Sites selling food can often times too be cluttered and offer too much choice.
Design a site that is clean, organized and informative that will lead to a seamless user experience.
One of the primary user groups identified were professionals who are busy with work and don’t have time to cook meals.
It was found that users had a hard time making selections and finalizing an order because the menu and ordering process were not straightforward.
Menus are often cluttered and hard to read
Sites don’t always provide clear information about progress/current order
Single Bank Professional
Jesse is a young professional who is busy with work and extracurricular activities. She’s single and lives with 2 roomates. She often buys dinner for everyone on her way home but she’s too busy to call so she prefers apps. She likes being suggested meals.
Spend energy on activities and time withs friends
Not easy to find healthy food with positive ordering experiences
User Journey Map
It was evident after mapping Jesse’s user journey that having an live order status is very important to improve the user experience.
I ran a crazy 8’s exercise to get some ideas down a piece of paper to generate solutions and understand pain points.
Making sure key elements were easy to find was important to improving the user experience.
A user should be able to find important link like the food menu and specials.
I created a low-fidelity prototype to test the connection between all the user screens that complete a primary user flow.
After feedback, I made notes to ensure the most viable ones are iterated on to improve the user experience.
Usability Study Findings
I conducted two rounds of useability studies. The first study helped guide designed to the wire frames to mockups. The next study helped understand what parts of the high fidelity prototype can be improved through the mockups.
Cart There was no way to know if you had added an item to the cart
Checkout The user didn’t have an option to create an account once at checkout
Cart There was no way of removing an item or changing the quantity of items after adding to the cart.
Using the insights from the usability study, I added two new elements to convey to the user that their add to cart action did take effect.
Final high fidelity prototype presented a clear flow with all the more logical options that allow the user to move around the app less friction. It also achieved the needs for simple ordering process and progress tracking
The changes made allowed our target user to move more easily through the flow and to find the necessary areas pertaining to ordering from the Sandwich Shop.
What I learned:
I learned some small changes can make a big difference to the user experience. Also, some assumptions can be wrong and it’s good to learn from research and make changes.
1. Conduct another usability study to determine if the previous challenges have been addressed.
2. New features and pages should be discovered and ideation will be required.