Roles and Responsibilities
Roles: UX Designer, Prototyping
Responsibilities:
User Research and UX Design Process
User Testings and Survey Analysis
Prototyping and Iterations
Overview
GrabFood is a well-established food delivery service offering a wide range of dining options, from street food to full-service restaurants. Available across both web and mobile platforms, GrabFood allows users to conveniently browse, order, and receive meals with ease.
Problem Statement
GrabFood offers various features designed to meet users’ needs. However, some functionalities are not as intuitive as intended and may present usability challenges.
Goal
Enable users to efficiently search and filter results based on their preferences
Display ratings and reviews to help users evaluate available options confidently.
Allow users to easily filter, view, and apply available promotion codes when applicable
User Persona
We developed four user personas based on identified user behaviors and needs. These personas guided the development of user journeys and user flows, helping us establish a clear understanding of the areas for improvement to be addressed in the upcoming prototype.
User Empathy Map
Following the creation of user personas, we created empathy maps aligning with the user personas to capture their thoughts, emotions, and behaviors. This provides a better understanding of their motivations, expectations, and pain points.
User Journey
The user journey maps provided valuable insights on users’ expectations and pain points, providing a foundation for designing effective solutions. To ensure a comprehensive understanding of potential challenges, we also conducted research on user feedback and expectations to further establish users' needs for redesign purposes.
User Task Flow
After mapping the user journey, we developed task flows for each individual persona, reflecting the actions, goals, and interactions of each users.
Low Fidelity Prototype
In preparation for our A/B testing, I created multiple screen variants for each page. By exploring different designs, we aimed to identify which version provides the most intuitive experience for users.
User Feedback - A/B Testing
Given our limited time for testing and surveys, we conducted A/B testing with participants to gather feedback and opinions on the prototype efficiently. This approach allowed us to identify user preferences and needs, providing potential improvements to enhance the design interface and overall user experience.
When viewing the prototype, you may press Z to adjust to "Fit Screen" for better viewing and experience.
