Elevating Convenience: The Foodcourt Schedule Feature
Elevating Convenience: The Foodcourt Schedule Feature
Background
Background
Acknowledging the fast paced nature of everyday life, making the users’ daily activities easier and faster is a major goal for every product looking to create convenience. We took this further with the design of the Foodcourt schedule feature.
Acknowledging the fast paced nature of everyday life, making the users’ daily activities easier and faster is a major goal for every product looking to create convenience. We took this further with the design of the Foodcourt schedule feature.
This case study walks through the design process of the Foodcourt schedule order feature, highlighting key considerations and unique edge cases that informed design decisions.
This case study walks through the design process of the Foodcourt schedule order feature, highlighting key considerations and unique edge cases that informed design decisions.
My role
My role
As the sole product designer on this project, I was responsible for shaping the end-to-end experience of the schedule feature. My primary task was to understand Food Court’s unique mode of operation and align design decisions accordingly while maintaining a seamless user experience. Collaborating with a product manager, backend engineers, and a mobile developer, we brought the meal schedule feature to life.
As the sole product designer on this project, I was responsible for shaping the end-to-end experience of the schedule feature. My primary task was to understand Food Court’s unique mode of operation and align design decisions accordingly while maintaining a seamless user experience. Collaborating with a product manager, backend engineers, and a mobile developer, we brought the meal schedule feature to life.
Platform
IOS & Android
My role
I led the redesign of this feature, playing a crucial role in establishing design guidelines. My responsibilities spanned the entire visual direction of the project. I engaged with users to grasp their concerns, and I ensured that all departments, from the front desk to the kitchen to the riders handling user orders, were well-informed about the impact of this redesign.
Introduction
My first point of call in defining the experience was to understand the unique mode of operation of the company. While most meal delivery comppanies serve as aggregators, FoodCourt’s operation takes a unique fullstack approach. They control different areas of the value chain from meal production, the technology and delivery in a bid to give users the ultimate experience. With a number of virtual restaurants being managed by the company, all catering to diverse cravings with some having specific time of operation different from others, all of these and more had to be baked into the experience to ensure a seamless experience for users.
My first point of call in defining the experience was to understand the unique mode of operation of the company. While most meal delivery comppanies serve as aggregators, FoodCourt’s operation takes a unique fullstack approach. They control different areas of the value chain from meal production, the technology and delivery in a bid to give users the ultimate experience. With a number of virtual restaurants being managed by the company, all catering to diverse cravings with some having specific time of operation different from others, all of these and more had to be baked into the experience to ensure a seamless experience for users.
Who are we designing for?
At the early stage, I needed to identify the unique set of users which this feature would be most helpful as the company currently caters to a wide range of users. I achieved this this through in-depth interviews with a number of existing users for a better insight into their unique need, preferences and behaviors. From these sessions, then I went on to create 2 user personas to represent the recurring types of users on almost every session.
At the early stage, I needed to identify the unique set of users which this feature would be most helpful as the company currently caters to a wide range of users. I achieved this this through in-depth interviews with a number of existing users for a better insight into their unique need, preferences and behaviors. From these sessions, then I went on to create 2 user personas to represent the recurring types of users on almost every session.
By streamlining our target audience into 2 main categories of users, the personas acted as a guiding reference for design decisions and subsequently formed the foundation for the experience's essential metrics.
By streamlining our target audience into 2 main categories of users, the personas acted as a guiding reference for design decisions and subsequently formed the foundation for the experience's essential metrics.
Design Metrics
With the problem statement clearly outlined, we set out benchmarks to be baked in to the order scheduling experience to create a delightful experience for users.
With the problem statement clearly outlined, we set out benchmarks to be baked in to the order scheduling experience to create a delightful experience for users.
Reliability: The paramount goal was to guarantee transparent communication of our unique limitations to users, thereby fostering accurate expectations and nurturing a sense of trust.
Reliability: The paramount goal was to guarantee transparent communication of our unique limitations to users, thereby fostering accurate expectations and nurturing a sense of trust.
Flexibility: Ensure that at every junction of the experience, users had ultimate control over their preferences.
Flexibility: Ensure that at every junction of the experience, users had ultimate control over their preferences.
Overall UX: Create a visually appealing and consistent UI design based on the existing brand identity to ensure familiarity.
Overall UX: Create a visually appealing and consistent UI design based on the existing brand identity to ensure familiarity.
By focusing on these benchmarks, I set out to create an outstanding experience that truly elevates convenience for our users and make sure they never skip a meal.
Initial Concepts and Ideas
With our metrics defined and the entire team aligned on our core goals, I started by creating the initial order scheduling flow highlighting the user journey. This helped to visualize the experience and also helped other stakeholders understand the overall flow and identify potential issues.
With our metrics defined and the entire team aligned on our core goals, I started by creating the initial order scheduling flow highlighting the user journey. This helped to visualize the experience and also helped other stakeholders understand the overall flow and identify potential issues.
I designed the first iteration of the scheduling feature based off the flow to quickly test the initial idea.
I designed the first iteration of the scheduling feature based off the flow to quickly test the initial idea.
In the initial iteration, I moved the scheduling process to the last step of the ordering process ~ the checkout page. This ensures that when users order from multiple restaurants, the available time to schedule their order would be based on the collective time all selected restaurants would be available. With this, I was able (or so I thought) to bypass the constraints caused by our mode of operation as certain restaurants had a different operation time from others.
In the initial iteration, I moved the scheduling process to the last step of the ordering process ~ the checkout page. This ensures that when users order from multiple restaurants, the available time to schedule their order would be based on the collective time all selected restaurants would be available. With this, I was able (or so I thought) to bypass the constraints caused by our mode of operation as certain restaurants had a different operation time from others.
Final Iteration
In the initial iteration, we encountered significant challenges due to an overemphasis on constraints, resulting in an almost unusable experience for users. The metrics we had set as benchmarks for sucess were not met, due to:
In the initial iteration, we encountered significant challenges due to an overemphasis on constraints, resulting in an almost unusable experience for users. The metrics we had set as benchmarks for sucess were not met, due to:
Zero onboarding: By placing the schedule process at the end, the users were not properly introduced to properly introduce users to the new feature as a user would go on to place their order in the same way they would have before the introduction of the feature.
Zero onboarding: By placing the schedule process at the end, the users were not properly introduced to properly introduce users to the new feature as a user would go on to place their order in the same way they would have before the introduction of the feature.
Limited options: Testers faced limited scheduling timeframes due to restaurants having different opening hours. This led to a small window where most restaurants had the same opening time, causing scheduling conflicts. Additionally, when switching to schedule orders during checkout, users had to remove meals from restaurants with different operating hours, creating significant inconvenience.
Limited options: Testers faced limited scheduling timeframes due to restaurants having different opening hours. This led to a small window where most restaurants had the same opening time, causing scheduling conflicts. Additionally, when switching to schedule orders during checkout, users had to remove meals from restaurants with different operating hours, creating significant inconvenience.
Overlooking Variability: Initially, I didn’t consider that the schedule feature would not only cater to delivery orders but also to users opting for order pick-up.
Overlooking Variability: Initially, I didn’t consider that the schedule feature would not only cater to delivery orders but also to users opting for order pick-up.
In the final iteration, I refined my approach by communicating constraints clearly to users, and building trust. We prioritized minimizing frictions in the experience for a seamless user journey. I went on to create a revised user flow that would adequately address these issues.
In the final iteration, I refined my approach by communicating constraints clearly to users, and building trust. We prioritized minimizing frictions in the experience for a seamless user journey. I went on to create a revised user flow that would adequately address these issues.
Onboarding & Friction Management
A crucial decision in the final iteration was to move the scheduling process to the beginning of the ordering journey, effectively introducing users to the feature right on the home screen.
A crucial decision in the final iteration was to move the scheduling process to the beginning of the ordering journey, effectively introducing users to the feature right on the home screen.
By placing the schedule flow upfront, users were informed before selecting a meal from a restaurant that wouldn't be open during their scheduled time (I initially proposed showing only available restaurants at the time scheduled but this could not be implemented at the time of the launch due to certain limitations as communicated by the engineers). This allowed them to reschedule the order for when the restaurant would be open or choose to order from other restaurants, thus, reducing friction and streamlining the user journey to deliver a seamless experience.
By placing the schedule flow upfront, users were informed before selecting a meal from a restaurant that wouldn't be open during their scheduled time (I initially proposed showing only available restaurants at the time scheduled but this could not be implemented at the time of the launch due to certain limitations as communicated by the engineers). This allowed them to reschedule the order for when the restaurant would be open or choose to order from other restaurants, thus, reducing friction and streamlining the user journey to deliver a seamless experience.
Ensuring Flexibility
Subsequently, our focus shifted towards cultivating a sense of complete user control while minimizing the potential for errors. This awareness stemmed from the acknowledgment of various distractions that users might encounter while navigating the meal ordering process. The first step in eliminating these was to design a feature enabling users to seamlessly toggle between delivery and pick-up options when scheduling an order. (Initially, prior to the integration of the scheduling feature, users were able to switch between Delivery and pick-up through a distinct tab on the home screen.)
Subsequently, our focus shifted towards cultivating a sense of complete user control while minimizing the potential for errors. This awareness stemmed from the acknowledgment of various distractions that users might encounter while navigating the meal ordering process. The first step in eliminating these was to design a feature enabling users to seamlessly toggle between delivery and pick-up options when scheduling an order. (Initially, prior to the integration of the scheduling feature, users were able to switch between Delivery and pick-up through a distinct tab on the home screen.)
Next was to ensure that this was prominently displayed on the checkout page and allow users easily switch between either.
Next was to ensure that this was prominently displayed on the checkout page and allow users easily switch between either.
We equally afforded users the flexibility to modify their schedule preferences during checkout. These were geared towards diminishing and minimize any potential for errors that users might encounter during the order placement process.
We equally afforded users the flexibility to modify their schedule preferences during checkout. These were geared towards diminishing and minimize any potential for errors that users might encounter during the order placement process.
Tracking Scheduled Orders
As humans, we are not always consistent in our choices and plans. Recognizing this, it was important to provide a way for users to make changes to their scheduled orders, from meal choices to delivery time and location. To fit this seamlessly into the current system for tracking ongoing orders on the Foodcourt App, we introduced the blue "scheduled" text (🔵). This clearly indicates to users the order status and distinguishes it from an ongoing order. Our goal is to provide a seamless end-to-end experience and ensure that users face zero frustration while scheduling orders and even after their orders is scheduled
As humans, we are not always consistent in our choices and plans. Recognizing this, it was important to provide a way for users to make changes to their scheduled orders, from meal choices to delivery time and location. To fit this seamlessly into the current system for tracking ongoing orders on the Foodcourt App, we introduced the blue "scheduled" text (🔵). This clearly indicates to users the order status and distinguishes it from an ongoing order. Our goal is to provide a seamless end-to-end experience and ensure that users face zero frustration while scheduling orders and even after their orders is scheduled
Validating the Experience
We conducted usability tests to observe how users interacted with the final prototype. The insights we gained from the tests helped validate major design decisions. We then made minor text improvements based on feedback from the testing session to ensure an even more seamless experience for users.
We conducted usability tests to observe how users interacted with the final prototype. The insights we gained from the tests helped validate major design decisions. We then made minor text improvements based on feedback from the testing session to ensure an even more seamless experience for users.
Measuring Success & Impact
Before the introduction of the schedule feature, we set out Key Performance Indicators (KPIs) to measure the success of the feature. Some of the KPIs include:
Before the introduction of the schedule feature, we set out Key Performance Indicators (KPIs) to measure the success of the feature. Some of the KPIs include:
Increased user adoption
Increased user adoption
Increased orders
Increased orders
Minimal customer service complaints related with the feature
Minimal customer service complaints related with the feature
After its launch and while still in it’s early days at the time of writing this case study, we’ve seen a 30% adoption rate amongst users and a consequent 11% increase in orders within the first 2 months of the release of the schedule feature. Additionally, a considerable number of users have taken to their social media platforms to express their excitement and enthusiasm for the newly launched feature.
After its launch and while still in it’s early days at the time of writing this case study, we’ve seen a 30% adoption rate amongst users and a consequent 11% increase in orders within the first 2 months of the release of the schedule feature. Additionally, a considerable number of users have taken to their social media platforms to express their excitement and enthusiasm for the newly launched feature.
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