Food delivery Product design
Restaurant list page Optimisation
Brief
Lieferheld is one of the most popular food delivery apps in Germany. As a product designer in the discovery team of the product, I led the research and shaped the product strategy together with PO. While we develope the strategy, I concepted the features and design UI/UX and developed it as the comprehensive wireframe by repeating user tests and internal stakeholder interviews. Eventually, I delivered the assets across iOS and Android and web.
Goal
Improve CVR and mCVR on the restaurant list iOS, Android and web by redesign UX/UI
Research | Qualitative data
Restaurant list page has been shown the most mCVR drops throughout whole funnels. However, previously, it had been redesigned by silos from the each teams that divided platform based. Transforming to the Discovery team as the Use stage based team setup, I looked through 15 previous A/B tests and external user tests over the year. Along with the review previous research, we conducted 2 external user tests to approach to the page with a wider pespective.
Research | Qualitative data & Market research
With data anlythics, we went across the current mCVR, CVR and click rates for features on the pages and analysis the impacts and potentials of them. Also, we researched on our competiters to understand current and upcoming standards in the market and where our product is standing.
Concept | Co-creation workshop
Based on the findings from the research, with other product designers, we had 2 co-creation sessions. Within the focused time, we could exchange ideas quickly and generated the initial prototype for the following concepts.
Concept | Prototyping
1. Alleviate the visual distractions
WHY Becaus of poorly arrnged elements on the big header image, users feel lost when they enter the page and hard to find from where to interact and how to proceed further
WHAT By changing the header color to white and removing the header image, the restaurant contents that the user wants to browse can be poped out directly
2. Provide direct acces to Restaurant finding features
WHY Both new users and returning users who interact to features, - search, fileter, cuisine category tend to bring better CVR, although the click rates of the featurs are less than 5%
WHAT We deveolope the idea to put out the features upfront with a compact swimlane to help user to find adn access the features directly.
3. Past order swimlane
WHY About 70% of Lieferheld users shows the tendency of sticking with the same menu from the same restaurant.
WHAT With 1-click button to create a basket from the restaurant list,
we tried to reduce the steps to creat order
Evaluation | Stakeholder interviews
To validate the concept and develop them as concrete features that works for across the departments, I shared the concept and collected the opinions from the internal stakeholders from CEO to SEO. Besides, collaborating with the user researchers, we ran 2 extenal user test with the low and high fidelity mockups.
Evaluation | Low-fidelity prototype testing
To find insights from the user, I created the quick clickdummies and card sorting activities. We tested them with 5 extenal users and got positive feedback on the feature swimlane items in general. Moreover, through the card sorting activities, we could find the best possiblities how to items placement and order and how to visualise it
Evaluation | Hi-fidelity prototype testing
As the second iteration, I created 3 differnt high fidelity mock-up of the swimlane and tested. The test results shows the firm confrimation for the new features but could not tell the final winner from the differnet concepts. We decided to choose one concept that has less hassle to run qucik A/B test
Deliverables_Web A/B test