Loaf ArtisanGourmet Sandwich delivery app
Duration
May-Aug 2022
Role
UX Designer
Challenge
People with busy lives have little time to cook at home, they need to find an easy way to buy healthy food.
Goal
Design an app for Loaf Artisan where users can easily buy healthy gourmet sandwiches at a good price.
Empathize
Summary
I conducted interviews and created empathy maps to understand the users' experiences, needs, and frustrations. One of the user groups identified through this research wanted to have more options in gourmet food, not only buying prepared meals but also food items such as bread.
The research confirmed that only part of the assumptions were correct regarding the need for healthier food, and users not having enough time to cook but that they felt limited because of pricing and not having specific food options such as gluten-free, vegan, vegetarian, etc.
Pain points
1. Time
People have limited time for cooking for different reasons
2. Money
Gourmet food can be very expensive
3. Food sensitivities
There aren't many options for people who didn't eat certain foods either because of choice or sensitivities
4. Accessibility
It’s difficult for people with disabilities to use some apps that aren’t universally designed
Personas
Age: 44
Education: Masters Degree
Hometown: San Jose
Family: 1 daughter
Occupation: Risk Manager
“As a working mother, I really need to find food options that help me balance my family’s health and my work”
Alina has been a Risk Manager for over 12 years, she has a lot of responsibilities and manages a big team. She is passionate about her job but has little time to spend with her daughter and for herself. She doesn’t have enough time to cook and she’s worried about her health and her daughter’s because they’re eating a lot of takeout. She has a visual impairment, and she uses screen reader technologies but not all apps are friendly.
Goals
Spend more time with her daughter and by herself
Buy healthier food options for her family
Find an easy option to buy healthier food
Frustrations
"I don't have enough time for cooking”
“my daughter and I are eating a lot of unhealthy take-out food daily”
“It’s difficult to navigate through delivery apps and some are not compatible with my screen reader”
Problem statement
Alina is a working mother who needs a way to buy, healthier food options for her family because she doesn’t have enough time to cook and she’s concerned with their health.
Define
User journey
Action
Task list
Compare different delivery apps
Browse through different apps
Choose one app (one with better accessibility)
Select restaurant in specific app
Browse restaurant options
Thinks what she wants to eat
Chooses one restaurant
Scan the menu options
Browse which items to buy
Chooses one
Asks her daughter what items she wants
Places order
Goes to check out
Places final order
Pays
Food is delivered
Waits for the food to arrive
Receives order and checks if everything is correct
Feeling Adjective
Overwhelmed with all the options
Frustrated that some of the apps are not accessible with screen reader
Overwhelmed with all the restaurant options
Excited to eat something good
Indecisive about what to buy
Doubtful about her daughter’s decision
Excited to receive her food
Anxious to finalize her order without inconveniences
Impatient with receiving her food
Excited to start eating
Improvement opportunities
Accessibility on apps, compatible with screen reader technology, customizable font sizes
Filtered by healthy food
Make a group order so they can both look at the menu at the same time
Filtered by healthy food
Make suggestions based on previous purchases
Giving feedback on check out so user can feel that the order is correct
Sending a product to try on based on previous purchases
Main user flow
Design & Testing
Digital wireframes
Home page
It was kept simple but with all the information that a user might need to navigate the whole app.
Important features
Recommendations based on your history
CTA for easy access to create weekly order
Product page
The users can customize as much as possible but also have recommendations based on their previous purchases.
Important features
Different customization criteria for users to adapt the product to their needs and likes
Recommendation of similar products
Weekly order
One of the most important features of the app and it needed to be customizable
Important features
Adding or deleting days
Choose pickup or delivery
Usability studies
I conducted two usability studies. The findings of the first one guided the next steps for the mockups and high-fidelity prototype. The second usability study conducted on the high-fidelity prototype showed aspects that needed refining
Round 1 findings
Visualization of the days in the weekly order
Better cues to customize the address
Clearer check-out flow
Round 2 findings
An intuitive way to select the dates on the calendar
Seeing only what they added to the cart
Better visual cues to follow and complete the weekly order
Mockups
The first wireframes had a long and complicated checkout process, it was simplified to two steps and added better cues for the address section, and added a feature to choose where you want the delivery to be left
In the second usability test, most of the insights were about the interactions, but the users still had some issues identifying that they were on the weekly order so I added a visual cue at the top to differentiate it from the home or regular menu sections
Accessibility considerations
1
A color palette friendly for people with color blindness and sensitivity to contrast
2
Iconography to help users to navigate
3
On the setting of the weekly order displaying the steps one at a time to not overwhelmed users with all the steps at once
High-fidelity prototype
The high-fidelity prototype showcases an easy-to-follow user flow, where users can customize their products and also make their weekly orders ahead. The checkout process for both user journeys meets the user's needs
Takeaways
Impact
Users love how easy it’s to navigate the app and that they can place their orders ahead and not worry.
What I learned
I learned that usability testing it’s an amazing tool to really connect with the users’ needs. What you had before that it’s really just a glimpse of how the app can really help users, after the sessions and the insights everything came alive so easily
“ The structure is very familiar and it's very clean and the fact the images are big helps you pick the product”
Usability tester