A food delivery service app for a multinational company
My Role: Product Designer
Course: User Interface Design + Development | Fall 2018 | UC Berkeley School of Information
Tools: Sketch, InVision, UserTesting
One of the biggest challenges we face as a budding food delivery service app is that there are already many apps available for customers, restaurants, and delivery drivers to choose from. In a world full of options, how might Yum! distinguish itself from existing products and attract a user base?
A mobile app focused on delivering a strong First Time User Experience, efficiency, and value for customers. I prioritized a clean and intuitive interface, a well-organized display of options capturing all the information the customer cares about, order customization and special instructions, and transparency. During user research I also learned that when searching for a new food delivery app, customers value discounts, so I incorporated special offers into the design.
This was a semester-long project for my User Interface Design & Development course at UC Berkeley. To begin to identify and define the objectives of the design, I started by creating a Job Statement canvas. Through this process I discovered that jobs to be done by the product primarily revolve around affordability and convenience.
When thinking through the user’s journey, I focused on the critical steps needed to navigate from starting to completing an order for delivery. My goal was to pare down to the essential tasks and save the user time in the app, maximizing convenience.
Wireframe + Design Brief
I then started to develop my initial vision for the project by creating a series of low-fidelity wireframes and outlining my approach in a design brief. This step gave me a sense of the scope of the project as well as the features that would need to be built for the user to accomplish the above tasks.
To get initial feedback I presented the low-fidelity wireframes as a prototype to three test participants. I recorded each test and took notes on my observations.
Transparency matters. The interface is an opportunity to have a conversation with the user about why you’re their collecting information during sign up.
Icons are not universal. What one user recognizes as a filter or bookmark button, another may have never seen before.
Prototype + UserTesting
Next I developed a higher fidelity prototype and conducted a second round of feedback with UserTesting.com.
Certain things need to be established with the user upfront: namely, expectations about where they are, what they can do, and where they can go within the product.
Don’t make the user work to understand your intent. Identify areas where inserting or revising copy will aid user understanding.
Minimal copy, no home button throughout the UI
The problem is that the burden is on the user to understand the intent
Confusion about what icons mean and where the user is within the flow
Yum! restaurants not listed on the initial screen
The problem is that users don’t recognize Yum!
Conflict between user expectations vs. services offered
Icon labels, copy, and home button added throughout the UI
Copy is informative and concise and search button provides anchor point for the user to return to
Restaurants listed on the initial screen
Value proposition is communicated upfront
One of the my key takeaways from this project is that the First Time User Experience might be your only chance to communicate your product’s value proposition and delight the user with a meaningful interaction, so it is critical to drawing in your users and distinguishing your service from that of your competitors.