About the Project

EnterTown - Deliver

With EnterTown you don’t have to EnterTown to get the EnterTown experience.



Role

• Product Designer

• Brand Designer

• UX writer


  
  

Tools

Figma, Adobe Illustrator and Adobe Photoshop



Project Summary

EnterTown is a delivery and booking app that focuses on small to large-scale restaurants. With EnterTown you don’t have to EnterTown to get the EnterTown experience. By simply being in the comfort of your home, office or anywhere - you can order what you like, where you like and when you like. Find the things you crave around you and get them delivered to your doorstep quickly and with ease.



The Challenge/Statement Problem

Consumers have primary problems with leaving their homes, offices etc to get Meals, and drinks around their vicinity and also booking hotels especially but not limited to small-scale businesses that do not have the means of delivering to their customers.

Target Audience

Food delivery demands come from the age group of 18-40 years whereby 65 % of the target market are below 35 years of age. College Students and Young Adults, Parents and Working Professionals. The target generation is more internet-savvy, selective, confident and impatient users.

Strategy

EnterTown starts by developing a plan that will satisfy its target users who want to be able to not only order from large-scale restaurants but also from small-scale restaurants. Thereby making the process seamless, easy to use, affordable and prompt delivery.

The Solution

Based on the information obtained from the pain points, I came up with the solution for EnterTown, making the users aware of their need for a better menu around their vicinity like they are actually going into town themselves. Hence from the comfort of their homes, offices etc, they can easily use the app to get that out-of-town experience without having to worry about menu and delivery.

Design Process

Empathize

Empathy is our ability to see the world through other people's eyes, to see what they see, feel what they feel, and experience things as they do. Empathizing with the users, it helped me gain a deeper appreciation and understanding of people's emotional and physical needs, and the way they see, understand and interact with the world around them. I used two methods which contributed immensely to my design process.

Qualitative Research

• I interviewed 10+ users to learn about the following:

• How often, why, when, and how they order food online

• Why they would choose one food delivery service over another

• Their experience using one of the food delivery services

• What is their favourite type of food or what foods would they like to try

• How they discover new restaurants and dishes

• How they order food in the app

• Areas they think competitors can improve on

From the user interviews, I found that users are:

• Some users don't use food delivery apps often because no small-scale restaurants on it

• Price sensitive and are concerned about high delivery fees

• Delivery time is not prompt

• Wanting more accurate order status notifications

• Visually driven (want pictures of dishes)

• Delivery closes on time when they need it the most

Quantitative Research

I did a survey using social media platforms with 20 potential users in combination with interviews from physical conversations to understand their views, experiences and feelings about using a similar product with other competitors. The target audience was between the ages of 18 to 50

Research insights:

From the survey, I realised that most people would rather order food from their favourite restaurant from the comfort of their houses, office etc.

Most people are open to the idea of food delivery but are discouraged because of long hours and having to call the restaurant directly to get it on time rather than use a food delivery app.

Restaurants where users would like to order from are not available ranging from small-scale to large-scale restaurants but mostly unavailability of small-scale restaurants.

Competitive analysis:

All brands are either large-scale restaurants or small-scale restaurants. There is none that does both. The delivery service is not consistent and takes a longer time to deliver. Most competitor apps are not available on iOS. The user experience and user interface are not encouraging. Customer support is low and can be frustrating for customers who have complaints, inquiries and tracking of orders. Finally limited availability of restaurants.

Define the problem

Based on the interviews/workshop I set up two personas to define their core needs and pain points. it's being referred to them throughout the entire product development process.

Personas

• Created the personas in other to understand the user's needs and experience. This will further help in creating wireframes

• In developing the personas, I used the information obtained from the user research, and I also involved stakeholders.

• The information provided about each persona includes biography, Core needs, Frustrations, personality, payment medium and platform used.

• Presented the personas and research to the team where we got insight about the competitor apps not being in both IOS and Android.

• The new features that were added are to create a balance between small and large scale restaurants, which will help for variety and also ensure the app for drivers easily get information about orders received in other to deliver promptly and also drivers on a delivery wouldn't get order to be done till they deliver the one that is on-going.

• The device used cuts across different age groups, most people use their phones to order food online via app or in-app call services.

Customer Journey

Next was to create a visual storyline to map out the journey to put us directly in the consumer's mind to better understand the processes, needs, and perceptions.

Ideation

In other to start generating ideas and solutions to the problems identified. The method used in this phase was brainstorming, and user flow to map out the ideas obtained from the research and define phase.

Sketches

I usually start the ideation process with low-fidelity wireframes. This is the way I iterate through many design options quickly.

The main purpose of my sketching is to brainstorm new ideas after the research is done. The knowledge about the user's goals is influenced by the sketching process because different users want different things, some want to be able to see well-detailed restaurants while others just go for popular restaurants around them in one click.

Wireframes

At the beginning of my ideation design process, I created wireframes for testing purposes. I usually start the design process with low-fidelity wireframes. This is the way I iterate through many design options quickly. I used the Figma design application to design my low-fidelity wireframes.

Prototype

Once I tested out all the usability mistakes, I started designing the final screens in Figma.

The visual style is to make it attractive and pleasing by combining the brand logo colours concisely. The more colourful and aesthetically pleasing a meal looks, the more the user is willing to try it.

Test

Now that the final designs were done, it was time to evaluate the designs. The test was conducted by allowing the testers to click through the prototype while noting feedback to further change.

Major feedback from the test:

• Improving customization of order

• Adding some more filter parameters