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Pop Gourmet

Food Service | Mobile | 2022

The project

As part of the Google UX Design Certificate Program, I created Pop Gourmet--a fictional gourmet food delivery service in Detroit. Pop Gourmet is the first of its kind in delivering quality, healthy, gourmet food right to your door!

The process

Empathise

Competitive analysis

I conducted competitive anlaysis of two direct competitor applications and one indirect competitor application. In my analysis, I systematically assessed each product's interations, accessibility, user flows, navigation, brand identity and tone. This allowed me to determine how well these applications addressed the user pain points listed above.

User interviews

I conducted four interview with four individuals between the ages of 24 and 40. I asked them about how they plan their meals, what troubles they have with planning meals and what their experiences were like with ordering delivery food.

Define

Journey map

From in the insights uncovered in my research, I journey mapped the user experience of ordering food from a typical delivery app.

User pain points​

The journey map allowed me to identify key user paint points in the experience of ordering food deliver.

I don't have the skills

People love great food but they often do not have the skills to make food that is both healthy and tastes amazing. One of these is usually sacrificed.

Unclear ingredients

Many times, people forgoe ordering from restaurants because they do not trust that the ingredients being used are healthy and fit their diet.

What does it looks like?

Often, people have trouble picturing what food looks like. If there are no images on the menu, they tend to look at what other people have ordered.

I don't have the time

People are generally busy with other things and don't often have the luxury of spending the time to cook a proper meal.

Persona

From the insights from my research, I developed a persona on which to base my design decisions.

Ideate

Paper wireframes

Using the journey map and the persona, I sketched paper wireframes to solve the identified paint points. 

Images of food to help decide

Nutritional information

to ensure dietary needs are met

Clear estimated arrival time

for those with busy schedules

Feedback

I tested the paper wireframe design with 3 users by simulating the experience of ordering food through a an application. Through testing, I gathered insights into several potential design improvements.

No location. Where is this place?

No clear nutritional information prior to selecting item

No empty state when clicking empty MyBag

Prototype

Lo-fi wireframes

Using the insights from the paper wireframes, I created a lo-fi prototype in Figma to understand spacing, sizing and frames of the features needed to accomodate the user journey.

Added empty state for My Bag

Added

location of the restaurant

Added calories to the items

Lo-fi prototype

I prototyped the lo-fi wireframes in Figma and conducted usability testing with 3 users. Each user was asked to complete a series of tasks. While observing the users, I gathered insights into improving the design.

When is the restaurant open?

Doesn't really look like a logo

Branding and style

I imagined that Pop Gourmet was going to attract people that were interested in unique gourmet food, but not interested in the hastle of cooking or eating at a restaurant. I wanted the application to seem trendy, healthy and hastle-free. So, I developed I developed primary and secondary brand colors and a font style that fit the brand image.

Reusable components

Prior to creating the hi-fi prototype, I designed reusable components (including a logo) that reflected the brand. These components allowed me to quickly make design changes to the entire prototype as I got feedback.

Hi-fi wireframes

I created hi-fi wireframes that addressed the insights from lo-fi prototype testing.

Added hours

of operation

Logo updated

to fit brand

Ingredients Clearly displayed

Hi-fi prototype

I created a hi-fi prototype so that I could understand if the design met the user paints points.

Test

Usability testing

I conducted usability tests with three particpants. With their permission, I recorded each session. Each participant was asked to complete a series of tasks in the hi-fi prototype. I asked a series of follow up questions about what they understood and what they felt. As I observed them completing the tasks, I took notes in spreadsheet.

Gather insights

I reviewed the usability test recordings with my notes and gathered insights that were successes of the design and areas of improvement.

Update design

Using the insights from usability testing, I made design changes to the final prototype.

Unclear how many ingredients there are

Added carousel with count

Menu didn't

display much brand color

Added background with secondary brand color

Reflections

Overall, I am really pleased with how this case study turned out. In particular, I am happy with the simplicity of the design, and how well the brand is reflected in the design choices I made. While this was a project based on a fictional establishment, I believe I created a really easy-to-use product that addressed common pain points in food delivery services. I really enjoyed going through the full design process and making design decisions based on research and empathy for the end user.

Thank you for taking the time to read through my case study! If you have any feedback or would like to get in touch, please feel free to contact me.
 

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