2021
None
UX, UI, Product Design
UX/UI Designer
Katsura is a user-focused food delivery platform that connects the local restaurant with food enthusiasts. It offers a diverse range of cuisines, customizable orders and real-time tracking. Designed with a clean interface and optimized for convenience, the app supports the restaurant while delivering a seamless and personalized dining experience to users.
In the midst of the rapid pace of today's lifestyle, many people find it difficult to dedicate time to cooking meals at home. A significant portion of individuals even lack the opportunity to dine out at restaurants. The task was to discover a solution that would allow these individuals to conveniently place food orders and have them delivered to their doorsteps.
This app offers a wide selection of diverse cuisines, and customizable options, catering to the preferences of every user. With a user-friendly interface and accurate real-time tracking I aimed to provide an unparalleled convenience and value proposition. This holistic solution addresses the frustrations of users, empowers the restaurant and elevates the dining experience for everyone involved.
UX research, UI design
Initial research focused on better understanding user’s needs related to finding and saving restaurants as well as measuring the extent to which these needs are held among their peers.
Would users like to use a food delivery app?
How do users interact with existing products?
What are users current pain points with existing products?
Would free delivery convince users to use delivery options?
A survey was conducted using Google forms on 5 participants to identify which products and features people are currently using and determine which feature are essential to make the user process seamless.
A series of in-depth interviews were then conducted on the 5 participants to further identify pain points, frustrations, needs, and desires with existing products to determine how Katsura could improve this experience.
The research revealed that the majority of users prefer placing order via mobile app.
Users value the ability to customize their settings to curate things that fit their preferences
Users abandon the process because of a lack of add to cart option.
Users seem to abandon the process once the location feature becomes problematic.
Too much information on screen makes users feel overwhelmed, they'd like a more curated experience
Irrelevant suggestions feel impersonal and clutter the UI, filters are highly used tools when searching
Competitive analysis was conducted to identify competitor's strengths and weaknesses to inform the app's features and information structure.
.png)
The competitive audit report provided a comprehensive analysis of existing food delivery apps. It guided the understanding of market trends, strengths, weaknesses, and user expectations. This analysis informed strategic decisions, enabling us to identify opportunities for differentiation and design a more competitive and user-centric food delivery app.
.png)
After conducting user research and a competitive analysis, all the results were synthesized to identify features that Katsura could focus and improve upon.
An affinity map was created to identify high level themes and group similar insights gained from the research.
.png)
The problem statement anchored the design process by defining the specific challenges faced by users like Sarah. It guided the creation of solutions that prioritize their needs for convenience and timely food delivery, ensuring the app addresses real-life scenarios and resonates with the target audience.
A persona was built based on the data collected to help drive decision making and keep the product focused on solving users pain points, frustrations, and goals.
.png)
During this stage, creative solutions were generated based on user insights. A user flow outlined the steps users take, a site map was used to organize the app’s structure, and digital sketches visualize initial design concepts. This stage set the groundwork for the app's functionality and layout.
The user flow visually mapped the steps users take within the app, clarifying the ordering process and potential interactions. It identified pain points and opportunities, enabling me to streamline the user experience and anticipate user needs effectively.
.png)
The user journey map depicted the user's end-to-end experience, highlighting touchpoints, emotions, and pain points. It aided in identifying moments of user delight and frustration, informing design decisions to enhance the app's flow, usability, and overall user satisfaction.
.png)
The site map outlined the app's structure and navigation, showing the relationships between different screens and features. It guided the design by ensuring a logical and organized user journey, helping prioritize content and functionality for a cohesive user experience.
.png)
The sketches translated conceptual ideas into visual representations, serving as a preliminary design framework. They allowed for rapid exploration of layout, UI elements, and interactions. These sketches facilitated early feedback, fostering iteration and refinement of the app's design direction.
Low-fidelity wireframes were created with minimal detail, focusing on layout and structure. These basic visual representations helped visualize the app's content placement, user interactions, and flow without getting into finer design elements.
.png)
A usability study was conducted to determine where improvements could be made and identify new ideas to satisfy user expectations, needs, and desires.
Complicated buying process
Users were unable to figure out when their food was ready or going to be delivered
Complicated registration process.
Simple navigation with consistent and reassuring navigation.
Orders for take-away, and pick-up w/ progress status
Simple and quick registration to avoid discouraging new users from signing up
Inspiration was drawn from fine dining restaurants with a focus on minimal yet functional simplicity. The UI design reflects the user's desire to have a clutter free, curated look and feel.
.png)
.png)
Kilimanjaro makes the process of finding a meal and ordering it simple and engaging. It connects people to a vast menu of different cuisines and suggests foods that match up with each user's preferences and positively reviewed and rated dining experiences.
Browse menu
Once the user clicks on an item, they can view different information about it. They can then go ahead and add the item to their cart.
The user then proceeds to confirm their delivery details as well as choosing a payment option before checking out.
Users can track their order till it arrives at their doorstep and have the option to communicate with the delivery driver.
Users receive a notification on the order status.They can also track their order while they wait for it to arrive.
The app includes a dark mode option.This is easier on some users eyes.The colours used are compliant with WCAG.
The app recommends food based on user reviews showing popularity.
Items are also grouped into categories for easier navigation.
Integrates all needs into one streamlined experience
Use of high quality images to give the user high-end affection towards the app.
The user can select quantity needed for every order.
Users can view live updates of their order from the moment it is placed.
Map preview allows the user to select their exact delivery location.
Each item previews it's ingredients.This may be appealing to users with alllergies or vegans.
