After interviewing the business owner to understand the problem and business model, I categorised two types of customers that look for different goals.
Asian customers
needed more control and flexibility.
Foreign customer
needed photos with context and guidance.
40% of participants mentioned they don’t like to place the order in the group using the communication apps, due to privacy and the disturbance to others in the group.
Using the google form to order food is a good idea for small businesses, but there are some issues like the image that can’t match each item and the ingredients are unclear.
100% of participants feel unsure there is no confirmation text or email after placing an order. Therefore, they spent time on contact with business owner after they place orders.
I combined the needs and goals of the business, owner and users to create a good experience. They are clear delivery option explanation, a systemic order process, and a user account to track orders and get the reward. Based on the insight gained from the research and definition process, I listed the features the site should have and prioritised the order.
I prepared to conduct a usability test by developing two scenarios I would ask participants to complete. These are the test objectives:
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According to the research, there are many customers add or modify items after they place the order. I designed a flow where customers can track their orders and modify their orders before the owner starts to prepare. When the order status is in the first stage, the modify button is active but after the second stage will be disabled.
After usability testing. the modified order feature wasn't successful due to the pattern of users' past shopping experiences, it cause confusion and wasn't intuitive. At this stage, I discussed the issue with stakeholders and compromised the idea of not having a modified order button.
After completing usability testing, I transcribed my records and synthesised the results by sorting the notes. There are some other results
👍 Strength
😕 Weakness
To address sources of confusion and frustration from usability testing. Those iterations are outlined in the wireframe annotations below.
Because the business is not producing food daily, they have a specific time and date for collection and delivery. Therefore, I listed the date and delivery options so users can quickly pick the time.
The product details screen includes the most important information I gathered from user interviews as matching photos, ingredients, allergen and cooking instructions.Sufficient information can reduce users' confusion.
The ability to trace the order and get the updates helps reduce the communication time between the customer and the seller.
The login page has two type of users login. Non-members login in by order number and members login in by their account.
I came up with a realisation that, from a design viewpoint, the key is having good communication with the stakeholder. To find out the problem earlier and solve it. I also had some compromises in some parts of the design that frustrated the users that I could not change due to business and system constraints.
The business owner said that she found it hard to manage the orders and overwhelming different requests from customers. I focused on design for the front-end first because a good UX design creates a better shopping experience that can decrease the confusion and inquiries for the seller. If I had more time, I would optimise the back-end for the management side.
I learnt how to make Taiwanese traditional food "zong zi" for dragon festival with the business owner, Patty.
