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Case Study: Rosita African Cuisine
Rosita African Cuisine is a chain of restaurants with the vision of delivering the best African dishes to everyone across Africa. Being a premium brand that emphasizes excellent service delivery, Rosita African Cuisine has decided to develop an online solution that will enable its customers to place food orders from the restaurant’s menu and request home delivery.
To develop an online solution that will enable its customers to place food orders from the restaurant’s menu, and request home delivery
The actual focus for this project was to design a reservation app for Rosita African Cuisine’s customers to order their meals and food promptly and get delivered as fast as possible.
According to the stakeholders, the initial problem that birthed this idea was to solve the problem that was gotten from feedback by customers of Rosita Cuisine needing an opportunity to order their favorite meals as they do with its other competitors. Also, it felt like an opportunity for the client and the business to upscale and get through to more people where distance had been a challenge earlier.
Being the only consulting UX designer on an Agile team that comprised of 3 developers, a product owner, a scrum master, and a quality engineer, my role was to build scalable and reusable user interfaces across consumer and enterprise spaces. So, the key UX challenge was to build workflows that enable users to book and manage meal orders quickly and effectively.
Duration: 2 weeks
As the UX designer on the team, I couldn’t afford to make assumptions about the needs of the users. Instead, I took out time to ask users directly about their needs and wants, which our product design can address. I asked questions that begin with what, how, and why to gain a deeper understanding of your users’ perspectives.
My Design Process
From here, I started interviews where users were physically present, also taking time to watch users interact with me provided me with physical cues that can affect the research outcomes. To help capture observations, I took detailed notes or even record your sessions with users.
For the purposes of the interview, I took into consideration some selected demographics, which included:
- Ages 18–62
- Lives in metropolitan or suburban areas
- Include participants of different genders
- Include participants with different abilities
- Working professionals that are busy with work duties, are conscious about budget and wants to eat healthily
After the interview, I detailed the responses below
Insights from the research
- Breakfast is the most skipped meal of the day.
- Lunch and Dinner are the most ordered meals of the day.
- The main factors taken into consideration for users are Budget and timely delivery of the order.
- Users would desire an option to choose and customize their meal and not something that has been prepared in advance
- Delay of order from the estimated time of delivery is a major concern.
Define the User Pain Points
To empathize with users, understand their perspectives, and learn their pain points, I designed an Empathy Map that allows me to understand what the user does, feels, says, and thinks.
After feeling empathy for the users and building empathy maps to identify users’ pain, I proceeded to learn about the users we were designing the product for!
To have a clear vision of the user, I designed some personas that showcased fictional users whose goals and characteristics represent the needs of a larger group of users. Each persona created represented a group of users with similar characteristics that we learned about through your research.
So after designing the empathy maps and personas I found another helpful way to understand users is to build a user story around their experiences with the product.
To accomplish this, I created a fictional one-sentence user story that was told from the persona’s point of view to inspire and inform my design decisions.
So after understanding the user’s pain point, I came up with a clear description of the user’s need that should be addressed. To do this, I created a problem statement using the 5 W's framework (who, what, when, where, why, and how).
John is a Busy Executive who needs an easy way to get food(preferably lunch) during work hours because his kind work does not allow leave his workspace for a long time to get food.
So after documenting the problem statement, I began to come up with solutions that address these problems. I created a hypothesis statement — an educated guess about what I think the solution to a design problem might be. So, since I understand the users’ challenges, I felt it’s time to consider how your designs can alleviate their pain points.
John needs an app that allows him to reserve and order his favorite meals at his convenience and any time without leaving his workstation.
What the product does: Rosita African Cuisine is a restaurant that desires an easy route for its clients and customers to place food orders from the restaurant’s menu and request home delivery.
The app allows customers to order food from various delicious delicacies directly to their offices, homes, and whichever location, also providing a way users can track their orders.
i) Allows customers to order their delicacies directly to their offices, homes, and whichever location
ii) Real-time order and delivery tracking
iii) Opportunity to pick from numerous daily meal recipes and meals
iv) Seamless in-app payments
v) Schedule your preferred delivery time
vi) Numerous promos and freebies
vii) No location barrier
viii) No contact delivery option
Creating Solutions and Validating Hypothesis
Based on the Hypothesis Statement created, I brainstormed ideas that can potentially solve the problems faced by Omolola, Terpase, and Elijah
To develop relevant ideas for the project, I did a comprehensive audit and an overview of our competitors’ strengths and weaknesses. I analyzed brands and products of competitors and companies that offer similar products as we do to have a well-rounded foundation of knowledge about the market our product will enter.
For the project, I looked into competitors like Bolt Eats, Debonairs Pizza, and Jumia Foods, and Uber Eats. Due to the short duration of coming up with ideas, I did an audit of the Google Play-store reviews to identify what users were identifying as their pain points
The audit offered many benefits throughout the ideation phase by giving me an idea of products already in the market and their designs. It suggested ideas to solve early problems that we got during the define stage. It also revealed the ways that current products in the market were not meeting users’ needs. Finally, it informed all the different iterations our product could take and how those performed for our competitors.
After crafting out the audit and detailing the report, I came up with some ideas from the weaknesses and strengths of our competitors
i) Offer 30-mile+ delivery radius
ii) Make ordering and paying on their app easy
iii) Ensure strong delivery quality standards
iv) Provide excellent meal tracking for the orders on their app
v) Offer an elaborate and elegant app design
vi) Include design decisions that simplify the restaurant’s large menu for users
vii) Provide excellent app accessibility
Designing the Solution
To design a solution to the pain points, I combined some of the ideas from the Comprehensive Audit sketches to form a solution.
I created a low-fidelity wireframe to represent the skeleton of the app and also to carry out usability studies with the stakeholders involved.
The design decisions were centered around seamless user experience, inclusion, and accessibility.
Splash Screen and On-boarding.
I tried to simplify the registration process to accommodate for the not-to-learned individuals to be able to follow through.
The users are prompted to choose their preferred sign-up account type before they proceed to sign up. The sign-up process includes SSO (Single Identity Sign-On) thus prioritizing popular sign-up methods — Google and Apple
Each final implementation went through series of iterations of user-testing to meet the specific need of the final customer.
Usability testing of the high-fidelity prototype was conducted to see how users interact with the product. I designed a test plan and conducted usability testing to validate the concept.
Participants were given different tasks, and their behavior was observed. They were encouraged to discuss openly whatever comes into their mind while using the prototype.
The application evaluation was conducted with three users, and below were the observations and feedback.
1) All the screens were neat, clean, and easy to understand
2) Process of ordering food was seamless and quick
3) It would be better if I can customize my meals
4) Icons and navigation were spelled out correctly
From the overall test findings, it can be inferred that the concept would succeed in performing specific tasks. It has helped uncover usability issues that need to be addressed.
See the Rosita Cuisine Usability Test Plan here.
Improvements & Additions
- Offer customization options that emphasize healthy ingredients and dietary alternatives
- Integrate our app with voice assistive technology
- Offering the app in languages other than English
- Offering audio features in the app
- Offering health-conscious pizza customization options
Major takeaways from this project
I loved working on this project, as I learned how to manage time and make decisions based on our limited resources and hack my ways through all blockers.
Also, I was able to apply all my knowledge and learnings while collaborating and simultaneously meeting with stakeholders to get to the result.
Thank you for reading! If you enjoyed this case study, support it with a clap. If you have any feedback, I’d like to hear from you. Say hello at firstname.lastname@example.org or connect on LinkedIn.
Case Study: Rosita African Cuisine Mobile App was originally published in Muzli – Design Inspiration on Medium, where people are continuing the conversation by highlighting and responding to this story.