ChowNow is an online food ordering service aiming to outshine the competition through the inclusion of a new "health food" feature. Using their current brand strategy, their goal is to appeal to an audience of health-conscious individuals. For this project, we were tasked with designing the new feature.
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Client: ChowNow
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Timeframe: 11 days
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Challenge: To create a way to stand out from the crowd, while maintaining brand efficiency and simplicity.
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Solution: Research and create key features that best contribute to helping users with food discovery and living a healthy lifestyle.
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Tools:
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Team:
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A Competitive and Comparative Analysis was also utilized to weigh the influence of key features from a plethora of both food ordering and fitness apps, to gain a sense of what works and what doesn't in regard to each specific platform.
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Once our themes were analyzed, we were able to create personas. We created primary and secondary personas to represent both our customers and our clients.
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Our biggest struggle was deciphering how to incorporate our feature ideas with the needs of our potential users. Additionally, due to the strict branding requirements, we also needed to ensure we maintained the efficiency and simplicity of the app. We worked through this process by prioritizing features based on the personas we created.
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Once we analyzed the most important features, we were able to establish a journey map for our customer proto-persona. With the persona in mind, we were able to begin developing the navigation of the app, and how to get our customer to his end goal.
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Upon completion of reviewing our findings, we edited and tweaked our low fidelity wireframes as needed and developed our prototype for additional testing. Using Lean UX, my team then conducted additional usability tests to check the efficiency and flow of our additions to the app.
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Low Fidelity Wireframes
For customers:
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For clients:
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For future additions to the app, our team suggests to continue user research to determine what is and isn't working with the addition of the "health mode." Our team also recommends to keep up-to-date with current diet trends and to continue ways of incorporating a healthy mindset for users into the app. Future updates can also include mapping directions (without redirection) and customized delivery times.
Another point to review sustainability would be in finding resources for the creative content included in our new feature. The food guides and photos are an integral part of users decision making. Therefore, the information must be reputable and correct. Additionally, there must also be a quality control system in place to verify all nutritional information provided by restaurants. We want to ensure customers are receiving verified and correct information, to prevent any potential health complications and provide the best resource for our users. |