Happybites
Helping users choose the best food delivery service
Project overview
‘Happybites’ is a product I designed to help users get the best deal when ordering food online. This app integrates various food delivery services in the market and allows users to compare them. As an avid delivery service users myself, I often found it inconvenient to navigate multiple apps to find the best deal and keep track of my ordering habits. Happybites addresses this challenge by providing users with a unified channel to access diverse delivery platforms. Through this streamlined approach, users not only save time but also receive personalized insights into their spending habits on delivery food.
Key features
Compare services and choose the best option
Check deals and discounts across platforms
- The ‘Offers’ tab shows ongoing deals and discounts across food delivery platforms.
- Users are can check the latest offers on one screen without the need to switch between apps, navigate deals or check their emails.
See useful information on how much you saved and your order habits
Process
Outline
Problem statement
- Switching between apps to check different restaurants on each service/to find offers
- For frequent users:
1. Expense may be an inssue
2. Eating healthy may be an issue
Assumption
(product concept)
- Integrating restaurant info, delivery options
- Tracks expenses; how much I spent on delivery food
- Nutrition facts (e.g. app gives healthier suggestions)
Research & Design
- Positive responses to ‘one app to rule them all’ idea
- With expense tracking respondents have contradictory feelings; they want it but also don’t want it
- Info on nutrition is an absolute no.
Problem statement
- Perception/attitude towards delivery food can vary across cultures.
- When data provided by the service does not immediately aid users in taking actions it can be redundant.
Design Process
Empathise
- Market research
- Competitor analysis
- User interview
Define
- User persona & Journey mapping
- Card sorting
- Prioritisation (MoSCow)
Ideate
- Sketch
- Information architecture
- Lo-fi wireframes
Prototype
- Style guide & Components
- Hi-fi designs
- Prototyping
Test
- Usability test
- What I learned & Next steps
Empathise
Market research
Online food delivery industry continues to grow
- Decrease in indoor dining allowed the online food delivery industry to gain a stronger hold on the market during the pandemic.
- Revenues from online trakeaway platforms and restaurant delivery are expected to grow in the coming years.
Londoners spend thousands on takeaway every year
- Average £2,604 is spent every year on takeaway food.
- People are also increasingly worried about the cost of takeaways especially with the soaring cost of living.
(4,000 respondents, 16 years and older)
Competitor analysis
User interview
5 participants
Ages: 25-30
Region: Greater London, Hertfordshire, Edinburgh
Order frequency: 2-20 orders/month
PhD student
Journalist
Cybersecurity
Define
User persona & User journey
After conducting user interviews, I developed two personas and corresponding user journeys to humanise potential users. Using user journey maps, I visualised their experience, pinpointing touch points and pain points to identify improvement opportunities.
Features sorting
I analyzed user pain points and needs to propose relevant features, categorizing them into five main groups. This approach facilitated efficient information organization and provided insights into the app's information architecture.
Prioritisation (MoSCoW)
I categorized the features into Must-haves, Should-haves, Could-haves, and Won't-haves (for now). This prioritization method played a crucial role, especially considering I was working independently, where effective time and resource management were paramount.
Ideate
Sketching & Information architecture
I sketched to swiftly explore and iterate ideas, effectively communicated concepts, and gathered early feedback. This phased served to save time and resource in the latter stages where a more precise and detailed designs were developed.
Wireframes
We developed low~mid-fidelity wireframes to lay out content and visualise functionality and user flow. In this stage, we focussed on whether the interface and hierarchy of different elements made logical sense for the users.
Prototype
Style guide & components
High fidelity designs
Tailored for each user
- Onboarding process helps understand each user to customise app interface and information displayed.
- The app’s home page displays restaurants and features relevant to the user’s preference and needs.
- As a result, it offers an organised and decluttered delivery service interface while maintaining a comfortable level of predictability.
Savings & Insights
- Information about the amount users save by making the most economical choices encourages continued engagement with the app.
- Insights into users' ordering patterns and habits offer valuable information, empowering them to make informed decisions for future purchases.
Compare services and choose the best option
- In the final stage of the ordering process, users can compare the total price, price breakdowns, and reviews at a glance.
- This eliminates the need to switch between apps to compare prices and more.
All-around support for ordering takeaway
- Information about the amount users save by making the most economical choices encourages continued engagement with the app.
- Insights into users' ordering patterns and habits offer valuable information, empowering them to make informed decisions for future purchases.
Test
Usability test
I used both qualitative and quantitative methods to gauge the usability of the product. I conducted face-to-face interviews with five respondents, presenting them with a prototype for feedback. Then I gathered numerical data by having the respondents complete the System Usability Scale questionnaire.
Evaluation
What I learned
- Challenging assumptions
I discovered that user needs can diverge from initial assumptions. It is essential to overcome personal biases when understanding users and their pain points to create truly effective designs. - Focussing on the product goal and users
During the end-to-end design process, I recognised moments where I could occasionally lose track of the goal of my product. I discovered the importance of revisiting the initial objectives, and above all, the user. - Localisation for improving user experiences
User research and usability testing indicated variations in people's emotional and behavioral responses to ordering and consuming delivery food based on their cultural backgrounds. To enhance the overall user experience and market appeal of the product, it is important to consider these factors.
Next steps
- Diversifying user persona
Incorporating additional personas to capture a broader range of cultural backgrounds, ages, and perspectives will ensure a product that resonates with a wider audience. - Making <Insights> more useful
Usability tests revealed that enhancing the <Insights> page with decision-supportive information would improve user experience.
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