Food Delivery App Case Study
Tools: Axure, Sketch, Zoom, Keynote
Deliverables: User Research Report, Clickable prototype, Findings & Recommendations Report
Role: Researcher, UX/UI designer
Methods: Directed storytelling interviews, low-fidelity wireframes, mid-fidelity wireframes, user flow, clickable prototype, think-aloud usability testing
Overview
For my first project as a UX design student at Prime Digital Academy, I designed a new food delivery app. As I got my feet wet learning the UX design process, I designed a food delivery app that aims to better meet the needs of users not satisfied with the current offerings. Through user interviews, wireframing and prototyping, usability testing, and synthesizing my findings, I was able to create something that invites that segment of the population to the table, so to speak, and makes the experience of food delivery apps a more inclusive one.
Design Process | User Interviews
The first phase of my research was to identify participants to conduct directed-storytelling interviews with. I chose people of varying ages, genders, and food delivery app experience levels. With each of my three participants, I initiated a casual conversation about their feelings and experience surrounding food delivery apps – interviews were conducted remotely and lasted anywhere between 15-30 minutes. I began each Zoom session with the open-ended question: Tell me about a time you used a food delivery app.
I utilized intentional silence to draw out responses from my participants, only speaking when necessary, and purposely did not agree or disagree with any statements or opinions. I was not looking for specific information, and I did not have an idea or concept in mind, aside from creating a new food delivery app. I simply wanted to converse with people about their experiences in this area. Each session played out a bit differently because I guided the conversation toward the topics that elicited the best responses from each individual participant.
After completing this research, I synthesized my findings and identified key insights, which led to the formulation of a user goal. This goal statement guided the whole design process: The user group is adventurous eaters who want access to a diverse, affordable selection of food options through a food delivery service that is easy to use, reliable, and benefits the local economy.
Design Process | Low-Fidelity Wireframes
Based on the qualitative and quantitative research findings uncovered through user interviews, I sketched out low-fidelity wireframes for a few important screens with the intention of addressing key insights gathered. I did not focus on visual design but rather the hierarchy of information to be presented to the user.
This screen allows you to scroll through restaurants to choose from. The cost of delivery and service fees is listed below each restaurant along with a notification of the price threshold required to receive free delivery.
This is the popup (bottom portion of the screen) that populates after the user has selected “view cart". The full cost of the order, including all delivery and service fees, is visible.
This is a restaurant screen. Tapping “Go to Full Menu” takes the user directly to the restaurant’s actual menu via an app ordering system so you are still ordering from the app, not the restaurant. Popular menu items can be ordered directly from this page without going to the full menu.
Design Process | Information Architecture
Next, keeping the user goal in mind, I created a complete user flow to aid in determining what content to include in the app and how to best organize it. As I mapped this out, I thought about what the primary user tasks would be and what the user would encounter as they tapped from screen to screen. This helped to structure the diagram.
With a clearer idea of how the app would function, I digitized my low-fidelity wireframes, converted them to mid-fidelity wireframes, and added meaningful content.
Design Process | Clickable Prototype
I transformed my mid-fidelity wireframes into a clickable prototype that I was able to use for usability testing. Three participants were again selected and asked to: perform a task flow, explore the navigation of the app, and give first impressions based on the home page.
“I thought it was pretty easy to use.”
Findings & Recommendations
Overall, the app tested well and was reported to be very easy to use. The recommended prototype changes aim to solve the minor problems that were encountered by participants, and these are presented in a Findings & Recommendations report. Key findings are also shown below.
