Deliv

Deliv is a food delivery app on Android that aggregates restaurants who have an existing delivery service and connects them with customers who are looking for a reliable delivery service.

With the growth of delivery apps; it has become more apparent that the demand for a delivery service that has a comprehensive list of restaurants that have great reviews, reliable delivery times, and real photos of the products.

Practices

Product design, Experience design, Visual design, Prototyping, Branding

Methods & Tools

Secondary research, Ideation, Adobe XD

Role

UX/UI Designer

Date

Mar 2020 - Apr 2020

USERS & AUDIENCE

Deliv is an app for people who are active, have disposable income, and want high quality food, but time is an issue. Both genders apply. Probably single or in a relationship, unlikely to be married. Educated. Likely has a job in finance, IT, or another office-related job. Unlikely to be upper management.

PROCESS

I lead the product, brand, UX and UI strategy during the extent of the project. I have been extremely fortunate to have the guidance of an online mentor throughout the duration of this brief.

I followed the User Centered Design (UCD) process to nvestigate how customers may want a food delivery app to look based on their preferences.. Letting user research be my guide, I brainstormed and designed multiple solutions.

Research
Research Synthesis
Ideate & Design
Design Evaluation
Final Design

COMPETITIVE ANALYSIS

Similar products already exist

To start the research, I analyzed 3 direct competitors in the food delivery industry (DoorDash, Skip the Dishes, Uber Eats). I learned that:

1. DoorDash and Uber Eats both provide real photos of each dish.

2. All three of these services provide ratings but do not provide individual reviews.

3. With all of these services, the delivery drivers are subcontractors of the restaurants they service. None of the apps provide a platform for existing delivery drivers of restaurants.

Features

Real Photos

Real Reviews

Use Existing
Service

USE CASES

While analyzing my findings from my research, I identified that there are gaps in the current offerings of food delivery app platforms. Therefore, I determined that the solution needs to account for:

1. Real photos of the dishes to entice the customer

2. Real reviews from real customers to solidify the customer’s decision

3. A platform that allows restaurants to utilize their own delivery service

DESIGN REQUIREMENTS

Thinking through what the customer would need during the use cases identified, I determined design requirements for the solution. I did so to ensure I was holding myself accountable to referring back to the data learned in the research, and to use these requirements as my guiding principles as I moved onto brainstorming.

1. Non-Intrusive: Preserve the current overall experience that customers have with existing apps of this kind.

2. Make it Simple: Be sure to keep the features simple, efficient, and fast so that customers do not have to spend extra time to learn and use the features.

3. Make it Smart: To further ensure the simplicity, the app should be smart by finding the touch points that are effective and work seamlessly within the current norm for these types of apps.

IDEATION

I was given a set of wireframes to work with. Therefore, my own ideation stage happened at the time of high fidelity in the terms of adding or altering features that would better suite the customer’s experience throughout the app.

ITERATION

At this point, I upgraded the prototype from low-fidelity wireframes to high-fidelity Adobe XD screens. I formulated the first few screens to get an idea of how the app should come together. I tried several different visual styles here including color/image changes and small layout adjustments.

FINAL DESIGN

My final design encompassed three main opportunity areas for Deliv to differentiate themselves from other food delivery apps. I was able to innovate, creating new experiences through my solutions for reviews and using real photos of each dish. Finally, I was able to provide a platform for restaurants to use their existing delivery services.

OUTCOMES

Some key takeaways from this project:

1. User Centered Design thinking is key to effective products. This framework really helped to structure the tasks at hand and allowed me to stay focused and on track throughout the entire project.

2. First impressions. You only have one chance to make a first impression. Putting the customer first is vital because people will only care about their experiences. The simplicity of the app allows for the user to seamlessly flow thru the app from start to finish.

3. Focus on the problem. At the end of the day, your user’s pains are what you should be solving. So, these should be kept in the forefront as the project goes on. Don’t lose sight of this when you’re in the trenches of the project.