UX Research | UX Strategy
Freelance Project
3 Weeks
2024
User Research
on Food Delivery
Goal
Find out the gaps and create a new & better food delivery service.
This Pune based startup was getting into food delivery business.
Tools
Google Form
MS Office
Figma
Miro
Deliverables
Competitive Analysis
Survey Design & Analysis
User Interview
Persona
Getting Started
Defining The Scope
Stakeholder Interview
When The Design & Management team of Agency hired me,
they Described the problem caused by previous ideas & design
Communication gap
Lack of user insights
What Did They Want
The interview shed light & expressed the clear business goals
Exploratory research of the market
Analyzing the current user-base
Analyzing the current solutions
Setting The Stage
Research Plan & Hypothesis
User psychology plays major role in making decision & there are already multiple food delivery services hence every small detail have to be covered.
Price is a relevant feature in choosing online food delivery (service) app
If there will be delivery tracking option then it may attract more users.
If the veg & non veg dishes are kept seperately then it will more likely to get users attention & trust.
If the protein & calorie values will be there , health conscious user group will love our service.
Indian User have a specific pattern. They want their task/job done in easiest fastest way possible
Current service provider have long & irritating refund process
Condition of food delivered is also a major point to consider
if User is asked to pay for his order according to distance then they might use the app more.
If Customer care & feedback of dish as well as restaurant is not clear or true then it may lead user to leave the app
If the product page show real images rather than google images, it will give more clarity to user
Desk Research
Insights & More
Descriptive Report
To ensure comprehensive research i used 4 research methods
Keyword Research
Competitor Analysis
User Research
Survey
Why these mehods
The first two methods are usually used in SEO research methods. The
last two helped us find resources to assess. For example, if we could find
the competitors of our competitors, we could expand our research
drastically. I wrote a report explaining all the solutions that I had found
and a categorization of them.
The Indian food delivery market is expected to grow at a CAGR of 27.8% from 2023 to 2028, reaching a value of US$118.2 billion by 2028.
The market is dominated by two major players, Swiggy and Zomato, which together account for over 80% of the market share.
The growth of the market is being driven by the increasing penetration of smartphones, the growing number of working professionals, and the changing lifestyle of Indians.
The market is also expected to benefit from the growing popularity of online ordering and the increasing number of millennials and Gen Z consumers.
The market is expected to become more fragmented in the coming years, with a wider range of players competing for market share.
Food delivery companies will need to focus on providing a superior customer experience in order to stay ahead of the competition. This includes offering a wide variety of restaurants, competitive pricing, and reliable delivery times.
Market Right Now
SWOT Analysis
Strength
Weakness
Threats
Opportunities
Fast delivery
Customer feedback
Swiggy instant mart
Well organized info
Reduce delivery charges
Make the app easily accessible
Increasing potential customers
Neglecting potential customers
No filters available
offers are not visible
Confusing UI
No option for email login
Strength
Weakness
Threats
Opportunities
Easy Navigations
Support local restaurants
Search by location
Filter options
Good refund process
Offers & Deals
Create better carry bags that dont let the food cool
Predict exact delivery time
Uber eats can attract their consumers
Not being able to deliver in time
Extra packaging cost
Dishes get cool very often
App crash
Poor customer service
Use of red color
Survey & Interview
Insights & More
Yes
No
68
24
Do you like to eat something after dinner(desert)
Always
Yes
Sometimes
No
Very rarely
67
17
128
242
62
How often do you order food online
Do you order food online
Not much
Important
Very Important
5
3
3
How important is to get your food on time
Yes
No
13
5
Do you check calorie & protein values before eating/ordering
No
Yes
2
16
Do you like to order food without Signup
Sorting The Insights
Affinity Mapping
Customer feedback issues
Refund Process
Interface
Usability Issues
The Truth is Here
Research Insighs
Research insights
If they want to order from multiple cafes/stalls they have to wait for both delivery guys
Not knowing the quantity of the food they are getting is it same as the cafe or something different
Vegetarian & non- vegetarian food should be kept seperately while delivering
Current apps shows misleading images of food
Feedback option of restaurants/dishes are unavailable
No good customer care if any issue
Long refund process
Contactless delivery should there
People want the delivery charges dependent on the distance of the cafe they are ordering
User Persona
The interview shed light & expressed the clear business goals
Decisions Were Made
Outcomes
Final Decisions
To Be Added
UX Suggestions
Delivery bags should have seperate compartment or veg & nonveg orders.
User should be able to know how is his order being delivered.
UI should not contain unnecessary data
There should be a refund money or order so that if user gets wrong or broken package, users can easily apply for refund
The display images must be real not from online source
There should be a feedback of restaurant as well as the dishes they offer
Multiple order funtion shoud be such that it covers every order in one go & while payment it shows offers individually.
Showing the ingredients , proteins & Calories would be a plus as many users are health concious & prefer to know these values
for their diet.
There should be a minimum delivery charge & then dependent on distance.
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