Case Study
Redesign DeliveryEasy
Sep 2019 - Oct 2019
About DeliveryEasy
DeliveryEasy is a food delivery mobile application based in New Zealand aiming to provide food delivery service as quickly as possible.
Project Goal
To draw the user journey map and find out users' pain points by conducting heuristic evaluation and user interviews.
To provide UX solutions and redesign some current features.
My Roles
UX research and UI design
Discover
Problem Space​
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We've noticed that there were few people ordering food on DeliveryEasy. Instead, they used Uber Eats more often. Some users said they had used DeliveryEasy before but still preferred to use Uber Eats to order food.
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How might we design better solutions to the process of food searching, ordering and tracking that encourage more people to use DeliveryEasy?
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Explore
How do we identify pain points?
Heuristic evaluation
It is an efficient way to test digital products using a set of guidelines. It provides insights for drafting interview and testing questions, as it will raise some arguable points or usability questions that are required to be tested with our users and ask them questions.
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Interview
The purpose of the interview was to understand users' pain points and behaviours of using DeliveryEasy by asking general questions and specific questions as users interact with the interfaces.
Heuristic evaluation
1. Human limitations - shouldn't overload users' memory
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Users need to type in the full address each time.
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No search history or favourite locations
2. Linguistic clarity
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It was easy to misunderstand the " menu" in a food-type application. The " menu" here should be " my account", which provides account details, such as contact, my cards, order history, etc.
3. Responsiveness
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There are no number of items and total amounts displayed on the bottom when users select items, lacking of responsiveness to users​' interactions with interface.
Interview findings - Empathy map
SAYS
"I want to see some recommendations based on price, distance
and review."
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"Where is my food now? I want to track my food delivery."
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"The recommendations were always the same when I entered
the different address."
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"It is easy to order food and know the delivery time."
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"I want to see the reviews and food images before I make orders, because I don't want to waste my money
THINKS
It doesn't have filters. Should we add filters to help people find food they like?
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" I can't change my orders when I am at the payment page."
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" How can I contact my delivery person if my food delivery is not
on time."
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The restaurant page is lack of details. There is no food images, no restaurant locations and no reviews.
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Does
"Sometimes, I need to open Google Maps to get my full address."
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Check the delivery time and order food.
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If leave the page accidentally, there are no items kept in the shopping cart.
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"I always browse restaurants on this app rather use search or recommendation features."
Feelings
Feel angry about the same list of restaurants displayed when I search for food.
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Feel worried about the food.
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Annoyed - " I cannot go back to the cart page when I am at the payment page. No place for me to make any changes to my orders."
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Feel disappointed about discount and coupon features
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Interview findings - User journey map
User flows
User flows help me identify which features should be added and be more explicit about the significance of adding these features. The yellow boxes are new features added to the current user flows. New potential features include:
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Current location
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Location search history and favourite location
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Filters: price, distance, review and popularity
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Restaurant suggestions: nearby, food categories, countries, etc
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Restaurant details page: food images and reviews
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Delivery Tracking: real-time location and contact details
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Coupon and discount information page
Define and Design
Primary pain point #01 - Unfriendly address search CTA
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"Find your place” is not friendly for some users who do not know of an accurate location for delivering. Every time users need to enter their address to continue.
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As the second screenshot shows, users need to enter the street address, suburb and city if they can't find a place, which takes time to go to the main page.
Primary pain point #02 - dysfunctional recommendation feature.
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Users said that the recommendation feature is super simple. The pain point is that when they type in different addresses, it just shows the same list of restaurants, which won’t make any difference to them. The recommendation feature should provide helpful information for users. For example, “As a user, today I want to eat Asian food”; “ As a user, I want to know which restaurant is most popular in the city”. We need to consider some user stories which help us craft some functions that meet different user requirements.
Primary pain point #04 - No images and reviews
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Many users reflected that there was no filter for food searching. When they type in their food preferences in the search bar - “ I am craving for”. It didn’t match what they typed in. Also, no labels showed time, distance, ratings or comments.
Let's start with solutions.
There is a scenario where users may only know their address correctly if it is commonly used.
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Add “ Locate current place” feature to the search bar, and then the address will be auto-populated.
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Add memory feature that the system will remember your address history.
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Users are able to set home or office as a favourite place—UX purpose: To save time to get the primary page.
Let's start with solutions.
Based on the interview, users were keen to add categorisations that would be convenient for them to look for different food options. Hence, I made some iterations on the home page
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- Added nearby restaurants
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- Added top restaurants
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- Provided country preferences.
Nearby restaurants: there are wide selections of restaurants with different delivery times listed in distance order.
Top restaurants: this section is for the famous restaurants in your city regardless of distance and price.
Let's start with solutions.
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​I added some filters to the food search function. For example, users can search restaurants by distance, reviews, sales, discounts and price. Also, some users mentioned that they are vegetarians who want vege or gluten-free options. So, I added a dietary requirements section which includes vegan, vegetarian, gluten-free and dairy-free labels using different colours to make them evident to users.
Primary pain point #04 - No images and reviews
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Many users complained that the restaurant details page had insufficient information. There are no food images and reviews, which will increase the possibility of ordering the wrong food at a high cost. It is critical to have pictures and comments, especially when users want to try a new restaurant. More information on the restaurant page would be beneficial for food selections.
Restaurant details page
- No location
Menu navigation bar
Food preferences
Menu details
Let's start with solutions.
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Some users said they were annoyed that the arrows disappeared in half when they viewed more options using the slider. In addition, it was not user-friendly to click on.
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I redesigned the layout of the page. The menu was designed vertically. Users can toggle among food types
to view images and information
In addition, I created tabs for users to order food and view restaurant comments.
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I noticed that the current page doesn't have a location map. So I also added this to a new design which would give them an idea of how long it may take to deliver.
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A review feature was introduced to this page. The function is similar to Google review, which includes ratings, visitor names and comments, as many people prefer to view feedback before making decisions.
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Primary pain point #05 - No food tracking
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Some users felt insecure about the food delivery process because there was no information about the deliverer's contact number and real-time location. The service ended once they finished the order; the page only displayed order details and delivery time. The follow-up information should also be taken into consideration.
Let's start with solutions.
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A new tracking feature was added. It shows a real-time location of the deliverer: distance to the restaurant and space to the client.
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The progress circle shows how long the client would be waiting, an indicator that keeps users informed about their status
Secondary pain point #01 - Confusing menu button
Changed the menu button to the menu icon
Secondary pain point #02 - Lack of responsiveness
Added total amounts and number of items to interact with users.
Secondary pain point #03 - Lack of accessibility
Added cart icon on every page
Where I started...
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To conclude
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There are few restaurants in DeliveEasy, so the original designs were quite simple regarding the recommendation and food-searching features.
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Conducting UX research was a significant way of understanding users' feelings and identifying their pain points, which provided great helpful insights for the iteration stage.
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Competitive analysis and heuristic evaluation helped me focus on some critical details. Small UX changes could influence user experience significantly.
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Some features could be designed better, such as coupons and discounts.
DeliveryEasy Case Study Prototyping Link :
https://xd.adobe.com/view/b6026dc6-66e3-46b5-6de9-f55ce391c441-c033/