Online Food Ordering Company, Founded 2004, Chicago, IL

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1 Online Food Ordering Company, Founded 2004, Chicago, IL WHO THEY ARE Grubhub is the nation s leading online and mobile food ordering company dedicated to connecting hungry diners with local takeout restaurants. The company s online and mobile ordering platforms allow diners to order directly from more than 55,000 takeout restaurants in over 1,200 U.S. cities and London. Every order is supported by the company s 24/7 customer service teams. Grubhub has offices in Chicago, New York and London. COMPANY STATISTICS Features more than 55,000 online and mobile ordering restaurants in over 1,200 U.S. cities and London In 2016, sent approximately $3 billion in gross food sales to local takeout restaurants Processes 313,900 daily orders Serves more than 9 million active diners Grubhub has sent more than $1 billion in total tips to drivers More than 60 percent of Grubhub and Seamless orders are placed through mobile devices 1

2 TEST PLAN & METHOD OVERVIEW Overall, the user-experience within Grubhub application on mobile experience has been great. It has been rated by the apple store as a 4.5 out of 5.0. Looking deeper, there is a problem and concern about its customer service and its hard-to-reach situations when a problem occurs during busy hours. Currently, the app provides help that connects customers to the restaurant and the restaurant to Grubhub service, but it is not effective enough. This user testing document is conducted to answer what has been going on and explore the issues that are giving Grubhub s customers bad experiences. Some customers say the design is part of the problem, and the help section within the app is hidden and too hard to find. Let s test it out and see how we can help Grubhub improve its customers mobile experience using this user testing document. GOAL Gather qualitative and quantitative behavioral data for answering design-related questions. Identify the problems users occur while using the application. Find the right solution that causes decreasing communication time between Grubhub, Restaurants and ordering users. 2

3 TEST PLAN & METHOD METHODS Concurring Think Aloud ( CTA) Having the participants think aloud while they work. The goal is to encourage participants to keep running a stream of consciousness as they work. Retrospective Probing (RP) Waiting until the session is complete and then asking questions about the participant s thoughts and actions. In-person meeting 3

4 RECRUITING USABILITY TEST PARTICIPANTS POTENTIAL USER GROUPS First round As to the participants - Total (5): Second round As to the participants - Total (10): Date and Time : (First round) Friday, October 20rd and Monday, October 23nd (The schedule has the specific time periods) (Second round) Thursday, November 16th and Friday, November 17th, and Sunday, November 19th Location: On-site: Length of Each Session: 15-minute usability test sessions A mix of genders A mix of ethnicities A mix of educational background SCREENING PARTICIPANTS (QUESTIONS) How old are you? Do you use an iphone? Do you know about the Grubhub app? How often do you use Grubhub? How much do you spend each time? Have you ever felt frustrated by Grubhub s customer service? 4

5 USABILITY TEST SESSION 1. The facilitator welcome the participant and explain the test session, ask the participant to sign the release form, and finally ask any pre-test questions. 2. The facilitator explains thinking aloud or retrospective probing and asks if the participant has any additional questions. The facilitator explains where to start. 3. The facilitator reads the task scenario aloud and begins working on the scenario while they working on the tasks. 4. The facilitator takes notes of the participant s behavior, comments, errors, and completion (success or failure) on each task. 5. The session continues until all task scenarios are completed or the time allotted has elapsed. 6. The facilitator asks the end-of-session subjective questions, thanks the participant, gives the agreed-on incentive, and escorts them from the testing environment. 7. The facilitator then resets the materials and equipment, speaks briefly with the observers and wait for the next participant to arrive. 5

6 USER GOALS, TASKS AND SCENARIOS The most effective way of understanding what works and what doesn t in an interface is to watch people use it. In order to observe, participants are given something to do. Here are the general user goals that visitors to the Grubhub app may have. Promptly ask restaurants when the user needs help. Restaurants assist their customer faster and this will help them improve customer service. Users can add to or cancel their order within 10 minutes after placing an order. Ease out direct phone call and help better with effective communication between Grubhub, customers and restaurants. TASKS AND SCENARIOS TASK&SCENARIO 1 You have placed an order with Jewel of India. You order Chicken Tikka Masala. You are a body builder and you want to add extra chicken into your order. TASK&SCENARIO 2 You have a peanut allergy and you called to the restaurant but they did not answer the call (it s 7pm and it s their peak busy time). So you need to use the app to ask for help. TASK&SCENARIO 3 You placed an order with Jewel of India for a Chicken tikka Masala. But your partner suddenly asks you to get dinner somewhere else instead. It is still within your 10 minute time frame and you can still adjust your order. Go to the app and cancel the order. TASK&SCENARIO 4 You have placed an order with Jewel of India. You order Chicken Tikka Masala. You forgot about the total cost and you want to find out. 6

7 CURRENT DESIGN AND PROBLEMS CURRENT UI 7

8 CURRENT DESIGN AND PROBLEMS USER FLOW Linear Flow 1st 2nd 3rd Level Level Level 4th Level Selected The first interface directly asks the user to turn on location to allow its algorithm within the app to gather data. Then, it gives accurate data from every restaurant nearby. After scrolling down to select the restaurant, customers select each item they like and go to the purchase and check out process. 3rd Level 8

9 CURRENT DESIGN AND PROBLEMS WHAT IS THE PROBLEMS? Overall, the Grubhub app supports all basic needs for its user. It deliver a clear and straight-forward method and user flow. Visual design within the app is appealing. Their customers find that it is a well-designed app and easy-to-use. This is understandable that Grubhub is obsessed with making their application relevant to their consumers. They make sure that the app is innovative and runs smoothly. There are some questions that need to be addressed here. What if the customer encounter problems during the purchasing process? What if the customer wants to communicate to the restaurant directly about their online order or their add-ons. I think, the user experience Grubhub gives their user is not enough, and this issue could be improved. According to Ian W stats, an auther from meldstudios in Australia, " In commoditised markets, customer experience is often seen as the way of driving organizational value, the way of differentiating one company from another and avoiding the need to compete on price and/or features"(meldstudios.com.au). We understand that seeing the customer happy is a mandatory knowledge for everyone who does business. Thus, no matter what, user centric design has to be considered as a tool to improve the communication between the app, customers, and restaurant. Therefore, developing a customer support section within the app is something Grubhub should consider. This improvement will benefit restaurant partners as well. 9

10 PROPOSED NEW UI WIREFRAME Customers can go to the Bag section appearing on the first interface to alter their order and make changes after placing an oder and waiting for delivery. Display recent order Twirl down to see detail Type in the new request 10

11 PROPOSED NEW UI WIREFRAME New request has been confirmed by the restaurant Instantly cancel the order after pressing the confirm After confirm to delete items 11

12 PROPOSED NEW UI WIREFRAME No order has been placed UI changes after 10min UI changes after 10min 12

13 PROPOSE NEW UI WIREFRAME The first version of the interface is mainly to test the app s usability. Grubhub needs a functional app for its millions of users. Starting with wireframes to avoid biases related to feedbacks about color or design. The participants were given paper prototype. Live chat with the restaurant 13

14 RUNNING A USABILITY TESTING 1st PARTICIPANT (10/20/17) TASK&SCENARIO 1 You have placed an order with Jewel of India. You order Chicken Tikka Masala. You are a body builder and you want to add extra chicken into your order. 1 2 The first interface the participant saw was the my order section. The 1st participant understood the task and promptly hit the Contact Restaurant. and she was surprised but happy that she could live chat with the restaurant. The participant added extra chicken in less than 1 minute Comments from the participant 1. Wording should change from Contact Restaurant to Chat with Restaurant 2. She said all she wants is to finish her task quick. 14

15 RUNNING A USABILITY TESTING 2nd PARTICIPANT (10/20/17) TASK&SCENARIO 3 You placed an order with Jewel of India for a Chicken tikka Masala. But your partner suddenly asks you to get dinner somewhere else instead. It is still within your 10 minute time frame and you can still adjust your order. Go to the app and cancel the order After the first round, the participant immediately asked what the arrow down icon is for. She touched it and it twirled down. She said it is nice to keep information within one tiny box. The participant successfully canceled her items in 1 minute Comments from the participant 1. She would like to see a promt message after her cancellation. Whether it has been confirmed to cancel or it has not been. 2. She said she didnt like that she touched so so many places 15

16 RUNNING A USABILITY TESTING 3rd PARTICIPANT (10/20/17) TASK&SCENARIO 3 You placed an order with Jewel of India for a Chicken tikka Masala. But your partner suddenly asks you to get dinner somewhere else instead. It is still within your 10 minute time frame and you can still adjust your order. Go to the app and cancel the order. 1 2 The 2nd participant was taking his time to look throughout the app. He was not sure where to touch first. He touched Contact Restaurant and said he would like to cancel the order. The participant succesfully cancelled his item in 1 minute. Comments from the participant 1. He said there should be some text indicates that customer cannot adjust their order after 10 mins 16

17 RUNNING A USABILITY TESTING 4th PARTICIPANT (10/23/17) TASK&SCENARIO 4 You have placed an order with Jewel of India. You order Chicken Tikka Masala. You forgot about the total cost and you want to find out. 1 2 He twirled down the arrow-down icon. He found the price and he was happy to find the total price and the item he ordered The participant succesfully see his price within 1 minute Comments from the participant 1. He said he wants to know if he can add extra tip to the driver. 17

18 RUNNING A USABILITY TESTING 5th PARTICIPANT (10/23/17) TASK&SCENARIO 1 You have placed an order with Jewel of India. You order Chicken Tikka Masala. You are a body builder and you want to add extra chicken into your order She twirled down the arrowdown icon. She found the price and said wanted to type in something. She requested to add extra chicken and touched the confirm button. The participant successfully adjusted her order within 2 minute Comments from the participant 1. She wishes the box to type is bigger. 18

19 RESULTS AND COMMENTS RESULTS All 5 participants were happy to see that Grubhub wants to improve their user experience by implementing customer alteration section that allows users to directly communicate with restaurants. All scenario and tasks gave to the participants were ideal situations. All participant were able to complete the task successfully. Overall, they took less than 2 minutes to accomplish the goal. There was no fail attempt. COMMENTS 1. Wording should change from Contact Restaurant to Chat with Restaurant 2. Participant 1 said she often use the app and knows the the way around. and she already knew what she just ordered. all she wants is something quick. 3. Participant 2 would like to see a prompt message after her cancellation. Whether it has been confirmed to cancel or it has not been. She also said she didnt like that she had to press on so many places 4. 4 out of 5 participants said that there should be some text indicates that customer cannot adjust their order after 10 mins. Even though we have this on the current UI, it seems that nobody can see this text. 5. Participant 5 said she wishes the box to type is bigger. 6. Participant 2 would like to know if he can add extra tip to the driver. 19

20 SECOND UI NEW UPDATES 1. Typography and visual hierarchy was improved. spaces between each elements on each screen got more negative space. 2. A confirm button to detemine the customer that the order they have placed cannot be changed after 10 minutes. 3. Changed some phrases for example changing Contact Restaurant to Chat with Restaurant to promptly annouce the user that they can send messages directly to the restaurant and can do real time chat. 4. Wording "Contact restaurant" will appear when it s been more than 10 minutes after customers placing their order. They can tab that button to call the restaurant 20

21 SECOND UI NEW UPDATES First announcement Display recent order Twirl down to see detail 21

22 SECOND UI NEW UPDATES Mark to delete order After order has been cancelled Chat with restaurant 22

23 SECOND UI NEW UPDATES Send messages Adjustment has been comfirmed 23

24 SECOND UI NEW UPDATES Display after 15 minutes Twirl down to see detail Contact restaurant 24

25 SECOND USABILITY TESTING GOAL 10 participants will be tested with only one scenario to make sure that the overall functionality of the interface is good to go live. SCENARIO TASK&SCENARIO 1 You have placed an order with Jewel of India. You order Chicken Tikka Masala. You are a body builder and you want to add extra chicken into your order. Could you finish adding extra chicken within 3 minute? Some test sessions were done online and some were done in in-person meeting The participants were given digital prototype. WHY ONLY ONE QUESTION? The first round of the test went well and we solved all the major problems. This second round we would like to test the overall UI functionality to see if there will be any problems we should concern about. The main task of this new interface is to allow user to make changes within 10 minutes after ordering. Thus, one question is enough. 25

26 SECOND USABILITY TESTING Participants Able to complete the task Unable to complete the task Time Comment User1 User2 User3 User4 User5 User6 User7 User8 User9 User10 1 minute User found chating with restaurant is easy > 1 minute User chatted with the restaurnt 2 minutes User took time to wonder around as this is her second time and could finally added chicken to her order through "Add more item" > 1 minute User said cancel box next to "Add" box is confusing but she carefully finished the order. 1 minute User chatted with the restaurant. 2 minutes User typed to request a new change. and confirmed. 1.5 minute User said he saw chat with restaurant but still wanted to twirl down to see what s in there. 2.5 minutes She typed and hit cancel firs time and thought it was a mistake. but finally resolved its issue. > 1 minute User chatted with the restaurant > 1 minute User chatted with the restaurant Result 10 user succesfully completed the task 0 user fail to completed the task Within 2 min Chat with restaurant function works great 26

27 SECOND USABILITY TESTING RESULT Every participants were able to successfully complete the task within 3 minutes given. 100% There is a minor comment: Treat cancel button as it is an example Prototype for user test : de60-487a-a a44e1c1af 27

28 THIRD UI UPDATES NEW UPDATES Add item button was moved away from cancel button When user mark the box to cancel, it will gray out. Confirmation button 28

29 NEW USER FLOW A Within 10 minute B After 10 minute 29

30 FINAL TOUCH FROM WIREFRAMES TO HI-FIDELITY Prototype for user test : 30

31 FINAL TOUCH FROM WIREFRAMES TO HI-FIDELITY Prototype for user test : 31

32 REFERENCES

Competitive & Comparative k Analysis k

Table of Content Comparative & Competitive Analysis 2 Personas.. 6 User Flows.... 9 Site Map.... 12 Usability Report.... 14 Annotated Wireframes.. 17 Logo Redesign.. 24 1 Competitive & Comparative k Analysis