GOBBLE is is an adaptive fictional food delivery app. Customers can order food and other items from the platform’s restaurant and merchant partners at any time of the day and the night, and either pick up their order or have it delivered by the platform’s courier or drones.
Purpose
School Project
Project
UI/UX & Branding
The Design Process
The Challenge & Goal
People struggle to find the time to cook at home, especially during the world pandemic.
The challenge was to find a way for these individuals to order and receive food at their own convenience, the fastest and simplest way there is.
Crafting The Personas
Who Are The Users?
These personas, each of which embodied typical user goals and needs, highlighted potential problem areas that allow for improvement in user experience.
User Research
Understanding The Users Needs
The best way to understand the needs and motivations of the users is by hearing from them. I interviewed five adults by the age 18 and 70, who familiar with ordering food online.
The participants’ responses can be summarised as follow -
2 Out Of 5
had a hard time knowing how to change order details.
3 Out Of 5
navigated through the app pages easily.
4 Out Of 5
managed to proceed to the payment phase easily.
4 Out Of 5
most likely to use a food ordering platform when they in a hurry.
Competitive Analysis
Before jumping into the process of creating my solution, I checked out some popular food delivery apps. I interacted with the platforms and read their customer reviews. This helped me identify some drawbacks in the existing solutions and opportunities for a better user experience.
Pain Points
What Really Bothers The Users
The major pain points were identified from the foundational research phase are -
Online Research
Search your preferences from restaurants near by your location.
Support
Users don't receiving help during the process.
User's Productivity
Complex interface wastes the user's time and energy
Financial
Difficulty in joint payment and payment options diversity
User Journey Map
From my research, I learned that people are most likely to use a food ordering platform when they need a quick way to quench their hunger. When we are hungry, our concentration level drops. Therefore, the goal was to create an intuitive design — one that lets the users complete their desired task with almost no effort.
User Flow
Planning The Design
To achieve my goal of creating an intuitive design, I mapped a user flow that prioritized recognition over recall.
Usability Study
To get an early insight into the app’s usability before the introduction of visual elements, I recruited participants to test the low-fidelity prototype.
By watching the participants interact with the app and hearing their thoughts, I was able to identify problem areas in the app’s design.
