Restaurant list Redesign for Lieferheld
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. During the strategy development, I concepted the features and shaped UI/UX and developed it as the comprehensive wireframe by repeating user tests and internal stakeholder interviews. Currently, it’s on the state of development for the final release.
Goal
Metrics showed that Lieferheld had issues to convert customers - especially new customers, from Restaurant List to Menu. It showed lower CVR than average from other countries in Delivery Hero and 8 % lower than the another entity from Delivery Hero Germany. Our goals was focused on to improve CVR and mCVR on the restaurant list iOS, Android and web by redesign UX/UI.
Research | Qualitative data
Because of the low mCVR, it had been redesigned many times in silo of the each teams that divided based on clients. Transforming team set up as the use stage based, I joined ‘Discovery’ team and had a chance to approach the issues with holistic point of view. 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 on general use flow to observe the user one step behind.
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 Because of poorly arranged elements on the big header image, users feel lost when they enter the page because they find hard where to interact first and how to proceed to the next step.
WHAT By changing the header color to white and removing the header image, the restaurant contents can be displayed on the first glance.
2. Provide direct access to Restaurant finding features
WHY Both new users and returning users who interact to features such as cuisines category or filters, tend to bring better CVR, although the click rates of the featurs are less than 5%
WHAT We developed the idea to put out the features upfront with a compact swimlane to help user accessing 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 create the order for the returning users.
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 click-dummies and card sorting activities. We tested them with 5 extenal users and got positive feedbacks on the feature swimlane idea in general. Moreover, through the card sorting activities, we could find the best possibilities of the item placement and order and visualisation.
Evaluation | Hi-fidelity prototype testing
As the second iteration, I created 3 differnt high fidelity mock-up of the swimlane and tested with external users. The test results showed the firm confrimation for the new features but could not tell the final winner from the different concepts. We decided to choose one concept that has less hassle to run qucik A/B test.
Deliverables | Web A/B test
Currently, it has been running on A/B test.