Overview
Choprite is a food ordering and delivery app that enable busy users and meal lovers to order any meal online and track the meals delivery. Choprite also allows users to chat with experts when they have specific orders. Our target audience are young people who lives in suburban areas in Nigeria.
Role - Product Designer
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
The Problem
Users needed a food ordering and delivery app that’ll allow them track their orders and alo chat with an expert on specific orders.
The Goal
The goal of the project is to design an app for Choprite that allows users to be able to order food, track their orders, and also chat with an expert to order a meal.
Introduction
This case study documents and outlines all the steps taken in coming up with the UX Design of Choprite. The goal of this project was to create a user-centric design that simplifies the process of ordering meals, allows tracking of ordered meals, chatting with experienced delivery agents, and increase overall conversion rates. This study highlights the research, analysis, design, and testing phases to a successful ux design.
My UX Design Process
Research
Analysis & Insight
Design & Prototyping
Testing & Iteration
Research
I conducted interviews and created user personas and empathy maps to understand the users I was designing for and their needs. The primary user group identified in this research is Young people who live in urban cities, with busy schedules who don’t have time to cook meals.
This can include the type of research you conducted, assumptions that you made going into the research, and how your assumptions changed after conducting research.
Analysis & Insights
We then analyed the data gotten from the research conducted and we identified some common painpoints of responders/users. We then proceeded to create some user personas to help us understand the solution to be developed, and we described what a successful experience of our app should look like by crafting a customer journey map.
User Pain Points
Needs
Users needs to be able to purchase foods online without challenges
Order Failure
From the survey, most responders complained that they experience order failure when purchasing a good online.
Charges
Users also complained about the exorbitant delivery charges they get when ordering online.
Services
Services for current delivery apps a fair but could be made better.
User Experience Design
User Interfaces are usually loaded with too much text information.
Accessibility
Available platforms do not have assistive technologies to aid people living with disabilities.
Competitive Analysis
SWOT Analysis
Strength
Chicken Republic is one of the most recognized food brands in Nigeria. This makes it easy for Chicken Republic to have valuable feedback from users that improves the quality of their services and their app's user experience too.
Weakness
It’s weakness is that there is little or no time for innovations, as they cannot afford to be makingcomplex changes to their interface so they do not disrupt the way users experience their platform.
Opportunities
Jumia being one of the leading platforms with more reach and delivery resources, can afford to integrate an order tracking system with little or no challenges.
Threats
The major threats they face is that they do not have the time and the capacity to innovate. So this is a big issue given that more better e-commerce platforms are arising.
User Personas
We identified a popular competitor offering the same solution, and we analyzed them using the SWOT analysis to measure their strength, weakness, opportunities, and the threats they might be facing.
Persona One - Joshua John
Details
Age: 32
Nationality: Nigerian
Education: B. Sc Education
Occupation: Teacher
Bio
Joshua is a customer relation officer in a top bank in Nigeria. When he’s not at work, he likes to keep up with latest fashion trends.
Needs
Joshua needs a simple and easy to navigate shopping app.
Frustration
One major frustration Joshua faces is that most shopping app he uses aren’t easy to navigate.
Persona Two - Shade Richards
Details
Age: 27
Nationality: Nigerian
Education: B. Sc Computer Science
Occupation: Virtual Assistant
Bio
Shade is a virtual assistant with one of the top leading multinational tech companies. She enjoys shopping on her off days.
Needs
Shade is always busy with her work, she needs a platform where she will be able to pick a product of her choice and order it.
Frustration
Shade isn’t a newbie when it comes to shopping apps, one of her major frustration is not being able to track her delivery.
User Journey Map
Designing & Prototyping
We created simple easy to understand wireframes. We prioritized the customers’ experience and opted for designs that won’t overwhelm users we they are using the platform for the first time.
The Home Page
We decided to prioritize the experience of the users and one of the key consideration is to simplify the ordering process as much as possible. From the homepage you can easily search a product you’re looking for, add it to cart, and then proceed to checkout without any hassle.
Authentication Screens
Ordering A Meal
We simplified the ordering process and made sure the checkout happens faster and in fewer steps than usual.
Customize Your Meal
Users have the flexibility of customizing how they want there meal to look like. This allows us to serve customers meals based on their personal preferences.
Testing & Iteration
We created simple easy to understand wireframes. We prioritized the customers experience and opted for designs that won’t overwhelm users we they are using the platform for the first time.
User Testing
Usability testing was conducted with a diverse set of users to evaluate the app’s navigation, findability, and overall user experience. The prototype was sent out to some target audience to experience. Valuable insights were gathered, guiding refinement of the design and interaction patterns.
Iterative Design
The feedback collected from use testing was carefully analyzed, and necessary modifications were made to address identified issues and optimize the user experience. The iterative design cycles were repeated, ensuring continuous improvement based on the feedback gotten from users, until a much more desirable experience and usability was achieved.
Key Takeaways
Products Impact This app really helps users track their orders easily which emphasizes the main idea why the app was designed in the first place.
One quote from peer feedback:
“The app made it so easy and fun to order and track my orders! I would definitely use this app as a go-to app for ordering my needed products.”
Lesson Learnt
This detailed UX case study demonstrates how user-centric design processes, starting from comprehensive user research to iterative design and testing, can significantly improve the user experience of an e-commerce app. By understanding user needs and pain points, optimizing navigation and information architecture, refining the visual design, and continuously iterating based on user feedback, conversion rates can be increased, ultimately leading to a successful product.
Let's Connect
Thank you for all your support throughout the course of this project! If you would like to work with me, or collaborate with me, please reach out to me via the following
Seyiajibona002@gmail.com
Phone
+234 8024628728
Address
Lagos, Nigeria.