The challenge

Increase repeat orders and improve the user experience of the mobile app

As EatNow grew, they noticed that an increasing amount of their users were mobile. Noticing gaps in their mobile experience, they decided to quickly close those gaps – whilst pursuing their aggresive growth.

Kickoff

Iteration 0

Adamant to keep on track with their aggresive growth strategy, they decided to tackle several areas quickly and skip the research phase.

Their product owner Nathan and their founder Marc worked tirelessly to comb through all the pain points their users were experiencing. We grouped them, set priorities and mapped them against a customer journey and a release timeline.

UX Solution #1

Updating the look and feel

I decided to make the content stand out as much as possible and reduce the amount of skeuomorphism that was present in the app which was rampant in iOS6.

Old app screens

Using a component based structure was a clear winner here, as it would help us move fast and tackle the other areas of improvement quicker as well.

iOS style framework

UX Solution #2

A better home screen

The previous version of their iOS app had a signup wall. The wall helped them initially grow and convert customers, but it started getting in the way of them accquiring new customers.

I suggested removing the login wall and instead allowing customers to browse local restaurants in their area, provide easy access to restaurants they order frequently from and the ability to reorder their favourite meals quickly.

Suburbs
Reordering
Favourites

UX Solution #3

Improving menu browsing

Another area that users were experiencing issues were consuming the menus. The major issue was the information hierarchy – there was no clear grouping and a flat strucutre was not great for a growing content model of menu items, specials and reviews.

Using a simple tab structure, I designed 3 clear tab groups to house each major section of the menu.

Menu
Quick navigation option

UX Solution #4

A better checkout experience

In previous versions of the app, customers had no options to easily change their address or payment options easily at checkout. They had to change their defaults from the account section on the web which was a major pain point.

After a couple of days of prototyping and hustling to convince the product owners that this was a much needed UX enhancement, they finally saw the value that it would deliver to their customers.

Order summary
Payment summary
Payment options

UX Solution #5

Managing account details

In previous versions of the app, customers had no options to easily change their address or payment options easily at checkout. They had to change their defaults from the account section on the web which was a major pain point.

After a couple of days of prototyping and hustling to convince the product owners that this was a much needed UX enhancement, they finally saw the value that it would deliver to their customers.

Accounts section
Account details
Change password

UX Solution #6

Customising meals

Feedback received from customers highlighted that they were having difficulty customising meals. Using notes to add customisation to a dish wasn't working well.

Restaurants weren't receptive to the idea either because it resulted in unhappy customers. Having a solution that could be printed on docket would work really well for them.

This meant covering multiple possible solutions and providing a clear and intuitive interface for customers to easily customise meals and be happy with their order.

Hot on the heels of creating the style framework, I was able to iterate quickly and work with the EatNow team to map out the optimal flow for customising meals, without having to create fully detailed mockups.

Customising meals workflow

Developer support

Being a stickler for consistency and ensuring that my designs are implemented correctly, I created a style guide outlining the components that were used throughout the design.

Eat Now style guide