Mexico On Wheels
Designing a Melbourne-based food truck app to retain customers during lockdown. -UX Design Professional Certificate by Google.
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Client
Individual Project: Google UX Design Professional Certificate [Coursera]
Duration
3 Months
Role
UX Researcher, UX, & UI Designer, designing app from conception to delivery
Responsibilities
Conducting surveys & interviews, conceptualizing, paper & digital wireframing, low & high-fidelity prototyping, conducting usability studies, accounting for accessibility
The Product
Mexico on Wheels is the first ever delivery app for a food truck. The Melbourne based business has launched its very own food delivery app; so that customers can devour authentic Mexican food at their comfort without waiting in line. The app lets users customize their orders and provides doorstep delivery within minutes.
Problem
Busy professionals often rely on quick bites as they do not have time to cook. Food trucks are a great place to grab quick bites but queues can be exhausting. Also, the currently available delivery apps do not list food trucks and do not provide key information and lack customer support.
Process
Design Thinking helped me lay the foundation to empathize with food enthusiasts and design a food delivery app for this particular project.
The process is comprised of Empathizing with users, defining the problem, ideating the solution, prototyping, and testing the designs.
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User Research
In order to understand users and their needs, I conducted 17 online surveys and 5 interviews and further created empathy maps. The primary user group identified through research consisted of people from metropolitan cities who have experienced food on wheels at least a few times in their lifetime and are food enthusiasts but do not have time to cook.
The online survey gave quantitative information whereas the interview helped understand users' in-depth feelings. Both types of research assisted in uncovering various assumptions about the user group;
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although there are so many food delivery apps in the market, it was revealed that users desire more when ordering food through apps. Hence, it paved many ideas for improvement.
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users expressed that they prefer ordering food not only due to time constraints but also for convenience or affordability or to take advantage of offers.
In order to understand the business needs, I spoke to 2 food truck owners in Melbourne. They expressed that a delivery system to reach their target audience would help them boost their profits during the pandemic and later.
Pain Points
Persona
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Problem Statement
Jack is a busy professional & food enthusiast who needs to order food at ease because he hates spending time looking for key information.
Journey Map &
Goal Statement
Mapping Jack’s user journey revealed that how important it is to have an easy-to-understand and simple-to-operate app for a better user experience. Based on the problem statement, I present to you, Jack's journey.
Story Board &
User Flow
I designed a story board with a big picture and a close up based on a scenario.
The scenario: Use the food truck, Mexico on Wheels app to order and get food delivered at your doorstep.
User flow for Mexico on Wheels App depicts the flow to place order & get food delivered at doorstep easily
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Paper Wireframe
Paper wireframes helped me visualize and address users’ pain points. The image is the final iteration of paper wireframe and a similar one was made into digital. It is a well thought-out process for user flow. The home-screen is designed for quick ordering and the same reflects in menu page.
Digital Wireframe
On the basis of paper wireframes, I designed digital wireframes and made sure that the screens reflected findings and feedback from user research.
Including key information and customization was of utmost priority. User has plenty of options to choose from.
I made sure the menu is well organized with the item name, picture, description, and price. To provide a better experience, I have provided ratings and review for every item on the menu.
Lo-fi Prototype
After designing and connecting digital wireframes, I created a low-fidelity prototype that offers a complete user flow along with primary user flow (customizing and completing order process). The prototype provides an easy to follow navigation, interaction and accessibility support.
Usability Study
I conducted 2 rounds of moderated usability studies, one with low fidelity and another with high fidelity. The first study helped in designing mockups from wireframes. Whereas, the second study helped in refining certain elements in the mockups.
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View insights, patterns and themes observed in the usability test here
Mockups
Although users were happy to see Today’s special tab, they were not impressed by the CTA. They wanted to know the “today’s special” just by looking at it which made it easier to order.
The low-fidelity prototype felt forced on users to choose 1 option from each section. Hence, I included no salsa and topping option to improve their experience.
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In the first usability study, it was observed users felt the order process was complete on the “Track order” page. Hence, provided a button to proceed and help them complete the process.
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Hi-fi Prototype
The high-fidelity prototype displayed clean flow, navigation and interaction. It demonstrated various features to improve experience such as customization, cancellation, customer support, offers, reviews etc,.It answered users’ pain points and had a polished look.
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Accessibility
Considerations
The high-fidelity prototype displayed clean flow, navigation, and interaction. It demonstrated various features to improve experience such as customization, cancellation, customer support, offers, reviews etc,. It answered users’ pain points and had a polished look.
Takeaways
Impact:
Mexico on Wheels is one of a kind app which lets users customize and receive their order at doorstep. With many added features make it an appealing product.
What I leant:
I learnt how important it is to follow a design process and value users’ pain points. Every step is crucial and designs should rely on findings and feedback from usability tests.
"the process is extremely easy, whatever a user needs to know about a food item, every bit is there and the flow is simple and easy too"
"Good to see Today's special because it is special, it is right there and I can order it easily. Good placement"
"Great that I can cancel my order within 30 seconds"