SNACKPASS

UX Design and Research on a Mobile Food App

The original design of the Snackpass app not only presented a convoluted user interface, leading to user dissatisfaction and a restricted exploration of its offerings but also lacked the functionality of enabling users to personalize their orders according to their dietary preferences and restrictions. The absence of this feature, coupled with the lack of tailored recommendations, has resulted in a subpar user experience, inhibiting user engagement, while also impeding the app's potential for continuous expansion and relevance within the competitive food ordering market.

Problem

Design Process

Previous Experience

Empathize

User Research

Survey (ask)

Created to delve into user perspectives on mobile food apps, with a specific focus on Snackpass.

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Snackpass can be improved by allowing users to more easily find and discover new restaurants. Personal restaurant recommendations would be helpful when selecting a location to order from, and enhanced menu navigation and the ability for better order customizations based on dietary preferences would also be more efficient.

Fly on the wall (look)

Observe users without interfering or persuading their actions for the purpose of discovering:

Pathways taken when ordering
Confusion when navigating
What features users did or did not use
Bugs or errors in the interface

Historical Analysis (learn)

Evaluate what seems to generally work well for mobile food app and what does not and to find patterns

Summary of Research

Users found Snackpass to be confusing, overwhelming, and lacking personalization.

Navigation, was a primary source of frustration due to the ineffective organization of restaurants and categories. The absence of filtering or sorting options and limited customization features also contributed to user dissatisfaction. Many users expressed concerns about the overwhelming layout and choices, making browsing inefficient. The lack of personalized recommendations further hindered the user experience.

The research identified key user goals, including a desire for a quick and convenient ordering process with improved interface navigation and organization of restaurants. Users also expressed a need for more personalized features, such as dynamic recommendations based on preferences and past orders. Efficient restaurant discovery through the use of recommendations, deals, and popular/trending suggestions, was highlighted as another user goal.