Pies&Fries
A digital delivery service built on the promise of speed and efficiency.
Research
Synthesis
Design
Future Plans
Team Pies&Fries
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My role: UX Designer
Research and Data Analysis
Sketches and Wireframes
Prototyping
Clickable Mockups
Logo Design
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Deliverables
Insights that led to Solution
Sketches and Ideation
Wireframes and Mockups
Hi-fi Interactive Protoype
Presentation
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Software
Figma
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Miro
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Timeline
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5 months; Fully Remote
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Our team's purpose here was create a digital e-commerce application for a Kosher Cloud Kitchen, whose primary task was to make the sometimes complex process of delivering pizza to busy, overwhelmed NYC Orthodox Jewish families simpler, while keeping their dietary restrictions front and center. Our challenge was to explore and find innovative ways to design a system that let the user sign in, order, and check out in only 3 taps of the screen, and let the Admin oversee it all- while employing it's own fleet of delivery drivers.
So, how *does* one build a system designed to be simple and yet complex at the same time?
How can we create a clean, functional app that combines Admin, Delivery Driver, and User needs?
What are the primary needs and concerns of serving a niche community, and how do we holistically fulfill them?
How can we innovate on an already tried-and-true concept?
How can we shorten the User experience without sacrificing primary functions?
Research and Task Analysis
Delivery apps are far from new. Our research was focused on the strengths and weaknesses of the most common and popular apps available, and what we could learn from the experiences of their users, both customer and driver.
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Task Analysis
To dig deeper, we conducted competitive analysis against the most popular and successful ordering platforms. We researched the complete process from Login to Checkout by placing orders and noting the user experience along the way. Below are some examples.
Heuristic Analysis
After completing our initial research, we were able to identify key topics, pain points, and design flaws through heuristic analysis.
Affinity Mapping
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Mealtimes are stressful enough. I need to feed my family quickly.
A simple pickup system so I can excel at customer satisfaction.
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Design Studio
How might we build a super-streamlined experience for both user, admin, and driver that answers their different needs?
Features derived from Heuristic Analysis and Affinity Mapping
Features
Common Platform
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User, Driver and Admin in one place
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Simple-click ordering system, allowing group ordering and tip split
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Real-time Geo-data tracks not only your order's progress but the driver as well
Ease of Use
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Top 3 allows for quick reordering
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Phone and Live Chat based Customer Service
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Loyalty Programs aimed at both Users and Drivers
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Clean, addictive UI
Wireframe Design
Designing the Home Page
First, we designed the first iteration of the home screen. The screen is an introduction to the product, where users could discover menu items, current deals, interact with the brand's social media, whet their appetites for a delicious meal, and of course sign in. A greeting welcomes users to the app.
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The Login page serves a dual purpose, allowing both user and delivery drivers to access the app. This keeps the app streamlined and optimized for multi use. The design was kept clean and modern, despite allowing for multiple sign in options. Users can use their email, or a social app to log in, and even login as a Guest, an option we felt was important for the busy and possibly impatient new user.
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Designing the Menu Pages
For the Menu pages, we wanted to design a space where a user could come and quickly browse options. Since the goal of this product is speed, we focused on visuals over excessive descriptors. Below a customized greeting and a blurb showcasing the daily rewards/specials, the user immediately views their Top 3 orders, provided they have set this feature up. This allows for near-instant checkout and ease of re-ordering.
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Below Top 3 we designed a few categories featuring family meal plans, a designated kids menu, and current Specials.
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Standard Profile, Home and Order buttons allow the user navigate easily from the Menu to other pages.
Designing the Cart and Payments
Delivery app carts and payment options tend to run toward the self-explanatory, and here we decided to stick with the basic principles of design. Delivery address is displayed promptly at the top of the page with editing if necessary, followed by a visual conformation of the content of the users cart. Payment options including tip are displayed below, and in integration with Venmo allows the user to send a request if the meal is being split- eliminating the hassle of dividing the math and following up later for payments.
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The final screen of the first iteration is our delivery confirmation page, where the user can easily scan for errors and decide on modern options such as contact-less delivery. Here also is yet another option for splitting the payments between one or more credit cards, easily accessed from the the users Saved Profile. Promo code inputs and an animated display showcase how many rewards the user has earned on this purpose, before finally confirming payment.
The Pies&Fries Logo was designed to facilitate a sense of fun and lightheartedness- plus we just think it's super cute.
For the Design System, we worked with bright, upbeat colors, evoking a fun, game-like atmosphere; and a clean, modern font in Roboto.
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The buttons are designed large and bright for ease of navigation. Purple and yellow draw the eye and are used to facilitate awareness of a highlighted function with a fun teal as the universal "Go" function.
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Feather Icons are used to keep to our clean, lighthearted aesthetic.
Wireframe Design, Driver & Admin
Designing the Driver/Delivery System
First, we designed the first iteration of the profile screen. The screen enables the driver to clearly set up their personal info, view current orders, order history, set notification preferences, and even provide feedback on the app experience while in beta.
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The Delivery page cleanly displays the real-time map of delivery destination and route, alongside the selected address, and estimated arrival time, all at the top of the page. Below those we placed the preferred delivery method along with the customer name and contact number, and added a Call button for quick, seamless contact.
The lower third of the screen contains the order details, a Call button for instantaneous contact with the restaurant, and the final button that marks the order as Completed.
The screen is designed to be a concise place to view all pertinent information in one glance, for maximization of driver efficiency and safety.
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Designing the Admin pages
For the Admin pages, we wanted to design a space where the admin could come and quickly view their operations. In a fast paced restuarant enviroment we wanted to focus on a clear hierachry of orders and delivery details.
At the outset Orders are marked as received, followed by the order details, represented both textually and visually. a window is provided for extraneous notes and options.
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Below a customized greeting and a blurb showcasing the daily rewards/specials, the user immediately views their Top 3 orders, provided they have set this feature up. This allows for near-instant checkout and ease of re-ordering.
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Below Top 3 we designed a few categories featuring family meal plans, a designated kids menu, and current Specials.
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Standard Profile, Home and Order buttons allow the user navigate easily from the Menu to other pages.
Usability Testing and Final Iteration
We then prototyped our initial wireframes and tested the usability with 6 participants.
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Below reflect the final iterations made from the usability test feedback.
Final Prototype, User
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Final Prototype, Driver
Final Prototype, Admin
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In Summary
Pies&Fries Process Recap
Task:
Our team was tasked with creating a digital experience- a delivery app connected to an independent Cloud Kitchen servicing the Modern Orthodox Jewish community of the NYC Metro area, whose main promise is to allow busy families to order their pizza in only 3 taps of the app or less.
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Approach:
Through contextual inquiry, task analysis, heuristic analysis, affinity mapping, sketching, iterating, and prototyping.
Product:
Pies&Fries, a streamlined delivery app that synergises all sides of this e-commerce industry, combining the admin/managerial duties of a Cloud Kitchen with the real-time acute needs of delivery drivers and users. The app succeeds in it's founders' wish to provide a service to this community- in this case, ordering pizza- in as little as 3 clicks from start to finish.
Future Plans
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Continue User testing to develop Pies&Fries further, add targeted features such as Shabbat Sundown notifications, and streamline those features to fit the user needs and market.
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Continue to update the app as the menu expands and the Cloud Kitchen grows.
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In the future we hope to see an expansion of the delivery market into other cities, and the opportunity to further explore methods to shorten the mobile food delivery experience.