Improving Grab mobile app: Food delivery delay notification
Hello readers 👋
My name is Mohammad Imam Basrurrohman. This writing is the result of my learning from Dibimbing.id. It also represents my learning process in the field of UI/UX.
UX Research
Background
Based on 20 randomly selected negative reviews of the Grab app on Google Play, it was found that 38.5% of user complaints were related to the GrabFood feature. Therefore, the research team aims to understand user behavior, including their perceptions, functionalities, pain points, and the things users need when ordering food through GrabFood.
Objective
- Understanding user behavior, pain points, functionalities, needs, perceptions, and motivations.
- Comparing with competitor applications.
Methodology
- Screening survey
This method is used to obtain the desired sample specifications according to the desired criteria. - In-depth interview
In-depth Interview is a qualitative research method used to understand user behavior when interacting with or using Grab products, specifically in the GrabFood service. It is conducted to delve deeper into the insights of respondents regarding the GrabFood service.
Respondent Criteria
The number of respondents is 5 individuals. Criteria for the respondents:
- Active users of GrabFood service (minimum usage of the application once a week).
- Experience in using similar services to GrabFood (minimum once a week).
- Experienced difficulties in using GrabFood.
- Users from a national scale.
- Female/male.
- Age range: 18–55 years.
Interview Result
After conducting the interviews, motivations, functionalities, and pain points of the users were identified. The complete interview can be accessed at bit.ly/3ZXPBaE.
Costumer Journey Map
User Persona
After collecting an amount of data from the customer journey map, I have identified various opportunities stemming from the users’ pain points. Additionally, the habits and user needs have become more apparent. Utilizing this extensive data, I have created a user persona. This persona will greatly assist in truly understanding the user base and facilitate easier decision-making when it comes to devising appropriate solutions.
Eisenhower Matrix
After gathering the data, I created a priority table based on the impact provided and the level of difficulty in implementation. Since this is a project involving me and my friend, I will only discuss the point “Creating a delayed delivery information message along with the reasons after food delivery.”
Wireframe
User Flow
User flow is used to describe the overall flow of users when using the product.
Information Architecture
Information Architecture is a method used to organize the flow, content, and design requirements in an application.
Crazy 8
Crazy8 is one of the methods for brainstorming design. It involves collecting as many ideas as possible and stimulating your brain to generate even more ideas.
Wireflow
Wireflow is the flow of multiple screens, either in wireframe or high fidelity, within an application. Wireflows are created to understand the interaction flow of the wireframe designs that have been developed.
Design
Hifi Mockup
Hi-fi mockup is the finalized design of the application to be created. It is a detailed version of the lo-fi mockup, with added details such as colors, icons, and more.
Design System
A design system is a collection of components that are used repeatedly within a system to maintain quality standards and design consistency.
UX Writing
Brand persona
Grab is a digital aggregator that connects users and service providers. It started with a simple mission to provide safe, comfortable, and accessible transportation for everyone. Today, Grab has grown into a beloved brand by consumers in Southeast Asia.
Tone and Voice
To be even more beloved by consumers, Grab strives to become a friendly and empathetic brand. Grab communicates in a casual and empathetic tone to embrace its consumers.
Prototype
I created a prototype using Figma. This prototype is made so that users can experience and interact with the design.
Prototype link bit.ly/3BSqgom
Usability Testing
Objective
- Identifying user pain points when they experience late deliveries
- Collecting feedback to determine which design elements can be improved
Tools
The tools I use in this test are Figma and Maze. Figma is used for designing, while Maze is used for conducting direct user testing. It allows me to observe user behavior while using the app.
Task
Understanding information about order delays.
Scenario
You are waiting for your order to arrive. However, your order is taking longer than the estimated delivery time. Your task is to find out the reason why your food is being delivered late.
Metrics
Aspects measured through interviews:
- User awareness of the causes of food delivery delays.
- Clarity of the information provided.
Analysis
- The user is already aware that weather conditions are causing the delay in their order.
- The user also immediately understands how to close the notification popup.
Finding
The user quickly grasps the reason for the delay from the notification popup. However, when the popup is closed, the information about the delay reason is also lost.
Insight
Although the user is already aware of the delay reason, they still want the delay notification to be visible.
Summary
Based on the above analysis, the following conclusions can be drawn.
What I’ve Learned
I have learned a lot during my research process. I have gained a deeper understanding of various aspects, including UX Research, UI Design, UX Writing, and Usability Testing.
From this research, I have also come to realize that being a UI/UX designer entails more than just designing; it also involves solving preexisting problems.
Thanks for reading my case study 😉
👋 Reach out me at basrurrohman@gmail.com or follow me on Instagram @imambas.design
