Role:
Product designer
Working with:
Founder, Design team
Year:
2024
Problem:
In the "CityEasy" super app, users want to be able to easily order food at their destination immediately upon arrival without switching from one app to another.
Goal:
As a product designer, my goal was to improve the user experience in the super-app "CityEasy" by integrating a seamless food ordering feature. This aimed to provide a convenient and efficient way for users to order food.
Research:
I delved into this scenario to understand how to integrate it effectively. Of course, the first step for me was competitor analysis, to see how competitors have addressed this issue.
The main question in my mind was: Which competitors do users use? To answer this question, I conducted a survey and found that the main competitors in this field are Glovo, Uber Eats, and Bolt Food.
After identifying these competitors, I thoroughly analyzed their user interfaces, ordering processes, and the range of offerings they provide. I paid particular attention to their strengths, such as Glovo's flexibility in delivering anything, not just food, Uber Eats' wide network of partnerships with restaurants, and Bolt Food's convenient interface and competitive prices.
I also explored user reviews and feedback on social networks, forums, and app stores to understand what users value in these services and, more importantly, what they consider to be shortcomings. This provided me with valuable insights into potential directions for improvement and innovations for our super-app "CityEasy".
User Flow:
Next, I began developing the user flow to understand the architecture of this scenario and how to integrate it into the existing super app. To ensure a smooth integration, I carefully examined the current structure and functionalities of our super app. It was crucial to identify where the new food ordering feature would best fit without disrupting the user experience or causing navigation issues.
Internal navigation:
Problem:
Users of the super app "CityEasy" could face difficulties in searching and choosing food due to inefficient and confusing navigation within the app. This included challenges in quickly finding restaurants or dishes by type of food, leading to frustration and increased selection time, thereby reducing overall user satisfaction with the ordering process.
Solution:
To solve this problem, I developed a new navigation system that includes detailed categorization of dishes by food types. This allowed users to find the necessary restaurants or specific dishes within seconds, using simple and understandable categories such as "Vegetarian dishes," "Meat dishes," "Seafood," "Desserts," and so on.
In addition, I added features like "What You've Ordered Before" and "Restaurants You May Like," which help users discover new and popular restaurants and dishes in their city. This not only improved the user experience but also encouraged them to explore the variety of culinary options available in the app.
Ordering:
Problem:
Users of the super app could experience confusion and uncertainty regarding the stages involved in placing an order. The lack of clear progression indicators could leave users wondering about the next steps, leading to a less intuitive ordering process. Additionally, the complexity of entering delivery addresses manually could frustrate users, especially if they were in a hurry or unfamiliar with the exact location. Moreover, the absence of an option to leave specific instructions or comments with their order could lead to unnecessary follow-up calls from the service provider, disrupting the user's experience and causing inconvenience.
Solution:
The first was a progress bar. This design element visually shows users how many steps need to be taken to complete an order and which stage they are currently at. This allows users to navigate the ordering process more easily and understand at which stage they are, reducing the feeling of uncertainty.
To simplify the process of entering a delivery address, I integrated the ability to automatically determine the user's geolocation. This feature allows the app to automatically suggest the current location as the delivery address, greatly simplifying this step. Moreover, users have the option to manually enter an address or select it on a map, providing additional flexibility and convenience in cases where delivery needs to be made to a different address.
I also added the ability for users to leave comments on their order. This option allows users to specify any special requests or instructions for delivery without the need for additional communication with the service. This reduces the risk of misunderstandings and ensures a more efficient and convenient ordering process for both parties.
Delivery:
Problem:
Users of the "CityEasy" super app could face challenges with tracking their food orders due to a lack of clear information on the status and location of their delivery. This would include difficulties in estimating how long each stage of the order would take, leading to uncertainty and frustration. Additionally, the absence of direct communication with the courier could complicate situations where specific delivery instructions or adjustments were needed, further diminishing the overall satisfaction with the ordering process.
Solution:
The first thing I did was add a progress bar. This tool visually informs users about the number of steps in the order process and where they are in this process. Each stage has an approximate completion time, allowing users to better plan their time and reducing uncertainty regarding the wait.
For further ease in tracking orders, I integrated an interactive map where users can see the real-time location of the courier. This not only provides additional confidence in the delivery process but also makes it more transparent and engaging.
Additionally, I added the ability for direct communication with the courier through the app. Users can now easily call or send a message to the courier, significantly simplifying the transmission of special instructions or changes to the order. This feature reduces the need for external communication and provides greater convenience for users.
Rate and tip:
Problem:
Users of the "CityEasy" super-app could have faced difficulties expressing their satisfaction or dissatisfaction with the courier service due to a lack of a feedback mechanism. This absence would limit the platform's ability to monitor and improve the quality of delivery services. Additionally, users might have wanted to reward couriers for exceptional service but had no straightforward way to do so within the app, potentially leading to a less gratifying experience for both parties. The absence of a tipping option could diminish the incentive for couriers to provide outstanding service, while the lack of a feedback system could hinder the app's ability to address and rectify issues related to courier performance, affecting overall user satisfaction and trust in the service.
Solution:
To address this issue, I integrated two key features into the super app "CityEasy".
The first feature allows users to leave feedback on their experience with couriers after each order. This provides the platform with valuable data to monitor service quality and identify areas in need of improvement. As a result, we can quickly respond to user feedback, ensuring a high level of satisfaction with delivery services.
The second feature introduced the ability for users to leave tips for couriers directly through the app after completing an order. This function motivates couriers to maintain a high level of service, knowing that their exceptional work can be further rewarded. It also adds an extra level of convenience for users who wish to express their gratitude for good service.
