Company Description:
A food ordering app that was built to help people afford restaurant takeout (delivery or pickup) by applying simple market economics to dynamic food pricing. On-Demand orders are priced according to supply and demand of ingredients and Future Orders are discounted based on how far in advance the customer makes an order, up to two weeks.
Project Scope:
A full redesign of mobile app UX and UI, and creation of branded print and digital materials.
Solution
A more streamlined bag and checkout on a single screen, descriptions and tips throughout the app, a flashcard tutorial system for first time users, and several potential color schemes with a possibility for users to select color themes.
Key Findings:
- The usual user flow for ordering food can be confusing for those who don't already use delivery apps!
- Users respond better to visual indications of savings, rather than percentages or dollar amounts.
- Food preference > discount. If a user wants a particular dish, they will often choose that dish at a lesser discount over an item they don't really want for a lower price.
- Users do not understand how supply and demand is applied to the ingredients of the dishes to get them a better price.