grubhub redesign
UX/UI app design
Client
Grubhub (concept)
My Roles
UX Researcher - Team UI Designer - Solo
Project Overview
Grubhub, a major food delivery app with over 30 million users each month, is looking for a creative partner to improve customer experiences amidst growing competition in the food delivery industry.
For this project, my team was given the task to redesign the Grubhub app. This project will explore research, user testing, and design.
Discovery
(づ ◕‿◕ )づ
Discovery (づ ◕‿◕ )づ
initial findings
goals
Improve the experience for users
Make sign-up easy for new users
Keep current customers happy
Audience Confusion
Older generations do not understand the timing of food delivery
Social Reasons
People want to post their food, share it with friends; eating inspires conversation and community
Get more users on board
Stand out against competitors
Fix functionality, design and delivery
Future Predictions
In upcoming years, grocery deliveries will be ⅔ of all food deliveries
Consumers are spoiled
66% of Americans would stop ordering from a company or delivery app following a late delivery
Why Delivery Apps?
60% of millennials use more delivery apps than streaming services
Research
=＾● ⋏ ●＾=
Research =＾● ⋏ ●＾=
experience map
Actions
Emotions
Thoughts & Considerations
23%
before ordering
after ordering
Inspecting & then eating the food
Leave tip & review
Satisfied, full, relieved,
Was the ETA accurate?
Condition of food on arrival
Were there any communication issues?
82%
of people say food delivery is too expensive
Opening the app
Gauging hunger
Excited, Hungry, Anxious
Do I have enough money?
Should I order takeout instead?
Do I actually have food at home?
surveys
of people know what they want to order right away
73%
journey map findings
competitor analysis
Comparing GrubHub to its competitors it does very similar in terms of the UI functions. This also means that there is nothing that is making GrubHub stand out against these competitors. GrubHub needs something that will make it unique for users to be more interested in them.
Tech Savviness
8/10
Background & Notes
Ronnie is a nursing student that lives with their domestic partner. He also works part-time as a medical scribe while enrolled as a full-time grad student in Boston. He utilizes food apps when he is overwhelmed by his obligations and doesn’t have time to cook. He and his partner are both allergic to peanuts and is fairly picky about his food. As a student, his budget is limited; he also doesn’t have a vehicle. One of his biggest grievances is that most apps don’t require restaurants to disclose possible allergen exposure or allergen callouts on their uploaded menu.
Recommendations
Coupons & discounts, group ordering, improved menu transparency, food recommendations, accurate location services
user persona
Ronnie Idowu, 33, Quincy MA
Graduate Student, PT Work
while ordering
Researching restaurants & reviews
Considering allergen awareness
Excited, anxious, hungry, annoyed
What do I want to eat?
How long until it gets here?
59%
of people rate their food delivery experience at least a 3 out of 5
user flow
This user flow displays a user placing an order in the app by using the new gamification features
Gamification: One would be able to play games to help decide where they would like to eat and what they would like to eat. For example, the user can swipe through different foods until they are left with one option that the app would give recommendations on.
Wants & Needs
look for promos when ordering online
A way to connect with friends / group pay
Food recommendations
Understand how to navigate the app
Frustrations
Not knowing what to order / can’t decide as a group what to order
Cluttered Design
