, cuisine, wait time, rating and dietary needs, to offer choices most relevant to their hankerings.
Users want quality food, and help making quality choices.
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Listings are headed by restaurant favourites and specialities, championing the dishes that the spot's known for, with a photo and a quick order option.
Each restaurant has a rating and reviews section viewable on its individual profile. They can assess food quality through their peer's opinions.
From the start, search filters give users control over price band. This is the lead criteria, and they can experiment how it relates to wait time and quality.
Their bill is broken down and itemised by their selected products and services. They can edit here, where App fees, delivery fees and tip are all disclosed as well.
Users are situationally price flexible, but want clarity and control over billing.
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Depending on urgency, users can customise their wait time with the unique 'price vs wait time' variable scale. For flexibility, they can collect the order to save time.
An order timeline gives instant feedback on order status, and the option to contact the service provider at each step, so no one is left in the dark.
Users are price flexible, but want clarity and control over delivery.
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A human, relatable platform is vastly preferable to a nameless corporation.
As well as a driver profile, the user is prompted to give a tip, championing the individual, with friendly copy.
The restaurant or delivery driver can always be contacted, to give real time and relatable feedback.
FAILURES & NEXT STEPS
Users told us that they would need a desktop browser based version as well, since order placed from different locations held different habits and norms.
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New York's users would want more info on the restaurant's page, such as a brief description, more highlight on specialities, and certainly location info. They would like to be able to filter by location too.
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The tipping process was confusing. It happened twice, and users would rather decide the tip after interacting with the driver. We should remove the first tip option, but users must acknowledge that tip will come at the end.
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Users said they would want access to a fully built out profile. Here they would want favourites and previous orders stored as they often made repeats orders, and had specific and tailored tastes.