TasteTime
Helping People to Have
an Easy and Quick order
Project overview
The Product
I've chosen to develop a food delivery app because it's widely used by many people. I can gather insights for this app by conducting research among people in my network, ensuring it meets their needs perfectly. My target users include married individuals, as well as single people who live with their parents or alone.
Timeline
06/2023
My role
Sole Designer
Contribution
Research . User-centric Design . Unmoderated Usability Test
The Problem
How might we make it easier for people to enjoy ordering food online?
The problem I aim to solve revolves around the challenges my users face, such as delivery time, quality of foods, and variety of options.
The Goal
The goal of the project is to solve the problems and create a user-friendly experience that allows users to easily order food and enjoy their meals.
Discovery// Define
User research
Summary
I began the research phase by conducting interviews. My target users are aged between 17 to 30, living in different parts of town with their partners, parents, or alone. They are individuals who order food from restaurants at least once a week. I included participants of different genders, occupations, and culinary preferences.
The assumptions I had before the research changed once I conducted it. My initial concerns about the delivery app were delivery time, quality of food, and the range of addresses accepted. While some of these concerns aligned with those of my users, there were other issues as well. For instance, users also desired a variety of food options, including healthy and fast food choices. Additionally, they wanted the option to order smaller portions of different types of food to try out different flavors without committing to a large meal.
Pain Points & Solutions
Extended delivery time
Limited variety of foods
High-quality food
Extra pay for delivery
Personas// Problem statement
Meet Afshin
Problem statement: Afshin, a full-time employee with long working hours, who needs order healthy food 3 times a week because he cares for his body and lifestyle.
Age:
Education:
Hometown:
Family:
Occupation:
30
Bachelor
Tehran,Iran
Married
Software
engineer
“ My wife and I prefer to spend time together after work and choose for ordering healthy food instead of cooking.”
Goals
Saving time and dedicate it to spending quality moments with each other.
Having healthy food options and dishes like kebabs that they cannot easily prepare at home.
Frustrations
Delivery distance that some restaurants do not cover their home area
find it frustrating when the severs of these apps do not function properly.
Afshin, who works long hours as a CTO at his office, and his wife, who also has a busy day at work, often feel tired when they return home. With limited time and energy, they prioritize spending quality time together over cooking. Their income allows them to order food two or three times a week. They prioritize healthy eating over fast food due to their frequent ordering habits, valuing a healthy lifestyle.
Meet Tannaz
Problem statement: Tannaz is an architecture who desires order different foods like pizza because she lives with her parents and eat home-cooked meals everyday and feels tired of the same routine.
Age:
Education:
Hometown:
Family:
Occupation:
21
Master
Tehran,Iran
Single
Architecture
“ I really enjoy pizza and like to order it occasionally for some fun. Quality is important to me when it comes to enjoying my pizza.”
Goals
To enjoy with a delicious food like pizza.
Eat a different and variant food for fun after routine days.
Frustrations
The portion sizes of food are too much for her, and she enjoys sharing with someone else to try a variety of different foods
Sometimes, I order food and find that the quality is not as good as expected, leading to a disappointing experience.
Tannaz, an architect who works remotely from home and resides with her parents, typically has home-cooked meals for every meal of the week. However, she has a penchant for pizza and fast food. During times when she feels tired and seeks entertainment, she indulges in ordering food. Quality is crucial to her when ordering, and she enjoys tasting different foods, albeit in smaller portions since she can't consume large quantities of food alone.
User journey map
Persona: Afshin
Goal: Order healthy food over the restaurant and spend more time instead of cooking.
Action
Task list
Feeling Adjective
Improvment opportunities
Find restaurant address
Choose food
Order meal
Complete order
Pick up order
A. open google map
B. search open
restaurant
C. look at reviews
D. select a restaurant
A. look for menu
B. choose type of
foods
C. scroll for
information of
restaurant
A. find phone
number and
call
restaurant
B. make order
A. find fastest rout
B. find a parking spot
C. go to restaurant
D. payment to cashier
A. check items
B. pick up order
C. go home
Tired for choosing restaurant
Certain for quality because of restaurant rate
Confused about finding menu and information
hungry
Stress about remember order
Happy for delicious selection
Sad about time
Tired of traffic
Impressed by how quickly the order is prepared
Relieved that order is ready
Excited for go home and have a delicious food with his wife
Anxious that foods maybe get cold
Create a dedicated mobile app for restaurant
Create an advanced delivery app with search menu and filters
Create an app that offers order status update
Create an app with delivery status update
Creat an app include a reward program and delivery package
Persona: Tannaz
Goal: Go to restaurant and order a delicious food with friends to fun and enjoy.
Action
Task list
Feeling Adjective
Improvment opportunities
Go to restaurant
Choose meal
Order
Wait for order completion
Pick up order
A. find a place to seat
B. look for menu
A. look at menu and
choose 2 meal to
share with others
A. find order place
B. wait in line
C. make order
D. pay to cashier
A. chatting with friends during waiting to order ready
A. receive orders
B. check items
C. enjoy the food
Sad that not finding good place to seat because of crowded time
Disappointed that not having half meal to choose
Happy for delicious selection
Annoyed about waiting in line
Irritated about noises in place
Impressed by how quickly the order is prepared
Relieved that order is ready
Excited for enjoy the food
Create an delivery app with half-meal feature
Offer a way to order from tables using an app
Create an advanced delivery app
Storyboard
Scenario: Ordering healthy food quickly and easily via delivery.
Paper wireframe
Taking the time to draft multiple iterations of each screen of the app on paper ensured that all elements that would be in app well-placed to address user pain points. For the home screen, I prioritised a quick and easy ordering process to help users save time.
Digital wireframe
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
This button at the top of the home screen makes it fast and easy for users to order.
This button at the top of the home screen makes it fast and easy for users to order.
I try to build a simple checkout flow for users to don’t getting confuse and made their process easier.
In this page we tried to get complete information that users need to deliver their meal.
In this button user could choose their desire time to deliver their meal.
Low-fidelity
prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was ordering a meal via fast delivery feature, so the prototype could be used in a usability study.
Usability studies
Study Details
Research Questions
How long does it take a user to find and order a meal in the app?
What can we learn from the user flow, or the steps that users take, to Order a meal?
Are there parts of the user flow where users get stuck?
Do users think this feature is helpful and/or useful?
Do users think the app is easy or difficult to use?
Participants
5 participants
Participants are people who order twice a month or once a week who have a full-time job or order meals for fun. This could be for family, single or married people.
Methodology
5 -10 minutes
Iran, remote
Unmoderated usability study
Participants complete the ordering tasks on their own.
Key Performance Indicators (KPIs)
Time on task
user error rates
conversion rates
Findings
People want customisation options
3 out of 5 total participants said they wanted to have a filter feature in the app to customise their searches for meals.
People want more clearesity about features
3 out of 5 total participants said they didn’t understand what to do first on the checkout page.
3 out of 5 total participants mentioned that they would like more clarity about basket page.
People want Images of items
4 out of 5 total participants said they wanted images or more descriptive text about this difference between features.
"The app's problem is that I cannot choose between different types of foods."
Ghazale Mohtasham
Tehran, Iran
"It would be better to include some pictures to help understand what the foods are."
Mohammadreza
Tehran, Iran
"I don't understand the purpose of the next button in this step. If it's not functioning properly, would it be better to replace it with a pay key? Or is it intended for future use?"
Afshin Rudgar
Tehran, Iran
Mockups
The usability study revealed frustration with the checkout flow. to streamline this flow, I consolidated the “add to basket” page with “basket screen” and that is considered to be another way for users to choose meal.
Before usability study
After usability study
first designs didn’t have any customization, but after the usability studies, I added additional options to choose type of food, I also revised the design so users could use filter and search option too.
Before usability study
After usability study
Mockups
HI-fidelity
prototype
The final high-fidelity prototype presented user flows for ordering a meal from fast delivery option and simple checkout. It also met user needs for a more customization.
view high-fidelity prototype here
Accessibility
Accessibility consideration
1
2
3
Provided access
to users who are vision impaired through adding alt text to images for screen readers.
Used icons to
help make
navigation easier.
Used detailed
imagery for foods
help all users
better understand
the designs.
Going forward
Takeaways
Impact
The app makes users really thinks about how to meet their needs.
What I leared:
While designing the app, I learned that how important user is and their needs shape my ideas to design the app.
One quote from users feedback:
"I always have a problem with delivery time and this feature is really good for reach sooner for any food that I want."
Next steps
1
Conduct more user research to determine any new areas of need and edge cases.
2
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
3
Complete the entire user flow.
You've reached the end, thank you!
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