This is my first iteration of the Go!Curry app.
One big thing I learned from the paper prototypes and Drew is to simplify the experience. Here are some questions and considerations I would love your feedback on regarding the user journey:
- Allergies
- Add to favorites ? / Save order
- Pick Up / Drop Off
- Sign In / Sign Up
– I plan to have this view after the food selection has been complete, instead of it being one of the first prompts.Further updates will be posted soon!
Simplification and ease are definitely what to focus on, and not just for their sake, but to help people be able to order their items and go. When you are doing a e/m-commerce app the major things you think about are conversion to checkout and basket size, that is how many people that start actually order something and how much do they spend on a single transaction. By considering how to simplify your ordering process, you can likely increase the amount of people who open your app and finish by purchasing something.
After having the most streamlined ordering process, then you can consider how to increase basket size.
It seems like there are 5 main dishes that can be purchased:
1. curry
2. soup & salad
3. naan pizza
4. naan’wich
5. pasta
Perhaps give people the choice of which of those they want, and then lead them down the path to make the choices for their particular choice. You can even decide just to explore the curry route, as it is likely the most important order flow and leave the others to if you perfect that ordering process.
You should check out the Domino’s and other pizza ordering apps. They make ordering fun, easy, and give the user a strong sense of ownership over their order, even the choices are relatively simple.
It’s better to not require people to sign up to use your app. Make that a value add. Can you track your past orders (though we could do that by associating it just with the phone) or could you get rewards for consistent orders that you even make in person at the restaurant. The reason why retail/restaurants want to track customer behavior over time is to see patterns and emphasize those patterns.
Choosing a location does seem necessary of course, but do all locations have the same menu, or are there different menus? If they are the same, you can delay choosing the restaurant till later in the process. Just putting in an address doesn’t seem to be enough for choosing which location to pickup your order from. What if there are two places that are equidistant from you? It seems you’ll need to show location results based on a search and then let the user choose which to pickup from. This should all likely be done from a map view which you can toggle to a list view.
In the ordering process, you can do better than just a full menu of everything. That’s what seamless and other systems have to do because they need to support all potential menu systems. Since this is restaurant specific, you can do very specific interface that works best for the menu options that exist. It’s also an opportunity to have a bit more personality than Seamless. How does the order process on the app give the same sense of brand that ordering in person does?
You will possibly have to have an argument for consumers of why they should use this restaurant specific app over seamless, and rewards may be the answer for that. The company would likely be able to justify the expense if it creates more engaged customers that they can track over time.
Hi Drew,
I truly appreciate all your insight!
These considerations have been attended to and I will show you tomorrow in my interactive prototype and first shot at visual designs.
Talk soon!