Hi! My name is Raja Khalfa. I’m a passionate UI/UX Designer.
Project Vision:
Al-Dente is a delivery mobile app for an italian restaurant based in Rome. The goal is to attract customers who use online convenience and earning the loyalty of current clients by offering them new services.
Challenges:
1- Offer new online efficient utilities to attract new customers.
2- Reflect on the main barriers and concerns that prevent people from using food delivery apps
3- Make this online service as accessible to ensure adherence and adoption of loyal customers to the app.
To kick off this project, we found qualitative research method to be the most useful consisting on a conducting interviews with target users (customers who use or might use online delivery services) and a competitive analysis.
Some of the key questions asked during user interviews:
1- Do you use online delivery service? If yes how often? If no, could you tell us the reason?
2- What are the features of your favourite food delivery app that you like and what are the features that you would like to see improvements?
3- What are the things that you consider the most when ordering food online?
These user interviews led to a persona hypothesis construction.
Meet the users
Name : Reem
Age : 27 years
Occupation : HR Manager
Name : Alexander
Age : 39 years
Occupation : Emergency doctor
Reem lives with her parents in San Lorenzo District in Rome. She is dedicated to her work as a HR Manager. Reem has good connections with her colleagues. She likes to get lunch with her colleagues in a nearby restaurants. But it’s usually crowded so they can’t find a table big enough for them all. And sometimes they have to split into groups and sit in different tables in the terrace which is very inconvenient in bad weather.
Alexander is an emergency doctor who lives with his wife and 3 year old daughter. They are committed to a green lifestyle. When Alexander doesn’t have to do night shift the whole family gathers around a good dinner usually cooked by his wife. But they make sure once a week to order sushi since they the three of them loves it but sometimes they opt for mexican food if their best sushi shop make a long time estimates to deliver the food
User journey map
Competitive analysis
We looked at 3 direct and indirect potential competing restaurants who offers online delivery services.
The key takeways of this audit:
Gaps :
- Competitor products don't provide accessibility features.
- Order and delivery process isn't clear
- There's no cancellation feature
- Competitor products don't offer eco-friendly option.
Opportunities :
- Integrate our app with assistive technology, make it accessible and inclusive.
- Create a straightforward process for order, checking out and delivery tracking.
- Offer opportunities to integrate eco-friendly solutions.
Ideation
User flow :
Sketching & wireflow :
After sketching the main screens of the user flow on paper, I transcribed these sketches on Figma to make an interactive low-fidelity prototype in order to conduct a usability study.
We conducted a moderated usability study session on 5 participants which included a list of tasks and a short questionnaire to draw out KPIs (Time on task, User error rates and conversion rates), and help garnering enough feedback to use for our next set of design iterations.
Study session
Research insights
CTA could be confusing sometimes
Steps to make group ordering are clear, but not an overwhelming majority.
scheduling delivery time seemed not consistent with the flow for some participants
Iteration on Hi-fidelity prototype
Following the usability study and the insights we draw out from these testing, we set our iterations priorities.
P0 : Make CTAs very visible prominent visual and non-visual cues to help user accomplish the action.
P1 : Make group ordering process as easy and intuitive as possible.
P2 : Make scheduling delivery time consistent and fluid.
Group ordering process
