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.

  1. Price is a relevant feature in choosing online food delivery (service) app

  2. If there will be delivery tracking option then it may attract more users.

  3. If the veg & non veg dishes are kept seperately then it will more likely to get users attention & trust.

  4. If the protein & calorie values will be there , health conscious user group will love our service.

  5. Indian User have a specific pattern. They want their task/job done in easiest fastest way possible

  1. Current service provider have long & irritating refund process

  2. Condition of food delivered is also a major point to consider

  3. if User is asked to pay for his order according to distance then they might use the app more.

  4. If Customer care & feedback of dish as well as restaurant is not clear or true then it may lead user to leave the app

  5. 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.

  1. 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.

  2. The market is dominated by two major players, Swiggy and Zomato, which together account for over 80% of the market share.

  3. 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.

  4. The market is also expected to benefit from the growing popularity of online ordering and the increasing number of millennials and Gen Z consumers.

  5. The market is expected to become more fragmented in the coming years, with a wider range of players competing for market share.

  6. 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

  1. Not knowing the quantity of the food they are getting is it same as the cafe or something different

  2. Vegetarian & non- vegetarian food should be kept seperately while delivering

  3. Current apps shows misleading images of food

  4. Feedback option of restaurants/dishes are unavailable

  5. No good customer care if any issue

  6. Long refund process

  7. Contactless delivery should there

  8. 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.

  1. User should be able to know how is his order being delivered.

  2. UI should not contain unnecessary data

  3. There should be a refund money or order so that if user gets wrong or broken package, users can easily apply for refund

  4. The display images must be real not from online source

  5. There should be a feedback of restaurant as well as the dishes they offer

  6. Multiple order funtion shoud be such that it covers every order in one go & while payment it shows offers individually.

  7. Showing the ingredients , proteins & Calories would be a plus as many users are health concious & prefer to know these values

    for their diet.

  8. There should be a minimum delivery charge & then dependent on distance.

Get in Touch

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Email at : ux.dhruv@gmail.com

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