Pizza Time (Revisited)
⚠️ This project was done as a part of the Google UX Design Professional Certificate, where I was learning about the UX design process, "done right" from start to finish, including the empathize, define, ideate, prototype, and testing phases. The certificate was divided into multiple courses, and this blog post is a compilation of the work done on those courses. Here on this blog post, I *redid (in 2024) the last part of the process (mockups) due to the rushy job done on the originals. I don't really want to present the originals.
(*..pardon my George Lucasin')
1.) Project overview
The product
Project Duration
The project was done with varying focus and resources in 2/2022–2/2023 while working as a full-time UX designer by day (at Aiwo).
The problem
The Goal
Roles / Responsibilities
My role was to be a generalist UX Designer, from concept to finished product. My responsibilities included: conducting interviews, research, sketching wireframes (paper, Figma), producing low- or high-fidelity prototypes, conducting usability studies, iterating, and finishing the product design.
2.) Understanding the user
The research
Pain-points
I isolated the most common pain points from these discussions as follow:
🤷🏼 Inability
Users feel powerless to find a way to get pizza into rural areas; they are unable to pay an extra fee for it because it’s not even an option.
⏱️ Slowness
Users want to order the same pizza over and over again from the same place, fast and easily.
🚙 Delivery estimates
Users are annoyed by the overly optimistic delivery time estimates. They want real-life information.
☑️ Double-checks
Problem statement
From distilling the research, done user cards, and journeys, it all formed into a single problem statement, which would be the core of this design process.
3.) Starting the design
Making storyboards
First, I drew storyboards with crude stick figures for the typical use cases, one from the user’s perspective and one from the app’s perspective. The mistake I made here was that I wasn't quite sure if I was trying to map out the current situation or already envisioning the direction I would like to go. The end resulted in a messy mishmash of both.
Ideation Process
Then I took everything I had at that point and started ideating. I ran a simple session of "Crazy Eights," where I generated ideas quickly with low barriers. Note! At this point, I decided to drop out the voice functionalities. I took a marker and marked my favorite ideas, so I could use them later on.
Going digital
Connecting the dots
4.) Let's take it to the field
All this isn't that useful unless it's tested. We should test our designs, at least with our grandmothers. Here I made a testing plan where I fleshed out what I'm going to test, where I'm going to test it, what kind of people I'm going to ask to test it, and what I'm offering them as a perk.
I also took advantage of some key performance indicators (KPIs) so I could track the progress.
Two rounds of usability studies were done during this project. The first study helped me progress from low-fidelity wireframes to mockups, and the second study was done when I was testing out the high-fidelity prototype before doing the final design.
Note! In this project, some of the test subjects were my friends, resulting in confirmation bias!
Round One Synthesis
💬 "This sure feels like a prototype."
💬 "I think the summary page would be annoying to use if I were ordering a bunch of pizzas for a group"
1️⃣ Users had trouble navigating back and forth in the application due to a lack of back buttons
2️⃣ Users didn't find the purchase history
3️⃣ Users didn't understand the nature of the app—if it was made for single or multiple restaurants
Round Two Synthesis
💬 "That was fast!"
💬 "Too easy!"
1️⃣ Users didn't find the application visually pleasing
2️⃣ Users were wondering if the application supported group orders
3️⃣ Users wanted to see additional information about the order during the process
5.) Refining the design
Taking it to the finish line (Old design)
Problems in the original design
- The color scheme felt repulsive (in a food app!)
- The background and stock images were awful!
- The lack of progress indicators confused users!
- The buttons weren't looking that much like buttons!
- The overall un-even visual style is all over the place!
- The good base (UX) work went to waste!