Product Design | Visual Design | Wireframe Iterations
College + The Futur Creative Jam is an annual competition that tasks participants to create a product pitch that has a clear goal, value proposition and to envision the impact of the concept.
Ordering food at a restaurant or at home through apps has become more exhaustive & anxiety-inducing than the convenience-filled experience it’s supposed to be.
People often experience decision paralysis thanks to a range of choices of restaurants, dish types & customization options .
We followed the design thinking framework to make sure we eliminated biases while ideating for the solution to this challenge.
Our objective was to let the research-driven data guide us towards the solution.
1. Product USP and Product flow (IA/ID)
2. Brainstorming
3. User research
4. Wireframing & prototyping with iterations
The first step was to narrow down on the problem we wanted to tackle. We decided we wanted to focus on food ordering decision-paralysis, and the natural next steps during our sessions were to get more information on:
After conducting primary and secondary research, we found many people shared the sentiment of confusion and unease while ordering food at restaurants or on online apps due to the presence of “too many options”.
We listed 3 main assumptions that had to be validated during our research:
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Based on a market analysis and user research, we wanted to consider the scenarios that will make this experience more personalized to each individual. Here are the user scenarios we considered:
Multiple Choices - While restaurants feel it’s a good practice to give their patrons plenty of choices, for some customers this leads to an information overload and is thus stressful.
Value for Money - If people feel dissatisfied with their order, one of their first thoughts is around making a bad investment. Their trust in the restaurant declines if they make the wrong choice.
Balance - Flexibity and balance is key for people to have control over their choices and still receive assistance.
The following were the navigation and hierarchy styles we considered, tried implementing or eliminated:
After some guerilla user testing, we found our solutions had MANY FLAWS! While there were many improvements to fix, we had to prioritize in the timeline we were bound with.
Here are some key issues we definitely wanted to fix:
Navigation too confusing!!🥴
No way to go back to scan another QR code 😒
Doesn't really work as Homepage, as we initially assumed 😭
No hierarchy in icons, cards or buttons 😫
What happens when the QR code doesn't work?🥴
Not Accessibility compliant 😒
What happens if the user exits the app?😭
How's it different from "suggestions"?🤨
How does the AI learn about food choices?😶
What's the next step to personalization?🧐
Based on the problems we saw in our final designs, we wanted take a step back to improve the IA/ID flow.
Some key questions we asked and wanted to answer through wireframes:
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For this iteration, we started wireframing while following the iOS guidelines. As of September 2021, iOS had 59.48% of the market share, which is why we wanted to prioritize iOS over Android.
Concise options generated by AI
Three options on the homepage based on learned behavior and previous choices.
AI will learn your food choices based on mood, time of the day and suggest your choice of comfort food, healthy food, etc.
Auto-choose
If you’re not in the mood to choose an entire meal for yourself, then Minu can curate a food-list for you (much like a Spotify playlist), based on the app’s understanding of your behavior and moods.
Fun Onboarding
Train the AI and also self-reflect on your food preferences.
The app continues to learn the more you use it, and every recommendation improves with usage.
