Design process

01 DISCOVER

Competitive Analysis

We analyzed the strengths and weaknesses of three Uber Eats competitors, focusing on how the food ordering process works and which features make for a convenient user experience.

Deliveroo

Overview

UK-based food dekuvery platform that caters to different dietary preferences such as Halal and Vegan.

Pros

All food menus have allergy laveling.

Cons

Unable to contact the delivery driver directly.

Unable to modify delivery location, and slow customer service.

Doordash

Overview

US-based food delivery platform that also operates in Canada and Australia.

Pros

Offers a detail food reviews.

Cons

Food deliveries raise safety concerns.

Unable to modify delivery location, and slow customer service.

Deliveroo

Overview

US-based food ordering and delivery platform with many restaurant partherships.

Pros

Easy process to order a food.

Cons

Slow issue resolution with customer service.

Ordering system and delivery times are not accurate.

SWOT

Uber Eats has a major strength in its global brand recognition and the fact that it offers services in many countries and cities. However, there are issues that need to be improved such as the inaccuracy of estimated arrival times, delivery errors, and a lack of responsiveness from the service center.

Survey

The survey results from 10 people showed generally high levels of satisfaction, but there were some users who wanted service improvements.

Check the survey

The opinions of users who felt inconvenience in the home screen layout were as follows

It's difficult to see the screen layout at a glance and to distinguish between categories (16.7%)
It's difficult to compare restaurants because
there are so many of them (33.3%)
There aren't many different criteria for sorting restaurants (33.3%)
There are too many categories, making it difficult to choose (16.7%)

As a preferred customer support service, 75% of users favored the call service with customer representatives. The main reason for this preference was the desire for immediate response and a more convenient experience according to user feedback.

Consultant call service (75%)
24-hour AI Chatbot (25%)

User Interview

I conducted interviews with four users who use Uber Eats. The participants included one user who has used the Uber Eats app for less than a year, and three users who have used it for over a year.

Sihyeong Cho 31, Ph.D. Student

Hyunbin Lee 34, Ph.D. Student

Sihyeong Cho 31, Ph.D. Student

The rider's delivery route was not accurately reflected, so I waited on the opposite side of the road from the rider, and it caused a delay in receiving my food.

Hyunbin Lee 35, Ph.D. Student

It would be great if the app could display the frequently ordered restaurants at the top of the home screen. Also, I once mistakenly placed an order and immediately pressed the cancel button, but the order had already been placed in a short amount of time, so I couldn't get a refund.

David 28, Student

I want personalized food recommendations basedon my preferences, like a favorites list.

Amy 25, Social Worker

I have an allergy, but I can't see the ingredients on the menu, so I need to check it individually every time.

02 DEFINE

Affinity Mapping

We grouped the problems and common pain points identified through user research and interviews with team members using affinity mapping. Through this process, we gained a clearer understanding of the challenges faced by users who use Uber Eats.

Feature Prioritization

Based on the key insights, I have identified the most  important priority features to address the user's needs and pain points.

03 IDEATE

Sketches

We went through a process of creating various alternatives through a meeting after individual sketches. We fleshed out the sketches by discussing usability and priorities for the user with our team members.

Storyboard

We have created two storyboard drafts for a user experience prediction and personal allergen filtering story and a customer service story.

Allergen filtering

I took an allergy test.

There are many foods that I cannot eat.

“What should I eat when I'm hungry?”

I turned on Uber Eats.

I am filtering for allergen ingredients.

I ordered food and received it through delivery.

I was able to enjoy the food without worrying about allergies.

Customer service

I ordered delivery through Uber Eats.

One of the ordered dishes was not delivered.

I got angry before even having a meal.

I am in the process of requesting a refund through a chatbot.

I was able to check the refund process within the app.

Refund completed

I was satisfied with the fast customer service.

Wireframe

Through multiple iterations and modifications of sketches, I developed low-fidelity wireframes to understand the overall flow of the design concept.

04 DEFINE

High Fidelity Prototype

Based on low-fidelity wireframes, I developed a high-fidelity prototype through the iterating process.

Splash screen

Sing up

Onboarding

Home

Usability testing

We conducted one-hour online usability tests with four users who use a food delivery order application. During the usability test, we had the participants perform tasks, and if they didn't understand any part of the process, we asked them questions to help them proceed.

“I really like that it filters the food recommendations based on my allergens.”

"I have high expectations that providing more specific delivery instructions through the additional delivery options will reduce the chances of delivery errors."

Uber Eats

INTRODUCTION

PROBLEM IDENTIFIED

PROJECT TYPE

TIME LINE

MY ROLE

Competitive Analysis

SWOT

Survey

User Interview

Affinity Mapping

Feature Prioritization

Sketches

Storyboard

Wireframe

High Fidelity Prototype

Usability testing

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