Overview
According to the National Bureau of Statistics (NBS), In 2019, Lagos State residents spends over N800 billion (over $1.8 billion) eating out and that represents over 30% of the total food expenditure. This stat suggests that people living in Lagos will love the idea of restaurant meals being delivered to them in good condition, and also at a reasonable delivery rate.
About The Product
BestChef is a classy restaurant located on the Island in Lagos Nigeria. They strive to deliver healthy and fresh meals to its customers at a low rate. BestChef targets customers like workers and entrepreneurs who lack the time or ability to prepare a meal or eat out.
| The Problem | The Goal |
| Food delivery service has always been a means of survival for workers and entrepreneurs staying in Lagos. They either find themselves too busy during the day to get lunch or too stressed out at night to prepare dinner. |
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| My Role | Responsibilities |
| I am a UX designer, designing an app for BestChef from conception to delivery. |
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Design Process
It is a user-centered design process. It focuses on the users and their needs in each phase of the design process. I made this project myself, and I went through each step of the process to make sure it brings the most feasible solution.
Research
User Summary
I conducted interviews and created a user journey map to understand the needs of the users I am designing for. A primary user group identified through research were working adults who rarely had cash on them to pay on delivery.
This user group confirmed my initial assumptions that most customers preferred to pay online, but my research also revealed that lack of cash was not the only factor limiting users from ordering online, other problems included obligations, call network failure, lack of knowing the status of their order, challenges that makes it difficult to go to the restaurants in-person.
User Pain Points
User-flow
* Difficulty in finding key information on the app.
* Payment processes are difficult and sometimes untrue
Time
*Working adults do not have the time to prepare meals.
* Working adults/entrepreneurs don’t have the time to walk down to an ATM machine to get cash to pay on delivery.
Support
* Platforms for ordering food don’t give a workable option of chatting with an in-house representative especially when the customers can’t talk over the phone.
User Personas
Based on the user research I conducted, I created two different user personas. These personas represent a typical user or potential user; their goals, habits, and frustrations.
User Journey Map
I conducted interviews with several participants who frequently use online food delivery apps. After speaking with them about real-life experiences and expectations of a food delivery app, I created a user journey map to capture the challenges and pain points users may encounter.
User Flow
Starting the design process
Paper Wireframes
Addressing user pain points has always been the number one goal of this app. Efforts were made to draft out well-suited screens of the app on paper, so as to address these pain points. I prioritized a simple and understandable ordering process to help users save time.
For the final paper wireframe, I made sure the user flow was simple and easy to understand. This would help users stay focused on the goal of using this app rather than get distracted by irrelevant designs and complex user interface.
Digital Wireframes
Low-fidelity Prototype
The low-fidelity prototype connects the primary user flow of ordering, online payment, and tracking your food on the app
Usability Study: Findings
I conducted two rounds of usability studies with 6 participants of different gender and race in each study. Findings from the first study helped guide the designs from wireframes to mockups. The second study made use of high-fidelity prototype and revealed what needed to be changed in the mockups to make for a better user experience.
| Round 1 findings | Round 2 findings |
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Refining the design
Early designs allowed for some customization. After the first usability study, I had users requesting for the tracking page to be more detailed. So I added additional options like “Rider Details”. I also revised the design so users can live track their order and call rider.
The second usability study revealed that users wants option of customizing their food and also letting the restaurant know if they are allergic to certain ingredients/spices. To this effect, I redesigned the homescreen to make it easy for users to report any allergy and also customize their food.
High-fidelity Protoype
The final high-fidelity prototype presented cleaner user flows for customizing your food, checkout, and tracking your orders. It also met the needs of the user especially those who are allergic to certain ingredients, by giving them the option of making the restaurant aware of their condition.
To view the high-fidelity prototype, Click Here
Going Forward
Lesson Learned
As my first ever case study, working on this project was a challenging but fun experience. I learned that the first ideas for the app are only the beginning of a long process to achieve user greatness. Usability study and peer feedback influenced each iteration of the app’s design.
Next Steps
- Conduct more user research to determine any new areas that needs to be added or removed.
- Conduct another round of usability studies to validate if the pain points users experienced have been effectively dealt with.
THANK YOU