Research & Discovery
I began by conducting 1:1 user interviews and competitive analysis across major delivery apps. Key findings included:
“I just want to know who can get me food fastest.”
“Every app charges something different—I don’t know which one’s the best deal.”
“Ordering food feels transactional. It’d be fun to see what friends are eating.”
I also interviewed local delivery companies like Bitesquad and Postmates. Each had different cost structures and priorities. These insights shaped our core design principles: clarity, efficiency, and social connection.
Uber Eats: Focused on speed with a mature driver network.
DoorDash: Prioritized lower fees.
Bitesquad: Emphasized restaurant coverage.
Painpoints discovered
Design Exploration
We created an interface that clearly surfaced price and time comparisons between platforms, highlighting critical details (like minimum order, delivery fee, and total).
“The app to search all apps.”
Wireframes & Testing
Early paper sketches and mid-fidelity prototypes helped validate layout and flow. Through quick usability tests, we learned:
Bold typography and visual hierarchy helped users evaluate options at a glance.
Splitting the restaurant list into three content groups reduced visual clutter.
The food-type filter became essential for speeding up decisions.
Users preferred social features on the left side, mirroring common UI patterns.
Final Outcome & Reflection
As the design lead, I worked closely with four engineers throughout the implementation phase.
I documented micro-interactions and behaviors in Sketch (“behavior balloons”) and created InVision prototypes for handoff.
