Managing User Expectations; Reimagining the Foodcourt Track Order Feature
Managing User Expectations; Reimagining the Foodcourt Track Order Feature
Background
Background
“Hi Kolade, we just received yet another call from a customer complaining their order didn’t arrive on time”. These are words from a stakeholder regarding incessant calls from users as the ETA of orders were almost never met by riders.
“Hi Kolade, we just received yet another call from a customer complaining their order didn’t arrive on time”. These are words from a stakeholder regarding incessant calls from users as the ETA of orders were almost never met by riders.
The ask was clear, we needed to figure out a way to reduce these calls and adequately manage user expectations regarding delivery of orders (we took it a bit further, keep reading to know what we did).
The ask was clear, we needed to figure out a way to reduce these calls and adequately manage user expectations regarding delivery of orders (we took it a bit further, keep reading to know what we did).
My role
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.
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.
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.
The Good & Bad of the Previous Design
My first point of action was to recognize what worked with the old design and what wasn’t working. This way, I could nail down to an extent where things were falling short. One significant upside of the prior design was its recognition of the various stages in the meal ordering to delivery process, displayed in a mini timeline, however, not as prominent as it should be.
While the design acknowledged these stages, it fell short in presenting relevant information for users at each stage. The design primarily featured a mini timeline alongside a map to track the rider, even when the meal was still in preparation in the kitchen.
My first point of action was to recognize what worked with the old design and what wasn’t working. This way, I could nail down to an extent where things were falling short. One significant upside of the prior design was its recognition of the various stages in the meal ordering to delivery process, displayed in a mini timeline, however, not as prominent as it should be.
While the design acknowledged these stages, it fell short in presenting relevant information for users at each stage. The design primarily featured a mini timeline alongside a map to track the rider, even when the meal was still in preparation in the kitchen.
We equally noted a number of weaknesses with the prior design:
Information Overload: Displaying an overwhelming amount of information at each stage of the ordering process made it a hassle to navigate and find the right information needed at the time. This also led to a high rate of drop off particularly when the order is yet to be paid for.
Information Overload: Displaying an overwhelming amount of information at each stage of the ordering process made it a hassle to navigate and find the right information needed at the time. This also led to a high rate of drop off particularly when the order is yet to be paid for.
Displaying an ETA: Showing users the ETA of their orders was considered to give a competitive edge to the company as riders where urged to attempt to meet the ETA. However, operating a delivery service in a bustling city like Lagos posed challenges, resulting in a high rate of "late" deliveries leading to customer complaints.
Displaying an ETA: Showing users the ETA of their orders was considered to give a competitive edge to the company as riders where urged to attempt to meet the ETA. However, operating a delivery service in a bustling city like Lagos posed challenges, resulting in a high rate of "late" deliveries leading to customer complaints.
Unable to Track Efficiency: Without additional context in addition to the miniature timeline, it proved almost impossible for stakeholders to pin point the cause of the late deliveries in most cases as it could well have been from the kitchen, packaging team or the riders.
Unable to Track Efficiency: Without additional context in addition to the miniature timeline, it proved almost impossible for stakeholders to pin point the cause of the late deliveries in most cases as it could well have been from the kitchen, packaging team or the riders.
Confusing Timeline: The timeline, with only three bars and some stages sharing one, caused problems because users couldn't accurately determine the number of stages involved.
Confusing Timeline: The timeline, with only three bars and some stages sharing one, caused problems because users couldn't accurately determine the number of stages involved.
Next Steps
After pinpointing the issues, we had a clear understanding of the problems to address, keeping customer satisfaction in focus. Next was figuring it out the solution, we began ideating on how to elevate the experience. With an emphasis on clearer communication & tracking efficiency, we set out to reimagine the experience.
After pinpointing the issues, we had a clear understanding of the problems to address, keeping customer satisfaction in focus. Next was figuring it out the solution, we began ideating on how to elevate the experience. With an emphasis on clearer communication & tracking efficiency, we set out to reimagine the experience.
Clearer Communication
The first point of action was to reduce the amount of information shown at the different stages of the ordering process. We highlighted only the essential information required by users at each stage, facilitating quick decision-making or efficient tracking of their meal.
The first point of action was to reduce the amount of information shown at the different stages of the ordering process. We highlighted only the essential information required by users at each stage, facilitating quick decision-making or efficient tracking of their meal.
1. Awaiting Payment & Order Processing
While a user is yet to complete payment, we only presented information letting the user know there will be no progress with the order till payment is made. We highlighted payment information by placing them in a floating frame, ensuring visibility even when the order details is expanded spurring the user to complete payment.
While a user is yet to complete payment, we only presented information letting the user know there will be no progress with the order till payment is made. We highlighted payment information by placing them in a floating frame, ensuring visibility even when the order details is expanded spurring the user to complete payment.
Upon making payment, the timeline proceeds to let users know their payment has been received, and now being confirmed (this was particularly implemented for transfer payment as confirmation takes a little time). After this, its on to the next step~getting the order ready.
Upon making payment, the timeline proceeds to let users know their payment has been received, and now being confirmed (this was particularly implemented for transfer payment as confirmation takes a little time). After this, its on to the next step~getting the order ready.
2. Order in Transit
After the preparation phase concludes and the order is on its way, the focus turns to enabling effective communication with the rider and providing users with real-time tracking capabilities, ensuring they can monitor the rider's movement throughout the delivery process.
After the preparation phase concludes and the order is on its way, the focus turns to enabling effective communication with the rider and providing users with real-time tracking capabilities, ensuring they can monitor the rider's movement throughout the delivery process.
We equally introduced a little interaction detail, so when users expand order details, it merges with the status, temporarily hiding the map. This ensures continuous clarity by emphasizing the current order stage. These interactive detail contribute to a more dynamic and enjoyable user experience.
We equally introduced a little interaction detail, so when users expand order details, it merges with the status, temporarily hiding the map. This ensures continuous clarity by emphasizing the current order stage. These interactive detail contribute to a more dynamic and enjoyable user experience.
More Clarity, Tracking Efficiency
Next, we introduced an intricate timeline, providing a breakdown of the duration for each stage. This detailed timeline assists stakeholders in precisely tracking the efficiency of each team involved in the ordering process. It enables them to pinpoint the exact stage causing delays more effectively.
Next, we introduced an intricate timeline, providing a breakdown of the duration for each stage. This detailed timeline assists stakeholders in precisely tracking the efficiency of each team involved in the ordering process. It enables them to pinpoint the exact stage causing delays more effectively.
Additionally, this empowers users to track orders with greater efficiency. In making a strategic tradeoff, we decided to remove the ETA of orders, acknowledging the influence of various dynamic factors causing frequent delays in delivery of orders. Instead, we opted for the detailed timeline breakdown. This choice aims to alleviate user anxiety, offering a more transparent and insightful means for users to actively monitor and understand the progression of their orders.
Additionally, this empowers users to track orders with greater efficiency. In making a strategic tradeoff, we decided to remove the ETA of orders, acknowledging the influence of various dynamic factors causing frequent delays in delivery of orders. Instead, we opted for the detailed timeline breakdown. This choice aims to alleviate user anxiety, offering a more transparent and insightful means for users to actively monitor and understand the progression of their orders.
Other Screens
Gathering Feedback
Throughout the design of this project, we engaged in multiple feedback rounds with stakeholders, iterating through various phases. Understanding the operational constraints of the different teams involved in the ordering process played a key role in refining the final output. We equally had several round of internal testing and testers found the update intuitive and a great step towards driving customer satisfaction. We were also nudged to certain edge cases we had skipped and focused on addressing this.
Throughout the design of this project, we engaged in multiple feedback rounds with stakeholders, iterating through various phases. Understanding the operational constraints of the different teams involved in the ordering process played a key role in refining the final output. We equally had several round of internal testing and testers found the update intuitive and a great step towards driving customer satisfaction. We were also nudged to certain edge cases we had skipped and focused on addressing this.
Impact and Next Steps
Since implementing this redesign, we've recorded a significant reduction in user complaints regarding late deliveries and an overall rise in customer satisfaction. There has also been a significant improvement in the efficiency of the different departments involved in the meal ordering process. Team members are now more proactive in fulfilling their responsibilities promptly.
In our continuous pursuit of elevating customer satisfaction and delivering an increasingly immersive experience, we are leveraging the live activity and dynamic Island feature on IOS to enable user track their orders even more seamlessly. By incorporating these innovative features, we intend to provide users with real-time insights and a dynamic interface that adapts to their ever busy lifestyle letting them track their orders on the go!
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