As introduced in the end of my last post, we created a survey investigating a broader group of Users’ experience ordering food online. We sent it out to 63 people and received 58 completed surveys back giving us the following final report which can be viewed here:
The results have proven the following:
- 90% of users use a smartphone to order food.
- 61% prefer to check out their order as guests.
- Most common abandonment point of the process is when the website is too confusing.
- 76% of users choose their food based on text descriptions.
- 53% of users prefer a smaller menu to select from.
- Most users give a on-the-fence (3/5 on a scale) opinion on the statement “Most websites take too long to complete your food order.”
- Most users (although not by much) are willing to trust less well known brands.
- Most users expect 10 – 15 clicks to complete a food order.
- The most popular priority during the process is live price update.
The last two questions are open questions asking for a pain point in previous experience, and a suggestion for a food ordering website. We ran all the answers through a online Word Crowd program (Tag Crowd, tagcrowd.com) and had the following results:
As can be observed, the most common words for the request “Tell us a few factors that annoy or frustrate you when order food online” were Menu, Order, Delivery, Confusing, Dishes. This identifies the keywords of the frustrations that the users of our survey have highlighted. Likewise, the Tag Crowd results of our suggestion request, “Tell us one idea that would make the experience of ordering food online so much better and easier” were Order, Options, Food, Ingredients, Menu.
The key insights that I have gained from this survey that I would like to integrate into my prototype is firstly, the website has to be as mobile device friendly as possible and should be wireframed from mobile device layout first. Secondly and surprising to me, written descriptions and ingredients list of menu items are more important than the photography. Seeing as the word Menu has been identified in the two open-ended survey requests, I infer that users would like a smaller selection of items, with a perhaps minimal design layout that is uncomplicated and straightforward to choose from. Lastly, speed seems to be a general concern among users and I feel that there should be quick checkout options that clearly display the price through out the process.
In continuation from our learning of User Stories the week before, as a group we came up with several User Stories, now based on a broader sample group of our survey. This is similar to the Multiple-User Empathy Map I described at the end of my previous post. With a larger sample group, I find this very useful in UX research as it gives the researcher a better idea of the general consensus of Users across different backgrounds, which execute the same task on a similar platform, much like in real life. Again, we wrote the stories in the format of:
As a <actor> I want to <action> so that <achievement>.
Here are the few User Stories that our group has written based on our survey findings:
- As a busy person I want to be able to make my food order quickly so that I can enjoy Friday evenings.
- As a health conscious parent I want to be able to easily understand the health rating of online food so that I know what my children are eating.
- As a foodie I want to be able to reuse my previous orders so that I can make my order quickly.
- As a creature of habit who is busy I want to be able to reorder my usual orders in 10 clicks so that I can concentrate on my course work.
- As a healthy eater I don’t want to be made feel guilty with health information so that I can fully enjoy my treat of the day.
- As a frequent customer, I want the opportunity to get discounts so that I feel wanted and appreciated.
As a group we then voted for the two user stories we find most important and would like to resolve in our prototype. These were no.3 and no.6. From this we then began our group ideation process by first making suggestions to resolve the respective pain points. Due to the local Covid19 lockdown, this had to be done remotely and we used www.menti.com to each make suggestions for review and exploration, keeping as creative as possible, not limiting to technical feasibility at this stage as we want to come up with the most novel solutions to User problems so as to truly create a new product that utilises the tools of UX. Here are screenshots of several of the group’s suggestions:
My three favourite suggestions were firstly, a heart option to favourite a dish or menu item. While this is used quite frequently in online fashion retail, I find this quite refreshing for food websites. As a graphic designer myself I gravitate strongly towards purposeful iconography that not only improves a layout’s aesthetic but also provides convenience and clarity in the User Experience. Secondly, I like the suggestion to have the Homepage that diverges the selection to “Recall last order” and “View Menu”, while still providing the user the option to edit the order before checkout. I find this an effective solution to earlier identified problems with speed and personability of the brand with the User. Thirdly, I like the idea of “Random Pizza” option as I find this novel and whacky. While this may perhaps prove to actually be an unpopular choice (only real testing will tell), I find that big corporations such as Google have also used such gimmicks for excitement and that “something else” to inject delight into the User Experience.
From here I have designed two Wireframes to select between as a starting point for my prototyping.
I have submitted this to our to the acting client and he has chosen the latter option. Some comments and changes that were proposed were:
- Client chose Option 2.
- Mystery Box option should have ingredients and allergens listed. Perhaps an interaction (drop down) to reveal ingredients? Followed by a round action button to quick checkout?
- Change “Order” word on top right of nav bar to “My Basket” or “My Cart”.
- Pick colours for Prototype.
From this feedback I updated Option 2 Wireframe: