A UX Case Study
1. How to create a better onboarding experience for new customers to subscribe
2. How to improve current user’s flow on “order to pick-up”
1. Identify potential user’s confusion on website landing page
2. Identify user’s frustration/confusion on using existing app
3. Find solution to advance product and user experience on both website and app
During the research phase, we are looking at user needs by conducting interviews and reading comments from the app store. After identifying the user needs and pain points, we map out the user journey to pin down the key moments for optimization. Through sketching, we brainstorm on solutions to improve the issues discovered during research. By looking at existing app frame by frame, we are able to pin point the specific issue on the wireframe and create a better wireframe app that improves the experience. We rebranded the product with a color-coded visual design and incorporate into the final design of the app.
We interviewed four people who have different experiences on Mealpal (below are not real names):
1. Alice heard about Mealpal from her colleague but after looking into Mealpal’s website she doesn’t feel like signing up.
2. Brian learned about Mealpal from promotion flyers and is still using Mealpal.
3. Cathy downloaded Mealpal App after she saw the QR code at restaurants.
4. David got his app after knowing Mealpal for months since he didn’t know if there are restaurants near him.
See detailed inteview questions here
1. First-time user can’t find the restaurants around them before they hand in their credit card information. Also the website is false leading people to sign up. The website's landing page is confusing and users don’t trust signing up before exploring the restaurants, thus causing loss of subscribers.
2. The scan-to-pickup doesn’t work when users have no access to the internet. Some restaurants have bad signals thus causing the users can’t scan or even open the app.
3. Users have needs to transfer their meal to their workpal to help pick up. Users can’t really interact with their workpals on apps except that they know what people are ordering.
4. First-time dinner user can’t find switch button to book dinner since the default interface is based on lunch booking.
Based on data from our user interviews and our observation, we laid out the journey map to understand the user flow and pain points. Overall, the meal order and pick-up experience is relatively smooth for customers. However, the mobile onboarding experience is complicated and require credit card information before even showing the map for restaurant choices. This adds up to the uncertain and skeptical feeling the customers are experiencing.
Using the user needs for inspiration, we sketched potential solutions that would improve or enhance the user experience.
After mapping out user journey and identifying the pain point, we start to setting up structure of the user flows that we are interfering with. Then we categorised them into four areas that we are focusing on: onboarding experience, lunch/dinner switch, scan to pickup, and pal pickup.