My Role:
UX Designer.
Responsibilities:
Conduct research and interviews, wire framing and prototyping, and usability testing.
The Product:
Karibites a food delivery service focused on providing their service in the Caribbean region. Users able to make an order from any of their favorite restaurants according to their location.
The Goal:
Increase customer satisfaction by improving Aesthetic Usability
Background:
I journeyed to find a way to use a UX approach to differentiate Karibite's user experience and create the less-likely replicable value of their delivery applications and create an ecosystem where everyone has access to better services in the Caribbean region.
Karibites is available in 4 countries already in the region and countless people use the service every day.
A step back to gain a holistic view of the entire ecosystem of Karibites was necessary in understand the problems and challenges.
- Drivers are a huge part of operations and work with the company to provide best services to customers. Therefore in order to achieve the highest customer satisfaction, they are very vital.
- Restaurants are crucial touchpoint as they create a vital evidence of the entire service.
- Consumers as the end users of the ecosystem, tools and services needed to be devised to make their experience as frictionless as possible.
The Problem:
At the beginning of the project, I conducted an interview with 6 participants that included two groups to be representative of the entire population:
-foreigners who use online food delivery apps regularly in other regions/countries that have a developed transportation system and are currently in Caribbean countries.
-locals who have not been exposed to that system.
After interviewing them about their real experiences and expectations of delivery apps, I developed a user journey map to capture the crucial pain points and challenges users may encounter and cause frustration.
Success Criteria:
- Increase usability of the product by monitoring the conversion rates
- Improve user satisfaction by monitoring the number of orders by a user with an agreed period.
Key InSIGHTS
Amount of offerings : Users' choices for various applications are largely influenced by the restaurants available on each app. Most users prefer to order from restaurants they are acquainted with, so having more options and being able to display customers a customized list of restaurants based on preferences on the initial page would minimize the friction of the entire purchasing process.
Accurate delivery estimation: Being accurate and honest to the estimation is more important for most of the users. Users make decision according to the estimation listed on their phone, if the actual arrival time keeps being postponed or the driver failed to deliver order to an accurate location, it can frustrate users even more than they don’t have any expectation.
Price sensitivity to new restaurants: People tend to order food from the restaurants they already knew, and they are more price sensitive to those restaurants they are not familiar with. This point we think is very valuable to implement on the recommendation choices on the homepage and add the new restaurant as add-on item on the same route of other restaurants.
I researched different contexts and put in a mind map so as to refer back to when the time arose to make design decisions, as it would outline what will make a great customer experience and what to avoid.
Design
I gathered insights from the research and reflect on the findings to develop the following three features of my app design that were prioritized. They are;
- The ability to choose location.
- The ability to set restaurant preference.
- Dashboard to enable restaurants get insights and to increase customer satisfaction and in turn meeting business goals for Karibites.
Restaurants can see insights like Order Reports, Total Revenue and Unique Customers.
Usability Testing
During the usability testing I made sure all things were in order and the 6 participants (3 foreigners and 3 locals) understood that there were no right/wrong answers and I was just interested in their opinions. The main goal was to understand any other pain point not addressed and feedback regarding on-boarding and registration. After testing, the data was synthesize and pain points were prioritized to enable me see what would be most impactful to tackle.
One other major pain point were users describing how they would like to order from multiple restaurants on their route of delivery, and a live order page with real time information.
I also carried out a Cloze testing to understand how users interpreted and understood various contexts within the language and content of the app.
Being Creative - I reached out to drivers on the Karibites network to perform a 'Ride Along' , this was to enable me observe them and also see how their role fits within the delivery ecosystem.
Challenges
Understanding what features to include due to constraints like infrastructure, budget and team velocity.
Finding a way to contact the founders to propose the idea for implementation on their current system.
Takeaways
However, the delivery process in reality usually comes with a lot of uncertainty, so finding a way to maintain communication during the delivery process will reduce users being frustrated in their experience. Creating a solution that focuses on bringing value to the modern dining market, instead of making a profit for high commission fee or taking advantage of building up a wall between users.