Delivery Club Redesign
Redesign of mobile applications for iOS, and Android. The client – the first, and largest food delivery company in Russia.
Interface design, user research, prototyping
Oct 2015 – 31.12.2017
The users couldn’t find restaurants and meals, the flow was unpredictable, there were no order status, delivery service, and support was poor. They usually ordered in big and well-known fast food restaurants, as the product was associated with junk food oriented apps. This slowed down the app growth.
- Simplify the range of restaurants and meals reducing the order time.
- Increase user retention through adding a loyalty program, making experience clear, and predictable.
- Experiment with new functions, and A/B test as much as possible.
- List of restaurants
- Restaurant screen and menu
- Cart and checkout
- Order status
- Reorder and favorite restaurants
- Number of loyal users ↑×2
- Number of their average orders ↑×2
- Conversion ↑34%
- Retention ↑23%
- Crash rate ↓83%
- 15 iOS versions
- 12 Android versions
LIST OF RESTRAUNTS
Focus on restaurants. For big cities we photographed restaurant meals, thus users could search faster for a specific cuisine. The emphasis was shifted from a brand to its food. Address, search, filters – all in one place. To facilitate user searching, and ordering, restaurant product range was increased. As some users ordered in the same restaurants each time, we added Add to favourite function to make the search faster. When user address and location were different, the notification appeared. This way we reduced the chances of a wrong address delivery.
RESTAURANT SCREEN AND MENU
The cart was hardly noticeable in the top of the screen. The menu was made of dropdowns inside of dropdowns, so the search was difficult. Navigation looked like a different screen, so when the users pressed Back to go to the top of the screen, they left the restaurant instead.
We added an option to repeat the previous order. The menu became a continuous list with a function to move to its specific parts using header tabs. The cart was under the thumb with useful information, if needed.
CART & CHECKOUT
The cart had no images, which was a problem for people, who tried to order non-russian cuisine. They simply forgot, what the item it was, and couldn’t identify it by the title. Moreover, checkout took too long, and was ambiguous.
The new cart had images, and users loved it. Also, it had a restaurant’s logo for the users, who came to cart via a link or reorder. Logo helped them return to a menu, and add other items. Checkout was cleaned up, and new payment methods were added. Of course, our goal was to merge the cart and checkout, but we had to implement it through evolution, not revolution.
The screen didn’t give users much useful information, so they felt frustrated about their order status. It made the experience unpleasant, and was one of the reasons of re-ordering lack.
As we couldn’t technically provide a position of the order on the map, we showed order info again, and added there Contact support button. Thus, we reduced wrong address delivery even more, because the users could contact support, and cancel the order. Also, there were statuses like “Order is being prepared”, “Order is on the way”, so the users felt, that everything was under control.
In spite of helping the users to discover new places, there was a group, who ordered the same items in the same places. To improve their experience, we added a reordering feature. Basically, we created an order history screen, where all the carts had a list of ordered items, and a reorder button.
When the user pressed Reorder, they proceeded to a review screen with address, and the list of items. As for the previous time, the user could order to a different place, and some items could be out of stock in the restaurant. If the user pressed Ok, he proceeded to a cart, where he could go back to menu, and add more items.
We had an assumption, that takeaway feature can provide us with additional orders from people, who are comfortable to pick up their orders on the way from work or while walking a dog, for example. All takeaway orders had 20% off. Theoretically, this feature could bring us some attention, which could be converted into new users.
The team wanted to make it without a map, due to speed, and easiness of developing, While, my concern was low customers’ willingness to use it. That’s why, I made a prototype, that convinced the team to implement a map.
To invite users to check the feature, we added a takeaway thumbnail on the main screen and provided with a simple onboarding. The implementation was simpler, as we didn’t draw the path, because we wanted to test the feature in its basics. It was released, but after 3 months, the feature was shut down due to low usage.
Also, we added login via mobile number, improved address selection, and added favourite addresses there. As the users mainly ordered in 2-3 places, we redesigned user’s profile. Also, we made the look of some screens corresponding with the new design, and the whole communication friendlier. In total, we redesigned around 700 screens of iOS mobile app,Android mobile, and tablet apps. The app was repeatedly featured in Appstore and Google play.