In the Fall of 2017 I completed a 3-month UX design certification. Under the guidance of a professional mentor, I had the task of taking an idea from conception to clickable prototype
Here you will find Fork & Spoon - an app I created for the Springboard’s UX Design workshop. Inspired by my current company, also a food delivery app, I had a vision to make the entire user experience as frictionless as possible. I decided to create an entirely new concept based on feedback I received from initial user interviews and competitor analyses.
An initial screener survey showed that the majority of users are single women with a college education, age 25-34. All users claim to order delivery at least once a month. Following this survey was a series of user interviews, in which it was discovered that convenience and price are the most important factors. I took this into account later on when deciding which filters and sort options should be included.
Based on my research and screener surveys, along with my existing knowledge of the industry, I came up with 3 personas to represent our target audience. The majority of the customer base is made up of students, young professionals, or working parents.
User flows & wireframes
After gaining a solid understanding of my user, it was time to create some potential scenarios for them to walk through. Prior to this, I performed a competitor analysis of three other food delivery apps to have a better idea of what struggles these users are currently experiencing when using similar products. Based on this analysis and the feedback I received in initial user interviews, I knew there were several things I wanted to make sure the app included.
First and foremost I wanted to give the user the option to use the app without creating a login. I think it's important for potential customers to have the chance to explore the product before committing to a login. Another important feature is easy navigation to the search and filter screens. While the majority of users typically know what they want, the remainder are often interested in searching by cuisine or lowest cost. Lastly I wanted to make sure the visuals were simple and appealing. Rather than incorporating restaurant logos, which can be hard to read as well as difficult to associate with a type of food, I chose to use images representative of the cuisine of the restaurant. Below you'll see user flows for signing up along with placing an order from start to finish. Once I was happy with the flows, I began sketching screens to take the users on their journey.
One question that arose during an early iteration of my wireframes was why I might be asking the user for their birthday and gender during the sign up process. Coming from the content world, I understand the importance of user demographic information when it comes to targeting certain users. By including this in the sign up flow, I was imagining the "company" to be able to use that information down the line when marketing demographic-specific content.
When deciding on the colors and various styling for the app, I knew I wanted to keep it simple. I chose a monochromatic color scheme with grey accents. The various blues worked well with the grey and weren't too bright or abrasive to the eye of the user.
Finally, below, you'll find my clickable prototype. This went through a couple of iterations after doing some user testing. The final result was an app that users could easily navigate and found simple and fun to use. While I'm happy with the final outcome, I was inspired along the way to take it even further, offering group orders or scheduling options in the future. Thank you for viewing!