Usability Study
EatStreet is an online food ordering service that connects users with a wide array of local restaurants, offering the convenience of browsing and ordering meals for delivery or pickup.
It features an extensive selection of cuisines and eateries, enabling users to easily find and enjoy diverse dining options.
EatStreet presented a unique opportunity to explore and enhance the intersection of technology, choice, and convenience in the rapidly evolving food delivery landscape. This study wasn't just about improving an app; it was about redefining the way we engage with our meals in the digital age.
Usability Journey
Reserach Goal
Research Questions:
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What challenges users face while exploring their food choices?
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What challenges do users face during their decision-making process??
Recruiting Participants
The EatStreet usability study, targeting a diverse group of young adults aged 24-45 who represent 50% of the app's demographic (data from SimilarWeb), was conducted using surveys to select participants, including both local and international students and IT professionals. This method ensured a wide range of perspectives, essential for comprehending the varied user experiences with the platform. PS: Two of the participants were friends, adding another layer to the study's dynamic.
Total Participants
5
3
Male
Female
2
Criteria
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Familiarity with EatStreet
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Device Usage
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Experience with Other Food Delivery Apps
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Demographic Diversity
Participant Data
Tasks
Based on above research questions, I designed 4 tasks
Task 1 - Navigate to eatstreet.com and use the website's filters or search options to find a gluten-free vegetarian pizza.
Task 2 - Once the gluten-free vegetarian pizza is added to your basket, modify your selection like adding additional toppings or changing the size.
Task 3 - Add a beverage from the same restaurant, continue through the website's checkout process up to the payment stage, without completing the actual payment.
Task 4 - Before finalizing the order, return from the payment page to compare the selected pizza with other options, possibly cheaper or better.
Metrics
Tip: Do a trial run with at least 2 participants to understand if the tasks answer the goal!
Study
In person study is found to be beneficial
Tip: Have enough space on moderator guide to take notes. If possible make sections to note quotes, positive and negative feedback.
Observations and Analysis
All study sessions were conducted online using Zoom, ensuring convenience and accessibility for participants.
In measuring task completion during the study, a nuanced approach was adopted. This included considering partial completions, where tasks were accomplished to an extent but not fully due to system-related issues.
Alongside the metrics, the 'think-aloud' method and feedback were pivotal in uncovering key usability issues, despite the tasks completion rate being 100%
Errors, - unintended mistakes by users due to factors such as design misinterpretation or oversight, are crucial in guiding design decisions. Therefore, I have categorized my findings into two distinct sections: 'Errors' and 'Issues'.
Design Implications
1
In-menu Filter does not give results
"Are there no pizzas in this restaurant?"
The in-menu search function only highlights the searched terms in the menu, rather than displaying actual search results.
Design Implication
Enhance the in-menu search functionality so that it displays specific search results, rather than merely highlighting searched terms.
2
No clear indication of dietary options
In the vast array of menu items, users often struggle to identify options that cater to specific dietary preferences within the menu.
Vegetarian
Vegan
Gluten Free
Design Implication
Revise the in-menu options to include filters for dietary preferences such as vegetarian, vegan, and gluten-free. Additionally, use clear graphic symbols next to each menu item to denote these dietary categories.
"I'm not sure if they serve veg pizzas"
"I wish there is a filter for dietary options in the menu."
Cart Clears Without Warning When Switching Restaurant Menus
3
"My cart was emptied when I tried to compare, how do I compare!"
“Now, I must re-add my previous order!!”
When a user, on the verge of completing checkout, decides to compare their cart with another restaurant's menu, the cart is automatically cleared upon selecting the alternative restaurant, without any warning. This not only shocks the user but also necessitates the laborious task of recreating the entire cart with their original selections, adding to their frustration and inconvenience.
Design Implication
The cart should remain unchanged when users explore menus from different restaurants, preserving its contents until they attempt to add a new item. At this point, a warning message should appear to inform them about the potential cart reset."
4
Unable to Add Various Beverage Types Simultaneously
Why can't I add multiple beverages at a time!!?
Users must navigate to each beverage's individual page to add different types of drinks to the cart, as there's no direct method to add multiple beverage types at once.
Design Implication
Implement a feature that allows users to select and add multiple beverage types from a single, consolidated menu page, reducing the need to navigate back and forth between different pages.
Overall Usability Assessment
Conclusion
In conclusion, the usability study of EatStreet effectively highlighted key areas where the decision-making process for users could be further refined and enhanced, aligning closely with the initial goals of the study.
The findings revealed critical issues such as the in-menu filter failing to yield results, the lack of clear dietary option indications, the cart clearing unexpectedly when switching between restaurant menus, and the inability to add various beverage types simultaneously.
These challenges directly impact users' ability to navigate, compare, and customize selections efficiently, underlining the need for focused improvements in the platform's search and filtering mechanisms. Addressing these issues will be instrumental in facilitating a more intuitive and satisfying ordering experience, ultimately achieving the study's objective of streamlining the user journey from exploration to final selection on the EatStreet platform.
Learnings..
