CASE STUDY: Usability Research of the checkout process for a food delivery service
ROCKET
TASK
Conduct a UX analysis of placing an order for food delivery through the Rocket app and identify pain points.
TARGET AUDIENCE
Little time to cook or no time to go shopping. Confident user of PC and smartphone.
IT Specialist
- Age: from 18-35 years old;
- Income: average or above average
- Employment: full-time or freelance, remote or office
- Income: average or above average
- Employment: full-time or freelance, remote or office
Home delivery users
SOLUTION
Carry out target audience segmentation
In-depth interviews
Reveal the pains of the target audience
Define key metrics
Implement design changes and test
RESEARCH AND RESULT
14
Conducted in-depth interviews
Дизайн для десктопа
Компьютерная версия соответствует поставленным целям и задачам, а также способствует увеличению заказов для двух основных групп целевой аудитории.
2
Key pains
2 KEY PAINS
“I can’t stand it when they call me to replace an out-of-stock item?!”
“It’s annoying when they don’t deliver the right product when I order it”
KEY PROBLEM
74% of Users have encountered
for problems with out-of-stock status and replacement message
for problems with out-of-stock status and replacement message
KEY METRICS
Retention
AOV
SOLUTION
Added the item "If the product is not in stock" when placing an order.
A/B testing with the introduction of add. functionality
A
B
A pop-up window that must be shown when confirming an order with the ability to select a function
Opening the bottom sheet when confirming the order
RESULT OF TESTING AND IMPLEMENTATION
Option A was not noticed by 40% of users
Option B noticed by 100% of users
ROI
4,3%
grow up
grow up
AOV
9,43$
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Ready for challenging tasks
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+995 595 09 11 98 / +7 977 287 94 57 / tsanavagn@gmail.com
© All information provided on the site is relevant.
Tsanava George - UX/UI designer.
tsanava.com
© All information provided on the site is relevant.
Tsanava George - UX/UI designer.
tsanava.com