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Pizza on the Rock
This application is designed to empower restaurant owners to take control of their delivery operations and customer interactions. By addressing high commission fees, ad charges, and inefficiencies of third-party services. It ensures a seamless and cost-effective experience for both the business and its customers.
Project
Pizza on the Rock
Role
Product Designer / Researcher
Platform
Mobile App → IOS & Android
Tools
Figma, FigJam, Miro, Survey Monkey, Jira, Teams
In this project, I assumed a key role in the end-to-end design and development of the Pizza on the Rock app. I initiated the project by conducting in-depth user research and market analysis to understand the unique challenges faced by restaurant owners and their customers. I collaborated closely with the restaurant owner, project managers, and engineers to develop a user-centric design that addressed these pain points. Throughout the project, I was responsible for creating wireframes, high-fidelity prototypes, and conducting usability tests to ensure the app met user needs and provided an exceptional user experience. My focus was on delivering a solution that not only streamlined delivery operations but also enhanced customer satisfaction and business efficiency.
01
Empathize User Interviews User Survey Competitive Analysis
02
Define Affinity Mapping Persona Journey Map
03
Ideate User Flow Crazy 8
04
Design Wireframes Prototypes
05
Evaluate A/B Testing Iterative Design
Restaurant owners face significant challenges with delivery apps like Swiggy and Zomato, including high commission, additional fees for users, and poor handling and delivery timing, which reflect negatively on their business. Furthermore, they lack access to consumer data, limiting customer interaction and up-selling opportunities. During peak times, these platforms may take restaurants offline or struggle with rider availability, exacerbating issues and forcing owners to comply with unfavourable terms.
👉 Dealing with third-party overheads like high commissions, delivery inefficiencies, and lack of customer data access
Developing Pizza on the Rock will eliminate high commission fees and additional charges while ensuring efficient delivery operations. The app enables direct customer communication and personalized promotions, enhancing engagement and satisfaction. This user-friendly platform streamlines the delivery process, offering a superior user experience and operational efficiency.
🚀 Pizza on the Rock streamlines delivery, reduces costs, and enhances engagement
To gain a comprehensive understanding of users' experiences and challenges with online food delivery platforms, we conducted a detailed user survey and competitive analysis. This research aimed to identify the specific pain points users face when ordering food online and explore their openness to alternative ordering options. Our findings also highlighted areas for improvement, helping to inform the development of a more user-centric and efficient food delivery solution.
An online survey revealed that 90% of respondents prefer ordering food online, primarily due to its convenience. Additionally, it was found that many individuals favor restaurant-specific apps because of benefits like competitive pricing, rewards, and reliable food handling.
To evaluate online ordering services in comparison to restaurant-specific applications, we conducted a comprehensive analysis of the food ordering processes offered by both. Our key focus areas included pricing differences, unique features implemented by online delivery platforms, discounts and offers provided by each service, and user reviews of third-party delivery app experiences.
A notable 75% of respondents use restaurant-specific apps, citing reasons such as competitive pricing, rewards, order accuracy, food quality, and diverse menu options.
Approximately 86% of customers noticed a price discrepancy when ordering directly from the restaurant compared to using third-party delivery services.
Through comprehensive user research, we developed detailed personas to represent the diverse needs and preferences of our target audience and business goals. This process revealed crucial insights, such as the need for a seamless ordering experience for busy professionals and the desire to have control over business operations. By crafting personas based on these findings, we were able to align our design and functionality with the specific expectations of our users, ensuring that the app meets both their practical needs and lifestyle preferences
To gain a deeper understanding of the customer experience, we developed a detailed user journey map for the food delivery app. This map captured every touchpoint, from initial discovery and menu browsing to order placement and delivery. By identifying key pain points and moments of delight, we were able to pinpoint areas for improvement and opportunities to enhance the overall user experience. This holistic view informed our design decisions, ensuring the app met the needs and expectations of our diverse user base
Our user flow design focused on creating a seamless and intuitive experience for users. We mapped out key interactions, including account setup, menu browsing, order placement, and post-order engagement. This structured approach ensures that users can easily navigate the app, leading to a more efficient and satisfying ordering experience.
To establish a robust information architecture for the food delivery app, we conducted a thorough analysis of user needs and behaviours. This led to a clearly defined content and feature hierarchy, outlined in a comprehensive sitemap and wireframe set. By prioritizing intuitive navigation and easy accessibility to core functionalities, we created a seamless user experience from order placement to delivery.
The Crazy 8 technique was utilized to rapidly generate a diverse range of ideas for the app's design. This method encouraged participants to sketch eight unique concepts in a short period, fostering creativity and innovation. The resulting designs provided a broad spectrum of solutions, which were further refined through team collaboration and user feedback
To conceptualize the design and functionality of the food delivery app, I developed a series of low-fidelity wireframes. Utilizing tools like Figma, these wireframes provided a foundational visual guide, detailing the app's layout and user interface elements. This step allowed for early-stage testing and feedback, ensuring that the design addressed user needs and pain points effectively. By iterating on these wireframes, we refined the app's structure and navigation, laying the groundwork for subsequent high-fidelity prototypes and final design implementation.
During the testing phase, we employed both A/B testing and iterative design methodologies to refine the app's features and user interface. A/B testing allowed us to compare different design variations with real users, gathering data on which elements performed best. Alongside this, iterative design testing enabled continuous improvement by incorporating user feedback into successive versions of the app. This approach ensured that the final product was optimized for usability and user satisfaction.
This project highlighted the significance of balancing user-centric design with business objectives. I gained valuable insights into the complexities of the food delivery ecosystem, particularly the challenges faced by both users and restaurant owners. Through iterative design and continuous feedback loops, I learned the importance of adaptability in refining the product to meet evolving user expectations while aligning with the client's goals. This experience deepened my understanding of creating solutions that are both practical and impactful.
