Project Goal
Recently a food delivery app Wolt took Azerbaijan by storm. So now a new line of local food delivery apps are emerging to compete with it. Tosca delivery is one of them and is currently under development. My goal was to design an app which stands out from Wolt and has a recognizable branding. Another feature that would make this different, is our focus on office workers and people who order food for business lunch purposes and not for recreation purposes.
END DATE: 31 July, 2022
My Tasks
📚 Secondary research
📝 Screeners
đź’Â Interviews with existing users
👤 Creating user personas
🗒️ Creating user flows
🖌️ Creating wireframes and high fidelity
🔍​​​​​​​ Conducting a few rounds of user tests
Secondary Research
I started with analyzing all the previous attempts at creating a food delivery platform in my city. There were many startups that failed or were failing. My goal was to analyze them and discover what they did wrong in terms of branding and design. Next step was to analyze all the apps that were successful. Lastly I started to researching about growing consumer trends in this industry. My goal was to understand who is the main target for this service.
Screener Survey
I had to find the right people to interview, so I had to create a screener first that would help me discover potential interviewees. Since we had no customer base yet I had to post the screener withing my friends group, on various Facebook groups with large auditory. I got around 100 responses which was enough for this stage.
Interviews
Once I finished the screener survey and filtered 20 people to interview I was ready to start the primary research. Interviews were conducted on a 1 to 1 base.
Some of the questions asked were:
- How often do they order food delivery
- Which apps they currently use, what are the pros and cons of the apps they use
- If they had a chance to create their own delivery app, how exactly would it look, etc.
Key insights I got from the interviews:
- Users have difficulty searching by categories since home pages are filled with promotional materials
- Existing apps are too complicated and are not simple enough
- Apps either don't allow multiple orders or make it complicated to track multiple orders
Personas
Our main user:
- someone between 20 and 35 years old
- young professional who wouldn't buy expensive dishes
- orders to eat during the lunch break while at work
- it could also be someone who works from home
- orders multiple times per week since didn't have time to cook for himself
- lives alone or with his/her partner, not a family person
User Flows
I created many user flows for this project. Main red routes were:
- Ordering a dish
- Tracking the delivery
- Repeating order
*Unfortunately I can't share them here, or share all the other screens I have designed since this project is currently in development
High Fidelity Design
