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Pen + Paper, Sketch, Invision, Principle
People love ordering food together on Uber Eats. But based on the user research, it requires them a lot of time and effort to, and . Therefore, I proposed a solution which enables users to decide, order and pay as a group conveniently and efficiently.
You and your friend can make a workspace on Uber Eats to decide, order and split the bill, all on your own devices.
Users can facilitate their discussion with recommendations especially for the groups. Also, they can directly pick a restaurant together on the app by matching everyone's preferences.
Users could order with useful information to help them pick the cuisines and keep pace with the group. Also, more flexibility for payment is provided to help users avoid troublesome money issues.
for this project since it's a design exercise. Therefore, I applied the of rapid research, prototyping and tests. Also, . Different groups do ordering under different scenarios so I need to a lot.
UberEats is one of my favorite applications. Both the online experience as well as its delivery/pick-up service are really enjoyable (and have cultivated my laziness in cooking). As a designer, I really loveand with a really smooth workflow.
However, it is not a perfect application. Eating is never a personal experience, like many people, me and my friends love ordering food from one restaurant together when we hang out. This enables us to save delivery fees/tips and avoid the trouble of fetching the delivery so many times or picking up at different places. But, having experienced a lot of pains in such a group ordering experience, I started my redesign with anthat . Therefore, I did an investigation on how people order in groups on Uber Eats.
I recruited 7 users who had experience in ordering food with others on Uber Eats. With, I tried to understand users’ goals, current problems and interactions. With my primary design assumption, my interview :
With many interesting findings, I verified that people did encounter many frustrations and inconvenience when trying to order food with others. What’s more, I also created a storyboard that demonstrate
Let's see what happened to Henry:
Henry's experience is quite annoying and inconvenient, right? Apart from that, I also found a variety of common scenarios where people tried to order food with others at Uber Eats. Correspondingly, I identified different users’ goals and needs under certain scenarios. Based on my research findings, I createdto help with the following design process.
After my investigation of target users and their primary problems, I did domain research on the competitors in the market. Surprisingly, I found that some of them already have “group ordering” features. This really stimulated my curiosity -
Therefore, I researched on their solutions and experience by:
Based on my research, I found that even though their solutions do have some advantages,. I summarized the key pros/cons below.
With these takeaways, I got many inspirations and also understood better on the current gaps. What's more, I investigated on why these competitors launch such features: Not only for a better product UX, but alsoTherefore, I planned to help Uber Eats to provide a better solution and experience than its competitors to win in the market.
Based on the user needs and the gaps in existing products, I summarized the higher level goals I hope to achieve with the redesign. These also served as guidance for me to start the ideation.
Based on the essential user goals, I created 3 design principles as the goals to guide the following design.
To start with, what are the mutual decisions that people make? I listed. From the research, , so I selected it as the design focus and investigated more.
How do groups make decisons? I did a deep dive on what’s actually happening when choosing restaurants. I found the. Usually people narrow down from a bunch of restaurants first, then pick one from the options. This is a quite reasonable and natural startegy, so I planned to follow these 2 stages and see how I can help them.
I tried to find the reasons from each stage during the decisio-making process. I summarized the key problems of each stage that causes the difficulty to guide my ideation and the following design.
With such insights, I started to think about how to help people better narrowing down their discussion on the restaurants first. I did a brainstorm session to explore a good way to do that. I referred to Group Decision Theory and how we make other decisions in life as inspirations. Then I got 3 design alternatives, using ways from simplest to most complicated.
I walked through each concept of wireframes with 2 users and did an analysis on the pros/cons for each design concept. There are 2 important insights that influenced my design decision:
Based on the feedback and analysis, I planned to go with the. But one problem left is that maybe not all the restaurants in the list are ok for all. Therefore, I started to think about how to help groups really pick one restaurant that fit for all.
From all the recommended restaurants of their common preference, groups will need to pick one restaurant to start their order. When they, or group memebers are , how can we help them? Therefore I started to approach the solution with 2 key principles:
Based on these principles and former design for "narrowing down", I come up with 2 design options.
I again, walked through each concept of wireframes with 2 users and did an analysis on their pros/cons.! I talked about the concern that they cannot see all common likes for design option 2, both of the test takers feel they would just want to find one restaurant as long as it fits for all. Also, option 2 is more efficient which is really important according to the design principles.
Based on the analysis I decided to go with the. Also, I designed for the detailed interactions among the users.
I got another interesting feedback during my test for "Tinder-Like" feature, which is:This really made me think back and reflect on the whole flow, then 2 facts helped me to validate the design decision.
Based on all these analysis, I decided to go with this logic of "Narrowing Down First, then Picking the One logic". Also, I provided
After I finished the design to help users make decisions on restaurants, I started to think about people's whole journey when ordering in groups. Then an important fact emerged: finishing a group order needs both collaborative and individual effort in different stages. Therefore, to provide a suitable workflow for users, we should build a workspace that enables group members to, but on their own phones.
Based on the insights and my previous design decisions, I created the core user flow where group members could collaborate as well as finish their own tasks with their own phone. Also, I also created muliple options at different stages to accommendate different group's need and characteristics.
After I finished the user flows, I created a very low-fidelity wireframes and presented it to 2 users and 2 design experts. With a lot of feedback received, I found some problems existing in the interfaces. Therefore, I did some iterations on the features and user flows to make users’ workflow more efficient and convenient.
Besides these iterations, I also refined the interfaces with a consideration about user psychology. During the testing, I realized an important issue that may highly impact the group’s efficiency:.
In the interviews, such a scenario is mentioned for many times: one group member is really, they picking the food, flavors, etc. For the reason of politeness, usually other group members will not urge him to finish the order quickly.
To avoid this kind of situation, I tried to find solutions based on user psychology:
What motivates us to be efficient in a team?
Based on the 2 essential motivations, I came up with 2 solutions to guarantee the group’s efficiency. Then I analyzed and summarized 3 facts that help me with my design decision:
Therefore, I decided to go with design. Also, to motivating users along the whole process, I decided to push such notification not only when all others have , but also when all others have , or anyone in the group has .
With all these refinements, I created high-fidelity interfaces. Let's see a refined user story of Henry, checking how my design could help his group have a better experience.
Here are all the user flows with high-fidelity design. Some use cases are not included in the story above.
1. Design validation.
This redesign is definitely not perfect. Even though I showed the wireframes and mockups to several users along the way, they are not representative enough (mostly my friends and roommate). I would definitely want to finish all the screens in high fidelity and test this design to more people and get more feedback.
2. A more comprehensive UX thinking.
In this redesign, I don’t have time to think and prototype out the edge cases, such as what if one group member doesn't want to order in the halfway, how can they quit without affecting others? So for the next step of this project, I would consider all possibilities of users' flows. Then make interfaces of different status such as: nothing / loading / none / one / too many / incorrect / done.
3. Investigate more on the technical part.
I had some assumptions on Uber’s capacity in data and machine learning, if I have more time, I would do more research on Uber’s user data matrix as well as restaurant tags - those may help me provide a better experience.
4. More potential in group ordering.
Another use case that I considered but did not have time to finish, is "sharing the food", such as ordering one pizza and share together. It would be interesting to design how they could decide on the flavors to pick and help them split the bills in an easy way.