Dial A Delivery App Redesign

Project Overview.

The Product.

Dial a Delivery (DaD) is a stand-alone brand that is an integral part of the Simbisa Brands portfolio. Its primary focus is to extend our brands and products to our consumers in a convenient and efficient way via our centralised call centres. Customers simply phone in their orders to the agents on call, and the meals are quickly dispatched. Through an automated process, all orders are mapped and tracked in the system.

To make it easier and more convenient for our customers to order their favourite Simbisa Brand meal, the DaD App has launched across most of our markets. This online ordering system will keep us on the cutting edge of industry technology and consumer purchasing habits. By using the very latest in technology, we can ensure a quick turnaround time from order placement to delivery, making “from our kitchen to your couch” a reality.

By combining this convenient service with our highly recognised and sought- after brands, satisfaction is guaranteed.

The Problem Statement.

Challenges

Working from 9 to 5 is a common practice for many people and families. Due to their hectic schedules, they are frequently frustrated over what to cook and lack the time to prepare meals.
They don't have time to go grocery shopping since they have a lot of work to accomplish.
I'm making this app to make it easier for consumers to order meals from Simbisa Restaurants and to do it from the comfort of their own homes, the current app is not user-friendly and difficult to use.

Part of my secondary research were from Google Play/Apple App Store reviews:

Below are some of them:

Margaret Mazani
May 1, 2023
Useless app. Trying to register for ages but compulsory fields are not appearing, yet they're compulsory. You enter the OTP it times out immediately and tells you you still need to enter it. Just remove this thing and stop baiting us.

David McWade
December 27, 2022
Fair. Although occasionally forget some things ordered. And app needs work on saving orders. Will make an order on app and save, then doesn't reflect. Otherwise still easy use and convenient…

Hamil Patel
February 28, 2023
App does not update order status accurately! My order was in the kitchen for more then 1.5hrs, so i called to followup and was told the order had been dispatched already, though 1.5hrs is also too long for a pizza!

Goals

To redesign the existing app based on research, effectively making the app cleaner, modern and user - friendly.
Our visitors may quickly identify nearby restaurants and place online orders for their favorite items.
The user may place an order using a simple payment method.
Users will be able to track their order and get notification on the app.

My Role.

Product Designer, UX Researcher

Responsibilities:

Conducting User research, paper and digital wireframing, low and high fidelity prototyping, conducting usability studies, accounting for accessibility and iterating on designs.

Design Process.

Understanding the User.

User Survey

I conducted interviews and quick surveys. Young working adults and students who don't have time to prepare meals were one of the main user groups discovered through the study.

This user group confirmed initial assumptions about DaD customers, but research also revealed that time wasn't the only factor limiting users from cooking at home. Other user problems included obligations, interests, or challenges that make it difficult to get groceries for cooking or go to restaurants in person.

Competitive Analysis.

I downloaded 2 apps and evaluated them, looking at both the pros and cons to identify user pain points overall.

Pros

For food and grocery delivery, the app is user-friendly, and information is properly communicated.
The app offers a wide variety of options for restaurants and cuisines, and it has a simple user interface.
The navigation icons are large and accessible in several languages.

Cons

The app did not provide a way to get in touch with the driver or the restaurant.
The process of adding a new payment option is challenging, and food costs are quite expensive.
Can't cancel an order even after more than an hour due to a lack of riders and instantly detects money from account without my desire.

Minimal and asthetic UI, simple and easy to use.
The way the support team handles incorrect orders and restaurant errors is excellent.
Menus are well-organized, and it is simple to personalize the preferred foods.

A certain menu lacks product descriptions and images.
The courier tip feature in the app is not available.
Other than card payments, there are no gift card payment alternatives for the order.

User Persona

I developed a persona to assist me in examining the demands of a broader user base and designing my app with a specific target audience in mind.

Empathy Map

For a better understanding, I created an empathy map to study the user's sentiments and help me come up with some insights.

Storyboarding

I've chosen to use a storyboard to investigate the user experience of my app and visually describe the insights I learned from my research.

Big Picture Storyboard

Closeup Storyboard

User Journey Map

Then I constructed a user journey map to discover the customer's pain spots and emotions when ordering food. I also sought for answers to the issues my app would resolve.

User Flow

I've designed a user flow of the primary task in which the user navigates from the beginning to the finish of the procedure.

Information Architecture

For each and every functional task, information architecture reflects the user's task, task list, and task process. It might be quite important for the user to comprehend the task's procedure.

Beginning the design.

Paper Wireframes

The parts that made it to digital wireframes were selected because they would be most suited to solve customer pain points since time was taken to write paper versions of each screen of the app. I put emphasis on an efficient ordering procedure for the home screen to save consumers time.

Digital Wireframes.

Low-fidelity Prototype.

I made a low-fidelity prototype using the final set of digital wireframes. So that the prototype could be utilized in a usability research, I connected the key user flow of ordering a pizza and tracking the order.

Usability Testing.

I carried out two iterations of usability tests. The initial study's findings were used to inform the wireframes and mockups of the designs. The second research showed which elements of the mockups needed to be improved through the usage of a high-fidelity prototype.

Usability Study: Round 1 Findings

User wants cart page notification
User wants detailed product description.

Refining the design

After careful consideration of the user feedback from the usability study, I moved on to fixing the issue in the wireframes.

Mockups

Cart Screen

Early designs provide the user a confusing path to follow in order to discover the order in the cart. On the cart navigation bar, I placed a notification dot to let users know.

Product Screen

The user was dissatisfied with the product description in the previous design, therefore I put a thorough detailed description on the product page enabling the user to examine specific product information.

Design System

When the original flow was finished and the low-fi wireframes were prepared. A few of the app's primary displays were being created by myself. The most crucial decisions was choosing the typography & colors. To design the app, I came up with a Simple Design System.

Hi-Fidelity UI Design.

Once I rectified the issue in the app based on the usability testing given by the user feedback. Finally, I connected my hi-fi design to a prototype with micro-interaction, motion design, and smart animation to keep the design simple, aesthetic, and visually appealing. My focus was to add all the necessary features in a way that users could feel the great user experience of the app.

High-Fidelity Mockups.

I made the high-fidelity design mockups for the foody app after choosing the design system.

High-Fidelity Prototype.

The final high-fidelity prototype presented cleaner work flows for the app. It also met user needs.

Below is the link to the prototype; try to explore and enjoy the seamless user experience and interface of the app. (coming soon)

Usability Testing

Usability Study: Round 2 Findings

The user needs an "order delivered" notification after the item is delivered to their home.
The user wants seamless animation for some pages instead of instant animation.

Accessibility Considerations

Used Icons and detailed imagery for pizzas and resturants to help all users beter understand the designs.
Screen Readers - Provided access to users who are cisually imaired through adding alt texts to images for screen readers.

Going Forward

Takeaways

Impact

Enhance productivity, save time, and enable people to order their favorite meals from the comfort of their homes. The user may also track orders and receive notifications when deals come.

Pizza inn delivery from the comfort of my home was made incredibly simple and enjoyable via the app! When looking for a tasty, quick, and even nutritious supper, I would absolutely utilize this app.

What I learned

During my project, I worked on a variety of design thinking processes, did user research, examined problems and defined solutions, generated low-fidelity wireframes, and finally built workable high-fidelity designs and prototypes. This was my fantastic path toward developing user-centric solutions using what I had learned. The design still had room for improvement and iteration; this is not the end. I've made a lot of mistakes and still have a lot to learn.

Next Steps

Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
Conduct more user research to determine any new areas of need.

Dial A Delivery App Redesign - Pitch

Company

Timeline