USER EXPERIENCE DESIGN
Is it a bird? Is it a plane?.…..No, it’s your food!
Timeline
August 2022 - October 2022
My Role
Background Research
Wireframing
Prototyping
Team
Kesnavi Parammanandhan
Conor Fitzpatrick
Fangyue Chen
Introduction
Sonimod, a leader in the online food delivery industry, is exploring autonomous delivery drones with a focus on enhancing customer experience. To integrate drones effectively, Sonimod is investigating current delivery challenges and how to further improve the ordering experience for users.
The Challenges
PROBLEM #1
Long Wait Times
Users frequently encounter extended wait times for their orders, leading to feelings of hunger and impatience. Whether due to traffic congestion, inefficient route planning, or delays in food preparation, the prolonged waiting period diminishes the overall satisfaction of the delivery experience.
PROBLEM #2
Address Change
Users often encounter difficulty when attempting to change their delivery address. Whether due to a lack of intuitive interface design or buried settings, the process proves difficult, causing frustration and inconvenience for users needing to update their delivery location.
Defining the Problem
How might we streamline the process of ordering food through Sonimod?
Design Process
ONLINE ETHNOGRAPHY
User Perspectives and Insights on Competitor Delivery Services
Through an online ethnography, we gained valuable insights into the user experience of existing competitor delivery services. By analyzing online comments and posts related to UberEats and DoorDash, we uncovered key challenges faced by users, including long wait times, unreliable delivery services, and poor ordering experiences.
INTERVIEWS
By conducting interviews, we identified user needs that Sonimod can address through its delivery service.
Filter, Sort and Categorise
"I want to efficiently order my food, including the flexibility to sort food items"
Users want to easily find their frequently ordered meals, and sort through food options with ease. This can include features such as categorization, sorting and filtering.
Updates on Delivery Time
"I want to receive my food deliveries with regular updates of the delivery time."
Users value fast deliveries with constant updates on the estimated time of delivery.
Wireframes
FIRST ITERATION
LOW-FI WIREFRAMES
High-Fidelity Prototype
PROTOTYPE WALKTHROUGH
Reflection
Sonimod (yes, it's Dominos flipped) was a turning point in my design career, which served as the catalyst for me to learn Figma. We worked on curating screens for Sonimod, and I was responsible for developing screens for the desktop experience. I chose the desktop experience to challenge myself as to design for a screen with a larger surface area.
We began the project with background research and proceeded to identify the user's needs. This process helped us better construct 'how might we' statements, allowing us to envision the goals the user is trying to achieve through Sonimod. I took the initiative to interview and conduct ethnographic research to understand the needs of users. By doing so, we were able to frame the design challenges that encourage us to innovate on the types of designs we can produce and solve the challenges that users feel.
Sketching the initial designs was a great way to quickly validate ideas and design concepts. Moving forward, I have practiced sketching before working on my interface designs, as sketching allows me to bring my thoughts on paper and quickly receive feedback from my peers, instead of spending too much time on Figma.
As we progressed to high-fidelity prototypes, we conducted a heuristic evaluation to validate our designs. Additionally, this is a practice I will be using as a product designer, as it enables me to effectively evaluate my designs.