Judy's fast food-case study
An overview
As we all know, the work ethic of the twenty first century can get a little instense at times. After 8 hours of work(or even more if you do overtime)the last thing you feel like doing is preparing or cooking food. You may be craving a variety of different foods but don't know how to make them. Or say you have young children who are waiting for you to prepare a nice meal for them when you come home but you just don't feel like doing it. So you discover food ordering and delivery. But not all people know how to use food delivery apps, some may not be familiar with smartphones or have a language barrier present. Or maybe some people just perfer to eat at restaraunts more, but don't like to wait the long lines. This is where Judy's comes in.
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The problem
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Most people don’t have the time to prepare their own food.
The goal
Design an app that will let users place an order quickly and effectively.
My role: UX designer responsible for every aspect of the Judy's app
Responsibilities: Conducting interviews, paper and digital wireframing, low and high fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on design and responsive design.
Understanding the user
I conducted interviews, talked to users and created personas to really understand what users want from a fast food ordering app . My primary concern was users who don’t have much time to prepare food on their own.
As I conducted interviews and talked to users my perspective changed drastically. Many users described fast food ordering apps as complicated, overwhelming and intimidating which is really prominent in users who aren’t fluent in English or skilled with using technology.
User personas
Problem statement:
Ana Gray is a single mother of three
who needs a quick way to get healthy food
because she doesn’t’ have enough time to cook on her own.
![Google UX Design Certificate - Persona [Template] (7).jpg](https://static.wixstatic.com/media/c1282d_dbd15f710f5f4742a16a3b4cfbc8ccaf~mv2.jpg/v1/fill/w_960,h_540,al_c,q_85,enc_auto/Google%20UX%20Design%20Certificate%20-%20Persona%20%5BTemplate%5D%20(7).jpg)
Problem statement:
Marko Jevtic is a Serbian immigrant studying in Canada
who needs a way to order food without being dependent on english speaking skils because his are very limited.
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Mapping Ana's user journey showed some helpfull ways on how the app could be improved
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The main user pain points that I concluded need to be adressed are:
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Language: Some users aren't native speakers and come across a language barrier when using apps of this kind
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Accessibility: Some users aren't skilled with technology and find apps of this kind complicated to use for newcomers.
Starting the design
As I created the paper wireframes I kept in mind that the design needed to look simple and easy to use. Thus I created a few versions of the screens for the main user flow with the user pain points in mind. I decided on the simple circle homepage and the clean and straightforward ordering process.
Wireframes
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The checkout process is simple and straightforward
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All of the options are grouped in categorys right on the homepage. The homepage looks simple and it’s easy to use.
One of the key things I wanted to pay attention to was to make the app easy to use and be accesible to all users. I put as much pictures as possible and the least text possible. To make it easier to use for users who don’t know a lot of English or aren’t familiar with technology. I continued to think about how I can make the navigation more organized and straightforward. The important options are grouped into small sections.
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The low fidelity prototype shows the main user flow of ordering a vanilla milkshake so the prototype could be used in a usability study with users.
Usability study findings
Round 1 findings
Round 2 findings
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Some users found the payment section hard to navigate or complete.
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Users want the option to exit the cart at any moment to add another item
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The food options need to be able to be filtred(discount filter, low calorie filter etc.)
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Some users indicated they would perfer the cart to be full screen rather then taking up only a small part on the right.
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Users want the option to see the nutricious values of items
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Some users feel the add to card option is hard to find
Refining the designs
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The usability study I conducted found that users liked how everything was grouped together but they had an issue with the design of the cart and how it was on one side. Another problem was that there wasn’t an option to exit the cart at any moment to add more items. Thus I kept the general key elements of the app but made everything centered and added better navigation.
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After conducting user research a few important problems were identified. Users thought the add to cart button was hard to find and that there was too much information being shown making users feel overwhelmed, a few users said they were disappointed that there was no way to see nutritional values of items and allergy warnings. I fixed this by making the text very limited and added the “see more” option , if a user pressed on the see more option they would see all information about the item including nutritional values and allergy warnings. As I shortened the text there was more space on the screen for the add to cart button to be more visible.
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To improve user needs I added the options to filter items. Users can look into items that are popular, low calorie and on discount. With the milkshakes users can filter to find the sugar free options and so on. A search option was also added.
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Upon creating an account on the app users can add their credit card, after that everytime they pay for something they can automatically fill out the credit card information with one single tap.
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The final user flow provided a fast and effective way to order food. All identified user problems were solved.
Mockups
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Takeaways
Impact
The app makes users feel joy and warmth and the icons and designs motivate them to order more.
One quate from peer feedback:
“The colors were incredibly nice to look at and the overall design makes me want to buy some sweets.”
What I learned
From this experience I learned that just because something may not seem confusing or complicated to me doen’t mean that won’t be the case for other users. I should never make assumptions about users based on my personal insights.
Going forward
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I want to conduct more usability studies to see if there is some user pain points I might have missed with previous users.
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Talk with peers and mentors to gain their insight on things that may need some change or things that need to be added.
Thank you for reviewing my work!. If you want to get in contact with me you can review my about page