Valentin Jeanjacquot

UX/UI Case Study Rofofo Roll For Food AN APP TO EASILY ORDER FRESH FAST FOOD Rofofo is a regional halal chain of food trucks and restaurants located in Toronto (with 1 food truck and 1 restaurant) and Ottawa (with 1 food truck). They strive to deliver healthy, specialty homemade sandwiches and food trays. Rofofo targets customers such as commuters and workers who may not have the time or ability to prepare a family or individual dinner. PROBLEM Busy workers and commuters often lack the time or inclination to prepare their own meals. GOAL Design an app for Rofofo that allows users to easily order and pick up or be delivered fresh handmade dishes. MY ROLE/TEAM: SKILLS: CLIENT: YEAR: UX/UI Designer (Self-directed) FIGMA, ADOBE SUITE, MAZE / User research, information Architecture, Wireframing, Prototyping, usability studies, Branding. Rofofo 2023 (2 weeks) Competitve audit I proceeded to analyze the competition and search for untapped opportunities. I carefully examined their platforms and features, as outlined below. Randy’s Roti The Bullger Chica’s Chicken BFF Caribbean Food (halal) 1 Food truck & 1 restaurant Toronto, Missisauga Burgers & Sandwichs (halal) 3 Restaurants Toronto, Scarborough Chicken Speciality 3 Restaurants Toronto, Steinbach Burger & Fries (halal) 2 Restaurants Toronto, Ottawa After personally using the aforementioned apps and thoroughly reading numerous Google reviews, I have identified several recurring issues: - Redirecting to DoorDash or Uber Eats pages when attempting to place an order - Poor synchronization between items available in-store and on the application - Lengthy service and cold meals - Challenges in selecting a restaurant within the application and expensive delivery fees Survey To gain a deeper understanding, I conducted user interviews over the course of a week. I interviewed 18 individuals and meticulously recorded their responses to gain insights into their needs, motivations, and frustrations. Question 3 Question 1 Do you usually order food when you are: How often do you order food online? Several times a week Alone Once a week In a group Once a month Both Never Question 2 What are the two most important factors you take into account when deciding to order from a food delivery app? 38.3% Affordable prices 22.4% Delivery time 23.6% Information and images Customization 6.2% 42.7% Food Quality 21.5% App easy to use 41.3% Reviews Other 4% Question 5 Question 6 What are the reasons why you order food? What is the most frustrating aspect of the ordering process? «Website often lack photos» «Laziness to cook» Lisa Kawtar «I work late» «Prices of products doubling» Emile «Sharing a moment with friends without wasting time» Marine «Insufficient options to customize the menu» Sofiane Zachary «Group orders take time and require the use of a single device for payment, resulting in simultaneous delivery. Also It can be inconvenient to ask someone to pay upfront.» «Time-saving» Rani «It’s never the same taste when I cook a burger compared to when I order one» Aaron Melken «There is no re-order option» Sophie «I have to enter my card number each time» Jacques Insights TIME FEATURES Working adults often find themselves too busy to dedicate time to meal preparation, while others simply do not want to or cannot spare the time for it. Users’ ordering preferences vary based on their company (alone or with others) and location (work or home), necessitating customized features for a personalized ordering experience. TRANSPARENT FIDELITY Clear pricing and transparent information are essential to prevent unpleasant surprises for users. We strive to create a more personalized experience and demonstrate our genuine care for each user. Persona Using these responses, I developed an empathy map to deepen my understanding of the users’ perspectives. «I am a proactive individual who values efficiency in task execution.» Goals Have high-quality food items. Order in advance to pick her order quickly. Frustrations Bad coordination with her pick-up. Wasting her time and lack of efficiency. Being able to re-order the last order. Wira Age: Education: Hometown: Family: Occupation: 22 yo Master’s degree London 2 sisters & 1 brother Data Analyst About Wira, a junior employee in a busy firm, relies on a food app to conveniently schedule her food orders after late-night meetings. However, she occasionally faces frustrations such as incomplete or incorrect orders, as well as delays in the pick-up process, which can affect the freshness of her food items. Persona «I become fully immersed in my tasks when I work, so having a well-equipped setup is essential for me to work effectively for long periods of time.» Goals To easily order food when he is with a group Desires that his food order and those of his friends are delivered at the same time. Kerfala Age: Education: Hometown: Family: Occupation: 34 yo BA Toronto Married, 2 children Audio-visual editor Frustrations Difficulty in coordinating orders with friends and ensuring everyone’s preferences are taken into account. It’s challenging to split bills with his friends while ordering food in a group. About Kerfala is a father of two young children and works as a photographer. He values work-life balance, enjoys connecting with friends, and seeks opportunities to share pleasant mealtime experiences. He often relies on a food ordering app to conveniently order meals for group gatherings and social occasions. User Journey Empathy Map SAYS I’m too busy to prepare my food by myself. You can deffenitely feel when food is homemade with fresh product, even for a burger. Industrial food should be forbiden, there is too many additifs. What foods can provide me with both pleasure and health benefits? Order can stress me more than preparing a meal myself. I don’t have the full controle on the time managment . I need an easy app with a schedule option. I want to prioritize my wellbeing. What is the best for me ? Wira Check the website and app Comparing the delivery service and the pick-up option What do I truly need? Why does it take so much time? Anxious about time Makes small deicisions excited when I think about enjoying a delicious meal Reassured by food Tracking the food List pros/cons I want to be respected and ensure that I get value for my money. How am I supposed to achieve that? Will I be able to save time? Subscription THINKS I want something delicious and enjoyable. Check the ratings and reviews Frustrated to make a choice Tired of cooking after work. DOES FEELS Problem Statement Wira is a busy data analyst who needs to schedule fresh food order for the end of her late evening meeting. She values efficiency and wants to avoid wasting time by being able to eat as soon as possible. Empathy Map SAYS I want to make the most of my time with my friends Ordering food in a group takes too long I enjoyed the generous portions and getting my money’s worth Sharing a good meal with friends is essential for creating enjoyable moments together Paying the bill in a group can be embarrassing, especially when online payment is required Ordering can be complicated or awkward when there are only a few people involved THINKS Why does it take so much time? What is the best meal to share a good moment ? What do I truly How am I supposed to achieve that? I want the best experience for myself and my friends. I want something who feed me well Kerfala Check the website and app Excited about thinking to eat a good meal Check the ratings and reviews Subscription Embarrassed about bill Compares products Tracking the food Organize the order and the bill frustrated about time axious to organize well DOES FEELS Problem Statement Ferfara, a friendly photographer, wants to share the food order and the bill with his friends. He values the experience of eating together and wants to ensure that everyone is delivered their meals at the same time. Additionally, he wants to avoid any potential embarrassment by not having to pay the entire bill upfront and waiting to be reimbursed by others. User Flow Architecture Information Wireframe Next, I translated my ideas into designs by creating wireframes that laid out the initial structure of the app. Low Fidelity Prototype Usability Study I’d like to gain a deeper understanding of the specific challenges our users may encounter during the ordering, payment, and connection process, and explore how we can assist them in resolving those challenges. «Users want to order food quickly» «Users want a schedule option» «Users want a clearer app» «Users want “share with friends” options» «The cart are too many difficult to find» «Share with friends” functionality is confusing» Low Fidelity Prototype II Design System Mockup Moving forward, I focused on the visual aspects of the app, encompassing fonts, colors, illustrations, logos, and more. These elements work harmoniously to build a brand identity associated with the product and resonate with the users. High Fidelity Prototype Prototype on figma here Thanks for watching