Research, Strategy, UX
Here are the original Grubhub app user interface looks as below. From left to right 👉🏻 :
A loading page, Basic restaurant list, Clunky menu, and Unclear promotion list.
Look into heuristic evaluation. The cuisines and refine take 2 & 3 steps to the restaurant, and there is no clear pickup and delivery on the main page. Promotion is only shown on the reward page, and it takes 3 steps.
Compared to other top 3 delivery apps - Uber Eats, Doordash, and Postmates in the market, Grubhub's features' are missing Category Search, Pickup in Navigation, add to Favorite restaurant, Group Order.
According to GrubHub white paper's research & reliable reports like McKinsey, Forbes, Financial Times and more, we found out users decide by $ 0 delivery fee, Cuisine, Time, Food category, and most users are Males from Age 25 - 45.
90% of guests research a restaurant online before dining. Most diners in the U.S. decide what to eat within 2 hours of their meal. For 79% of diners, “taste” is the main factor deciding where to eat.
Age 25 - 45
Use the same app more than 2 times per week
Use food category to find their food
15% Millennials users use Pickup per week
In Addition, from the user interviews, I collect three users who are also using Uber Eats, DoorDash, and Grubhub and care about the price, promotion, and user interface. They suggest that users are looking for a new Grubhub app, including color hierarchy, fewer user steps, pickup icon, store time/close, vivid icons, easy-to-understand UI, and clear discount.
Based on user research, I create opportunities for these features for new UI to enhance users' satisfaction.
1. Fewer steps for the peak time orders
2. Showing express Images/discounts/store times and rating.
3. Pickup as a navigation
After I collect the features ideas that there are key moments, move to the following steps to Identify and find improvements.
I enjoyed working on this redesign project since I am a long-time Grubhub user.
User Research between target market research, market research, user interviews, and actual user interviews and how the research statistic led me to the proper designs to solve the user's pain point.
I also learned visual design and user flow and received helpful feedbacks during interviews and surveys. It showed me that mobile apps are essential to pay attention to small details, and they can either make or break the user's experience when not well thought out and fewer steps help users to make an order easily, so do not let users think!