Overview:
"Do it Right" provides users with an accountability tool that navigates users to the website of their favorite restaurants and avoids 3rd party application services when they are not needed. Users can use these services to their liking, but this chrome extension will easily link the user to their desired restaurant while on the 3rd party site. This service aims to help small businesses and give them back revenue without overcomplicating or changing what their customers are already doing.
My Role:
UX Researcher and Product Designer
Timeframe:
36 Hours
Team:
Design Team: Nadia Bahash and myself
Software Engineers: Xila Reyna, Julio Pacheco, and Tavish Cary
Data Scientists: Brandon Bergeron and Benjamin Peck
UX Methods:
Competitive Analysis
Consumer Surveys
Research Synthesis
Journey Mapping
Ideation
Wireframing
Rapid Prototyping
Usability Testing
Tools:
Zoom
Figma
Google Suites
Adobe Illustrator
Slack
The Scenario:
During the pandemic's peak, restaurant customers were pushed to online ordering services, straining independent restaurants' finances that struggled to pay hefty commission fees.
Independent restaurants are important public amenities and community focal points but struggled during the pandemic.
Many have been forced to pivot to online delivery and pickup orders placed through third-party services.
Through a little Google digging and speaking to some friends in the restaurant industry, we found that online ordering platforms such as Grubhub and Doordash take up to 30% of profits from these small businesses, making it very difficult for the consumer to communicate with the restaurant.
The Solution:
"Do it Right" provides a convenient and timely reminder for customers to put money back into all the restaurants' pockets by ordering directly.
The problem we found validating our assumptions:
The pandemic has pushed restaurant customers to online ordering services, straining the finances of independent restaurants that need help paying large commission fees.
Restaurants:
- 80% of restaurants think commissions are unfair
- Restaurants incur fees of 15% to as high as over 35%
- 40% of restaurants feel trapped in the partnership once started
- Most contracts prohibit them from charging more for their online menu
Consumers:
- 63% of consumers prefer to order delivery directly from the restaurant
- 18% prefer to order from a third party
Using UX to develop a product that addresses the UX Hierarchy of Needs:
COMPETITIVE AND COMPARATIVE ANALYSIS:
Meeting the Consumer:
Streamlined Branding:
Developing a simple onboarding feature:
Next Steps:
Currently, our extension only scraps for Doordash sites and will only work on a desktop. We would like it to expand to all third-party ordering platforms and develop solutions for other devices.
While we did get some insight and feedback on our design and concept, we would like to do comprehensive user testing to enhance our design to its fullest.
We'd like to reach out to local restaurants to help with the launch of this product and make sure they are onboard and support our idea.
Eventually, we see this platform having some type of reward system the more you use to help incentivize more.