What happens when your favorite organic restaurant does not offer delivery...
Build a dedicated food delivery app. Misaki Organic Fish is a fictional new organic fish restaurant.
The restaurant wants to offer a dedicated service and not compete on the mainstream food ordering service platforms.
Misaki Organic Fish is a fictional organic fish restaurant. They offer a wide selection of healthy and organic fish dishes for busy professionals who want to eat healthy and treat themselves without sacrificing their time. The restaurant wants to offer their dedicated service and not compete on the mainstream food ordering service platforms.
2 months
Sole UX and UI designer
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, determining information architecture, and responsive design.
The restaurant does not offer food ordering and delivery options. Working from home due to the pandemic is the new norm. Loyal customers might look for somewhere else to order organic fish dishes from. The restaurant could lose customers which could lead to financial losses. It could have a negative impact on the company brand as well.
Design a dedicated food ordering and delivery app for Misaki Organic Fish that allows users to order fresh, healthy organic food easily, taking into account different dietary trends and food intolerances. Keep loyal customers.
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was busy working professionals who don’t have time to cook meals, but want to keep a healthy lifestyle. The research also revealed that time was not the only factor limiting users from cooking at home. Other user problems included obligations or challenges that make it difficult to get groceries for cooking or go to restaurants in-person. Also, user who tend to have healthy eating habits, follow a special diet or they have food intolerances that makes it challenging to order from a restaurant.
Busy working professional don’t have too much time to spend on food ordering apps.
Users who follow a healthy lifestyle, usually follow a special diet, taking into account food intolerances. Allergies and intolerances are not always stated, which makes ordering difficult.
Busy professional would like to plan their time ahead, they want to schedule food ordering so it can fit their busy schedule.
As they are on the go, they need the flexibility to choose from different delivery locations.
Adel is a busy new entrepreneur who needs an app to order from her favourite restaurant that offers healthy food options, at an affordable price because she wants to treat herself and stay energised without wasting her time cooking.
Age: 40
Education: MSC
Family: Single
Occupation: Entrepreneur
Hometown: Prague, Check Republic
"I would like to order food from my favourite restaurant, without worrying about minimum spending limits."
Adel is single. She is building her consultant business after leaving her corporate job. She is working from home. On the weekends she goes hiking or attends networking events. She pays attention to her diet, but allows herself to eat anything on cheat days. As a new entrepreneur, she struggles to find work-life balance. Time is a valuable asset, she doesn't like wasting her time on cooking.
Mapping Adel’s user journey revealed how helpful it would be for users to have access to a dedicated app of their favorite restaurant.
Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized a quick and easy ordering process to help users save time.
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
Selection by topic at the top of the home screen makes it fast and easy for users to order.
These elements make it easy for users to navigate through the app, and find information quickly
Easy navigation was key to address user needs. With the dietary and allergy restriction in mind, a filter menu was created, which makes it simple to select the food item on the list, without reading the usual number coded food allergy guideline.
Filter menu to quickly and easily filter possible menu items taking into consideration special dietary needs.
Favorite icon to easily save items
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was filtering and ordering two items, so the prototype could be used in a usability study. View the Misaki OrganicFish’s app low-fidelity prototype
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Early designs allowed for quick navigation, but after the usability studies, I added captions for the icon for better accessibility, and changed the color of the app for better contrats
Based on the insights from the usability studies, I applied design changes. On the left side I've covered the screen showing the area that is not easily reached by the thumb. Therefore I changed the special and menu cards. Also changed the green colors to blue, as green was too prominent.
The final high-fidelity prototype presented cleaner user flows for the ordering and checkout processes. It also met the users need for choosing between different delivery options.
View Misaki Organic Fish’s app high-fidelity prototype
Provide access to users who are vision impaired through adding alt text to images for screen readers
Use icons to help make navigation easier
Use imagery for food items to help all users understand the app in case of any language barrier
The app makes users feel like Misaki Organic Fish really thinks about how to meet their needs. One quote from users feedback: “The app makes it so easy to order healthy food, love that I can easily filter to see items that fit my dietary need.”
While designing the Misaki Organic Fish -app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.
Conduct another round of usability studies to validate whether the pain points are effectively addressed
Conduct more user research to determine any new areas of need
