UX Designer & Researcher
Get the food you want, at uber speed.
- Design a group order feature where users can invite friends to put in their orders from any mobile device, and pay for their food separately.
- Design a group poll feature, allowing users to vote on where they’d like to eat.
- Design a checkout screen showing the cost breakdown for each person.
In order to successfully launch this new product feature, I needed to understand the goals and pain points of our customers when it comes to ordering with a group. To do this, I defined a few key questions to focus my research on.
- Who are our customers?
- What do our customers expect during their food ordering experience?
- What pain points do our customers have when it comes to ordering with Uber Eats?
- How can we make the group ordering experience easier?
Through an audit of the current mobile app, a competitive analysis, and 1-on-1 interviews, I found that our users are looking for convenience, clear pricing, and speed when using food delivery services.
Indecisiveness is the biggest frustration when it comes to group ordering, along with complicated orders and the stress of dividing up the bill.
Based on my initial research, I identified user personas, defining their demographics and motivations, as well as their goals, needs, fears, and frustrations. From there, I defined the priority feature list for the new group ordering update to the Uber Eats app.
In order to prepare for the design of the Uber Eats new group ordering feature, I began by defining a task flow and then moving on to a complete user flow, incorporating the priority features determined during the define stage. I then created wireframe sketches to get an idea of how the features will look and flow in the app.
Using the user flow and wireframe sketches, I designed mid-fidelity wireframe screens. I then expanded on the wireframes to create a set of high-fidelity screens that included all imagery and UI elements that match the existing Uber Eats brand.
Using the high-fidelity screens, I created mid-fidelity prototypes to test the basic functionality and the overall flow of the group ordering feature, allowing users to vote on where to eat, add orders from their own devices, and split the payment however they’d like.
I conducted usability testing with 3 participants using 16 designed screens. Users were asked to place a group order through UberEats, with 3 possible avenues to complete the task.
The users answered a few post-test questions around their experience, the timing it took them to complete the task, and any confusion that they came across while using the app.
Using my notes and observations from the usability testing, I put together an affinity map and identified priority revisions that would make the biggest impact in the remaining project timeline.
The main issues were around the unnoticeable group poll feature. This was adjusted to be more prominent with a pop-up window on the group order tab. Other issues around the unclear cart breakdown, and group order options were also addressed.
Iterations and edits were made to the existing screens to better suit our user’s needs. Because none of the participants noticed the group poll feature or interacted with it naturally, it was determined that additional user testing would need to be conducted in order to deliver a successful project for launch.
Once the second round of testing is complete, any additional edits will be made, and then handed off to the development team for implementation.