My parts in the play
ROLES
Researcher, Testing Moderator, User Experience Designer
TOOLS
Figma, Zoom, Keynote, Google Docs, Quicktime, Adobe Illustrator
METHODS
Directed Storytelling, Low and Mid fidelity wireframes, Think aloud evaluations, Affinity mapping, Information Architecture, Synthesis.
DELIVERABLES
Local Focused Delivery
LOCAL FARE FOOD DELIVERY SERVICE is a small start up trying to establish a presence that closes gaps in the current food delivery market by focusing on local companies rather than national chains.
Users hate hidden fees.
Users didn't feel they could trust the delivery apps that were currently available because of hidden fees. They were also annoyed by the presence of fast food options, ghost kitchens, and national chains.
Make it easier, Please!
My users are professional adults with a a busy schedule who desire a simple and timely food delivery service that only offers local businesses and is financially transparent, so that they can make less decisions, unwind, and destress.
What users are saying.
“I just hate when I get to the check out and find out it now costs twice as much because of fees.” - User 2
“I’ve had so many bad experiences that I just don’t even order through those apps anymore.” - User 1
Scope and Constraints
CHALLENGE
Design an early phase prototype to explore user flow and address user concerns regarding trust.
RESULTS
I created a limited interactive prototype and ran think aloud evaluations to check if my design was usable and addressed the users needs.
Process
Directed Storytelling
I interviewed 3 users to identify their goals. I was able to synthesize that information via Affinity Diagram into a findings report that I delivered to my design team.
Wireframes
I then wire-framed lo-fi and mid-fidelity prototypes to address the most common and important pain points identified in the preliminary research.
Usability Testing
I conducted think aloud evaluations with 3 participants to see if my designs had solved the user pain points and was the website usable and meaningful.
Wireframes
Landing Page and Quick Order
Personal Info and Flavor Profile
Filters and Map
Hand Drawn Sketches
Digital Wireframes
Mid-Fidelity Wireframes
They said label it!
3 of 3 users found that the website design did address the concerns outlined in the original findings report but needed more clarity for usability. From there I was able to recommend changes to the design that would address the problems identified during the testing process.
I then synthesized the information gathered in those tests into a deliverable to my design team that identified pain points and wish lists. Based on my findings I was able to recommend fixes to the design team via Keynote presentation.
Solutions
CLARITY
Users valued confirmations at each step in the ordering process and valued clickable content that was labeled and easy to understand.
FINANCIAL TRANSPARENCY
Users valued being able to see the fees included in the running total as they progressed through the ordering process. They felt they could trust the website better and were more likely to use it because of this.