UX Design
|
UX Research
Curating Top food Experiences
@ Swiggy
Developing a comprehensive platform aiding users in discovering top food experiences, dishes and new places with expert recommendations.
THE TEAM
Ayushi Saxena
Abhishek Manraj
Pragya Kher
Me!
MY ROLE
Primary and Secondary Research
User Research and Interviews
Ideation + Sketching
Wireframing + Prototyping
Usability Testing
Competitive Study
TIMELINE
June 2022 - August 2022
(8 weeks approximately)
DESIGN OUTCOME
Introduced new features for the application and designing for Business Strategies.
Are you hungry?
Haven’t we all at some point craved for food right after we saw a cookery show on television or binged food and travel vlogs? We often resort to eating at known food chains when travelling as we aren’t aware of the best food experiences an unfamiliar city has to offer. Haven’t we then tried to cook these dishes ourselves and wished it was possible to experience the taste of these coveted dishes, but get dejected due to the lack of accessiblity?
How might we guide first-time visitors in a city to discover and enjoy the city's finest culinary experiences, leveraging expert insights from food connoisseurs to offer exclusive, drool-worthy dishes through Swiggy?
Starting points from our research
A positive food experience is often different and unique for most people. A positive food experience is a memory.
The global pandemic paved the path to reimagine the future of restaurants & the way people experience food.
During this time, we also observed a rise in the consumption of media and content related to food specifically by food and lifestyle bloggers.
Food bloggers are considered experts on restaurants, and their verdict can be taken as a guarantee of great experience and even better food.
The Solution
Before I begin - in case you find yourself to be a person who doesn’t fancy reading, feel free to check out this simple presentation video for this project OR just keep scrolling!
We introduced "Flavourtrip" within Swiggy's food category, allowing users to explore unique, local culinary experiences in different cities.
Additionally, we launched the "Maestros" section, where users can access content and recommendations from renowned food bloggers and chefs. This feature not only helps these influencers strengthen their brand but also aids Swiggy in expanding its customer base by offering personalized and expert-led food exploration.
A New and improved Direction: Final Iteration
Introducing Flavourtrip
Flavourtrip is a one stop solution for people who are adventurous for both, travel and food and want to explore food options in a new location.
The customer has the option to either select from a list of curated restaurants, or visually search for restaurants near them using the Map feature as a food trail.
See exactly what you’ll get with Augmented Reality
Resturants can leverage AR to present their dishes, promote their menu, and personalize items by offering true-to-scale 3D visual representations of their food.
AR can also be used to give customers an immersive experience, increase their curiosity, and help them make better food decisions.
Order or Dine out? Choose what you want!
People prefer ordering in when they are at their homes. But while visiting a new place they are open to exploring new restaurants as well.
We provided an option for people to either order or book a table depending on their prefrence at the time.
The user can select their preferred date and time and pre-book a table in order to secure a spot in their desired restaurant.
Introducing Maestros
Maestros envisions to bridge the gap between Users and their loved chefs and bloggers.
It aims to provide a wholesome experience so that users don’t have to scroll through instagram and then search for similar dishes on swiggy to order as it is all combined in this new feature.
Blogger reccomendations and chef’s specials at your home!
Follow your favourite chefs and see their curated ready-to-order Menus on Maestros.
Checkout what your favourite food blggers have been eating, their reccos and which food joints they have been hitting frequently.
The users can view sneak peak behind the scenes , hacks and exclusive content from chefs as well as access their recommendations and reviews.
Improved Feedback System
We expanded the feedback mechanism and added parameters which users could rate on along with the overall rating.
A seperate dish tier rating is introduced along with hygeine, sanitation, delivery time etc all of which came out as important parameters which customers used while selecting a restaurant.
Understanding Swiggy
The growth of Swiggy during pandemic times has been steep and it gained a lot of customers. While we are also avid users of the app as customers, we realised there is a lot we dont know as we stepped into the shoes of the designers. So the first task we took up was to understand the behind the scenes process and configuration of Swiggy.
What is Swiggy?
Swiggy is one of the leading Indian online food ordering and delivery ecosystem.
It takes the responsibility for every step of the process. In addition to ordering food, they have a network of delivery personnel and other vertical channels that support package and grocery delivery.
Services by Swiggy
Food Delivery: It’s the key segment for ordering dishes from restaurants.
Same day package delivery - Genie: Delivering food items, documents or any other parcel within a particular radius on the same day.
Grocery Delivery- Instamart: Ordering all essential grocery items from nearby storehouses
Meat Delivery and Speciality Stores: Ordering meat, fish and assorted products from sellers and stores.
The buisness model
Swiggy since its inception has focused on a hyperlocal on-demand food delivery business operation and for long hasn’t explored designing for dineout experiences.
Swiggy utilizes an innovative technology platform that works as a single point of contact.
As swiggy operates as a dual-partnership model, it also benefits restaurants due to more number of orders.
Zeroing in on our target User base
The Explorers
These are the users who are unsure about both-what they wish to have and from which restaurant.
Uncertain one
Those users who are either sure of the dish they want to have or the restaurant.
The Know it all:
Those users who are sure of the dish and the restaurant they want to order it from.
Let’s decode the problems!
Defining best food experiences
Experiences can involve food related activities, special hostings and events
Open cooking events where visitors look over the Chefs’ kitchen & menu
Cooking as a form of art - taking inspiration from other disciplines
Cooking, laughing, learning and eating together are all part of the experience.
Local food experiences are attractive - introduces new cultures and origins
Hygiene of food is an integral part of a good and enjoyable food experience.
Experiences in a sophisticated, quiet, familiar atmosphere, both at home and in restaurants
Restaurant Customer Trust - Involve food quality in marketing campaigns(Blog, Menus), Customers reviews
Psychology of Online Food Ordering
Generally ordering more food than they would have when users spend more time the menu
Algorithms promote what the user likes by seeing previous orders which make them crave more food
Mobile apps retention rates are much higher than desktop versions
Users get to know new toppings, additions etc. while ordering online which they didn’t know existed
Did cooking shows create a generation of foodies?
Food TV enthusiasts are incredibly knowledgeable, due to the endless stream of food information at their fingertips.
A lot of the interest isn't so much in cooking as it is in the experience of eating dishes that are pretty much impossible to replicate at home.
Cooking shows ironically don't inspire people to cook. In fact, just the opposite happens; people continue to eat out more and cook less.
The explosion of cooking shows has created a new generation of foodies and also redefined the word
Competitive Analysis &
Alternate World
What we learnt from the Interviews!
Next, to understand what the current and potential users view points are we conducted interviews with a few participants to get a better understanding of the gaps which we needed to fulfill.
A well presented and neatly packaged dish delivered on time, ordered through a simple interface where the food images are realistic yet eyecatching defines a good ordering experience
A dining out experience should consist of a good ambience, top notch hygeine levels, efficient service and an easy to understand menu
For selecting a restaurant most people rely on word of mouth, reviews and ratings and also refer to reccomendations by food bloggers
Local food should have regional and authentic taste, which can be best offered by local vendors, hence they should be advertised and be made hygienic
Cannot recall the names of chefs, despite having many favourites!
Taste, service, pricing, quality, delivery time, cuisine and consistency in all of these makes one choose a restaurant again and again
While shortlisting it is hard to find authentic reviews and ratings for a dish or restaurant, especially when the images uploaded seem unrealistic
What Features should we include?
Based on the inferences we got from user interviews, identifying the opportunities, research and competitive analysis, we collectively brainstormed the features for our solution and further identified which of these would have the maximum priority
Feature Prioritization Matrix
Understanding User Flow through
Information Architecture
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
Working towards a mid fidelity prototype
We moved ahead by incorporating these features in the first iteration of the app and further tested it with potential users by giving them a few tasks to improve as per their feedback.
What worked?
The vision behind flavourtrip was well received by our users, who felt that it would be helpful towards identifying unexplored food experiences in a new city.
The Users liked the map feature as they felt it would be helpful to explore food trails while travelling and plan our visually.
What didn't work?
The “vibes” section flew off tangentially from our vision and was also not well recieved by our users who didnt see the purpose of having a seperate section for this.
What worked?
The idea of a map on paper was working, with most people being able to visually relate to a food trail.
The Users found the filtering options to be very helpful in shortlisting the appropriate restaurants in the map view.
What didn't work?
People weren't able to relate the layout of the map to ordering food and the layout didn’t seem very inviting to them.
What worked?
The users appreciated the key features are highlighted which made choosing the restaurant easier.
The Users found the AR feature unique and were excited to see what their food is going to look like.
What didn't work?
Many users during the testing phase, found it difficult to navigate to the main restaurant page and got stuck thinking that the menu is limited to what is displayed on this page.
What worked?
The users liked that they could get exclusive content from chefs and bloggers as well as follow their favourite ones.
The Users loved that they didn't have to scroll through instagram and then search for similar dishes on swiggy as it is all combined in this new feature.
What didn't work?
Many users felt it odd that the chef was recommending dishes from other restaurants instead of serving his own dishes.
The users also were unable to make out the difference between the chefs and the bloggers pages, and got confused.
Testing Insights
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
1
List / map view which instantly gives you an oveview of the restaurant and the quality of experience one can expect.
2
The reviews and ratings given by bloggers can be shown while the user is ordering from a particular restaurant to help in decision making.
3
A little sneak peak into the chef’s background can be added , which might help the users relate more to the chef and give them more reasons to order.
4
Adding a book a table option for dining out as many users reported that they like to visit a restaurant while travelling.
Want to check out my other work?
Visit the Archives section!
Let's go!
UX Design
|
UX Research
Curating Top food Experiences
@ Swiggy
Developing a comprehensive platform aiding users in discovering top food experiences, dishes and new places with expert recommendations.
THE TEAM
Ayushi Saxena
Abhishek Manraj
Pragya Kher
Me!
MY ROLE
Primary and Secondary Research
User Research and Interviews
Ideation + Sketching
Wireframing + Prototyping
Usability Testing
Competitive Study
TIMELINE
June 2022 - August 2022
(8 weeks approximately)
DESIGN OUTCOME
Introduced new features for the application and designing for Business Strategies.
Are you hungry?
Haven’t we all at some point craved for food right after we saw a cookery show on television or binged food and travel vlogs? We often resort to eating at known food chains when travelling as we aren’t aware of the best food experiences an unfamiliar city has to offer. Haven’t we then tried to cook these dishes ourselves and wished it was possible to experience the taste of these coveted dishes, but get dejected due to the lack of accessiblity?
How might we guide first-time visitors in a city to discover and enjoy the city's finest culinary experiences, leveraging expert insights from food connoisseurs to offer exclusive, drool-worthy dishes through Swiggy?
Starting points from our research
A positive food experience is often different and unique for most people. A positive food experience is a memory.
The global pandemic paved the path to reimagine the future of restaurants & the way people experience food.
During this time, we also observed a rise in the consumption of media and content related to food specifically by food and lifestyle bloggers.
Food bloggers are considered experts on restaurants, and their verdict can be taken as a guarantee of great experience and even better food.
The Solution
Before I begin - in case you find yourself to be a person who doesn’t fancy reading, feel free to check out this simple presentation video for this project OR just keep scrolling!
We introduced "Flavourtrip" within Swiggy's food category, allowing users to explore unique, local culinary experiences in different cities.
Additionally, we launched the "Maestros" section, where users can access content and recommendations from renowned food bloggers and chefs. This feature not only helps these influencers strengthen their brand but also aids Swiggy in expanding its customer base by offering personalized and expert-led food exploration.
A New and improved Direction: Final Iteration
Introducing Flavourtrip
Flavourtrip is a one stop solution for people who are adventurous for both, travel and food and want to explore food options in a new location.
The customer has the option to either select from a list of curated restaurants, or visually search for restaurants near them using the Map feature as a food trail.
See exactly what you’ll get with Augmented Reality
Resturants can leverage AR to present their dishes, promote their menu, and personalize items by offering true-to-scale 3D visual representations of their food.
AR can also be used to give customers an immersive experience, increase their curiosity, and help them make better food decisions.
Order or Dine out? Choose what you want!
People prefer ordering in when they are at their homes. But while visiting a new place they are open to exploring new restaurants as well.
We provided an option for people to either order or book a table depending on their prefrence at the time.
The user can select their preferred date and time and pre-book a table in order to secure a spot in their desired restaurant.
Introducing Maestros
Maestros envisions to bridge the gap between Users and their loved chefs and bloggers.
It aims to provide a wholesome experience so that users don’t have to scroll through instagram and then search for similar dishes on swiggy to order as it is all combined in this new feature.
Blogger reccomendations and chef’s specials at your home!
Follow your favourite chefs and see their curated ready-to-order Menus on Maestros.
Checkout what your favourite food blggers have been eating, their reccos and which food joints they have been hitting frequently.
The users can view sneak peak behind the scenes , hacks and exclusive content from chefs as well as access their recommendations and reviews.
Improved Feedback System
We expanded the feedback mechanism and added parameters which users could rate on along with the overall rating.
A seperate dish tier rating is introduced along with hygeine, sanitation, delivery time etc all of which came out as important parameters which customers used while selecting a restaurant.
Understanding Swiggy
The growth of Swiggy during pandemic times has been steep and it gained a lot of customers. While we are also avid users of the app as customers, we realised there is a lot we dont know as we stepped into the shoes of the designers. So the first task we took up was to understand the behind the scenes process and configuration of Swiggy.
What is Swiggy?
Swiggy is one of the leading Indian online food ordering and delivery ecosystem.
It takes the responsibility for every step of the process. In addition to ordering food, they have a network of delivery personnel and other vertical channels that support package and grocery delivery.
Services by Swiggy
Food Delivery: It’s the key segment for ordering dishes from restaurants.
Same day package delivery - Genie: Delivering food items, documents or any other parcel within a particular radius on the same day.
Grocery Delivery- Instamart: Ordering all essential grocery items from nearby storehouses
Meat Delivery and Speciality Stores: Ordering meat, fish and assorted products from sellers and stores.
The buisness model
Swiggy since its inception has focused on a hyperlocal on-demand food delivery business operation and for long hasn’t explored designing for dineout experiences.
Swiggy utilizes an innovative technology platform that works as a single point of contact.
As swiggy operates as a dual-partnership model, it also benefits restaurants due to more number of orders.
Zeroing in on our target User base
The Explorers
These are the users who are unsure about both-what they wish to have and from which restaurant.
Uncertain one
Those users who are either sure of the dish they want to have or the restaurant.
The Know it all:
Those users who are sure of the dish and the restaurant they want to order it from.
Let’s decode the problems!
Defining best food experiences
Experiences can involve food related activities, special hostings and events
Open cooking events where visitors look over the Chefs’ kitchen & menu
Cooking as a form of art - taking inspiration from other disciplines
Cooking, laughing, learning and eating together are all part of the experience.
Local food experiences are attractive - introduces new cultures and origins
Hygiene of food is an integral part of a good and enjoyable food experience.
Experiences in a sophisticated, quiet, familiar atmosphere, both at home and in restaurants
Restaurant Customer Trust - Involve food quality in marketing campaigns(Blog, Menus), Customers reviews
Psychology of Online Food Ordering
Generally ordering more food than they would have when users spend more time the menu
Algorithms promote what the user likes by seeing previous orders which make them crave more food
Mobile apps retention rates are much higher than desktop versions
Users get to know new toppings, additions etc. while ordering online which they didn’t know existed
Did cooking shows create a generation of foodies?
Food TV enthusiasts are incredibly knowledgeable, due to the endless stream of food information at their fingertips.
A lot of the interest isn't so much in cooking as it is in the experience of eating dishes that are pretty much impossible to replicate at home.
Cooking shows ironically don't inspire people to cook. In fact, just the opposite happens; people continue to eat out more and cook less.
The explosion of cooking shows has created a new generation of foodies and also redefined the word
Competitive Analysis &
Alternate World
What we learnt from the Interviews!
Next, to understand what the current and potential users view points are we conducted interviews with a few participants to get a better understanding of the gaps which we needed to fulfill.
A well presented and neatly packaged dish delivered on time, ordered through a simple interface where the food images are realistic yet eyecatching defines a good ordering experience
A dining out experience should consist of a good ambience, top notch hygeine levels, efficient service and an easy to understand menu
For selecting a restaurant most people rely on word of mouth, reviews and ratings and also refer to reccomendations by food bloggers
Local food should have regional and authentic taste, which can be best offered by local vendors, hence they should be advertised and be made hygienic
Cannot recall the names of chefs, despite having many favourites!
Taste, service, pricing, quality, delivery time, cuisine and consistency in all of these makes one choose a restaurant again and again
While shortlisting it is hard to find authentic reviews and ratings for a dish or restaurant, especially when the images uploaded seem unrealistic
User Journey Maps
To further understand the pain points and opportunities for design interventions, we mapped out the traditional path a user would follow to identify the best food experiences in a city as well as a food connoiseur’s journey to promote their dishes and recommendations.
A Foodie's journey for ordering food
(Click on the map to open a zoomed in version)
A chef's process of building an online presence
(Click on the map to open a zoomed in version)
What Features should we include?
Based on the inferences we got from user interviews, identifying the opportunities, research and competitive analysis, we collectively brainstormed the features for our solution and further identified which of these would have the maximum priority
Feature Prioritization Matrix
Understanding User Flow through
Information Architecture
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
Working towards a mid fidelity prototype
We moved ahead by incorporating these features in the first iteration of the app and further tested it with potential users by giving them a few tasks to improve as per their feedback.
The vision behind flavourtrip was well received by our users, who felt that it would be helpful towards identifying unexplored food experiences in a new city.
The Users liked the map feature as they felt it would be helpful to explore food trails while travelling and plan our visually.
What worked?
The “vibes” section flew off tangentially from our vision and was also not well recieved by our users who didnt see the purpose of having a seperate section for this.
What didn't work?
The idea of a map on paper was working, with most people being able to visually relate to a food trail.
The Users found the filtering options to be very helpful in shortlisting the appropriate restaurants in the map view.
What worked?
People weren't able to relate the layout of the map to ordering food and the layout didn’t seem very inviting to them.
What didn't work?
The users appreciated the key features are highlighted which made choosing the restaurant easier.
The Users found the AR feature unique and were excited to see what their food is going to look like.
What worked?
Many users during the testing phase, found it difficult to navigate to the main restaurant page and got stuck thinking that the menu is limited to what is displayed on this page.
What didn't work?
The users liked that they could get exclusive content from chefs and bloggers as well as follow their favourite ones.
The Users loved that they didn't have to scroll through instagram and then search for similar dishes on swiggy as it is all combined in this new feature.
What worked?
Many users felt it odd that the chef was recommending dishes from other restaurants instead of serving his own dishes.
The users also were unable to make out the difference between the chefs and the bloggers pages, and got confused.
What didn't work?
Testing Insights
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
1
List / map view which instantly gives you an oveview of the restaurant and the quality of experience one can expect.
2
The reviews and ratings given by bloggers can be shown while the user is ordering from a particular restaurant to help in decision making.
3
A little sneak peak into the chef’s background can be added , which might help the users relate more to the chef and give them more reasons to order.
4
Adding a book a table option for dining out as many users reported that they like to visit a restaurant while travelling.
Want to check out my other work?
Visit the Archives section!
Let's go!
🍭 By Anam Nasim @ 2024
Made with love and pixels ✨
UX Design
|
UX Research
|
Design Thinking for Business
Curating Top food Experiences
@ Swiggy
Developing a comprehensive platform aiding users in discovering top food experiences, dishes and new places with expert recommendations.
THE TEAM
Ayushi Saxena
Abhishek Manraj
Pragya Kher
Me!
MY ROLE
Primary and Secondary Research
User Research and Interviews
Ideation + Sketching
Wireframing + Prototyping
Usability Testing
Competitive Study
TIMELINE
June 2022 - August 2022
(8 weeks approximately)
DESIGN OUTCOME
Introduced new features for the application and designing for Business Strategies.
Are you hungry?
Haven’t we all at some point craved for food right after we saw a cookery show on television or binged food and travel vlogs? We often resort to eating at known food chains when travelling as we aren’t aware of the best food experiences an unfamiliar city has to offer. Haven’t we then tried to cook these dishes ourselves and wished it was possible to experience the taste of these coveted dishes, but get dejected due to the lack of accessiblity?
How might we guide first-time visitors in a city to discover and enjoy the city's finest culinary experiences, leveraging expert insights from food connoisseurs to offer exclusive, drool-worthy dishes through Swiggy?
Starting points from our research
A positive food experience is often different and unique for most people. A positive food experience is a memory.
The global pandemic paved the path to reimagine the future of restaurants & the way people experience food.
During this time, we also observed a rise in the consumption of media and content related to food specifically by food and lifestyle bloggers.
Food bloggers are considered experts on restaurants, and their verdict can be taken as a guarantee of great experience and even better food.
The Solution
Before I begin - in case you find yourself to be a person who doesn’t fancy reading, feel free to check out this simple presentation video for this project OR just keep scrolling!
We introduced "Flavourtrip" within Swiggy's food category, allowing users to explore unique, local culinary experiences in different cities.
Additionally, we launched the "Maestros" section, where users can access content and recommendations from renowned food bloggers and chefs. This feature not only helps these influencers strengthen their brand but also aids Swiggy in expanding its customer base by offering personalized and expert-led food exploration.
A New and improved Direction: Final Iteration
Introducing Flavourtrip
Flavourtrip is a one stop solution for people who are adventurous for both, travel and food and want to explore food options in a new location.
The customer has the option to either select from a list of curated restaurants, or visually search for restaurants near them using the Map feature as a food trail.
See exactly what you’ll get with Augmented Reality
Resturants can leverage AR to present their dishes, promote their menu, and personalize items by offering true-to-scale 3D visual representations of their food.
AR can also be used to give customers an immersive experience, increase their curiosity, and help them make better food decisions.
Order or Dine out? Choose what you want!
People prefer ordering in when they are at their homes. But while visiting a new place they are open to exploring new restaurants as well.
We provided an option for people to either order or book a table depending on their prefrence at the time.
The user can select their preferred date and time and pre-book a table in order to secure a spot in their desired restaurant.
Introducing Maestros
Maestros envisions to bridge the gap between Users and their loved chefs and bloggers.
It aims to provide a wholesome experience so that users don’t have to scroll through instagram and then search for similar dishes on swiggy to order as it is all combined in this new feature.
Blogger reccomendations and chef’s specials at your home!
Follow your favourite chefs and see their curated ready-to-order Menus on Maestros.
Checkout what your favourite food blggers have been eating, their reccos and which food joints they have been hitting frequently.
The users can view sneak peak behind the scenes , hacks and exclusive content from chefs as well as access their recommendations and reviews.
Improved Feedback System
We expanded the feedback mechanism and added parameters which users could rate on along with the overall rating.
A seperate dish tier rating is introduced along with hygeine, sanitation, delivery time etc all of which came out as important parameters which customers used while selecting a restaurant.
Understanding Swiggy
The growth of Swiggy during pandemic times has been steep and it gained a lot of customers. While we are also avid users of the app as customers, we realised there is a lot we dont know as we stepped into the shoes of the designers. So the first task we took up was to understand the behind the scenes process and configuration of Swiggy.
What is Swiggy?
Swiggy is one of the leading Indian online food ordering and delivery ecosystem.
It takes the responsibility for every step of the process. In addition to ordering food, they have a network of delivery personnel and other vertical channels that support package and grocery delivery.
Services by Swiggy
Food Delivery: It’s the key segment for ordering dishes from restaurants.
Same day package delivery - Genie: Delivering food items, documents or any other parcel within a particular radius on the same day.
Grocery Delivery- Instamart: Ordering all essential grocery items from nearby storehouses
Meat Delivery and Speciality Stores: Ordering meat, fish and assorted products from sellers and stores.
The buisness model
Swiggy since its inception has focused on a hyperlocal on-demand food delivery business operation and for long hasn’t explored designing for dineout experiences.
Swiggy utilizes an innovative technology platform that works as a single point of contact.
As swiggy operates as a dual-partnership model, it also benefits restaurants due to more number of orders.
Zeroing in on our target User base
The Explorers
These are the users who are unsure about both-what they wish to have and from which restaurant.
The Uncertain one
Those users who are either sure of the dish they want to have or the restaurant.
The Know it all:
Those users who are sure of the dish and the restaurant they want to order it from.
Let’s decode the problems!
Defining best food experiences
Experiences can involve food related activities, special hostings and events
Open cooking events where visitors look over the Chefs’ kitchen & menu
Local food experiences are attractive - introduces new cultures and origins
Hygiene of food is an integral part of a good and enjoyable food experience.
Cooking as a form of art - taking inspiration from other disciplines
Cooking, laughing, learning and eating together are all part of the experience.
Experiences in a sophisticated, quiet, familiar atmosphere, both at home and in restaurants
Restaurant Customer Trust - Involve food quality in marketing campaigns(Blog, Menus), Customers reviews
Psychology of Online Food Ordering
Generally ordering more food than they would have when users spend more time the menu
Algorithms promote what the user likes by seeing previous orders which make them crave more food
Mobile apps retention rates are much higher than desktop versions
Users get to know new toppings, additions etc. while ordering online which they didn’t know existed
Did cooking shows create a generation of foodies?
Food TV enthusiasts are incredibly knowledgeable, due to the endless stream of food information at their fingertips.
A lot of the interest isn't so much in cooking as it is in the experience of eating dishes that are pretty much impossible to replicate at home.
Cooking shows ironically don't inspire people to cook. In fact, just the opposite happens; people continue to eat out more and cook less.
The explosion of cooking shows has created a new generation of foodies and also redefined the word
Competitive Analysis & Alternate World
What we learnt from the Interviews!
Next, to understand what the current and potential users view points are we conducted interviews with a few participants to get a better understanding of the gaps which we needed to fulfill.
A well presented and neatly packaged dish delivered on time, ordered through a simple interface where the food images are realistic yet eyecatching defines a good ordering experience
A dining out experience should consist of a good ambience, top notch hygeine levels, efficient service and an easy to understand menu
For selecting a restaurant most people rely on word of mouth, reviews and ratings and also refer to reccomendations by food bloggers
Local food should have regional and authentic taste, which can be best offered by local vendors, hence they should be advertised and be made hygienic
Cannot recall the names of chefs, despite having many favourites!
Taste, service, pricing, quality, delivery time, cuisine and consistency in all of these makes one choose a restaurant again and again
While shortlisting it is hard to find authentic reviews and ratings for a dish or restaurant, especially when the images uploaded seem unrealistic
User Journey Maps
To further understand the pain points and opportunities for design interventions, we mapped out the traditional path a user would follow to identify the best food experiences in a city as well as a food connoiseur’s journey to promote their dishes and recommendations.
A Foodie's journey for ordering food
(Click on the map to open a zoomed in version)
A chef's process of building an online presence
(Click on the map to open a zoomed in version)
What Features should we include?
Based on the inferences we got from user interviews, identifying the opportunities, research and competitive analysis, we collectively brainstormed the features for our solution and further identified which of these would have the maximum priority
Feature Prioritization Matrix
Understanding User Flow through
Information Architecture
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
Working towards a mid fidelity prototype
We moved ahead by incorporating these features in the first iteration of the app and further tested it with potential users by giving them a few tasks to improve as per their feedback.
The vision behind flavourtrip was well received by our users, who felt that it would be helpful towards identifying unexplored food experiences in a new city.
The Users liked the map feature as they felt it would be helpful to explore food trails while travelling and plan our visually.
What worked?
The “vibes” section flew off tangentially from our vision and was also not well recieved by our users who didnt see the purpose of having a seperate section for this.
What didn't work?
The idea of a map on paper was working, with most people being able to visually relate to a food trail.
The Users found the filtering options to be very helpful in shortlisting the appropriate restaurants in the map view.
What worked?
People weren't able to relate the layout of the map to ordering food and the layout didn’t seem very inviting to them.
What didn't work?
The users appreciated the key features are highlighted which made choosing the restaurant easier.
The Users found the AR feature unique and were excited to see what their food is going to look like.
What worked?
Many users during the testing phase, found it difficult to navigate to the main restaurant page and got stuck thinking that the menu is limited to what is displayed on this page.
What didn't work?
The users liked that they could get exclusive content from chefs and bloggers as well as follow their favourite ones.
The Users loved that they didn't have to scroll through instagram and then search for similar dishes on swiggy as it is all combined in this new feature.
What worked?
Many users felt it odd that the chef was recommending dishes from other restaurants instead of serving his own dishes.
The users also were unable to make out the difference between the chefs and the bloggers pages, and got confused.
What didn't work?
Testing Insights
In order to have a seamless flow for the users, we worked out the information architecture to incorporate all the features under their appropriate sections and build the framework for our App.
1
List / map view which instantly gives you an oveview of the restaurant and the quality of experience one can expect.
2
The reviews and ratings given by bloggers can be shown while the user is ordering from a particular restaurant to help in decision making.
3
A little sneak peak into the chef’s background can be added , which might help the users relate more to the chef and give them more reasons to order.
4
Adding a book a table option for dining out as many users reported that they like to visit a restaurant while travelling.
Want to check out my other work?
Visit the Archives section!
Let's go!
🍭 By Anam Nasim @ 2024
Made with love and pixels ✨