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CONSUMER APP

UX CASE STUDY

SEDAP APP
( means delicious )
‍

SEDAP App is a location based directory tool that can help that catalog all the hawkers stall information based on location , price and offering. Most of the popular food delivery apps are focusing on bigger restaurant chain. Young generation owner already pivoted to online during Covid-19 lockdown.

The main objective of this app is to help those disconnected hawker stalls operator stand a chance to promote their cuisine online with automated order management , ease of use marketing tool and offer better competitive delivery rate for consumers either by using group buy option.

The Problems

No More Dine In

Due to lock down, no more dine in. Delivery or take away is the only option. Most of the revenue are from dine in previously

User Non IT Savvy

Some disconnected users or old folks mainly use their phone for calling. Hardly use any app for their daily operation. Too many steps in those app make them confuse

Service Charge Too High

Their profit margin are very thin. Can’t afford to pay such high margin to 3rd party

Design Thinking Process
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We are using design thinking methodology throughout entire project. By empathizing with small restaurant owner and hawker stalls operator, we can empathize better what are the challenges they are facing now after lockdown. After defining the problem statements and coming out "HOW MIGHT WE" questionnaires, we can use various ideation methods such as brainstorming , sketches and affinity map to generate solution. With wireframe and prototype, we can let our customer test. After a few round of feedback and iterative design changes, we can refine the solution and roll out the final product.

User Research

Generally my research break into 2 parts. Gathering and synthesizing data to confirm and show evidence that there are potential problems face by hawker stalls operator that we can look into. On top of reviewing existing literature and data from online, we need understand actual requirements from stakeholders ( hawker stalls owner ), and learning about the needs and goals of the end users. Through out this research, we can collect valuable information that helps us design a solution that can answer the plight of the hawker stalls operator.

User Interviews X 5 People

Some obstacles operator are facing during this pandemic lockdown as below :-

‍1) Delivery charges are too expensive.
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2) Some hawker stalls don't offer delivery service. Only take away.
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3) Need a central repository to document and catalog our local hawker cuisine. This info can help them promote their offering and preserve our street food heritage.
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4) Majority of the older generation owner don't know how to use smartphone effectively. Mainly for calling only. They need help from their younger peer.
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5) Almost all using social media such as Facebook or Instagram to promote and reach out to their clients.
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Persona

Based on the articles published online , we decided that we need personas to articulate a few characters that represent the project I'm going to undertake.

Based on the research online , we set up two personas. We referred to them throughout the entire product development process.

Customer Journey

We created a Customer Journey Map to illustrate how customers interact with Mr Goh and Mr Chew's stall. The process start from consideration , comparison , order and pick up.

Due to pandemic outbreak, most of the buyer switch to online ordering or take away compare to typical dine in. Hawker stalls operator still need to find way to reach out to these customer via social media and popular messenger tools as dine in crowd have drop significantly.

The Solutions

This SEDAP App is to allow operator interact with customer directly, receive order via app and act as marketing tool for them to publish their menu via social media such as Facebook / Instagram and local community WhatsApp chat group.

Without sacrificing their thin profit margin, customer can choose to use delivery service , join group buy or select take away service. Without complicated configuration and navigation, this app will be an icon drive based app and support various local languages. Some of the operators can only converse in their mother tongue.

Sketches

Sketches on the right side are part of the ideation process where I've layout the framework of the app and process flow. Public can view , navigate the app and hunt their favorite food from this app.

On top of that, stalls owner will have full functionality of the operator app where they can publish their menu by taking picture of their offering , set the price, check order list and notify customer when ready. There is a summary of the sales compile by end of the day.

Wireframe

At the beginning of my design process I've created wireframes for testing purposes. The purpose of making these wireframes is for us to use it for testing purposes.

We need to seek user feedbacks to further improve on it. Figma is the primary tool I've use through out this project for wireframe creation. So far, I have done 3 iteration to bring the design from sketches to high fidelity wireframe.

Prototyping and
Usability Testing

After created wireframe with Figma, I have come out a prototype using those compiled wireframes. From there, I can do a manual usability testing with user or using MAZE to do a remote usability testing.

From here, we can collect feedback and improvise the app based on number of iterative attempt.

UI Design

I started designing the final screens in Figma once I have gone through usability test with the users.

My main objective of the visual style is make it as simple as possible so that the disconnected users can learn the app easily , very much icon based driven and try to prevent too many hierarchy inside the app itself.

CHAN KAI HOONG

CONSUMER APP

UX CASE STUDY

SEDAP APP
( means delicious )
‍