Case Study UI/UX : Improving GrabFood Feature
Introduction
Hello! My name is Ahmad Rifai, a product design freelancer and currently working as a private speech teacher in several institutions. In the last few months, I have participated in a UI/UX design Bootcamp held by Dibimbing.id. This UI / UX case study was carried out to complete the task given by Dibimbing.id.
Overview
GrabFood is a food delivery service using Grab services. During the COVID-19 pandemic, many people were unable to leave their homes, so to meet their food and drink needs they used a food delivery service, one of which was GrabFood. However, some users have complained about how to use this app regarding the features and use of promos. Therefore, I chose this app as a case study for a Bootcamp UI/UX assignment. This final project aims to find out what things can still be developed from the GrabFood feature and the effect of promos on user interaction with the GrabFood App.
Role: UI/UX Designer
Scope: User Research, analyzing.
Timeline: 3 weeks
The Process
In making products, we need a framework to produce appropriate products. In this study case, I will use a design thinking framework (empathy, define, ideation, prototype, and test).
Empathize
At this stage, we will do 3 main things; Planning the Research; Making Research guidelines, and Conducting the Research. This initial process is the stage to find the problems of the GrabFood App.
Background
According to the Spire survey (2021), the characteristics of the Indonesian population who are lazy to make online food delivery services make GrabFood very popular because not all Indonesian restaurants have delivery services, this is what makes Grabfood transactions quite high.
Besides that, there are many advantages to using a food delivery service, such as the time advantage. People who are working in the office no longer need to go out to meet their needs so that they can return to continue their duties. However, in buying and selling both online and offline, it is not said that he is Indonesian if there is no bargaining. Personally, when I use GrabFood’s food delivery service, I will definitely look for promos first. If there is no promo that I expect then I will not buy the food because it is one of my forms of bargaining online.
Since the Covid-19 pandemic entered Indonesia in early 2020, GrabFood transactions have increased due to various activity restrictions. Some food places were forced to close and those that remained open had to meet certain conditions, such as not eating on the spot.
GrabFood is one of the largest online food delivery applications in Indonesia which has a great opportunity to increase the number of users during the pandemic. However, we need to know beforehand the user’s perception of the user’s interest in continuing to use the GrabFood App. Therefore, I am interested in knowing what things can still be developed from the GrabFood feature and the effect of promos on user interaction with the GrabFood App
Planning the Research
Objective
- Understanding user behavior in using GrabFood.
• Find the pain points faced by the user.
• Identify unmet user needs.
• Understand user expectations for GrabFood.
• Understanding user perceptions of GrabFood.
• Knowing the effect of promos on user interaction.
Methodology
In this research, I used a qualitative methodology (In-Depth Interview)
Sample Specification
- Active user of GrabFood
• Use GrabFood at least 6 times in the last 1 month
• Using GrabFood promo at least 4 times in the last 1 month
• National Scale
• Female/male
• Ages 18–35 years old
Key Information Areas
Key information areas are some of the main subjects that we want to explore in this research. These key information areas will be used as material to be processed in making a list of questions:
General behavior when using Grab Food:
1. Perception of GrabFood
2. Motivation to use GrabFood
3. Unmet needs when using GrabFood
4. Pain Points using GrabFood
5. Expectations when using GrabFood
The effect of promos on user interaction with GrabFood:
1. Intensity of use of promos
2. The type of promo used
3. Considerations when using promos
4. Pain Points using promos
Making Research guideline
After compiling the research plan, I made a research guideline for conducting In-Depth Interviews (IDI). This guide contains introductions, explanations for users regarding the interviews to be conducted, a list of questions based on key information areas and closings.
Conducting the Research
At this stage, I explore information about users’ thoughts on using GrabFood. In this case, the interview process is carried out online (using Zoom) and offline.
Define
Affinity Diagram
After conducting interviews, the insights obtained from these results are represented using affinity diagrams. Using the affinity diagram technique can help us discover embedded thinking patterns by sorting and grouping language-based information into relationships. To make it easier to find out the pain points experienced by users, these problems are grouped in the following affinity diagram below:
User Persona
User personas are fictional characters who represent the target users of the product. User personas help us to focus on identifying and solving problems that users are experiencing.
Customer Journey Map
A customer journey map is a popular UX method that allows discovering a lot of insights about users. We can reveal more details such as the user’s emotional transformation, pain points, and UX opportunities.
Problems
Based on the results of the analysis using affinity diagrams and customer journey maps, it was found 3 main problems faced by users.
- Users do not get the food recommendation feature
| “fitur other product/store recommendations saat kita klik salah satu toko. misalnya lg beli chatime, trus mungkin di bagian bawahnya ada other product recommendation.”
2. Users does not know the number of orders that enter the restaurant
Not all users have a lot of time to wait for the food ordering process because users need to know the level of busyness
3. User cannot use double promo
|“Tapi sayangnya gabisa pakai 2 promo, harusnya paling tidak bisa pakai promo ongkir + promo lain biar lebih untung.”
Ideate
User Flow
User flow is used to describe the overall flow of users in using the product. The following is the flow of knowing incoming orders, using promos and food recommendations.
Information Architecture
Information Architecture is a method used to arrange all flow, content, and design requirements in an application. The IA in this application, knowing incoming orders, using promos and food recommendations.
Wirefrme
Before making a mockup, I made a wireframe first to get an idea of the basic outline of the design that I would be working on. The following is a wireframe of the redesign of the GrabFood Feature:
Mockup
Mockup is an accurate visual representation of a final product’s screen. UI mockups are visual elements only; they have no functionality, and nothing is clickable. They’re just static mockups. UI designers use color, typography, assets, and actual content to create a final product or website mockup. After going through several stages of research and ideation, here is a mockup design for the redesign of the GrabFood Feature:
To find out what improvements I made, I outlined the bullet points for each problem and compared the old design with the new design. The following is an explanation of the redesign of the GrabFood Feature application that has been carried out in answering the main problems in this research:
Design System
The next stage is to make a design system. The color selection in the application is based on theGrabFood feature. This illustration is licensed free for personal and commercial use. Making this design system will help us and the team in the future in developing existing designs.
Prototype
After the empathize, define, and ideate stages were completed, I created a Figma prototype. This prototype contains 20 screens which include activities to find out incoming orders, using promos and food recommendations, created using Figma.
To see the prototype of Improving GrabFood Feature, you can try it here:
Link prototype (Improving GrabFood Feature)
Usabilty Testing
The final step is usability testing. UT is useful for testing whether the new design that we create can help users complete their tasks.
This UT is conducted to evaluate new designs for activities to find out incoming orders, using promos and food recommendations
You can view a more complete usability test report here:
Link Usability Test Report: (Improved GrabFood Features).
Task Given
I asked the user to perform the following tasks. I did this by giving them a scenario, “Imagine that you are a new user of the Grab application, especially the GrabFood feature and want to know the number of orders that enter the restaurant. Please use this application so you can see the number of incoming orders.”
- Open the Grab application then select the GrabFood feature.
- Start looking for food recommendations.
- Find GrabFood promos.
Summary Insight
After asking some questions and asking users to perform tasks based on scenarios in the UT process, users said that the new design was more helpful and also user frendly.
Lesson Learned
During this research process, I learned a lot from users. It turns out that what I have in mind, is not necessarily something the user needs.
While working on it, I learned that doing a UI/UX case study is not easy. The process of working on this final project will be a lesson for me in the future. Of course, there is still a lot to improve on this design, please feel free to leave feedback or suggestions. You can also visit the linked in and Behance links below :)
