Redesigning Dine-In's app to for better user experience, aligned with brands value & aesthetic.
Timeline: 2 weeks
Role
UI Designer | UX Strategist
Responsible for aligning business goals with user’s overall experience, as well as redesigning the app interface.
Team
Rashid Alnabhani, Mohamed Alfateh, Nedhal , Donya Alansari
Prototype
Overview
About the app:
Dine In is a Bahrain-based premium food delivery platform, launched in 2020. It provides a curated fine dining experience at home and focuses on efficiency, restaurant profitability, and customer satisfaction.
About the Project:
The main goal to be achieved for the stakeholders was to enhance users experience to increase retention. Their aim is to create a wholesome experience to satisfy customers and preserve the brand image on the highest standards.
Enhancing app interface.
IA and navigation.
User based preferences.
Research
To understand the food delivery industry best practices and what people are looking for when using these app, we conducted both general and specific research methods. The main points to identify:
Users expectations from delivery apps.
Frustrations users face while using them.
What are the main features users look for?
Does users benefit from loyalty programs or points/rewards?
User Interviews
To identify what contributes to user satisfaction. Also tapping into potential users group to gain a deeper understanding of the preferences of high-end restaurant diners.
Usability Testing of the app
Understand what the target audience expects, by identifying the key features and qualities that high-end restaurant diners would value in an online delivery service.
Surveys
Gather data about about food delivery services in general, what people like and don't like, and what they need to have, to solve some issues.
C&C Analysis
Comparing pluses & deltas for companies in the same industry, as indirect competitors, as well as getting some insights for specific features.
Highlighted Findings
Choice of App
71% (from 41 people) use an app simply because it's easy to use. Ease of use is the number one reason of why people would choose a specific app/service, followed by fast delivery and cuisine variety.
Order Tracking
87% (from 41 people) said it’s important to track the order:
Want to be informed at all times.
To make sure there is someone to receive the order once the driver reaches.
Loyalty Feature
54% (from 41 people) would benefit from a loyalty program, if it was:
Visible on the app.
Had simple instructions of how to use it.
Easy to collect and redeem.
Defining Stage
Starting by building a persona based on all the finding and deep understanding of what's our users trying to achieve using food delivery apps? what they need to have? and what frustrates them?
Persona: Ahlam
Primary Persona
Age: 25 - 35
Status: Employed
“It's frustrating when a brand representation on the app does not convey a sense of what it actually is.”
Goals & Needs
Luxurious interface.
Fast ordering process.
Easy access to order tracking.
Clear & easy to use loyalty program.
Pain Points
Lack of meal information, and customization of preferences.
Annoying push notifications from the app.
Users need a luxury-looking app, so that they can feel the fine-dining experience.
Users need a way manage notifications, so that they don’t get annoyed.
Users need to be fully informed about the order status, to track their order in few steps.
Users need to have a better experience when it comes to choice of restaurants, to know what kind of cuisine it serves, what is their source of food and the type of ingredients used.
How Might We…
HMW control or limit the notifications?
HMW make the tracker accessible and easy to use?
HMW offer a personalized experience to users?
HMW provide detailed information about meals?
Comparing the current journey map vs. the future based on the solutions that we suggested for the app.
Current Journey
- Lack of information about restaurants.
- Users are not able to do meal modifications.
- Too many notifications.
Improved UI could result in better user engagement and satisfaction.
Notification management could eliminate user frustration.
Order tracking enhancement would benefit users trust.
Loyalty program would increase user retention.
Future Journey
- Redesigned UI.
- Restaurant recommendations based on user preferences.
- Enhanced order tracker.
We started coming out with ideas to solve users problems and improve the app usability, and as a strategist I had to prioritize what needs to be done in terms of what will be more beneficial to users as well as the business. Here's how it turned out:
Must
Enhance UI
Improve navigation
Should
Meal preferences
Meal details
Improve tracking
More research for implementing a loyalty program feature, to increase user retention.
Creating a strategic notification plan to reach optimal conversion rate.