zomato ux redesign project
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Zomato- Is Restaurant listing enough?
Harshita Joshi Sajjanharhttps://in.linkedin.com/in/harshita-joshi-sajjanhar
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 thats 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 participants 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)
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 doesnt 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
Work Product Manager
Frustrations Has to see Menu of each
Restaurant at Zomato Has to order separates which
requires lot of time
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
Work Marketing Manager
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 Personas key tasks when using the application.
Slide no. (20) describes the matrix of frequency & magnitude of these Red Routes.
FoodView Price See History See Location
Do easy Checkout
Do Rating on Food
Status of Food
See Location Status of food Easy Checkout
Order Complete food
See Food Rating
See Location See Reviews
View Price Delivery Time
See Ordered History
All Of the time
MostOf the time
SomeOf the time
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 dont 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
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
Red RouteEasy Checkout
User StoryRaghav says, As I have to order food again and again, I want easy
checkout so that I dont 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 dont 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