New Holiday | hebrommisson.site

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Redesign of the Delivery App

Presentation

Figma Prototype

Need to transform an order app into an irresistible user experience.

My Results

Product vision experience strategy, enhancement of an existing experience, and creation of components.

Process

Discover > Define > Develop > Deliver

My Role

Product Design, Research (3 months)

Tools

Paper + Pencil, Figma, Illustrator, and Miro

The Challenge

Conceived as part of a final assessment, the goal was to enhance an existing market app, exemplifying a more efficient and evidence-based product design process.

Pizza in a Few Clicks, I Want.

My Orders

Tracking the status of orders has never been easier. The "My Orders" screen provides a clear and organized view of all placed orders, with visual indicators for preparation, cancellation, and delivery statuses.

Addresses

Managing delivery addresses is simple and quick with our dedicated screen. Users can add, edit, and select addresses easily, ensuring that their deliveries are made accurately to the desired locations.

Order Confirmation

The order confirmation is a crucial moment in the user's journey. Our confirmation screen not only assures the customer that their order has been received but also provides clear information about the payment method and the current status.

Get to Know the Audience Better.

Discover

Can you tell me about your most recent experience at your favorite pizzeria?

Was there anything that frustrated you in your last experience when placing an order at a pizzeria?

What motivates you to choose X app for placing an order?

" The ease and confidence it offers. From the intuitive interface to the extensive selection of restaurants and menu options, the app simplifies the entire food ordering process, making it a natural choice."

Interviewed During the Session

Did you know that 84% of Brazilians prefer to eat pizza at home? This is according to a study conducted by Toluna, a company specializing in market research and consumer insights.

The research also indicates that 80% of respondents order from neighborhood pizzerias.

Understanding the Current Market.

Apubra's survey highlights the Southeast as the largest market for pizza, with the region accounting for 50% of operational establishments. The Northeast follows with 21%, South with 15%, Central-West with 9%, and North with 5%.

Scope

New Businesses

In the past three years, the number of new MEI registrations in the pizza segment (24,494) has exceeded the number of closures (14,146).

Data Provided by G1 and Mercado e Consumo.

User Comments.

Unfortunately, the menu lacks images, and users don't have any visual preview of their order.

The initial experience has many obstacles, making it difficult to remember the flow.

The app takes around 8 minutes to complete an order.

Define

The flow is some what unintuitive.

"The app's interface is confusing and disorganized. Finding menu items is a difficult task, and I often ended up giving up and looking for another pizzeria."

"Terrible experience with New Holiday. The app is extremely slow and prone to crashes, making it impossible to place an order without becoming frustrated."

"I tried to place an order using the New Holiday app and encountered a series of obstacles. The lack of clear instructions and the complicated interface left me frustrated."

A Reflective Approach to Enhancing an Existing Experience.

Redesigning a pizzeria app like "Pizzaria New Holiday" can significantly improve the user experience and increase brand visibility. Here are some potential redesign solutions and tools that can be used to implement them:

Create an intuitive design that simplifies navigation, highlighting the pizza menu and customization options. Use frameworks like Bootstrap or Materialize to ensure responsiveness across different devices.

Idea: Redesign the app's interface with a focus on functionality and ease of use, rather than just aesthetics.

How This Improves Business Processes: A more functional and intuitive UI reduces the time taken to place orders, decreases errors, and increases customer satisfaction, enhancing operational efficiency and customer retention.

User Interface (UI) Overhaul

Implementation of Search and Filtering Features

Ideia: Add robust search and filtering features so that users can quickly find their favorite pizzas, select sizes, toppings, and extras.

Benefícios para os processos de negócios: This makes it easier to locate and select products, increasing the likelihood that customers will complete their orders. Easy customization of orders caters to a wider range of preferences, boosting the company's sales potential.

A Competitive Market

The competitive audit revealed both strengths and weaknesses compared to direct competitors. By implementing the suggested recommendations, New Holiday can enhance its position among other cinema apps, providing a more comprehensive, personalized, and satisfying user experience.

Continuous innovation and adaptation to customer demands will be crucial for sustained success.

Habib's

Domino's

Ragazzo

Positives : Highly functional and intuitive user interface, allowing for a quick and easy purchasing experience.

Positives : Wide range of pizza options with many customization possibilities, catering to various preferences.

Positives : Visible promotions and discounts within the app, encouraging customers to take advantage of special offers.

Consolidating Key Insights into a Persona.

Angélica Silva

Angélica is a busy professional who works full-time at a marketing company in São Paulo. She often works long hours and has little time to prepare meals at home during the week. On weekends, Angélica enjoys going out with friends or relaxing at home watching movies.

Buying Behavior:

Angélica values convenience and is willing to pay a bit more for products and services that save time.
She regularly uses food delivery apps to order meals, especially during the week.

Needs and Desires:

Angélica seeks a variety of delicious and high-quality pizza options to satisfy her craving for a quick and tasty meal.

She values speed and accuracy in delivery since she is often hungry and has little time to waste.

How "New Holiday" Can Meet Angélica's Needs:

By offering a variety of gourmet pizza options with fresh, high-quality ingredients.

By ensuring quick and accurate delivery times, providing a convenient and hassle-free experience for Angélica

32 anos ,lawyer

Develop

Optimize the Journey.

Simplify an intuitive journey to obtain meaningful information.

There was a possibility that new phases could emerge in the existing flow. Therefore, it was crucial to communicate these potential changes.

After

Before

Prioritize Options

Opening the app, users were confronted with a screen overloaded with information. The goal was to reduce visual clutter by simplifying information through images and quick buttons, such as those for pizzas, esfiha, fogazza, and drinks. This approach enhances the user experience and attracts more customers.

Eliminate Unnecessary Screens

Following structural modifications, it was necessary not only to replace the excess information but also to eliminate the previously used screen. Now, details about size, assembly, and crust are displayed after selection in a clean and well-positioned popup, leading to a more efficient experience.

Sitemap

Home

Menu

Delivery

Sent

Initial Screen of the App.

Available Menu Options.

Order and Delivery Information.

Order Sent.

Wire frame.

After extensive user testing, it was necessary to create 5 different flows before arriving at the one with the fewest steps to accomplish the main task.

Home

Menu

Entrega

Enviado

Test Results

70%

Success Rate

Error Rate

Doubt Rate

15%

15%

Screen Analysis

2 out of 9 users did not use the quick button to view the menu.

2 out of 9 users complained about having to scroll to see the menu.

I learned something that changed the course of my strategy.

Through multiple rounds of feedback, I was able to reduce the cognitive load on users and make important information more accessible.

After

Before

Change in the Home Screen

The screen lacked depth and identity. Due to this and the lack of engagement it provided, it was necessary to remove the carousel in the middle. The quick buttons for pizza, esfiha, fogazza, and drinks were not being used, and often, users were confused.

Change in the Menu

Some users reported that they preferred having more options visible as soon as they entered the screen. Therefore, it was necessary to change the positioning of the elements to horizontal scrolling.

After

Before

Deliver

Final Experience.

See the results from the user's perspective.

The changes in the ordering mechanics and visual updates have made the app more appealing and straightforward. A contemporary design positively reflects on the brand and can influence the perceived quality of the pizzeria's products and services.

Onboarding

See Exclusive Benefits : A warm welcome when you start the app.

Save Time : Set your pizza preferences.

Enjoy Our Pizzas : Discover a variety of delicious options.

We Deliver to You : Enter your location for quick delivery.

Account Login

Fill in Your Details : Enter your basic information, such as name, email, and phone number.

Account Preferences : Choose a secure username and password to access your account.

Delivery Address : Provide your address to ensure quick and accurate delivery.

Menu

The decision to include images of the pizzas and menu was crucial for me. The images not only stimulate my appetite but also provide a visual overview of the available options, making my choice easier and quicker.

The images are not just illustrations; they are irresistible invitations to explore our delicious pizza options.

Project Conclusions

A deeper understanding of ideas when placed within context.

96% of users were able to complete the flow with the minimum required steps and errors.

The order completion rate improved significantly, reducing decision-making time by 70-80%.

The new feature seemed integrated and complementary to the current ordering experience.

Conclusions and Future Challenges.

Positive and Negative Reflections on the Process.

Positive Points

Negative Points

The experience of creating a redesign with the goal of enhancing user experience made me view the world of design from a new perspective. It highlighted not just the end result but also the significant impact that focused and thoughtful work can have.

One area I would like to improve is the profile section. There could be more attention given to how customers receive rewards and additional discounts using the app.