Deliveryy
In short
A food delivery app that aims to break into the space with a fun and unique twist.
Client
Personal Project
UX/UI Design
Branding
Product Ideation
Research
January 1, 2023
A food delivery app that aims to break into the space with a fun and unique twist.
Personal Project
UX/UI Design
Branding
Product Ideation
Research
January 1, 2023
Food ordering apps are extremely popular, especially in today’s world with a number of different options to choose from. Many of these apps offer similar experiences to users and leave room for a more unique alternative to step in.
Food delivery services have high prices and long wait times, which both result in users placing less orders on average per week.
User Goals
Business Goals
To identify problems that exist within food delivery apps and the process of ordering food delivery, I created a survey with questions to discover the motivations behind a user's decision on whether or not to place an order.
After surveying a total of 50 people and analyzing their responses, I discovered two main reasons that kept users from placing orders: High Prices and Long Wait Times
Users who complained about high prices did not list long wait times as a concern. Conversely, users who complained about long wait times did not consider high prices a concern.
App stores feature no shortage of food delivery apps. In addition to first-hand heavy usage of these apps, a Competitive Analysis was performed to learn more about how these apps handle the two frustrations (high prices and long wait times) that users reported in my survey.
I've provided a breakdown below how three of today's leaders (Uber Eats, DoorDash, and Postmates) handle alleviating cost and wait times.
Reward System / Enable Discounts
Ease / Speed of ordering
Key insights
Reward System / Enable Discounts
Ease / Speed of ordering
Key insights
Reward System / Enable Discounts
Ease / Speed of ordering
Key insights
After analyzing the survey results and competitive analysis, it was evident that the 2 user frustrations, high prices and long wait times, were not being solved by the current food delivery apps on the marketplace today.
In addition, it had become clear that each of these problems was very different, and therefore would require two different solutions. Ultimately, two custom solutions were developed to alleviate each problem. These solutions came in the form of a new food delivery app concept: Deliveryy.
Deliveryy is a conceptual online food ordering app. Deliveryy's primary purpose is to alleviate user's frustrations of high cost and long wait times with unique and fun solutions.
On the surface, Deliveryy operates the same as we've come to expect with food delivery apps: Pick a restaurant, choose your food, order delivery. However, the app also offers two distinct ordering experiences for those who choose to engage in them.
To better understand both user problems, it was imperative to create user personas for each and develop solutions from an informed perspective.
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A fun, fast-paced and challenging, post-order trivia gaming experience that rewards users with discounts on based on scoring.
Gamification, in its purest form, "leverages basic human intrinsic motivators, factors that inspire us to initiate an activity for its own sake, because it is interesting and satisfying in itself."
Adding a gaming element to the end of the food ordering process with the potential to earn discounts as rewards resulted in an enjoyable app experience and higher user satisfaction for having paid less per order.
Trivia is a familiar, easy-to-understand, fun, and informative way to challenge people. Winning at any game, or in this case, answering trivia questions correctly to earn discounts, results in endorphins being released, which makes us feel good!
In Deliveryy's case, trivia acts as a 2-for-1 enjoyable experience that results in alleviating the user's frustrations of high prices by providing earnable discounts through an engaging and informative gaming experience.
The trivia questions on Deliveryy are custom-tailored based on the user's order, such as food facts, restaurant history, location-based facts, cultural history based on entree ordered, and more.
With the ability to earn discounts through Trivia based gaming, users will receive a more enjoyable and engaging app experience, with a discounted cost on orders for participating.
To better understand how to design for users seeking discounts/rewards or shorter wait times, User Personas were created for each type of user. Below is a brief version of Enzo's persona, a 25-year old that lives in Brooklyn, works at an Apple retail store, and is looking for ways to save money (thanks to the student debt crisis). Enzo was used to understand a user who would care more about seeking discounts than getting fast delivery.
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The original goal of Deliveryy was developing a fun and exciting way to incorporate gamification as a way to let a user earn discounts. Some of the early ideas included putting a timer on the home screen to encourage users to engage and place an order to compete in a post-order trivia-based game.
At this time, the concept of showing a "leaderboard" preview for each restaurant was implemented. Ultimately, I decided on Trivia, with questions that were relevant to the user's order, as the driving force behind getting users to earn discounts and ranking up within the app.
The main point of constructing this user flow was to ensure that adding a trivia step to a food delivery ordering process would be consistently present and enticing to the user who is looking for a discount, but not in an obstructive way. I decided the best spot to initiate the trivia game was after the user ordered. Having the trivia game start after the order not only made the ordering process simple and straight forward, but gave the user something to do while they waited for their order.
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The wireframes for Take-Out were heavily focused on how the Trivia aspect of the app would work. I spent most of my time on how this extra step would not only fit in but in what capacity it would be referenced before and after checkout. Ultimately, having a Leaderboard preview and view for each restaurant were solid indications that there was a gaming aspect of the app, but kept the focus on the restaurants and food they offered.
INTRODUCING
How does it work?
The Deliveryy home screen shows you restaurants that are nearby. Quickly scan each restaurant to see its name, ethnicity, food type, delivery time, delivery cost, rating, and if it offers post-ordering Deliveryy Trivia!
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Deliveryy Express: A food delivery option that provides prioritized delivery times. With a selection of fast and ready-to-go food options, a quick-pick ordering process, and a streamlined checkout — Deliveryy guarantees fast delivery times for your favorite items.
Deliveryy will offer a dedicated view of "Express Restaurants" with a prominent countdown timer informing the user of how long they have left to place an order to ensure the promised delivery time.
These "Deliveryy Express" restaurants (those who opt-in) will feature "Express Items". These are the items the restaurant deems as their fastest foods to cook/prepare or are always readily available (think Big Macs at McDonald's). In other words, each restaurant's top performing products that get ordered the most on a daily basis.
By having these Express items readily accessible, the Deliveryy driver will be able to head straight to the store, knowing the order will be ready when, and in some cases before, they arrive. The result is an ability to guarantee a fast delivery time for users who want their food as fast as possible.
Ordering food delivery allows users to place their focus on something of greater importance. By providing these users with an option for prioritized delivery and quick ordering process, Deliveryy can assure the user that they will receive their food fast and on time, while not disrupting them from what they are currently doing.
Naomi's persona was created to understand users who are not concerned with the price of their order and, instead, would rather prioritize receiving their order as fast as possible. Naomi was designed to emulate someone who is career-driven, makes a good salary, and is always on the run with work and activities. To Naomi and users like her, it was evident that time is the most valuable currency.
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The "Express" aspect of the app came quickly after the Trivia concept was created. This solution was something that needed to be as equally important as the Trivia feature, but also remain unobtrusive to the app and ordering process.
At the top of Screen 1 is where you can see the early version of Tabs/Filters for both Trivia and Express. These tabs give the user quick access to either option, while still allowing them to use the app normally from the home screen which would show all available restaurants, regardless if they offered Trivia or Express options.
Screen 2 shows what would appear when entering the Express tab. The timer's purpose is to notify the user of the time left to place an order and secure the delivery time that sits next to it. These Express restaurant UI cards also feature how many "Express Items" the restaurant offers.
Screen 3 is the concept of being able to "quick-pick" a bunch of items at once. This action would be helpful for busy users to quickly add multiple Express Items to their cart at once and require fewer screens and is less time consuming than competitors.
This User Flow helped map out the fastest way for a user to order multiple items, while still being informative and upfront with restaurant details, food customization, payment methods, and order status. The main goal of this user flow was to eliminate as many ordering screens/steps as possible and allow the user to place their order and get back to something of greater importance.
The wireframes for the Express option of Deliveryy indicated how multiple items could be quickly added to a user's cart. To also factor into how restaurants would handle having "Express Items," it was best to limit the user to only a few options that both the app and accompanying restaurant could rely on to have ready to deliver quickly. Again, think Big Mac's or "Dollar Menu" items at McDonald's. These are the types of items that would be fastest to deliver, and subsequently, the most popular items the restaurant offers.
INTRODUCING
Deliveryy Express: A food delivery option that provides prioritized delivery times. With a selection of fast and ready-to-go food options, a quick-pick ordering process, and a streamlined checkout process — Deliveryy guarantees express delivery times for your favorite items.
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