© Ben Design Portfolio
While in the pandemic, I worked with a designer in Germany to develop a prototype of a online ordering app. We modeled our work on an existing software product called Spot On.
This case study explores the process and early stages of this digital product.
The Market and
Competitive Analysis
We meticulously studied and examined Spot On's app alongside industry giants like Doordash, Uber Eats, and Postmates. By dissecting their app layouts and features, we identified key insights into user expectations and industry benchmarks.
Identifying Pain Points
and Usability Testing
We designed a robust usability testing protocol, engaging four participants across Apple and Android devices. Through structured tasks and open-ended inquiries, we aimed to uncover nuanced user experiences and preferences.
Analyzing Feedback:
Informing App Refinement
By synthesizing user feedback, we gained actionable insights into sentiments, pain points, and areas of delight. This guided Spot On's app refinement strategy, aiming to elevate user satisfaction and loyalty.
We conducted a content audit and optimized the information architecture of the Spot On app, streamlining the user flow for easier business discovery, ordering, and payment processing.
Analyzing checkout processes of competitors like Uber Eats, Square, and Doordash, guided us in minimizing steps and improving navigation. This effort resulted in a new user flow from the home screen to the confirmation page, enhancing the overall user experience.
I created wireframes and mockups, focusing on reducing clutter and ensuring an intuitive user experience.
Comparing the current app to the redesign reveals significant visual improvements. Changes include enhanced layout, clearer information presentation, and improved visual appeal, as depicted in provided screenshots.
Three users rated their experience with the Spot On app and compared it to using the prototype. They evaluated clarity of information, ability to finish checkout, and visual identity.
Order Time Improvement: The prototype reduced order time significantly, with users spending an average of 2 minutes compared to the original app's 5 minutes for browsing, ordering, and checkout.
Task Rate Completion: The prototype achieved a 100% task completion rate, contrasting with the original app's 60% completion rate for checkout orders.
Net Promoter Score: Users gave the prototype a high (NPS) of 4.5 out of 5, contrasting with the original Spot On app's 2.5 rating in user testing.
This project provided me with valuable insights into effectively work on a sprint with designers in different countries.
