User Research
As an avid user of applications like DoorDash and Ubereats, I conducted surveys with other frequent users to see how I can improve the food delivery tracking experience. This is usually the last set of features the user will see, and I expected for there to be issues with communication (between driver and user), and the final touchpoint of delivery (ex. drop-off location accuracy). Once all of the research was conducted, I learned some of those issues of communication were important, but that the main gripe of users was that they had no control of if their estimated time of delivery would be as promised.
Pain Points
No Reliable ETA
Users rely on time estimates given by the application for their food that end up being incorrect.
Lack of Focus on User’s Needs
Users don’t have access to features that allow them to request the highest priority with their orders.
Not Enough Filters
Users find that they spend too much time trying to find the “right” restaurant to fit their needs.
Meet the Users
Nena is a mother and real estate agent who needs food orders accurately tracked and delivered in the time frame promised because her schedule is hectic, and she wants to make sure her family can eat at the right time.
Aditi is a 22-year old on-the-go college student who needs a more reliable application for ordering food delivery because she needs more time in her schedule for her career and social gatherings.
Competitive Analysis
We looked at several potential competing companies, and the largest direct competition Porch has is very popular applications like DoorDash, Ubereats, and Postmates. Many other indirect food delivery applications did focus on local/small businesses, and prioritized location, but none offered enough features to make them viable competitors for Porch.
The majority of the features between competitors were very similar, however the main differences that we noticed were:
Limited filters vs more customizable options for the initial restaurant search
Most apps choose your delivery driver vs the ability to select your own
Ideation
Addressing Pain Points
Low-Fidelity Prototype
The low-fidelity prototype connected the primary user flow of searching for food, filtering options, ordering, and the checkout process.
View Porch’s low-fidelity prototype (on the right) or click here.
Usability Study
Our first study conducted was a 40-minute, unmoderated, and remote user study. 5 users were asked to perform tasks in a low-fidelity prototype.
ROUND 1 FINDINGS
Users want their cart and search locations in basic navigation.
Users want filtering options to be more intuitive.
Users want delivery details & driver choice to be easier to understand and confirm.
Onwards and Upwards
Brand Palette and Components
Red and yellow - a well-known color palette for fast food - felt like the right hue but not the right tint. I brought down red’s saturation to a darker pink/orange to appeal to a wider audience and utilized a soft yellow to compliment within buttons, dividers, and featured photos. Neutral grays and a brown-ish black co-exist well and give contrast to an otherwise clean white background.
Takeaways and the Final Solution
As a food delivery enthusiast, Porch is an idea that in many ways, I didn’t even know that I needed. As I traversed my way through various user perspectives I found that creating products and features that users do not anticipate can be just as powerful as ones they have been waiting for themselves. To see the metaphorical light go off in their heads as they realize the power they hold in the services they pay for and expect the best of, is a truly mesmerizing experience.
Better than that, as a previous DoorDash driver, I know what it’s like on the other side of the application - and I can’t wait to take on streamlining a better and more bountiful experience for a new group of users. Try it for yourself here or below!