Mobile Design
User-friendly Food Menu & Delivery App
ROLE
tools
Duration
Foodmoov is a food menu and delivery app that strives to deliver meals to customers from different restaurants. Foodmoov targets customers who order food online like commuters and workers who lack the time or ability to prepare meals.
Background
People have busy schedules, so having quick and easy food options is essential. Acknowledging the essential role of food and the time-consuming aspect of meal preparation led to thinking about a solution that provides a curated menu that meets the culinary needs of people.
Busy adults often struggle to balance their schedules with time for meal prep, leading to a dependency on online food delivery. However, existing apps lack the necessary convenience, variety, and reliability to make food ordering truly hassle-free.
Time Constraints
Users lack the time to prepare meals.
Delivery Delays
Unreliable delivery times frustrate users.
Limited Variety & Streamlined ordering
Users crave more food options and a faster, simpler ordering process.
Creating Foodmoov: A Seamless Food Ordering Experience
To address these pain points, I developed a streamlined, easy-to-navigate app that prioritizes user needs in terms of time, delivery reliability, and food diversity. Key solutions included:
The multiple cart feature allows users to:
Add up to two meals from different restaurants into their cart simultaneously, offering flexibility and variety without reselecting previous items.
Plan meals in advance, streamlining the ordering process and eliminating daily meal prep.
Foodmoov also has a feature:
For easy reordering of past meals which enhances convenience and saves time.
Real-time tracking and accurate ETA notifications reduce frustration by providing reliable updates, allowing users to better manage their time around meal deliveries.
As a multi-restaurant app, Foodmoov offers a broad selection of meals, with enhanced filters and personalization for more tailored options.
Empathize Phase
Research
I began my design process with Secondary Research to understand the food delivery landscape better. This involved reviewing existing literature on user behavior, industry reports, and competitor apps. Key findings highlighted:
Market Trends: The growing demand for convenient meal options among busy professionals.
Common Pain Points: Reports indicated that users often experience frustration with delivery delays and a lack of personalized options.
These insights shaped my understanding of user needs and informed my subsequent research strategies.
Primary Research
For in-depth qualitative insights, I Interviewed 5 participants from personal networks using means like WhatsApp e.t.c. Open-ended questions were crafted to encourage participants to share their honest opinions:
Can you describe your current daily schedule and how you balance your responsibilities including meal planning?
How frequently do you find yourself ordering meals from a restaurant? Could you share your reasons behind the decision to order rather than prepare a meal?
When ordering online, what type of foods do you prefer, and why?
In your experience with online food ordering, What challenges have you encountered in the process? How does this make you feel?
Considering the challenges you’ve mentioned, do you have any suggestions or ideas on how these issues could be addressed or improved in the food ordering process?
Uncovered Themes from Open-Ended Questions:
This open-ended questions allowed me to uncover themes such as:
Time Constraints: Working adults struggle to prepare meals daily due to demanding schedules, making meal delivery a convenient alternative.
Delivery Reliability: Frustrations around inconsistent delivery times highlight the need for improved service reliability.
Food Variety: Users expressed a desire for more diverse menu options to keep their dining experiences interesting.
Frequency of Ordering: Ordering meals multiple times a week demonstrates a heavy reliance on food delivery services as part of their routine.
Convenience: Participants value a fast, easy, and efficient ordering process, with features like quick reordering.
Define Phase
Competitive Analysis
I also conducted a competitive analysis evaluating key players in the food delivery app space. This further informed my design decisions on industry trends, strengths and areas for improvement among competitors. Here’s a comparative overview of our competitors below :
Streamlined Checkout Flow: Ensure a fast, seamless, and easy checkout process for improved user experience.
Accurate Delivery: Build a reliable and accurate delivery system that enhances user satisfaction.
Diverse Payment Options: Offer multiple payment methods to cater to different user preferences.
Variety in Food Options: Partner with a wide range of restaurants to appeal to a broader audience.
Accessibility Features: Add assistive technologies like voice search to make the platform more inclusive for individuals with visual impairments and other accessibility needs.
Unique Competitive Features: Introduce standout features that set Foodmoov apart from its competitors.
Rewards System: Develop a loyalty program with incentives to encourage repeat usage and retain customers.
UI Design Improvement: Focus on a cohesive, visually appealing, and intuitive user interface that prioritizes simplicity.
Comprehensive Order Options: Offer delivery, pickup, and eat-in choices, distinguishing Foodmoov from competitors that lack these options.
User Personas
I then went ahead to create personas to represent the users, ensuring a deep understanding of their needs.
Ideate, Prototype & Test
Using Figma, I translated my first paper sketches into low-fidelity wireframes. At this stage, the wireframes were defined enough for some user testing so I created low-fidelity prototypes for usability study.
The Usability study was an unmoderated one conducted with Maze and WhatsApp on 5 participants. Findings from this study helped guide the designs from wireframes to high-fidelity mockups.
Usability Study 1
Users are confused about the “all carts” page.
Users want only the delivery option to have a delivery fee
Rationale
Early designs allowed for the unique feature of having multiple carts which was confusing for users, but after the usability studies, I revised the design and added a pop-up message that explained the multiple cart feature to let them understand the screen.
Typography: A carefully selected typeface that makes it easy for users to scan and read the app’s content.
Icons: Clear, intuitive icons to simplify navigation and enhance user interaction.
One of my favorite aspects of the design process was bringing Foodmoov’s vision to life, despite it being the most challenging. My initial iteration featured an outdated UI that didn’t meet modern standards, so I overhauled it. By leveraging feedback and studying current UI trends, I developed a better interface.
After creating my hi-fi wireframes, I created a high-fidelity prototype. Then went ahead to do another usability test; The study was also done with Maze & Whatsapp and used a high-fidelity prototype to reveal what aspects of the mockups needed refining.
Usability Study 2
The Homepage has too much content
The second usability study revealed frustration with the homepage content specifically the categories section so I removed the categories section since there’s a search bar. The screen looks more simple with less content.
Why Choose Foodmoov?
Its unique blend of flexibility (multi-cart feature), convenience (quick reordering), and reliability (accurate tracking) sets Foodmoov apart, making it an indispensable tool for users seeking a seamless and efficient food-ordering experience.
High Adoption Potential
Foodmoov addresses key pain points such as time constraints, unreliable deliveries, and lack of variety—factors that resonate with a broad user base, particularly busy professionals.
Streamlined Meal Planning
With innovative features like the multi-cart option, users can effortlessly add meals from multiple restaurants, plan ahead, and reorder past meals with ease—saving both time and effort.
Enhanced Reliability
Real-time delivery tracking and precise ETA notifications empower users to manage their time better, reducing the common frustrations associated with unpredictable deliveries.
While Foodmoov isn’t a live app, these are the following metrics I would evaluate for potential success and user impact:
App Downloads: Track how many users adopt the app after launch.
Order Conversion Rate: Measure the percentage of users who complete an order, indicating the effectiveness of the app’s user journey.
Unique Feature Usage: Track engagement with the app’s multicart feature to assess its appeal and impact.
Customer Retention Rate: Measure how many users return after their first order, reflecting satisfaction and loyalty.
Average Order Value (AOV): Shows how much users spend per order, helping to gauge revenue potential.
User Feedback & Reviews: Collect qualitative insights into user satisfaction and identifies areas for improvement
Conclusion/Takeaways
As my first case study, this project taught me that every step of the design process is an opportunity to learn, especially when making design revisions. I realized that the initial ideas are just the starting point, and each iteration is shaped by valuable feedback from usability studies. This Project allowed me to push my limits and explore the complete design process—from user research to prototyping and testing. I encountered a variety of challenges along the way, but the experience has taught me valuable lessons about creating user-centered designs and the importance of iteration.
Next Steps: Conduct further user testing, refining visual elements and interactions to ensure the app remains fresh and modern. Additionally, include participants who use assistive technologies to enhance accessibility and inclusivity.