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"Azucar BaBa" app

"Azucar BABA” is a Spanish and international food delivery app, with a slogan “Faster Than Lightning”, You can choose out of 1000 dishes with free delivery. User can select and subscribe for a wide range of plans and food options at fingertips.

Duration: 4 months

Section 1 - Project overview

1

Problem

Most of the Food Delivery app don’t offer a subscription plan, which becomes very needed nowadays, and the missing of diet and healthy meals as well

3

My roal

Lead UX designer

2

Goal

Craft a new experience in a food delivery app to help customers configure their subscription based on their needs and choose diet & healthy meals at same time.

4

Responsibilities

User research, Ideation Session, wireframing, prototyping and all other UX activities

Section 2: Understanding the user

2.1 Research Summary and Pain points

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I followed below strategies in solving my problem statement covering qualitative and quantitative research:

  • Starting from Secondary research: Online research to get needed statistics & behavioral insights about my problem statement.

  • Primary research: conducting some interviews to better understand what users’ thoughts, experiences, and feelings, after these interviews some of my hypothesis are totally changes and I did 3 different surveys as well

1

Financial

  1. Not getting discount on everyday order

  2. Paying transaction and delivery fees on each order

2

Product

  1. Wasting time to use the app everyday to order

  2. Most of the time the app is hanging and too slow specially in the peak time

3

Process

  1. No subscription feature exist

  2. No clear ingredients for each dish, user has to call the restaurant to ask them about it before ordering

4

Support

  1. Not getting proper support in case of any issues happened

  2. Late response to opened cases

2.2 User Personas

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2.3 User Journey Map

Mapping Azucar BABA’s user journey revealed how helpful it would be for
users to have access to a dedicated app.

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2.4 Competitive Audit

An audit of a few competitors’ products provided direction on gaps and opportunities to address with app.

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2.5 Ideation
I did a fruitful ideation session to come up with new ideas for how to address gaps identified in the competitive audit. My focus was specifically on how to let customer order food in very fast way.

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Section 3: Starting The Design

3.1 Digital wireframes 

As the initial design phase continued, I made sure to base screen designs on feedback and findings from  the user research.

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3.2 Low-fidelity prototype 

Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was building and ordering a Spanish Food, so the prototype could be used in a usability study. 

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3.3 Usability study

1

Study Type

Unmoderated usability study

3

Participants

​6 participants

2

Location

​Dubai, Remote

4

Length

30 - 60 minutes

Findings (Round 1, Round 2)

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  1. Revise Home page objects

  2. Rearrange Subscription box

  3. Users want more customization options

  4. Consider assistive technology

  5. Enhance Meal page to include Photos, Ingredients

  6. Allow post pay feature

Section 4: Refining The Design

4.1 Hi-Fidelity prototype 

Early designs allowed for some customization, but after the usability studies, I put the subscription plan as first option to attack users After the usability studies, I added new feature for assistive technology (Accessibility)

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4.2 Information Architecture - Site map

With the app designs completed, I started work on designing the responsive website. I used the Food app sitemap to guide the organizational structure of each screen's design to ensure a cohesive and consistent experience across devices.

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4.3 Responsive Design

The designs for screen size variation included mobile, tablet, and desktop. I optimized the designs to fits specific user needs of each device and screen size.

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Section 5: Going forward

5.1 Takeaways

1

Impact

​The app makes users subscribe with their preferred plan to avoid wasting their time.

2

What I have learned

​While designing the Azucar BABA app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.

5.2 Next Steps

1

Step 1

Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.

2

Step 2

Conduct more user research to determine any new areas of need.

3

Step 3

​Keeps an eye on our competitor

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