Challenge
-
Add differentiated value in a crowded space (restaurant apps).
-
Be respectful of data privacy preferences while keeping the user experience streamlined.
-
Integrate the new design into an existing design system.
outcome
A service and features incorporated into an existing design system (DoorDash).
client
team
Arity (location data analysis)
Team of 3 designers at Northwestern University
strengths
Information Hierarchy
Working With Technical Constraints
Advocating for the User
Project Management
Challenge
-
Add differentiated value in a crowded space (restaurant apps).
-
Be respectful of data privacy preferences while keeping the user experience streamlined.
-
Integrate the new design into an existing design system.
outcome
A service and features incorporated into an existing design system (DoorDash).
client
team
Arity (location data analysis)
Team of 3 designers at Northwestern University
strengths
Information Hierarchy
Working With Technical Constraints
Advocating for the User
Project Management
Challenge
-
Add differentiated value in a crowded space (restaurant apps).
-
Be respectful of data privacy preferences while keeping the user experience streamlined.
-
Integrate the new design into an existing design system.
outcome
A service and features incorporated into an existing design system (DoorDash).
client
team
Arity (location data analysis)
Team of 3 designers at Northwestern University
strengths
Information Hierarchy
Working With Technical Constraints
Advocating for the User
Project Management
Data and Discounts
How can analyzing restaurant goers' transport habits lead to a better restaurant app experience?
Challenge
-
Add differentiated value in a crowded space (restaurant apps).
-
Be respectful of data privacy preferences while keeping the user experience streamlined.
-
Integrate the new design into an existing design system.
outcome
A UX design touchpoint for a service that would be incorporated into an existing restaurant app. The design leverages our client's location data analysis to keep restaurant goers' continuously engaged.
This design is a flexible, scalable improvement on current food delivery apps.
client
team
Arity (location data analysis)
3 designers at Northwestern University
strengths
Information Hierarchy
Working With Technical Constraints
Advocating for the User
Project Management
final design
Discount Party is designed as a service integrated into existing agglomerate restaurant apps like DoorDash.
The team created differentiated value through:
-
creating a social connection
-
enabling convenient pick up rather than delivery
-
relevant, timely, customizable discounts
The service was presented as an "opt-in" program to create feelings of autonomy and not "nuisance notifications".
design process
Secondary Research
User Interviews
Identify Opportunities
Ideate and Sketch
User Testing
Final Prototype
Secondary Research
Our team reviewed highly rated restaurant app experiences to identify patterns and design opportunities. We also looked at app experiences where users needed to share their location.
We noticed that while location based discounts were popular, aggregate apps (like Grubhub and Doordash) were focused on delivery rather than pick up.
We also noticed that the highest rated restaurant apps had a focus on order customization and simple visual design.
User Interviews
We asked 6 regular restaurant app users to walk us through the process of ordering food and asked questions to understand their motivations, pain points and opportunities. We were especially interested in their views on location sharing. To create differentiated value our client needed users to "always" share location.
We noticed people often use restaurant apps only in the moment they want food. This led them to usually share location "only when using the app". Another key learning was that discounts were the top reason people used the apps. They did not see these apps as fun or exciting.
Identify Opportunities
Our research helped us identify 3 design opportunities.
1
Focus on providing opportunities to save money.
2
Encourage continuous engagement rather than event-based usage to justify data sharing.
3
Leverage delight as a differentiator.
Ideate and Sketch
We ideated over the course of a few days and evaluated ideas based on benefit to user and fit with client value proposition.
We narrowed our ideas down to 3 concepts that we presented to the client. After receiving their feedback and weighing how they met our users' needs, we decided to go with Discount Party.
We iterated on a new and improved user flow, using the current user flow for reference. We were especially interested on figuring out where to include choosing preferences and permissions.
We also sketched out key screens and user flows, going through many iterations of these as a team.
User Testing
After prioritizing concepts with key stakeholders we tested prototypes with users. We created storyboards, card sorting and feature sorting activities for research stimuli.
We were then able to:
-
Identify the benefits required to justify location sharing
-
Identify social aspect as a delight, but discounts as an entry point
final product
Learn about the program
Understand what the program is about
Allow location tracking
Set preferences for notifications
Get confirmation that the program is set up
Receive a notification for a discount that you want, when you want
Use Coupon or Save for Later
Share the discount with friends
feedback
Our clients were excited by the design and appreciated that we expanded our solution beyond the target apps originally included in their brief. Our solution can apply to a variety of different app experiences to bring additional value to both the app company as well as our client.
Our next steps would include designing for additional considerations, such as a "do not disturb" for driving feature and increasing the benefit to the base app through focusing on new restaurants. We would also like to do more extensive user testing to solidify the specific copy writing and visual components.
_edited.jpg)
_edited.jpg)
UX Internship
_edited.jpg)
lifetime learning for all
Service Design
Our client is passionate about lifetime learning. We wanted older adults to be able to learn whether joining remotely or in person ... read more
_edited.jpg)
repurposing a tracking device
UX Design
Jiobit is a company that designs location trackers to keep track of young children. We explored how to repurpose that technology for new applications... read more
_edited.jpg)
_edited.jpg)