Role: Interaction Designer / Visual Designer/ UX Research
Duration: June 2021 - August 2021
Project Overview
Esilio Pizzeria is a chatbot food delivery app created to simplify and personalize the food ordering process. Users can conveniently order pizzas and customize them for delivery or pickup.
Problem
Many people order food through food delivery apps because they have a busy schedule or don’t have time to cook. However, most apps feel complicated in the food ordering process.
Goal
Design an app the would simplify and personalize the food ordering process.
Understand the User
I conducted interviews, sent out surveys, and created empathy maps to understand the user. My target group was working adults and college students who have a busy schedule and can’t balance work with meal planning.
From this group, I documented their ways of ordering food. I also asked them to do simple tasks in a food delivery app to see how smooth the food ordering process would be. Most struggled to get some parts finished. However, they succeeded in accomplishing the goal eventually. I assumed many people who are not tech-savvy would have difficulty ordering food online.
Key Questions
(1) Who is our user ?
(2) What is that user's goal ?
(1) How can we simplify a process so that all users can easily accomplish that goal ?
Pain Points
Here are some common pain points I noticed from my user research.
Personas
Information Architecture
Paper Wireframes
For my initial designs, I created a unique chatbot experience that would address the solutions for the pain points.
Wireflows
Mockups
Key Features
Explore
The structure of a chatbot is a linear process by talking to the bot to get information. It will take time for the user to explore everything by chatting. So the solution is a simple swipe down with quick access to the menu, popular items, and offers.
Personalize
The bot will personalize your order by giving you recommendations and offers just for you. As a result, it would be easier for the user to interact with the bot and feel comfortable during the food ordering process.
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Key Takeaways
What I learned
Working on this project was very exciting. Designing a whole new way to order food that would benefit everyone is something that I was eager to do from the start. I also learned a lot about Figma and its amazing prototyping tools. Also, many UX skills in prioritizing the user and improving the overall user experience.
Next Steps:
(1) Conduct a few more rounds of usability studies to get more insights and iterate through the designs.
(2) Look at a few KPIs to indicate how well the chatbot design is compared to traditional food delivery apps.
