Designing Kulina’s “Instant Delivery” Page
Hello, this is my #CaseStudy attempt to design Kulina’s instant delivery page as a UI/UX Enthusiast.
Background
Kulina is a food and beverages app. Earlier, Kulina is focused on catering and pre-order based system but now Kulina also provide the on demand, instant delivery service. But based on my assumptions, the instant delivery homepage can make users feel hassle. Here is why:
The current page of Kulina Instant Delivery immediately shows the food category, which may make users have to think what they want to eat without seeing sneak peeks of what food Kulina provides. In order to buy the items, users immediately have to know what category they want. A user who feels confused by the options, the interface, the navigation and so on will likely feel overwhelmed in their thinking process. This excessive thinking is called cognitive load. The less users have to think about the interface, the more they can focus on accomplishing their goal.
When users needs to choose their preferred food category so early in the flow, it could lead to use of cognitive load and contribute to user’s pain points. But, this is just my assumption, and I need to do research to validate if this is a real problem.
Define — “Who Are They?”
To answer this question and validate my assumption, I began by determining the participants criteria, which are:
- Food Delivery User
- Office workers, 21–30
Using Google Form online survey, I managed to gather feedbacks from 5 respondents, the feedbacks that we gather will be the based for our Quantitative and Qualitative data results. Here are the results:
Key Insights:
- The users feels they are not really in urgency of using the app, since they are already using another food delivery app.
- The overall interface is relatively easy and users can use it immediately, so it is a good thing.
- Promos is still a very big appeal for users to order food.
- People ordering food tends to wanting to discover recommended foods, what foods are nearby. So the current page is not very helpful for these users.
- Features wanted: easily able to see promos and nearby restaurants. These features really affects what food they want to buy.
User Persona
To choose which solutions are good and suitable for the goal, I made a fictional user persona that meet with the criteria.
Based on this persona, we could find solution that might work.
Goal
Designing Kulina’s Instant Delivery page to be more user friendly.
Ideation
These solutions will be featured in my design:
- Food Promos section, a section which consists items that are in promotion category.
- Nearby Food section, a section which consists items that sorted based on user’s location.
…
Hi-Fi Prototype
- Search Bar: I tried to tweak the placeholder text to an example/suggestion of what users can search on the search bar. The aim is to give users suggestion and be more engaging, like Go-Food app.
- Tags: I have added tags so it can help users filter the product easily without have to scroll down first. This tags hopefully will enhance the discoverability of the products.
- Promo Section: This section is pretty self-explanatory. Due to the research results that suggest what drives users to make an order is promotion, I’ve decided that this will be on top of the section. The important element in this section is that the card contains the photo of the product and also information that consist of the name, rating, and distance. This way users can see the ‘sneak peek’ of what kind of foods that Kulina provide. I have also added the promo banner section to enhance visibility.
- Nearby Restaurants Section: Like the previous section, but the product item will be based on the closest distance with the user’s location. This section is also important because based on the research, the users expect the food to be served as fast as possible.
The “Kategori Populer” section which contain food categories will be moved and present on the bottom of the app.
The link of the prototype can be accessed here.
Conclusion
In Indonesia, the majority of users already had their preference for their on-demand food delivery app. Designing food delivery similarly to the known competitors can be good because users already have their understanding and therefore they can immediately use the app without have to learn it extensively beforehand. It is important for the app to be as helpful as possible for users to make an order. In-depth analysis and additional testing are required to perfect and validate the solution.
Thank you so much for reading, I hope you enjoy reading this case study and find it helpful, I’m aware of my experience level as a beginner working on this design, so if you have any feedback or concern, you can message me via my LinkedIn or adi.agustha@gmail.com.