The autonomy restaurants needed
This is a project I did myself for the platform tumenuweb.com. I made the UX process of the website, the app, and the platform until it became an understandable platform for people that are not used to technology.
To redesign three interfaces for restaurants to improve the customer satisfaction over online food apps, decrease the abandon rate and increase the time of usage of the platforms.
Understand all the difficulties owners have with delivery apps.
Make a new user flow from the landing page until their first order arrives.
Correct all the design failures the platforms had to make it more intuitive.
Let them administrate their business and their online orders in an easy and accessible way.
I started inspecting the usability of all the interfaces, and I found out two principal failures:
The interfaces lack consistency and don’t show a system status accordingly. This can be confusing to use and lead to frustration for users.
The information is not organized, so there is a high chance that users can ignore it and make more mistakes.
I started the research with a technique of observation and infiltration. So I, as a call center agent, saw what they have trouble with and why the system doesn’t work in these apps. The insights are:
Restaurant owners are not familiarized with technology as we think.
Even though owners have different ages, most of them tend to be in their 40’s or 50’s.
They don’t want to have platforms that control their jobs because their business are responsibility of them and not of others.
I created two personas
Juan Pérez is a restaurant owner that sells fast food. He doesn’t understand technology so much, so he loses opportunities to grow his business.
Adriana González is an administrator of a Colombian restaurant. She decided to sell online because of the pandemic, but she has had bad experiences with delivery apps.
Make the ideas flow
After talking with the owners of more than 200 restaurants, I made a content prototype according to the easiest flow for the users and to visualize what the interaction would be between users and the app.
Finally, I made the user flow, from the webpage, the registration, the administration panel until the first order in the order manager app
Photos of the user flow and the content prototype
It's time for UI
It was time to start sketching. I made the website and the administration panel for the desktop and the order panel for the tablet.
I made a style guide for both formats to improve consistency in colors, buttons, fonts, shapes, and pictures.
And finally, I designed the high-fidelity prototype in Figma too. I focused more on the schedule and the menu since these screens had most of the problems for users.
For this prototype, I decided to ask restaurant owners to make usability testing and interviews, and even though all the interfaces improved, I still needed to work on some features.
Owners liked that in the admin panel there are suggestions to teach them how to use the interface. They also liked the organization of content in all platforms and that the way to create their menus.
On the other hand, some elements like the sub-menus in the administrator were not so visible for them and it was hard to move the additions to the products, so they struggle a lot with it. In the order panel, they didn't understand what the icons in the orders meant. Also, they couldn’t search past orders if they need it.
After talking with users, I could understand how frustrated they are with current food apps. I understood what they wanted to make a profit and I aligned that with the objectives of the brand. More specifically:
I solved the problem of autonomy for restaurants by making the process much simpler.
I added suggestions in the home section and made the “help” button visible for them to learn since I understood they aren’t technology experts.
I solved the problems of consistency and organization that tumenuweb.com had in their 3 interfaces.