Wishbone

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Mobile food delivery app designed to humanize the relationship between consumer and driver.

About

I had a dual role as UX Designer and Researcher, which started with observational research and ended with an innovative restaurant delivery app.

Problem

In restaurant delivery there is a disconnect between the consumer and delivery people. This disconnect results in low tips and poor service.

Goal

To discover how we might restore the human connection between consumers and delivery persons.

How Might We

..restore the human connection in restaurant delivery to create a better experience for both consumers and delivery people?

Restoring Human Connection 

 In restaurant delivery, the driver acts as a "server". Most people enjoy dining at restaurants and enjoy banter with "servers". So why not why delivery persons?  The connection to the server at restaurants is lost in the delivery process. The pandemic of 2020 only heightened these issues and demanded solutions. This research plan attempts to reveal the causes and restore the human connection, so that both consumer and delivery persons can live their best life. The research and design project took place over nine months.

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Plan

  • Observational Research

  • User Interviews

  • Red Routes

  • Tree Testing

  • Sketches

  • Low Fidelity Prototypes

  • User Testing

  • High Fidelity Prototypes

  • User Testing

  • Launch

Methods

  • Observational

  • Moderated Interviews

  • Affinity Mapping

  • Empathy Map

  • Persona Creation

  • User Journeys

  • Red Routes

  • Sketches

  • User Testing

  • Style Guide

  • Prototyping

Tools

  • Google Forms

  • Zoom

  • Adobe XD

  • Procreate

  • Pop

EXPLORE

Used observational research and user interviews to discover pain points in restaurant delivery.

Design

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test

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reiterate

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test

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Observational Research

Research for this project was constrained by pandemic conditions. I started with observational research within my community apartment lobby. This would allow me to witness deliveries first hand. I wanted to know what challenges and different participants were involved.

 

Some key findings were...

  • Delivery people had issues accessing building

  • Front Desk not always available

  • Residents were concerned about perishable food deliveries

  • There was a surge in package delivery

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Secondary Research

Originally we thought that the surge in package deliveries from big companies like Amazon would be our focus. In 2018, consumers spent $517 billion, a $502 billion dollar increase in within 10 years. This distribution empire has many tentacles that reach the consumer, but to our surprise in consumers interviews we found that people were feeling disconnected from their environment more than too many packages being delivered. This led to a strong empathy to connect with anyone they could, and in this scenario that was delivery people. 

User Interviews

I recruited 6 participants through the resident portal at Cobalt Lofts in Harrison, NJ. I used a Google forms survey to find a diverse group of participants willing to share their experiences with delivery in multifamily living. The environment in which they lived offered Amazon lockers, Butterfly Key Access and Front Desk staff along with property management company.

These interviews took place over Zoom due to the pandemic. 

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Demographics

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Interviewees ranged in age from 25-73 years of age. They were professionals in the tech, pet, sales and influencer industries. Half of them worked on site prior to covid pandemic. Now, all worked from home in same or new field. Half of participants were male and half female. Annual salaries ranged from $50,000 to $300,000 dollars. All participants were U.S. citizens and prior to pandemic worked in NYC, Jersey City or remote. 

Interview question were segmented into different data sets to identify what mattered most to residents in package delivery. And although they had pain points in all areas, we found that they were most emotionally conflicted in restaurant delivery. We were able to pin point this through affinity mapping. After several reiterations, we were able to determine by the categorical size of input and content of feedback, that restaurant delivery was the most valuable and viable path.

Categorical Size of Feedback 

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Content of Feedback 

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Empathy Map

Next, I created an empathy map with key sentiments. I found there was a strong desire to be compassionate towards delivery people and still have great service. Participants wanted food delivered to their door, but they also wanted to sincerely thank "essential workers". 

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Personas

I created personas to help guide design decisions in creating an inclusive restaurant delivery app. Due to time constraint, interviews and personas are for the consumer. If I had more time I would have done a bilateral research to include interviews with delivery people and persona creation. 

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User Journeys + Red Routes

I created personas to help guide design decisions in creating an inclusive restaurant delivery app. Due to time constraint, interviews and personas are for the consumer. If I had more time I would have done a bilateral research to include interviews with delivery people and persona creation. 

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Sketches + POP Marvel User Test 

I created low fidelity sketches to conduct user testing using the app POP by Marvel. I conducted the test with five new participants. Feedback showed that users did not want too many details, an opted for simpler straight forward features. They also were not sure on the rating system and it did not quite establish the human connection between them and the delivery person. I went back to the drawing board and made some adjustments. The second round of user testing proved successful and I moved onto developing a style guide and prototypes. 

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Mood Board + Style Guide

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In order to create consistency in the design process, I created a mood board and style guide. Growing up, my grandmother would have us break a chicken bone with her and make a wish. It's tradition that inspires dreams and promotes community. It's something you do together. And Wishbone wants to inspire people to mutually enjoy the fruits of life. Wishbone seeks to foster a human connection between consumer and drivers, by making food delivery easier and giving back to drivers in a more meaningful way.

Also, a fun fact is that when a wish is made and the bone breaks equally, both wishes come true!

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Low Fidelity Prototype

I created a prototype that showcased the human connection between consumer and driver. It was important to make the onboarding easy as possible and educate the consumer on the goal tracker. This feature is key to the mission of the app. It flips the user mindset and tipping is viewed as a social goal instead of throwing money away.  Consumers can even follow driver goals and feel satisfied seeing them reached. They can even contribute again anytime!

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High Fidelity - Iteration One

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High Fidelity - Iteration Two

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Prototype

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Next Steps

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Photo Credit: Starship Tecnologies

Wishbone still needs more testing. I would want to explore the driver side in research, and how they feel about different business models. I'm curious how a franchise would work, where drivers own their own fleet. I would also want to research and test delivery bot fleets owned by drivers. My hypothesis is that it would empower drivers with an entrepreneurial spirit and create a last mile delivery system that would both be economical and sustainable. 

With delivery bots arises to continues efforts in accessibility. And although bots creates accessibility in reaching those that can't travel, it might still have issues in retrieval functions. Therefore, I would also want to have a separate study on the accessibility of delivery bots.

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