From Frustrated to Satisfied Online
Food Ordering Experience
— enhanced experience for 28K RIT Students —
June 2023 2024 @ RIT Dining
Hats Worn
Visual & Interaction Design • End-to-end Product Design • Information Architecture
Timeline
18 weeks | Feb 2023 - Jun 2023
Platform
Mobile Interface
Collaborators
Pinaki Babar, Kristine
Mentor: Roshan Peiris
Clients: RIT Dining
Context
The OnDemand food ordering system is the official platform that people at RIT use. The app lists all the dining services and food choices people can choose. They can choose their order and hit the order option, and collect the food there.
Time for a complete makeover!
The app experience is quite frustrating. To find out what makes this experience so frustrating, we conducted a study and provided a prototype to the development team for development.
From early discovery, we fleshed out our design brief
Reimagine our food ordering system into a seamless, social, and crave-worthy experience, all while staying true to the heart of our delicious offerings.
Let’s go behind the scenes of OnDemand redesign
But why is the current app so frustrating to use?
Uncovering the research methods* that led to a more accessible and user-friendly platform
By understanding our users
Guerilla user testing insights
We asked students to use the app and casually observed them do it.
"Takes forever to load"
On average the loading time of the app was 5 seconds which made it frustrating after a point!
"I accidentally pressed DONE instead of CHECKOUT and had to start all over again"
Both the buttons are placed super close by that makes it difficult to interact with
"It shows me closed even when the place is open"
"It shows me closed even when the place is open"
"It showed 15-20 minutes waiting but the food was ready in 5 minutes so I had to rush to collect it"
The waiting time for some of the orders was wrong which made it difficult for people to collect it in time.
"I literally have the same breakfast order everyday but have to go through the entire process which takes at least 10 minutes every time!"
All users complained about the repetitive process they undergo everyday and craved for an easy way to skip all those steps.
Insights from in-depth User interviews
We talked with 10+ users to understand their frustrations and expectations from the system
Payment issues
Many students use Tiger Bucks- currency that students at RIT preload in their student accounts and use on campus by swiping their ID cards to save on taxes. This process is tedious as the users have to log out everytime, transfer the tiger bucks and relogin to complete the order
Hard time for vegans and allergies
People who have allergies have a hard time finding right places that deliver gluten free/dairy free/vegan food options.
Everyday hustle
Most of the on campus students order food online daily. The usability issues make this process iterative and time-consuming.
Insights from developer interviews
We also talked with the development team to understand their product's future
User Interactions
"Interesting patterns like some students ordering their breakfasts at 2 am before going to sleep were also seen."
Current goals
"We are working towards bridging the gap between users and the app by providing more real time updates to both - the customers, and the dining services."
Future goals
"We have a future goal to use robots for deliveries on campus."
By evaluating the app
Heuristic evaluation
We talked with 10+ users to understand their frustrations and expectations from the system
Optimizing Button Placement
The placement of "Add to cart", "Done", and "Checkout" options are too close to for a normal finger, which accidently makes people go back and forth.
Enhancing Signifier Visibility
The closed/open signifier coincides with restaurant logos.
Making Visually Appealing
Colors, font styles & sizes, images need to be changed to make the interface more visually appealing.
Competitor Analysis
We conducted a comprehensive competitor analysis that provided a solid foundation for understanding the brand's position in the market and identifying opportunities for innovation.
The On-the-Go Student
A busy, tech-savvy individual who values efficiency—She/he is a frequent user of the RIT food ordering app, prioritizing quick service and real-time updates.
"I need to grab a meal without losing time."
When I have back-to-back classes or a tight schedule, I want to order my meals through a mobile app, so I can save time and avoid waiting in lines.
The Budget-Conscious Explorer
A graduate student at RIT, living off-campus with a keen eye for budget-friendly meals. Jacob frequently uses the RIT food ordering app to scout for the best deals, balancing his limited budget with a desire to explore diverse dining options on campus.
"I need to find meals that fit my budget."
When I'm planning my meals on a tight budget, I want to easily find and access discounts and varied food options through the app, so I can enjoy different cuisines without overspending.
The Meal-Plan Manager
A diligent meal planner, less inclined to spontaneous dining choices, which makes her a regular user of the meal pre-order feature.
"I need to keep track of my meal plan usage."
When I have a busy academic schedule, I want to pre-order my meals and track my meal plan usage, so I can efficiently manage my time and avoid the stress of meal planning.
The Dietary-Conscious
A health-focused diner, less likely to experiment with unknown food options, which makes her a frequent user of the dietary-specific features of the app.
"I need to be sure the food I'm eating is safe for me to eat."
When I need to eat on campus, I want to easily find meals that fit my gluten-free diet, so I can maintain my health without the stress of dietary uncertainty.
Key Insights
Now what does all of this research mean for the redesign? Let's delve into the pivotal findings.
01 No Relevancy
Example:
Vegetarian students receiving meat dish suggestions, leading to a perception of the app being unhelpful.
Impact:
Such mismatches in recommendations can decrease app usage and overall satisfaction among users.
02 No Defined Journey
Example:
Multiple ways to place an order, such as through menu browsing, search functions, or special offers, can be overwhelming.
Impact:
Without a clear, streamlined ordering process, users may find the app difficult to navigate, resulting in lower usage rates.
03 Brand & Product Perception
Example:
Messaging that emphasizes 'Quick Deals' or 'Last-Minute Offers' might give an impression of urgency over quality.
Impact:
Without strong, consistent branding, the app risks being perceived as just another generic food ordering platform.
04 Inconsistent experience
Example:
Dissimilar design components across pages can lead to functionality problems; if one element fails, it may cause the app to crash.
Impact:
A lack of uniform UI and design system leads to continuous adjustments and updates, rather than building on a stable, cohesive platform.
Redefining the scope of the problem
How might we redesign a better experience for RIT folks to save more time while ordering?
🎯 Business Goals:
Enhance Core Service Offerings:
Focus on promoting the primary features of the food ordering system, such as diverse menu options and efficient order processing. Aim to foster habitual use and streamline the food ordering process for users.
Operational Efficiency:
Develop scalable and reusable design components applicable across various sections of the app, such as menu selection, order tracking, and payment processing, to optimize internal operations.
🤝 User Goals:
Personalized Menu Recommendations:
Collaborate with data science and engineering teams to create a recommendation engine. This engine will display the most relevant menu items to users based on their past orders, dietary preferences, and favorite cuisines.
Consistent and Enjoyable User Experience:
Establish a robust design system to minimize technical issues and ensure a seamless, uniform experience across the app, enhancing overall user satisfaction.
Revamped User Navigation flow
I created various user flow sketches to rapidly bring ideas to life. At this stage, my approach was to first expand on different concepts and then narrow them down. We charted the user journey for each archetype within the app, aligning them with specific success indicators.
Below you'll find the updated and enhanced user journey.
Towards the final solution
Building the app experience
The Journey of Transformation
From Frustration to Delight…
The OnDemand redesign journey proved to be an enriching experience, extending far beyond the realm of design and research. We successfully transformed a frustrating app into a seamless, social, and crave-worthy experience, serving 28K+ RIT students with an enhanced food ordering platform.
This project was more than just a technical endeavor. It was a pivotal moment in my growth as a designer and a leader. I navigated the complexities of understanding user needs, collaborating with diverse teams, and iterating on designs based on user feedback. I am proud of the impact we made, streamlining the ordering process and fostering a sense of community through features like community delivery support.
Key Lessons and Insights
User-Centric Design is Paramount: The project underscored the significance of empathizing with users and designing solutions that truly address their pain points. The frustrations identified through user research directly informed the design decisions that led to a more user-friendly experience.
Collaboration Fuels Innovation: Working closely with the development team and data science experts highlighted the importance of cross-functional collaboration in creating a successful product. Open communication and shared goals enabled us to bridge the gap between design and technical feasibility.
Iteration is Key to Success: The design process was iterative, involving continuous testing and refinement based on user feedback. This approach ensured that the final product aligned with user needs and expectations.
Overall, the OnDemand redesign exemplifies the transformative power of user-centered design. It serves as an inspiring testament to how innovation can bridge the gap between frustration and delight, creating a more seamless and enjoyable experience for all. With more time, I envision taking this platform to even greater heights, incorporating user feedback loops and reward systems to further enhance engagement and promote sustainable food choices.
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