A Redesign Challenge — Process & Thinking

Zomato as a Company

Methodology

  1. Research
  2. Persona
  3. Design Drivers
  4. Sketches
  5. Prototype

User Research

Aim

Initiation- Survey

  1. People mostly use the mobile app over the website, as it is handier.
  2. Zomato is mostly used for browsing restaurants, other than ordering food. This indicates, that users rely on and trust Zomato as a brand.
  3. At the same time, there are some features, explored very less by the people. This indicates bad feature discoverability.
  4. Zomato offers a variety of features to users, therefore making the app very engaging.
  5. On Zomato Placing an order is a lengthy task, thus discouraging users to order food.
  6. There is some misconduct on the part of prices, as it is higher on Zomato than the restaurant’s actual menu.
  7. Both food picture and prices are not genuine, this results in a bad user experience.

Interviews

Existing home screen
Existing home screen
Existing menu screen
Current menu screen
Current cart screen

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Secondary Research

Competitive Research

Personas

  1. An Outgoing Foodie
  2. A Foodie
  3. An Explorer
  4. A Health Freak

Design Drivers

Problems- Design Drivers- Feature Matrix

Sketches

1- Home screen, 2- Restaurant menu+info, 3- Food info
4- Cart screen pop-up, 5- Cart Screen (rough layout)

Prototype

Home Screen

Proposed: Categorization and segregation for a larger restaurant discoverability
  • A prominent categorization of restaurant and groceries, which also showcases the feature of grocery delivery in the app very clearly.
  • A ‘Favourites’ tray-list has been added, which showcases the restaurants frequently ordered from or the restaurants that have been bookmarked by the user. A horizontal scroll is given so that it would not hinder the discoverability of other restaurants. Also, the tray-list has been kept in the first fold, so that it is easy to locate your favourite restaurants and eateries.
  • ‘Meal for one’ is a feature by Zomato, that has been on the app for almost two years now. I have expanded the area covered by this feature, to increase its usability.
  • ‘Popular cuisines’ showcases different cuisines on a horizontal scroll. This will help narrow down the user’s search for food.
  • Several filters have been added on a horizontal scroll tray. The restaurants below this would be shown according to these filters, narrowing down the user’s search.

Restaurant Screen

Proposed: A combined menu and info page to reduce the length of the process to order.
  • To avoid the repetition of information, that is present on the current app, I have merged the two screens, that is the restaurant menu and info. Now, one can see all the relevant information about the restaurant on a single screen. This also reduces the number of steps to be taken to place an order, while giving enough relevant information about the selected restaurant.
  • On the same screen, the user can select from the three options, delivery, takeaway and dine out. Thus, placing all the available options in front of the user.
  • The restaurant menu has been added on a horizontal scroll, to enable easy navigation through the menu.
  • The bottom navigation bar would help the user go through the reviews and would allow easy switching between the different tabs.

Food Info

Proposed: A new screen (optional), to increase transparency in services.
  • A separate page has been added for food information, giving a piece of more detailed and thorough information about the selected food.
  • Ingredients used to cook the food and some facts related to the selected food would be shown, to increase the user engagement and also add transparency to the service.
  • Also, one would open this screen only if they tap at the picture of the food, making it an optional service and thus not adding to the lengthiness of the whole process.

Cart

Proposed: Pop-ups and a change in flow to reduce error
  • When the screen is loaded, a pop-up is shown to confirm the address so that one can verify the address at the end, thus the chances of a second address being selected are reduced.
  • The default setting of cutlery being sent along with the order is changed to a setting where the user will have to check in the box to get any cutlery. This will help the restaurant save plastic and take a step towards sustainability.
  • At the time of checkout, the user will be directed to payment options, and not direct orders. This is done to eliminate the chances of skipping the payment choice and also because all the other apps allow this kind of transaction. And the change would create a similarity between the different applications.

Order Tracking

Proposed: New features to enhance user engagement
  • Along with all the features/information as the existing one, a few new features have been added in hopes of increasing user engagement.
  • A new feature ‘Live Cooking’ has been added so that the user can watch their food being cooked while waiting for the order. This feature could be especially useful in terms of app engagement.
  • To motivate the users to tip their Zomato valet, a brief incident is added of the particular valet along with their picture. This would create a sense of identity from the user’s side as they will be able to recognize them with the picture and story.

Overall Approach

Thank You :)

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