Zomato- Is Restaurant listing enough?

Harshita Joshi Sajjanharhttps://in.linkedin.com/in/harshita-joshi-sajjanhar

Problem Statement

When Zomato was launched, the major purpose was to show a listing of restaurants. It did a great job and helped define eating out as an “experience” to common people.

Now Zomato has branched itself to ordering food, which is a totally different paradigm than eating out. This project tries to explore if there are any unsatisfied user needs, catering to which would enhance the experience ordering food.

User Experience Design Steps1) User Research2) Key User Identification3) Key tasks & Goals4) Usability Objective5) Information Architecture6) Interaction Design7) Prototype/ Mockup

User ResearchThis step involves interviewing and observing people in their context. User research Phase includes describing users, tasks, equipment (app in this case), and physical and social environment in which a product is used.

The main focus on this step was to:

1. Understand how and when people order food.

2. What day-to-day activities they engage in that’s related to the ordering food?

3. What is the workflow (sequence of activities) when ordering food?

4. If possible, identify the distinct set of user groups.

Attached below are examples of raw data collected during the research phase. The first sheet one says about participant’s environment, learnings and how they are different or similar to other participants. The second sheet represents the workflow of how they achieve their goal.

Getting familiar with data helps identification of significant observations, interpret data like why did it happen?

Further sorting and making clusters helps to take decision on it.

Identifying User GroupThis step involves identifying the distinct set of user groups based on the interviews conducted above. We try to answer the following questions about each user group:

1) Goals the users want to achieve

2) What information is required to achieve that goal

3) And, what makes it a group?

Creating PersonaSummarization of User group activity (slide 14) will help us create a Persona. Persona is foundation to great User Experience.It is a representation of the goals and behavior of a group of users.

The most important reason to create personas is to set a common understand of the final user.

Persona will help further to identify key tasks called Red Routes slides(18-20)

Raghav

“I am looking for an app which takes less time to order a lunch.”

BioRaghav is a Product Manager at a Startup. He lives in a shared apartment. He orders food 2-3 times a week as maid goes on erratic leaves.He likes to have variety in his food and quite experimental. While he is at work, he just doesn’t have time to view Food Menu of each Restaurant. He trusts Zomato for timely delivery and its quality but usually does not order lunch from it.He has tried other websites for ordering lunch but is not happy either of quantity, price or difficulty in tracking his food

Goals● Spend less time ordering food

from office● Want complete meals because

he is so busy at work ● Wants variety● Wants food in certain budget● Wants to track status of his

food● Wishes timely delivery

Age 26

Work Product Manager

Status Single

Location Gurgaon

Frustrations● Has to see Menu of each

Restaurant at Zomato ● Has to order separates which

requires lot of time

Pooja

“I wanted someone to tell me where I can find Best Pasta.”

BioPooja is Marketing Manager at a Retail Brand. She lives with her husband and both love to try out new Cuisines & Restaurants.She has a proper checklist of Places based on weekdays (after office kind of place) and different ones for the Weekends.Sometimes, she just want to know where she can find best Pasta in a particular location. But she either has to filter cuisine or ask her friends. Here, she wants to know which restaurant is rated highest according to the Pasta and not the overall rating. She also wants to know which Pasta people are raving about.

Goals● See Restaurant listings based

on a dish● On sorting, it should rank

restaurants according to the dish and not overall rating

● Know what people are recommending to have that dish from

● Wants to know best place to eat her favorite dish

Age 30

Work Marketing Manager

Status Married

Location Gurgaon

Frustrations● Has to see each Review to

estimate what food people are suggesting

● Test & Try for a dish she is craving for

Red RoutesThere are many actions that users will take with the app. Red Routes identifies the most important ones by finding the most frequent and critically used flows.

Red routes are complete activities, not just simple tasks. It reflects key Business objectives & Customer Objectives both and are based on real customer data.

Next slide (19) are the possible Red Routes that describes Persona’s key tasks when using the application.

Slide no. (20) describes the matrix of frequency & magnitude of these Red Routes.

User Tasks

View Restaurant

Order Complete

FoodView Price See History See

Location

Do easy Checkout

Give Feedback

Do Rating on Food

Check Delivery

Time

Check Status of

Food

● See Location ● Status of food● Easy Checkout

● View Restaurant

● Order Complete food

● See Food Rating

● See Location● See Reviews

● View Price● Delivery Time

● See Ordered History

● Give Feedback

All Of the time

MostOf the time

SomeOf the time

Very Little

Of the time

FewOf the people

SomeOf the people

MostOf the people

AllOf the people

User StoryPeople approach tasks differently based on the context of use. Red Routes could be same but the context of use alters the way you carry out these tasks

With User stories, context is build into the tasks

User Story is something that a real user would say

It helps in Designing & Prioritising

Following Slides is a User Story based on Red Route

Red RouteOrder Complimentary Food

User StoryRaghav says, “As a working

professional, I want to order Combo meals so that I don’t spend much

time in viewing food menus”

Red RouteSee Food Rating

User StoryPooja says, “As a working

professional, I just instantly want to know a best place so that I can have

best experience”

Red RouteSee Price

User StoryRaghav says, “As I order food quite often, I need to check price so that I

can manage my budget ”

Red RouteSee location

User StoryPooja says, “As I am working till late at office, I want to know restaurants near me so that I can save my time.

Red RouteSee Location

User StoryRaghav says, “As I am usually

hungry, I want to know the location so that my food can reach me

quickly”

Red RouteEasy Checkout

User StoryRaghav says, “ As I have to order food again and again, I want easy

checkout so that I don’t have to repeat unnecessary steps.

Information Architecture & PrototypingIt's time to validate the hypothesis. For this we need to create Prototypes which will be tested with users.

Information may be infinite, however the organization of information is finite as it can only be organized by Location, Alphabet, Time, Category and Hierarchy(or Magnitude).

Let's understand these principles along with prototypes.

● This is original home page of Zomato app.● On clicking on order food button, it takes to a page where

list of restaurants is shown along with promotions.● Upon clicking a restaurant it shows details of restaurant

and you can view its Online ordering menu.● Currently you have to go through restaurant's extensive

menu and in case you don’t like it, you have to go to another restaurant and see menu.

● This is lot of going back and fro. And, quite time consuming in case you are in a rush to order food.

● Forthcoming slides try to solve the same problem and are shown as prototypes for user testing.

Zomato Food Ordering Process

Upon clicking on order food at home page, there could be two versions for ordering full meals.

Order Full Meal Page

Version A: There could be images of meal options

Version B: There could be a button saying Order a full meal

A/B testing would determine which version to use

Food Rating is Different from Restaurant rating and hence Icon has to be different. We will see how Food Rating can be taken on slide no. 34

Bookmark allows to save dishes for future use and saves time.

People constantly want to have different variety and instead of Recommendation, Try New would let users have different food.

Listing meal options by Cuisine. There could be an image(right) or no image(left).

Meal Listing - Cuisine wise

Filters for Meal Listing - Cuisine wise

Food Rating instead of Restaurant.

Giving away more categories of Breakfast Meals, Healthy Options and Meals with Sweet

Giving more control by selecting restaurants. List would be Alphabetically.

Filters are more or less same with existing layout one with little tweaking in:

Shows list of food based on delivery time in which food is expected to reach the customer.

Meal Listing - Delivery Time Wise

Most elements remain same for listing food options such as Description, Price, Image, Bookmark, Food rating and Add button.

Slide 31 Shows meal listing as per cuisine and this listing shows meals based on delivery time.

This is a possible way of listing because our user wants meals that can be delivered to them quickly without investing much time in selecting food.

Filters for Meal Listing - Delivery Time Wise

Slight difference when showing list of meal options based on Delivery time:

Filtering by cuisine will provide easy control while ordering meals Since we are showing Time wise list

How to get Food rating? One possible way could be taking ratings and feedback when Zomato is reopened after all the deed is done.Over a period of time this data would help users to use food rating effectively.

Reopening Zomato page

Feedback could be or could not take place of reviews. It's not a forced thing. Simply click ‘cancel’ to go back to your favorite app.

Usability TestingUsability Test of each version will determine shape of updated version.

Usability is defined as the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.

Effectiveness

Let us measure Effectiveness. One way of measuring effectiveness is by measuring the success rate. Percentage of participants who correctly and completely achieve each goal.

Measuring EffectivenessTask 1:

Click on Order meal Button

Task 2: Navigate

Cuisine/ Time

Task 3: Select a Meal

Task 4:Order Meal

Task 5:Give Feedback

User 1

User 2

User 3

User 4

Success rate % % % % %

Efficiency Efficiency can be measured by the average time taken to complete each task.

Measuring EfficiencyTask 1:

Click on Order meal Button

Task 2: Navigate

Cuisine/ Time

Task 3: Select a Meal

Task 4:Order Meal

Task 5:Give Feedback

User 1

User 2

User 3

User 4

Geo Mean sec sec sec sec sec

Measuring SatisfactionSatisfaction can be measured by mean score using an established questionnaire.

Questions could be:

1) I think that I would order meals frequently by new app2) I found the app unnecessarily complex3) I found various functions in this app were well integrated4) I thought that was too much inconsistency in this app5) I felt very confident after using the app