Design a solution that provides real-time, reliable delivery tracking and updates to improve the delivery experience for users. This project is done through the Google UX Design Professional Certificate and it is explicitly implement Google Design Thinking approach.
Duration:
4 Weeks
Role:
Team Of One (Generalist)
Problem Statement
BURGARI customers often face stress and disruption in their daily activities due to the uncertainty of delivery times and lack of effective communication from delivery services.
Interview Questions
Interview Challenges
Biases
Mitigation Strategy:
To avoid any biases I would ensure that all responses from participants are valuable and there are no right or wrong answers.
Keywords: neutral wording, avoid leading questions.
Recruitment Challenges
Strategy:
Since the project is a conceptual one, I will relay on relatives and friends to help me out. However, setting up criteria before hand will help, by answering the question: who are my target Audience?
Keywords: Persona Criteria , Target Audience.
Varying User Technological Proficiency
Strategy:
For the participants, I have in my mind, they already experience ordering from fast food restaurants.
Keywords: Technological Concepts.
Keeping Interviews Focused
Strategy:
Since I am interviewing known participants, I think it will be hard to focus on the topic but I think I can receive an honest answer since there is no formal aspect to the interview.
Keywords: Structured Interview.
Type of the Interview & Documentation
Strategy:
Since the project is a conceptual one and the participants are relatives and friends, I will relay on face-to-face interview. However, no recording will take place and I will use paper and pen for documentation (Written Documentation). Keywords: Face-To-Face, Documentation.
Persona
Name
Mousa Al Hmeidi
Age
39
Education
High School
Home Town
Al Ain, UAE
Family
Divorced, Living Alone
Occupation
Driver
Gender
Male
Device
iPhone 15
“Ordering your beloved Food and waiting with no indication of when it will arrive makes me nervous.”
Goals
Having Control over his Food order Status
To track his food orders in real-time to manage his schedule more efficiently.
Eliminate uncertainty of delivery time.
Frustrations
Prefers a streamlined, hassle-free ordering and delivery process.
Being impatient while waiting for food.
Uncertain for delivery time, so he can not achieve anything while waiting.
Story
Mousa Al Hmeidi, my uncle, lives alone in Al Ain following his divorce and finds that cooking is a daily chore he has little time for. As a result, he orders food from various places almost every day. He often struggles to focus on other activities while waiting for his food delivery. He can't even take a shower without worrying about missing the delivery, as he jokes, "the moment I enter the bath, the doorbell rings."
Therefore, having an app that informs me about the delivery status would greatly enhance my day. I could even order food on my way back home since I would have control over the tracking. Mousa is tech-savvy, heavily relies on his smartphone, is active on social media, and often influenced by online reviews and friends’ recommendations.
Empathy Map
Say
"I hate waiting blindly for food deliveries."
"I often miss the delivery when I’m briefly away."
Think
Wonders if he can schedule his deliveries better.
Concerns about food arriving while he’s in the shower or busy.
Do
Frequently checks the window or door.
Tries to time his activities around expected delivery times.
Feel
Anxious about missing deliveries.
Frustrated with the unpredictability of delivery times.
User's Journey
Competitive Audit
At this Stage I love to do some competitive analysis and take two days or more in this step. Especially, I like to see the competitors App review on Google play Or App store to see the reaction and pain points which help me build the SWOT Analysis.
Competitors
Noon
Deliveroo
Talabat
SWOT Analysis
One of the largest e-commerce platforms in the Middle East, which provides robust logistical support.
Wide variety of restaurant choices due to the established network of Noon.
S
Strong brand recognition and established market presence.
Known for quick delivery times and excellent service quality.
Largest food delivery service in the Middle East with a vast network of restaurants.
Strong technological infrastructure which supports an efficient ordering system.
S
W
As a relatively new entrant in the food delivery market, might have less brand recognition specifically for food delivery.
May face challenges optimizing delivery times as they scale.
Higher price point which may alienate cost-sensitive customers.
Limited presence in smaller cities compared to major urban centers.
Customer service issues reported in some areas which could affect brand reputation.
Relies heavily on promotions and discounts, which might impact profitability.
O
Since the App is focused on one fast food Restaurant then Weaknesses that appear could be avoided.
Expanding to new regions and smaller cities with growing demand for food delivery.
T
Intense Competition.
Potential customer retention issues if service levels do not meet expectations.
Changes in consumer behaviour or preferences towards healthier or home-cooked meal options.
Technical Issues.
Problem Statement
BURGARI customers often face stress and disruption in their daily activities due to the uncertainty of delivery times and lack of effective communication from delivery services.
5Ws and H Framework
HMW
Delivery Progress
How might we design an interface that offers a visual representation of the delivery progress, such as a progress bar or map, to keep customers informed of their order status?
Communication
How might we incorporate a feature that allows customers to communicate directly with the delivery driver to get updates and provide specific instructions if necessary?
Delivery Schedule
How might we implement a system for customers to schedule deliveries in advance, with the ability to dynamically update them according to their needs?
Notification Settings
How might we develop customizable notification settings that allow users to choose how and when they are notified about their order status to reduce anxiety and improve convenience?
Feedback Loop
How might we create a feedback loop within the app where customers can rate their delivery experience and provide suggestions for improvement?
Technical Efficiency
How might we ensure that our delivery tracking app can handle sudden increases in traffic or demand without decreasing its performance or accuracy?
Value Proposition
Crazy 8
Prioritization
(2X2 Prioritization Model)
Goal Statement
Our user-centric delivery tracking app for BURGARI's customers will let users to track their order which will affect the customers’ ordering experience, by minimizes the uncertainty around delivery times, enhances communication between the restaurant and the customer, and improves overall customer satisfaction by integrating real-time tracking technology and dynamic delivery updates. We will measure effectiveness by analysing customers Feedback on the App.
User's Flow
Storyboarding
My Art is not the best but I hope you got the main idea!
Wireframing & Prototyping
Wireframes
Low-Fidelity Prototype
High-Fidelity Prototype
Lesson Learned
Through the conceptual project of designing a mobile app for a fast food restaurant, several key lessons emerged, enriching my approach to UX design:
User-Centric Design is Crucial
Initially, the design focused on aesthetic appeal. However, user testing quickly highlighted the importance of functionality and ease of navigation. This led to a design pivot towards a more user-friendly interface that prioritizes simplicity and speed—crucial for users looking to place quick orders during busy schedules.
Iterative Design Process
The project reinforced the value of iterative design, where continuous revisions based on user feedback helped refine the app. Features like real-time order tracking and a simplified checkout process were enhanced to reduce user frustration and improve satisfaction.
Technical Feasibility
Working alone on this project underlined the importance of aligning design with technical capabilities. For example, integrating real-time updates required understanding the limitations and capabilities of backend systems to ensure smooth functionality.
Accessibility Matters
The project was a reminder of the broad spectrum of users interacting with the app, which led to the implementation of accessibility features such as high-contrast visuals for better readability.
Impact of Micro-interactions
Small details, like animation on order completion or haptic feedback during selection, significantly enhanced user engagement. These micro-interactions, while minor, played a major role in enriching the user experience.
Testing Under Real Conditions
Simulated user testing helped, but real-world testing provided invaluable insights. Future projects would benefit from early and more diverse user testing environments to better understand various user contexts and needs.
This project not only sharpened my UX design skills but also deepened my appreciation for the meticulous attention to detail required to create a user-friendly mobile app tailored to fast-paced environments. The insights gained are instrumental for future projects aiming to merge aesthetic appeal with functional design effectively.
