Online food ordering has grown 300% faster than dine-in since 2014 and now accounts for roughly 40% of the total restaurant sales.
60% of Americans order delivery at least once per week.
59% of restaurant orders from millennials are takeout or delivery.
Mobile orders account for 14% of a restaurant’s total revenue on average.
nekter juice bar
brand popularity
online presence (web + app)
rewards program
online ordering
Customer service quality varies on different locations
Prices
Cluttered ordering experience
Liv juice
Customer service
Product variety
Local support
Online ordering
Website interface
Item customization
Cluttered ordering experience
Order pick up system is not accurate
"I tried to order a smoothie through their mobile app, but it kept crashing and i couldn't complete the order."
"the online ordering system didn't give me the option to customize my acai bowl, so i couldn't get it the way i wanted it."
"i tried to order a smoothie online, but the website was loading forever with no response. i had to call the store to place my order."
Although I had limited time, I conducted four interviews with current Roots Bowls customers, which allowed me to identify common pain points and brainstorm possible solutions. Ideally, I would have liked to conduct more interviews not only with Roots Bowls customers but also with customers of competing businesses to gain a more comprehensive understanding of the market.
“I order food at Roots 3-4 times per week and it’s nice that they have a rewards coupons for loyal customers. But I always forget them and it sucks”
“I have a limited time for a lunch break, so I prefer to order food in advance. The only think that I don’t like is to use third party platforms for my orders”
“I’m more of a pick-up and go kind of a person and I love to customize what I eat because of my food allergies”
“With my work schedule I prefer to value free time and order food for to-go. But I hate to arrive in time and wait for my order to be ready”
Pain Points
After conducting market research, competitive analysis, and user interviews, it became evident that Roots Bowls must continue offering online ordering to remain competitive in the market. Additionally, implementing a loyalty rewards program would support marketing efforts and incentivize repeat business. To further strengthen the brand identity, encourage customer retention, and reduce costs associated with third-party partners, it is recommended that Roots Bowls develop its own mobile app.
To get a promotion at the job within the next year
To successfully pass all college exams and achieve academic success.
Get fit and avoid eating junk food.
Shorts on time and want to make the most of it. Wants to be able to order food in advance and pick it up quickly
Wants to be able to personalize food to fit dietary needs and preferences
Wants to receive rewards, discounts, and incentives for ordering food from the same restaurant.
ABOUT MAYA
Samantha is a 21-year-old college student who also works part-time as a barista. She is pursuing a degree in business administration and hopes to get a promotion at work within the next year. Samantha is health-conscious and tries to avoid eating junk food, but finds it challenging to maintain a healthy diet with her busy schedule.
After analyzing all of the research data, I began to sketch out the initial flows and create low-fidelity prototypes.
Open Sans- Bold, Semi-Bold, Medium
Montserrat - Medium, Regular
The main feature that was added after the usability testing is the ability to select the amount of each ingredient on the customization page.
2/3 of users(4 out of 6) were able to complete the task within 1:30 min.
83% of users(5 out of 6) mentioned that they want to have the option to select the number of ingredients.
participants
6
time on task
AVG 1:30
Duration
20 min
Throughout this project, I discovered that user research and identifying the problem is crucial to developing a successful product.
I realized that designing a product with the user in mind must align with the current business objectives of the company. UX design involves problem-solving while simultaneously achieving the business goals.
By conducting market research, competitive analysis, and user interviews, I was able to identify the common pain points of Roots Bowls customers and come up with a solution that addressed their needs. The development of a loyalty rewards program and the creation of a mobile app for online ordering will help the business increase brand identity, retain customers, and reduce costs associated with third-party platforms.
I created a user persona and user journey map to gain a better understanding of the target audience and their experience with the product. This helped me to develop a flow diagram and high-fidelity screens that aligned with the user's needs and business goals.
Through this project, I learned that the key to designing a successful product is to put the user at the forefront of the design process and align it with the business goals of the company.
