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RANZHENG
Anchor 1
YoPizza is a mobile ordering app that allows its customers to customize their pizza
Timeline
2022.01-2022.02
My role
Handled all UX/UI design solo
Deliverables
User Journey
Competitors Matrix
User interview
Wireframes
Prototyping
Low-Fi/ Med-Fi Prototypes
My Challenge
Help users order a customized pizza in under 3 minutes
Business opportunities
Building a seamless flow to order a pizza
Anchor 2
Anchor 3
01
Competitive Analysis
I did some research to see if I can leverage any insights into features. I downloaded the four most popular Pizza apps and compared their key features, flows, and feelings. This chart shows the key features that will greatly affect the user experience.
02
User Journey Map
From the data I collected, I created an ideal user flow as to how I imagined my app to pan out and what my desired user experience would entail. It later developed into an experience map, which captured the user’s journey and emotional results with each touchpoint they perform within the app.
User Story
Hanna is a busy mom with two kids.
She is constantly exhausted and has no time to cook.
She needs to order a food takeout that fasts, is tasty and nutritious for her and her family.
This is a last-minute order.
User Expectations
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Order pizza in 3 minutes
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Have a good deal
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Have good nutrition for all family
A.DOING
B.THINKING
C.SAYING
1A.Asks kids/husband what they want to eat. Last minute order.
1B.It is dinner time. My kids and I are starving. I don’t have time to cook.
1C.Let’s order pizza!
2A.Asks husband which place he wants to order from.
Search on website/App.
2B.Too many options.
My favourite pizza from YoPizza.
2C. Let’s order from YoPizza.
3A.Open the app. and asks kids what type of pizza they what.
Make a quick decision that covers all family needs. Place the order.
3B.Let’s check out if they have promotions.
I also want to have added a kid-friendly pizza.
What is the nutrition of this pizza?
When the pizza will be ready.
3C.Asks husband where he wants to order from.
Search on App.
4A.Being a bit an inpatient. Tracks the order using the app.
4B. Hope the pizza arrives quickly ASAP.
4C. Pizza has been delivered soon.
5A.collects the order pays.
5B.I'm glad I can pay at the door.
5C. The pizza is still hot and looks delicious!
6A.Eats the pizza and give it a good comment.
6B. I like this new pizza,
I want to order it next time.
The delivery is on-time
6C.We can order this kid's meal again, they look delicious and healthy.
3.ORDERING
1.AWARENESS
2.DISCOVERING
6.RATING
5.RECEIVING
4.WAITING
NEUTRAL BASELINE
Take away
55% of users will quit the app if there have too many options
75% of users will choose a previous order for fast check-out
Target users
YoPizza is intended for people who are very short on time
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such as a parent who is pacifying a hungry child
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a businessperson ordering food for an upcoming meeting
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someone who got home from work late and wants a quick bite to eat, etc.
03
User Interviews
I conducted a contextual interview with family members, and classmates. Based on the responses received, I formulated questions for an interview that was answered by 3 people in the target users group
Pain points
For reordering, I had to choose from scratch.
No images for foods
Too many options, hard to make decision
User goals
Keep track of all previous orders & repeat orders
Want to know what it looks like
Easy to make the decision
Design Solution
Offer an order history
Visual engagement- big images
Point out the “best value”
Categorization
Default options
04
Understanding the Problem
Anchor 4
05
User Flow
I create below 3 ways to help users to place orders as soon as possible: Best Deal Quick Add Pizza Club
06
Low-Fidelity Wireframes
After the user flows were completed, I moved on to the wireframes to showcase spacing and layout.
07
Design Details
Features:
Point out the “Best Value”
Categorization:
veggie / meat lover / kids-friendly
Compressions are everything
Users are choosing things based on comparing their options
Visual engagement:
Adding juicy visuals to engage different senses
Best Deal Quick Add:
allows people have a default choice when they want a quick decision
A quick filter:
to facilitate navigation
Left off :
to track the status of what the user has chosen and let the user get the sense of what had been done
History:
simple add or modify the previous order
Personalization = Reduced Churn
Using previous experiences and data to craft a better experience is key to user retention.
Allow the app to leverage past behaviours to remove repetitive and unnecessary steps.
Thank you for watching!
Anchor 5
What I most accomplished:
Based on the usability test, I achieved the business goal which is to order pizza in under 3 minutes.
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Simplified the order process through channels: "quick add", " where you left off" and " Pizza club."
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Reduce churns for unnecessary steps
What I learned
It is my first Application design. I learned the foundational UX strategy and method to do research and collect data. But there are improvements to be done.
UX:
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User interview. Questions are too general, didn't find much useful information in the interview.
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Lack of defined user pains. I collected all the research data, but lack to sort out the main pains and issues.
UI:
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The layout is too crowded. It needs more spaces between the elements.
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