Client:
Chef4me
My Role:
Senior UX/UI Designer
Year
/21
Service Provided:
UX/UI Design
The Problem
Inability of users to book chefs within close proximity to them online and a complex or confusing booking process and lengthy waiting time that discourages users from completing reservations.
After interaction with several users, I have realised certain solutions can be put to place;
The Chefs needs a platform where keeping tracks of orders can be done easily
The users needs a platform to order meals in variety i.e choosing the meals on their own preference
I worked as a UI/UX designer on this project, coming up with the design for both mobile and web, conducting UX research and testing. Occasionally, I also helped with digital marketing. I was privileged to work with team members that brought a wealth of knowledge to the table and had so much useful input to provide from their respective domains.
Objectives
Enabling users book chefs within close proximity to them online
To create job opportunities for chefs
Ability for user to customize their choices of food
My design Process
Empathy
I asked some helpful questions using the 4W1H principle: How did the problem arise? What was the history? Who are the users and what do you know about these users? Why is this problem important?
Research Objectives: In addition to getting familiar with the problem, it was clear I needed to understand the following from the user’s perspective:
Customer wants, needs and expectations
Current frustrations and pain points
What did they really want?
What did they really need?
Why they make certain decisions?
I formulated open-ended and non-suggestive questions for each of the objectives described above, which also served as the discussion guide for the research session.
Target platform:
Ideally, this solution will work across platforms in a mobile-first approach. In addition, this project would prioritise a consumer web approach since the data shows that most of the user demography is a split between Android and IOS.
User Segmentation:
Demography(Age Group, Education, Gender)
Geography(Urban, Rural)
Psychography(Personal Attribute)
Behavioural Patterns(Buying Behaviour)
User Interview:
I interviewed ten participants using a combination of calls and Zoom meetings. Age between 18–35 years, male or female.
I also conducted:
Investigated forums and surveys with parents
Focused group session with teachers
Mapped out a competitor and SWOT analysis
Stakeholders Analysis
Competitors Analysis
Key research findings:
With the respondents’ permission, the interviews were recorded, transcribed and crucial points were synthesized and distilled into useful insights for the solution. The key learning points from the interviews were:
Inability of users to book chefs within close proximity to them online
Users finds it challenging to book a chef when their availability doesn't align with the user's preferred date and time.
A complex or confusing booking process can discourage users from completing reservations.
Users may be hesitant to book a chef if they don't have sufficient information about their skills, specialties, or previous reviews.
Users finds it challenging to communicate specific dietary preferences, allergies, or custom menu requests.
Payment failures, unclear billing statements, or difficulty in processing transactions can be frustrating for users.
Users faces challenges or have questions but struggle to find adequate support.
User Personas: Beaming the Spotlight on the user
Empathy Map
Brainstorming and Prioritisation
Understand key pain points, wants and needs
Produced a vast array of ideas and draw links between them to find potential solutions.
Define the objective and Categorised findings (Codes and themes)
Synthesise findings by turning findings to insight, using the “How might we” approach
I then narrowed down the ideas to 2 ideas with High Impact and High Effort
Present synthesis to stakeholders
Impact and Effort Matrix
Categorizing ideas along impact and effort lines is a useful technique in decision making, as it obliges contributors to balance and evaluate suggested actions before committing to them.
Solution
We decided to create different phases of the Application. The user, Chef and the Vendor.
Customer Journey Map
Understanding your customer’s expectations, objectives, and interactions is essential for me to create a flawless customer experience.
User Flow
The next step in my thinking process was to understand and map out the journey of the user through the platform.
High Fidelity
Design System
High Fidelity Wireframes
User Testing
I created a clickable prototype and tested it with users on a zoom meeting.
6 users were invited to run the signup process and navigate through the whole prototype, 2 users successfully completed the signup process to the end without any problems.
4 users could not understand that the number of characters they should place in the password input text.
To solve this problem I introduced a text to explain the number of characters required. A new test was made with 8 other different users and in the second version, all users completed the task successfully.
Handoff:
I prepared a well structured documentation that includes the following:
Specification, Core Elements & Flow
Style Guide (Typography, Color, Types)
Accessible Copy
Shareable Link (JIRA)
I then scheduled a meeting with engineers for handoff and also practise real-time collaboration.
Challenges:
Reducing the Gap between Design and Development
Budget and Time Restrictions
Deciding which problem to solve
Organising workshop with stakeholders
Business Impact/Result:
After eight months of design and development work, the app was launched, and the results have been impressive.
Increase in revenue and 70% conversion rate.
15% more time spent on the app by users
10,000+ successful downloads.
90% customer satisfaction rate
20% increase in app downloads
25% increase in in-app purchases.
