Food Ordering App - UX Revamp

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A case study in building a Product ecosystem

TinyOwl wasn't just a food ordering app - it was a full-fledged system that made sure you got your favourite food on-time at perfect temperature. 

TinyOwl was started in early 2014 and I joined them in Dec, 2014 - by that time they already had their MVP launched in the market. 

There were some known issues in the app, a lot of feature improvements, some growth specific suggestions that were needed to be implemented at that time. My primary tasks were to lead the UX Revamp project along with working on a new feature called Dishes and implementing a 2.0 version of the TinyOwl Business app (and webapp) for the restaurant partners.

Role: UX Designer
What I did: User Research, Personas, UX Flows, Wireframes, Mockups and Interactive Prototypes;
*All illustrations and Icons are done by  visual designers in the team

So, let's start at the beginning-

User Personas

I wanted to start off with understanding our user base a bit more. Looking at past research, data over the last year and talking to some of the regular users, we put each of them in one of the following buckets-

1Know it all.jpg
3Confused Soul.jpg
2Almost There.jpg

How do our users eat, order and behave around food?

Now, with a better understanding of who our users are and what we can provide for them through our app, it was time to go a level deeper and understand their relationship with food, in general. Where do they prefer to eat most of the time, what kind of food, how their food habits change in a fine dining as compared to street-food setting or cultural influences and so on.

We observed different scenarios and mapped them out for further discussion with the team.

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Time to put the insights to some good use

Once we understood how differently our users behave when they order or eat outside based on their mood, time of the day, weather outside or in general, what they feel like eating etc. - it was time to use these insights to enhance the UX of the entire app.

I'll discuss the Post-Order experience here in detail.

One big insight- we always talk about food

We talk about food while ordering, while eating, while paying the bill, while waiting for the delivery boy - well, you got the idea.

Even though the decision of what to eat, from where to order is taken, the journey is still not complete till the user receives the order, eats it, clicks some photos and is satisfied (or not, sometimes). 

Focus Area #1: Enhance the post-order experience

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We mapped out the user journey and did the UX Flow to tackle each user story in detail

Post order experience includes keeping the users apprised on the status of their order at all times - Order confirmed, food getting prepared, delivery boy on the way etc. Also, equipping users with an easy way of contacting TinyOwl in case of any mishaps.

The next step was to be able to gather relevant feedback from the users about their experience- making rating system engaging enough.

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Rate the Food. Rate the experience.

Showing a timeline of their food journey from the kitchen to their mouth along with playful graphics and engaging interactions, we tried to make feedback system fun for the users. 

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Feedback collection increased by 30%

After implementing this, a sharp increase in user feedback was observed. On further exploration, we found out from the users themselves that the timing of asking for feedback and making it so inviting were the primary reasons why they were choosing to provide it so readily now.

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Number of post order queries decreased by 45%

By providing real-time status of orders (inclusion of live tracking later), number of calls to restaurants and TinyOwl customer care dropped significantly! 

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Focus Area #2: Introducing Dishes

Another insight was that many of our users preferred meal packages over a-la-carte. For The Confused Soul and The Almost There, it made decision-making easier and for The Explorer, it opened a pandora box of delicacies that they may have never tried.

This particular insight opened up a new avenue for us. By partnering with some trusted restaurants, we could sell more of their most-loved dishes by displaying their well composed photographs on the app. And also, we could give a chance to some of the amazing home chefs to feature on our platform.

Since, this was the first time we were showing dishes with photographs on our app, we explored variations of Interface design- did A/B testing and got insights from focus group interviews before finalising the UI that would look most appealing, intuitive & enticing.


Insight within an insight - birth of a new product for home chefs

While collecting user feedback on which UI would work the best for dishes, we noticed that most users were excited by the idea of getting amazing home-cooked food from our app. The reason was simply the perception of home-cooked food being healthier as compared to restaurant food. 

This led us to explore how enthusiastic home chefs were about being discovered and given such an exposure and it was a perfect match! Thus, was born TinyOwl Homemade as a separate product.


*A separate team was created to work on it

 Meanwhile, the following UI was finalised to be implemented for Dishes in the main TinyOwl app 

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The other half of the equation

While the TinyOwl user apps (Android & iOS) made food discovery and ordering easier, the entire experience couldn't be made seamless without also equipping the service providers aka the restaurant owners.

The another aspect of the product ecosystem is the TinyOwl Business app -

Let's see how we revamped that