SNACKPASS
Snackpass is a popular mobile app that simplifies the process of ordering food and beverages from local restaurants and cafes. It offers a seamless user experience, integrating social networking elements and a loyalty program to enhance community engagement and customer retention. By fostering partnerships with local businesses, Snackpass has established itself as a dynamic platform that not only benefits users but also supports the growth of small eateries.
Project Overview
The original iteration of the Snackpass app not only presented a convoluted user interface, leading to user dissatisfaction and a restricted exploration of its capabilities but also lacked the essential functionality of enabling users to personalize their orders according to their specific dietary preferences and restrictions. The absence of this feature, coupled with the lack of tailored recommendations that hindered users from discovering new culinary delights, has resulted in a subpar user experience, inhibiting user engagement and loyalty, while also impeding the app's potential for continuous expansion and relevance within the competitive food ordering market.
Problem
Make the app easier to utilize by simplifying navigation.
Organize food options so users can more efficiently find and discover new restaurants.
Allow users to customize orders based on dietary restrictions.
Suggest new food recommendations based on what has been ordered before and what users like.
Display a section that highlights popular dishes and recommends new.
Solution
Role
UI/UX Designer and Researcher
Time
6 Weeks
Enhance the Snackpass app interface, introduce customization options for dietary preferences, and implement a dynamic recommendation engine to improve user engagement and satisfaction.
Task
Design Process
Current Snackpass Experience
Empathize
User Research
Survey (ask)
To initiate the research phase, a survey was created to delve into user perspectives on mobile food apps, with a specific focus on Snackpass. In contemporary times, surveys emerge as a remarkably efficient and effective research tool. This approach facilitates seamless data collection and analysis, accommodating users from diverse geographical locations, backgrounds, and a myriad of experiences. The gathered data and user responses provide valuable insights, enhancing my comprehension of user sentiments towards mobile food apps and Snackpass. This, in turn, informed with the knowledge needed to address user needs and preferences, ultimately guiding the design process towards creating an app that maximizes user satisfaction.
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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)
The Fly on the Wall method allowed me to observe the users without interfering or persuading their actions. I was interested to see what pathways the users take when ordering from the app and if there was any confusion when navigating. I was also interested to see what kind of features the users did or did not use and which features the user enjoyed or became frustrated with. Additionally, using the Fly on the Wall method allowed me to see any bugs or errors in the interface that the users may or may not be aware of.
Historical Analysis (Learn)
I chose to use the historical analysis method because a great form of research can oftentimes come from observing similar apps or designs that have been created. Doing so allows me to evaluate what seems to generally work well for the app and what does not. Besides that, there are often universal elements and layouts that users are already familiar with. In order to make the app navigation efficient for the users, researching many different apps that already exist, enables me to find patterns that should be considered when I am at the design stage of my process.
Summary of Research
From my user research, it was evident that users often find ordering food from mobile apps confusing, overwhelming, and lacking personalization. Navigation, particularly in Snackpass, was as 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, a common issue across mobile food apps, 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 enhanced order customization options and 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.
Despite these challenges, users acknowledged the benefits of mobile food apps, emphasizing their flexibility and convenience. The ability to order from anywhere at anytime, schedule deliveries or pickups, and cater to various occasions or group sizes were appreciated features. Understanding these user goals and preferences will guide my efforts to improve the UX/UI design, ensuring a seamless and personalized experience for our users.
Based on Research…
Usability Goals
Ensure information is presented in an organized manner that is clear, intuitive, and easily comprehensible to users.
Create a user-friendly experience by enabling effortless interaction, intuitive navigation and efficient execution of actions.
Tailor the content to align with users' preferences, creating an interface that reflects and adapts to individual user needs and choices.
User Emotional Experience Goals
Frustrations: For one, users are frustrated of the current Snackpass design due to the lack of organization, which results in navigation difficulties. The lack of personalized customization and recommendations prove to hinder the user experience of the app. Users are not able to efficiently discover new restaurants nor are they able to customize their orders to suit their dietary preferences.
Goals: The goal of the new Snackpass redesign is to leave users feeling satisfied and confident in the app. The improved navigation will enable users to no longer feel overwhelmed by the long, randomized list of restaurants that currently exists. Instead, users will be able to sort, filter, and discover the products that they’re craving and are interested in. Not only that, but the order customization process will be enhanced to ensure a user-centered experience in which users may alter the orders to their liking and needs.
Environment and Context of Use
PHYSICAL
The app ensures users can effortlessly place orders anytime, anywhere, catering to both those on the move and those who prefer the convenience of ordering from their location. Whether users are on the go or relaxing at home, Snackpass provides a fast and user-friendly ordering experience.
SOCIAL
Snackpass facilitates group orders from select restaurants, offering users discounts on collective orders. The synchronous ordering system allows groups to order together without the hassle of dividing bills or taking turns at the register. Additionally, users can connect with friends on the app, share points, and redeem rewards collaboratively.
ORGANIZATIONAL
The app includes a tutorial to guide first-time users, ensuring a seamless onboarding experience. A support feature is also available, allowing users to seek assistance whenever needed. Post-ordering, users can easily contact both the delivery personnel and the restaurant, ensuring a smooth and transparent communication channel.
TECHNICAL
While primarily designed for mobile use, Snackpass ensures a consistent and user-friendly experience across both mobile and desktop devices. This versatility ensures users can access and enjoy the app on their preferred device, enhancing overall usability and convenience.
User Personas and Journey Map
Define and Ideate
Data and Functional Elements
Data
Location
Time
Payment
App notifications
Order history/records
Photos
Restaurant and items
Messages
Function
Check payment information/receipt
Search/identify nearby restaurants
Add menu item(s) in cart
Customize item preferences
Data and Functional Elements Groupings
Search/Identify
Location
Restaurant
Restaurant items
Add/Edit
Search/identify nearby restaurants
Add menu item(s) in cart
Customize item preferences
Payment
Check payment information/receipt
Confirm order
Redesign Flow
Crazy 8 Sketches
Sketches On Usability Goals
Content should reflect user preferences
Information should be presented in a clear and organized manner
Users should be able to easily interact with the interface
Sketches of Main Pages
Home Page
Restaurant Page
Search and Categories Page
LoFi Wireframe Sketches
The Hi-Fidelity Design
Getting Started
Users are presented with a simple landing page upon opening Snackpass. Returning users have the option to login, and new users are able to sign up and create an account to get started.
Login and Sign Up
Depending on if a user is creating a new account of logging back in, they are asked to input some basic information that allows Snackpass to identify the user.
Discover New Restaurants
After logging in, users will find themselves at the home page. Here they will be able to browse the various restaurants and cafes that Snackpass has to offer. These locations are organized into clear and intuitive categories, which allow for users to more efficiently browse what’s available.
Discover and Customize New Products
Each restaurant is organized by various categories such as “Top Items” or “Deals,” which highlight some categories users might be interested in. It also allows user to more easily sift through the categories they’re interested in and those they don’t want to spend as much time on. After choosing an item, users are also able to customize it according to their dietary restrictions and preferences.
Checkout and Confirmation
After the user fills up their cart, they can go to the checkout page. The checkout page allows them to choose whether to do a pick up or delivery order. They can also easily review and edit their items a final time before placing the order. Upon placing their order, users are brought to an order confirmation page where they have the option to track how their order is doing or to continue shopping and browsing the app.
Interact with Friends
Users can send gifts and points to their friends. And, with enough points, users can receive free gifts from restaurants and cafes!
Hatch and Customize Chicks
After enough points or gifts are exchanged between friends, a chick hatches. Once this chick hatches, friends are able to raise and dress them up together!
Past Orders and Profile Pages
The past orders page allows for users to easily review and reorder from locations they have had before. The profile page allows for further customization to payment methods, privacy and security measures, and other various account changes.