Quantitative and qualitative analysis were both used to gather data about the target audience and discover opportunity zones. Literary studies provided additional insight into the area of research.
Quantitative Analysis
Surveyed over 50 people aged 18-24 to rank their reasons for cooking at home, and the most common responses were cost, health, and convenience. Overall, the survey results showed that pricing, dietary preferences, and health importance were the most important factors for participants when ordering food.
Qualitative Analysis
Focus groups and interviews were conducted to understand different online food ordering habits. Focus groups revealed that price and taste were the primary factors affecting participants' ordering habits. Interviews revealed the difficulty in finding food applications that cater to people with dietary restrictions.
Literary Study
Researched and read peer-reviewed articles and journals that discuss eating habits within the college student communities. Goal being reducing food waste, it was necessary to understand student’s preference to nutrition vs cost and what is their state of mind as they made those decisions.
Based of research and inspiration for user stories, scenarios and final product. Three personas were created namely; Oscar, Taylor and Sijo. This teaser will only present Taylor as the primary persona.
I take pride in knowing my ethical life choices are adding to the collective wellbeing of the society.
“
Age 20
BA Student
U.S.A
Dairy-free
Taylor is a full-time student studying Communication at DePaul University. She lives near campus, so she cooks at home quite often. She is moderately healthy, exercising a few times a week so she often balances her diet between healthy and comfort food.
She is quite involved on campus and has joined various clubs to meet new people and keep herself engaged. Taylor loves to eat out, but the prices are often a worry as she has no part-time job. When she uses delivery apps, she frequently feels cheated because of high fees that are later added, putting each meal slightly out of her budget.
She is passionately concerned about environmental issues and the unnecessary waste humans produce and tries to live as eco-friendly as possible. This can be tough on hectic weekdays, and she often feels as if she is going against her own ideals when she buys prepared food. But she still wants to consume and buy nutritious foods without having to break the bank or the environment.
Motivation
Free up some time for more social life.
Staying within her budget.
Eat healthy and eco-friendly.
Pain Points
She would like to eat out more, but can’t because healthy food options are pricier.
Inability to track her impact towards food waste and sustainability.
We created user stories based on personas and data from surveys, focus groups, and interviews. User stories help developers and designers understand the needs of users. They are written in the format "As a [role], I want [function], so that [utility]." to helps us identify features that are essential for users to use in the app. User stories also help us prioritise time and activities during the development process. This teaser will only feature the emotional perspective scenario with Taylor.
That was a fun night, but I have to leave now. I need to cook some food and get to bed early!
After a long day of classes...
Taylor and her friends get together to hang out and relax. They haven’t seen each other in a while, so they plan to hang out all night. Brianna has a class early the next morning, so she unfortunately she won’t be able to stay too long.
Why don't we place an order for today? That will save you time and may allow us to spend more time together!
Wait!..Let’s order some food
Taylor’s friends really want her to stay but she knows that she must get home at an reasonable time in order to wake up on time. In an effort to save time, her friends recommend that they order food from a popular food delivery app.
Sounds like a plan!
Taylor decides to order from a food delivery app although she is hesitant because she doesn’t want to risk wasting her money on a meal that isn’t satisfying knowing she could have just went home to cook.
Where are the pictures?
She quickly gets frustrated because none of the restaurants on the platform have pictures of their options, leaving her to guess.
Seems so to have found a less risky option...
After going through the food choices, she decides on pizza because its comforting and typically difficult to mess up.
Click! (Chicken), adding some toppings and... here we go!
Let’s do some customisation...
Taylor moves on to making her specialised selections on the app such as meat and veggie choices.
That's a little pricey...
Once she’s finished ordering, she reaches the cart page and realises her total is close to $10 more than what she anticipated. Although she knows it’s out of her budget, she orders anyhow because she’s already committed to an evening with her friends and feels she deserves the night off.
Next time, I must stick within my budget...
Taylor decides that moving forward she will stick within her budget because it will also motivate her to cook healthier meals and life a more intentional lifestyle that is free of waste.
These models are designed as graphical illustrations that display an elevated view of how information and artefacts flow through a system whilst being used. They can clearly pinpoint how the flow potentially changes due to users’ interaction and communication in completing a task.
2.Browse Restaurants
2.1 Selects Indian cuisine
2.2 Sorts results by cost
2.3 Searches restaurants fitting dietary requirements.
2.4 Notices the referral offer banner while browsing.
2.5 Refers a friend to claim the referral bonus.
3.Food Selection
3.1 Reads item description
3.2 Checks photos
3.3 He is unable to find any reviews or photos
3.4 Exits the app
3.5 Opens google to search about restaurant reviews and food photos
3.6 Returns to the app
3.7 Makes selection
4.Food Bag
4.1 Total order exceeds budget. (Tax, delivery, Other fees)
4.2 Exits the app
4.3 Opens another website to look for additional offers
4.4 Returns to the app
4.5 Applies the offer
4.2 Exits the app
5.Checkout + Payment
5.1 Opens Google Maps to see if the restaurant is close by.
5.2 Returns to the app
5.3 To save money on taxes, delivery fees, and tips, user switches from delivery to take-out.
5.4 Completes purchase by making payment
6.Food Pickup
6.1 Waits in line and picks up the order.
The design phase started of with sketches to get all ideas on paper. Low-fidelity prototypes were also created to act as blueprints for the skeletal framework of the app. Mid-fidelity prototypes came next to determine placement of interface elements and the navigational systems to consider in the high fidelity prototype.
When working with a team for 4.5 months, we all learnt about the importance of teamwork, research, testing and application of the d.school model (empathise, define, ideate, prototype and test) in our work.
After the project completion, 7 months were dedicated to secondary research, revision of the information architecture, creation of a brand identity, user interface re-design and prototyping with different tools i.e Protopie. The future of this project will include more user testing and consideration for business value.