UX Personal Redesign Case Study
Consumers often rely on the use of online food ordering services to satisfy their food cravings. When doing research for this personal redesign project, I discovered user motivations and pain points. The research I conducted, guided me to finding appropriate solutions to some of the problems users experienced.
Research
To kick start my research, I created a survey in hopes of gaining insight on customer’s thoughts regarding online food ordering . My survey was followed by user interviews, in which I asked questions to really understand what problems people encountered when placing an online food order. The data gathered from both the survey and user interviews was used to put together an Affinity Map.
Define
After boiling down my affinity map and recognizing the prominent themes: Convenience, Communication, and Customizations, I engineered a User Persona. Maggie is a user looking to order a pizza and encounters a few hiccups in the midst of something that is meant to be simple.
My next step was to create a problem statement. I identified what it is that the user needs and why the user needs this.
Ideation
I created two How Might We questions to gain insight on how this problem should be solved.
- How might we keep customer’s engaged with their order process?
- How might we allow customers to make their orders more personalized?
To get some answers to these two questions, I conducted two ideation sessions. Each session was composed of three participants. I received many great responses from the participants.
After affinity mapping the responses from my ideation session, it was even more clear to me that the problem had a very simple solution: Communication. One of life’s simplest things, but can be difficult to get. Sigh
Solutions
With the theme of communication in mind, I was able to decide on three features that will help solve the user’s problem.
- Live chat with the restaurant
- Order status tracker
- Customizations list
I created two user flows to represent actions the user would be making to reach the ultimate goal.
My user flows served as a guide for the next step which was to sketch low-fidelity wireframes.
I conducted a usability test, instructing the participant to place a pizza order with customized pizza toppings. The participant clicked on the the “home” icon, instead of clicking on the “menu” icon. Once she realized that was the incorrect icon, she then clicked on “menu.” After the test, I asked her why she clicked on “home” and she stated she thought there would be a drop down on the “home” that would say something along the lines of “place order.”
Next Steps
I will want to conduct another usability test to see if the next participant clicks on the “home” icon as well. If so, I will consider adding the feature there. My next steps are to move on to higher fidelity wireframes.
