Deliveroo

Deliveroo

Hackathon

Online Food Delivery Company

Online Food Delivery Company

Duration

24 Hours

Tools

Figma

My Role

UX / UI Design

What is Deliveroo?

What is Deliveroo?

Online food delivery company that operates a hyperlocal three-sided marketplace - connecting local consumers, restaurants, and riders.

Project Overview

This is an Industry Project coordinated by BrainStation, collaborating in cross-disciplinary groups. My team of UX Designers & Software Engineers produced the winning solution for the given problem space as presented by our visiting Industry Partner - Deliveroo.

Design Process

Discover

Research & Assumptions

Define

Persona, Experience Map & Task Flows

Develop

Sketches & Wireframes

Deliver

High-Fidelity Prototype

Discover

Problem Space

Problem Overview

Deliveroo recently launched "Shopping", a new on-demand retail category with a new "Gift" functionality. People can now purchase toys, electronics, DIY items, beauty products and much more as well as send and receive gifts via the app when they need something last minute.

Problem Statement

How might we enhance the experience of sending and receiving a gift for any occasion?

Secondary Research - Non Food Items On Deliveroo

71,000 monthly searches for pet products

£250,000 sales of flowers in October 2023

320,000 monthly searches for beauty and personal care

76% increase in searches for home accessories in the past year

Assumptions

Target Users

Identifying on-demand situations and scenarios where our target users would use the gift feature according to our research.

Define

Persona

Upon completing the research, We created a persona to gain a deeper understanding of the target users by identifying the context of why they would buy a gift and discover their actions, environmental impacts and behaviours.

Experience Map

Exploring the existing experience of buying a gift on Deliveroo. The experience map helped us uncover potential opportunities to improve the current flow and find pain points of our user persona's journey.

Identifying Pain Points

To ultimately understand the user's perspective, we purchased a gift to observe and gain insight into their current experience. Evidently, we found a few pain points…

Gift Functionality

On certain devices, users have to scroll onto shopping and scroll again to find the gift page - their is no clear indication to find the gift page.

Filter Search

Search icon blends into the background - icon lacks readibility and appears hidden.

Brown Paper Bag

Packaging lacks sentimental value - no indication that this is a gift.

Develop

Sketches

Creating a variety of sketches to explore alternative solutions to effectively create a more efficient Gift Page. Considering the pain points we previously discovered presenting how we could visually improve the current design.

Wireframe

High-Fidelity Design

Translating sketches into High-Fidelity Design incorporating both task flows. Presenting before and after of the current experience design and our iterated version.

Task Flow 1 - Screens

To purchase a gift for an existing recipient.

Task Flow 2 - Screens

To purchase a gift experience for a new recipient.

Before & After

Comparing existing and iterated screens…

Home

Home

Home

Dedicating a readable entry point, (present icon) to the gifting page that doesn't commandeer a much-contested slot on the home page.

Dedicating a readable entry point, (present icon) to the gifting page that doesn't commandeer a much-contested slot on the home page.

Dedicating a readable entry point, (present icon) to the gifting page that doesn't commandeer a much-contested slot on the home page.

Search

Search

Search

Search icon has become more prominent to find a gift. Additional options to save and create contacts and self-gifting are featured on this page.

Search icon has become more prominent to find a gift. Additional options to save and create contacts and self-gifting are featured on this page.

Search icon has become more prominent to find a gift. Additional options to save and create contacts and self-gifting are featured on this page.

Special Dates

Special Dates

Special Dates

The ability to note special dates for a particular person gives a personalised touch and would help bring users back into the app on more occasions. This data would be used for future usage to tailor content relevant to individualised contacts.

The ability to note special dates for a particular person gives a personalised touch and would help bring users back into the app on more occasions. This data would be used for future usage to tailor content relevant to individualised contacts.

The ability to note special dates for a particular person gives a personalised touch and would help bring users back into the app on more occasions. This data would be used for future usage to tailor content relevant to individualised contacts.

Non-Material Gifts

Non-Material Gifts

Non-Material Gifts

Opportunity to purchase non-material gifts such as an experience as well as a digital message/card alongside the gift. Considered alternative digital order confirmations e.g. email receipt and e-ticket that can be sent to the recipient or the buyer.

Opportunity to purchase non-material gifts such as an experience as well as a digital message/card alongside the gift. Considered alternative digital order confirmations e.g. email receipt and e-ticket that can be sent to the recipient or the buyer.

Opportunity to purchase non-material gifts such as an experience as well as a digital message/card alongside the gift. Considered alternative digital order confirmations e.g. email receipt and e-ticket that can be sent to the recipient or the buyer.

Considerations

Our responses towards the following considerations …

Consider what makes sending and receiving a gift special. How do we incorporate these aspects into a digital experience?

Consider what makes sending and receiving a gift special. How do we incorporate these aspects into a digital experience?

Not all gifts are physical items. How might the experience change if somebody getting gifted an experience, or a meal?

Not all gifts are physical items. How might the experience change if somebody getting gifted an experience, or a meal?

On-demand delivery can be tricky from a logistical standpoint. How can we ensure the recipient receives the gift?

On-demand delivery can be tricky from a logistical standpoint. How can we ensure the recipient receives the gift?

Deliver

High-Fidelity Prototype

Easily Purchase A Gift For An Existing Recipient

Easily Purchase A Gift For An Existing Recipient

Add A New Recipient With Special Dates

Add A New Recipient With Special Dates

Personalise Your Gift Order By Adding A Digital Message

Personalise Your Gift Order By Adding A Digital Message

Fancy An Adventure? Purchase A Gift Experience!

Fancy An Adventure? Purchase A Gift Experience!

Next Steps

  • Adding recipient interests to adapt featured gifts

  • Linking recipients to actual user profiles

  • Evolve filtering further on the Gift page to improve search

  • Contact sync

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