Project overview
Product: Create a menu and ordering app for a Russian restaurant.
Duration: April 2021 – May 2021
Problem: Food ordering apps require the creation of an account to use and some eaters want the option to pick up their order instead of trusting on delivery.
Goal: Create a food ordering app that is easy to use and does not require users to create an account.
My role: UX Researcher
Responsibilities: Generative research, recruit research participants, user interviews, wire-framing, creating mockups, prototyping, usability testing
Empathy has no script. There is no right way or wrong way to do it. It’s simply listening, holding space, withholding judgment, emotionally connecting, and communicating that incredibly healing message of ‘You’re not alone.’
Brené Brown
Understanding users
User Research
Personas
Problem Statements
User Journey Maps
User Research: Summary
Interviewed eight individuals of Russian and American descent in their 20s about their online food ordering habits and experiences ordering food online.
It was assumed that individuals don’t use food delivery apps because of cost, but users shared that ordering food online lacks simplicity and food does not arrive fresh. Individuals would prefer the option to pick up their order rather than wait on delivery.
User Personas
Problem Statement
Mary is a working mom who needs a simple way to order food online from restaurants because she is often too tired to cook and would rather spend time with family.
Starting the design
Paper wireframes
Digital wireframes
Low-fidelity prototype
Usability studies
Paper wireframes
Digital wireframes
“Ordering food online is complicated. I prefer to see a menu that doesn’t have too many options. I call it in and go pick up.”
Dima, 24, Vancouver, WA
“Billing information is so annoying. You have to provide email address.”
– David, 26, Portland, WA
Low-fidelity prototype
No account creation
Simple navigation
A clear indication of progress
Simple payment.
View on Figma
“Research is formalized curiosity. It is poking and prying with a purpose.”
Zora Neale Hurston
Usability study
Parameters
Findings
1
Users find entering billing information a pain but will opt for the payment method they are familiar with.
2
Users prefer better organizations (categories, filters) and fewer details when it comes to the restaurant’s menu.
3
Users don’t notice the status bar as much as text labels. Proper labels/texts are more helpful than a progress bar.
Refining the design
Mockups
High-fidelity prototype
Accessibility
Refined Mockups
Usability testing show users will stick to payment methods they are familiar with.
Gestalt principles simplified checkout.
V2
High-fidelity prototype
Accessibility Considerations
1
Added the option to switch to a different language in the main navigation.
2
Universally understood icons were used (hamburger navigation) with text labels to aid understanding.
3
Made sure colors were accessible to colorblind individuals.
Going Forward
Takeaways
Impact:
“I love the payment change. I love when apps do that (automatically take credit card information via scanner).”
“That is fast, as it should be (ordering food).
Lesson(s) Learned:
Some pain points can be addressed by optimizing known processes rather than asking users to create new habits. In this case, making credit card payments faster rather than introducing payment methods users aren’t familiar with was the better design solution.
Next steps
1
Iterate on the menu to provide better organization of food items.
2
Add features to allow customization of items.
3
Conduct more user research to iterate toward a better product.
