DreamFood is a food delivery platform in Californie that helps people getting delicious food from local vendors and to chain restaurants.

This project is part of an overhaul of application. Indeed DreamFood was launched two years ago, but unfortunately the objectives were not achieved. After an audit of his platform Dreamfood found some gaps and a rate of transformation of these customers very low. Dreamfood's wish is to revitalize its application. And to offer a better user experience in line with the product.

Our goal is to understand why the app is not working. Refocus the primary objectives, rebuild an offer by analyzing the competition and understand the errors.

First we have to define the project. Learn about the product to know its role, the expectations of the market, our positioning, our contrait, the hope. To do this we launch a canvas of objecifs, mount through meetings and interviews.

My process will be different inn different projects and will be determined by many factors such as the project goals, business needs, problem to be solved, time and etc. Here I’ll describe my process for solving this problem.

Benchmarck : 

UBS forecasts that food delivery from restaurants sales will grow at a CAGR of 20% worldwide reaching $365bn by 2030 from $35bn this year.

In its report published earlier this year, UBS stated : 

"There could be a scenario where by 2030 most meals currently cooked at home are instead ordered online and delivered from either restaurants or central kitchens."

As far as why Americans are ordering food delivery more often, 43% of Grubhud said it was because thy "didn't feel like cooking", followed by satisfying a craving(30%, and "saving time from cooking/cleaning"(28%).​​​​​​​

GrubHub, UberEats, and DoorDash are three of the biggest food delivery platforms. All three connect customers with local restaurants.

The most recent data shows that GrubHub processes about 220k orders daily and serves 15.1 million active diners. Close competitor UberEats had almost 8.7 million active mobile app users as of Q1 of 2017, despite being one of the youngest delivery apps.

GrubHub has the greatest overall market share. It's also the most popular takeout delivery platform in nine major cities, according to August 2017 data for the 22 most populous cities in the US.

In these cities, even though DoorDash has around 245k overall active mobile app users, it has the second largest market share. UberEats is third. DoorDash specializes in partnerships with nationwide chain restaurants, and this allows for more volume with fewer partners.

-Which food delivery service has the most market share across the USA in 2018?

Nationally, in July, GrubHub led food delivery competitors across the USA with 34% market share, followed by Uber Eats with 28% and DoorDash with 18%.

-Running Apps have a high tech component

-(GPS, Tracking, integration with connected devices, stats display, Heart rythm, etc.)

-Quality photos

-Going social is a plus

-Reasons for food delivery: no time, to be in a hurry, didn't feel like cooking​​​​​​​

-Easy payment

-Have your favorites

-GPS is vital

-Voice API Implementation is a trend

-Hamburguer Menu

-Social Login

-White background most common

-Tab Bar is recommended

-Nice pictures

-No must informations

-Easy to order

-While running not many details recommended

-Clear colors, simplify

Thanks to the few users present on the application we managed to put place a questionnaire of satisfaction. Collect from almost 100 users.

After our research and interviews with users, we developed a set of design principles to be accepted during design. We want to maintain the direct relationship between the result of the plate search and the design of our user interface. 

1. Seamless integration Each user has desires and it is often what he wants to eat. He looks for a companion in his search, without any complicated step. 

2. Simple The intact background of this application is simple to use. But users will have to become familiar with the application. 

3. Polite The design must be beneficial and accessible to the user.

The pain points uncovered are as follows:

- Users have trouble finding meals around their workplaces or where they are. The application must accept an algorithm allowing to define the best list of restaurants according to the position of the user.

- The user have a hard time making their choice.

-The user does not only want to choose, he also wants to be accompanied.

- Users want to make several orders at the same time and ease in terms of payment. Payment is a critical part and must be easier.

- The user wants to know if it will be quickly delivered.

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After our interview, we mapped about the response and thought of the user to understand their environment and emotional connection.

Using the results of the survey and interview, I created a persona that embody the traits of the target audience.

Creating UX flow helps me to understand the whole user journey and covering all the screens.

- We prioritized filtering the search for the user, so that it can find more easily and quickly. 

- We need to maximize the search time for more speed and get better affordance. 

- The users must be reassured on the ordered dishes that is why taking pictures of the menu is essential.

- It is important that users can know from the beginning of the order the delivery time according to their point of their location. The speed of delivery as the payment is a very important point.

The concept we have put in place remains quite innovative. All our research led us to directly question the user. Our wish is to make it participate directly by using the VOICE function if it wishes.We rely on user interface interactivity. In addition, the application loads instantly which keeps the flow of the user, there is no break.Of course there will be tests to determine the impact and system performance.

I show here only the wireframe of the research part, the most interresting!​​​​​​​

The homepage has evolved enormously. We go directly to the user asking him what he wants to eat. The principle is to engage the user and give him the feeling of being accompanied in his research

I worked UI following IOS guilines and the pinky boundary

If there is not enough information, step 2 will switch on.

We ask the user his positoin for a better search and result. 

Not any major issues while testing the prototype just some good insights for interaction improvements and make order.

Guiding Questions:

Successfully completed to quick and easy.

All 5 participants managed to do a search in voice but also by typing it. The three steps are well understood, there was no blocking or incomprehension.

This test helped me to understand the pain points of new design and fix them and helped me also to create different designs for some screens to create A/B test for the futur.

All the UI is directed towards the simplicity and the respect of the IOS guidelines for a better immersion of the user.

A relatively simple product sheet, we worked on limiting information.​​​​​​​

The credit card is incremented to the user's account to keep the flow of the order.