April-May ‘20 3 weeks
TEAM
Najia Khan
ROLE
UX Research
UI Design
TOOLS
Figma
Miro
UsabilityHub
Design Prompt
With the recent outbreak of COVID-19, millions of people are now sheltered at home. This unexpected turn of events has left food delivery apps in demand now more than ever. Adam Ruf, the creator of the UX Design Contest, tasked designers to improve the UX of a food delivery app of their choice.
Design Challenge
How might we propose a more practical recent orders user experience to ensure that customers have a seamless interaction with Postmates' delivery service?
Design Solution
To enhance Postmates’ recent orders for the buyer and seller, we’ll streamline this record-keeping system through the use of buttons, cards, and descriptions.
Double Diamond Process
With the recent outbreak of COVID-19, millions of people are now sheltered at home. This unexpected turn of events has left food delivery apps in demand now more than ever. Adam Ruf, the creator of the UX Design Contest, tasked designers to improve the UX of a food delivery app of their choice.
Why Postmates?
Discovering Postmates Usability Issues
Living in the tri-state area has posed many options of food delivery apps for us to choose from. We did a walk through with 6 leading food delivery apps to gain an insight into their user experience but ultimately, we decided to choose Postmates because:
1. Most Unfriendly User Experience
We hit the most roadblocks on Postmates. Their navigation system was frustrating and required us to spend the most time on their app involuntarily.
2. Most Potential for Improvement
We recognized pain point areas that Postmates didn't take advantage of to enhance the customers experience.
3. Curiosity
We don't hear about Postmates as much as some of its competitors, we thought it would be exciting to explore a service we're not as familiar with.
To begin identifying usability issues, we went through the actions of ordering pizza from a restaurant. In 30 minutes, we came up with a rough list of 20 issues that we discovered. We narrowed down our list and grouped issues into four areas of opportunity we could explore: recent orders, restaurant cards, filters, and homepage. Each issue was measured by importance and urgency and throughout the process we kept asking ourselves: What’s the most high impact problem for Postmates’ users?
Insight
If Postmates takes advantage of generating a descriptive summary for their recent orders, then they can gain an insight on their customer’s spending trends and make informed decisons about boosting sales. At the same time, improving the recent orders UX for users can lead to a personalized ordering experience for them in the future while also increasing their brand loyalty and customer lifetime value. Postmates recent orders had four pain points we created oppurtunities for:
1. No Call to Action
There was no follow-up component that the user can interact with that would persuade customers to order again.
2. Hidden Recent Orders
They are currently tucked away in the profile section requiring the user to tap multiple times to view it.
3. Neglecting Order Previews
Long orders get cut off and can't be tapped into to read full order.
4. Images Are Not Appetizing
Generic icons and dull company logos look unappealing.
Ideate
A/b Testing solution
We gathered up the specific issues we identified with the Postmates’ current recent orders page and moved to Figma to ideate some raw solutions.
We created a quick preference test through Usability Hub to survey users and test how successful our redesign was. In the first test, 21 out of 27 participants said they'd rather use our proposed design to view recent orders. We gathered the feedback and used those to improve upon our initial design.
A/b Testing Feedback
Here are some critiques from participants who chose the original Postmates design:
"It can list more recent orders. Also the big picture is not necessary, since I already know the restaurant, I just need order info instead."
"You can see more of your orders, the pictures take too much space."
We went back to Figma to make changes to our initial design by:
1. Making the pictures smaller and enlarging the text
2. Allowing more information of the recent order to be visible.
Second A/B Testing
After improving the initial design, we ran a second test on UsabilityHub comparing Postmates' page with our edited design to get new feedback. In the second test, 10 out 13 participants said they preferred our proposed design for viewing past orders. Here are some reasons why participants preferred our proposed design:
"I see the reorder button right there which is more efficient."
“I can see a lot more of the order."
"There’s a re-order button."
"Because it shows a picture and has a re-order button."
Recommendation
Lessons Learned
1. Navigation Bar on the Bottom
While we did add a tab for recent orders on Postmates, but a bottom navigation system would serve a better purpose for their app in the long run.
2. Add a Reorder Button
Adding in a reorder button for past orders would make the recent orders list more efficient and easier to navigate.
1. We should take in to account how much time it takes to test and improve our designs.
2. We should dedicate more time to think of strategic survey questions because it was difficult to predict how people would respond.