I start my research with a couple of competitors, I decided to go through Stanford d.school Design Thinking process. Empathize - Define - Ideate - Prototype - Test.



I first explored the background of the system and mapped in place in the Delivery ecosystem, then I understood the business goals and got to know the target audience. Before I started working on this app, I wanted to learn more about psychology and motivations. At first I learn the user’s needs - in this case Facebook group and Google Reviews which are specified for delivery topics. I asked community members to answer some questions.  I was surprised, because in questionnaires 4 people took a part, and 12 questionnaires were scrupulously written. 

My first question:

  1. Why do you use delivery service ?
  2. What could be the reason to stop using our app ?
  3. If you could rate the likeliness for our app on the scale of ten, how much would you give ?
  4. Which apps for delivery are you using? 
  5. How would you describe your previous experiences with these apps ?
  6. How often do you see yourself using this app?
  7. What devices do you use ?


Main conclusions

Users prefer using mobile app more than websites. Previous experiences with similar apps were good. Suggestions about creating accounts to make verification easier. The idea for most people is sensible and they would like to use it.



To make another step, I have to better define a problem which I want to solve. I started to build “persons”. I collected conclusions and I built two fictional persons on people who I got to know during the process of questionnaire. The person will represent the real needs of a bigger group of real people. 


User story

Now I know who the persons are. It’s time for a few stories. User story is a fictional, one-sentenced story, told by a fictional user, which has a task - inspirit a designs decisions. They define obstacles and the final purpose. The main objective of creating a User Story is to understand the user very deeply, build a story on his experiences and solve problems, which users can meet with.


Unmoderated User Testing

Missclicks & heat mapping

I have used Maze platform to conduct usability testing to define potentially problematic spots. The were no more significant issues with interaction on other steps of the flow, so I started designing the final solution.



I made a design that is easy to understand. Separation of semantic blocks with free space make the UI more modern, lighter and easy to navigate. New interface, increased usability and gave users a wide variety of options without overloading them with unnecessary content.