Ottavio's Italian Food (App)
March 25, 2023 - June 25, 2023
Ottavio's, nestled in Old Town Camarillo, CA, has been a cherished fixture in the community for 54 years, delighting patrons with its authentic homemade Italian cuisine. Originally established as a dine-in eatery, Ottavio's has evolved over time to meet the changing needs of its clientele. One significant development has been the introduction of a food delivery app, catering to the growing demand for online ordering and delivery services. This case study illuminates the strategic steps taken to bring this fully functional app to fruition, ensuring seamless access for all online patrons.
PROJECT OVERVIEW
Roles
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Lead User Experience (UX) Designer
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Lead User Interface (UI) Designer
Duration
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3 Months
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500 Hours
Deliverables
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Competitive analysis
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User interviews
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User personas
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Empathy maps
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Journey maps
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Low fidelity wireframes
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High fidelity prototype
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Usability tests & findings
Tools
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Figma
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Adobe Illustrator
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Adobe Photoshop
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Canva
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Procreate
The Opportunity
Creating a food delivery app offers Ottavio's substantial prospects, capitalizing on the burgeoning trend of online ordering and delivery services. Such an app enables Ottavio's to extend its reach far beyond its physical location. By allowing customers to effortlessly place orders from their devices, the app enhances accessibility, potentially attracting new customers who may not have previously patronized the restaurant. Moreover, it ensures a steady stream of revenue, even during slower periods. Crafting an intuitive app that facilitates menu browsing, order placement, and delivery tracking fosters stronger connections between Ottavio's and its clientele.
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In summary, the development of a food delivery app presents Ottavio's with myriad opportunities: expanding reach, boosting revenue, heightening customer satisfaction, and maintaining competitiveness in the ever-evolving food industry.
Design Process
4 Prototype & Test
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Branding
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Logo Design
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Hi-Fi Mockups
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Final Design
3 Design
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Task Flow
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User Flow
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Paper Wireframes
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Lo-Fi Wireframes
2 Strategy
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How-Might-We Questions
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Crazy Eights
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Product Goals
1 Research
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Market Research
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Competitive Analysis
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User Interviews
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Empathy Map
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User Persona
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Journey Map
1 Research
Research Summary
Food delivery apps have transformed the dining experience, offering unparalleled convenience and accessibility. In this study, I delve into critical aspects of efficient delivery apps, aiming to position our product as a standout in the market. Employing a mixed-method approach that blends qualitative and quantitative techniques, I conducted a comprehensive analysis. This research included a thorough competitive analysis to gain insights into how delivery apps impact restaurant finances. Additionally, unmoderated interviews were conducted with users to gain deeper insights into their preferences and challenges regarding the user experience of food delivery applications.
In conclusion, by emphasizing intuitive interface design, personalization, visual appeal, transparent information, and seamless communication, developers can elevate user satisfaction and foster loyalty in this fiercely competitive market. By integrating these insights into the design process, we can craft food delivery apps that not only meet but exceed user expectations, setting a new standard for excellence in the industry.
Research Goals
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Understand user pain points within the apps.
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Learn about how the main competitors of Ottavio's are catering to customers’ needs, as well as their strengths and weaknesses.
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Uncover people’s experiences of ordering food online.
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Find our target audience.
Secondary Research
Market Research
It's crucial to grasp the broader context and understand key aspects such as the target demographic, current trends in food delivery, and how competitors are managing their delivery services. The consumer landscape undergoes significant transformations annually, with more individuals adjusting their dietary preferences and habits to prioritize factors like nutritional content, cost efficiency, and specific dietary requirements, including the integration of assistive technologies. To ensure a comprehensive understanding of user preferences and needs, I've conducted extensive market research to gather insights. These insights will inform the development of detailed user personas and equip me to anticipate future trends, laying the groundwork for effective primary research initiatives.
Delivery Platforms
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Roughly two-thirds of customers express a preference for ordering directly from restaurants rather than through third-party services. Among them, approximately 61% cite their desire to directly support the restaurant as the primary reason for their preference. Moreover, restaurants stand to gain significantly when equipped with their own mobile apps, experiencing potential sales boosts of up to 75%.
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The landscape of online ordering has experienced a profound transformation over the years, reaching a point where having a food delivery service, whether proprietary or through a third-party, is nearly indispensable for restaurants. Google has also streamlined the process for consumers by integrating food delivery options into its Google Maps platform, simplifying the search and ordering process for diners.
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In this digital age, food delivery customers prioritize user-friendly apps that offer speed and a wide selection of choices. They appreciate platforms with intuitive interfaces featuring large buttons, clear language, and a streamlined customer journey. Key features such as easy browsing, real-time order tracking, and one-click ordering are particularly valued by customers seeking convenience and efficiency in their dining experiences.
Demographics
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People who are of the millennial generation (1981-1996) and Gen Z (1995-2012) utilize food delivery services the most, having 63% of Gen Z and 51% of Millennials using food delivery services. Only 29% of Gen X and 14% of Baby Boomers utilize these services.
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Due to its popularity, online orders are 23% higher than in-person orders. Most users are preferring online ordering out of convenience, lower costs and discounts, and the wide variety to choose from. Also, 34% of consumers use a form of assistive technology, like voice assistance, to order their food. This helps anyone with disabilities feel more independent, or can help someone with temporary limitations.
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Approximately 78% of users who order delivery live with one or more persons, and 72% are full-time students. Women from every age group are also more likely to order delivery than men.
Ordering Habits
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The popularity of online food ordering has surged, experiencing nearly a 10% increase in usage from 2020 to 2021. The pandemic accelerated this trend, leading to a dramatic rise in delivery and takeout orders, surpassing dine-in preferences. Presently, food delivery services are widespread across America, with a staggering 86% of the population availing themselves of these services at least once a month.
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Despite the considerable expansion, particularly facilitated by third-party services, there remains a prevalent preference for direct ordering from restaurants. This inclination has prompted a surge in local eateries establishing their own online ordering platforms.
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An increasing number of people are turning to food delivery or takeout services, with many Millennials even regarding them as indispensable elements of a fulfilling lifestyle.
Findings
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Assistive technologies benefit users.
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44% of users responded positively towards nutrition facts being available on the menu.
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Most users prefer ordering directly from the restaurant.
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A visually appealing interface enhances user engagement and encourages exploration of different cuisines.
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Users value transparency regarding pricing and estimated delivery times.
Competitive Analysis
I conducted an in-depth analysis of three distinct restaurants, each offering their own delivery service—one direct competitor and two indirect competitors. By meticulously scrutinizing their websites and mobile apps, I assessed various aspects including features, accessibility, user flow, navigation, brand identity, and overall experience. This comprehensive examination enabled me to uncover similarities and differences among the eateries and to discern their respective strengths and weaknesses accurately.
The Meltdown
American Cuisine
Strengths
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Engaging animations and elements.
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Easy to locate the menu.
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Clear color branding
Weaknesses
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Difficulty in navigating due to slow loading period.
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Users have to download a PDF to view menu.
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Must create an account to order online.
Don Chente
Mexican Cuisine
Strengths
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Important information present and updated.
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Pick up or delivery option available.
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Available in English and Spanish.
Weaknesses
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Some clickable elements do not work.
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Lacks brand identity.
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App not fully responsive on mobile.
Ameci's Pizzeria
Italian Cuisine
Strengths
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Screen reading technologies available.
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Has a filter feature for their menu.
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Available in 5 different languages.
Weaknesses
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Difficulty ordering online.
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Not many option for dietary needs.
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Menu hard to locate.
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Home page too busy.
Primary Research
User Interviews
Having gathered insights from secondary research, I armed myself with a better understanding to embark on user interviews. Eager to delve deeper and establish genuine connections with real users, I was fully prepared to gain firsthand insights. Through the articulation of 10 open-ended questions, I fostered an environment where participants felt at ease sharing their unique food ordering experiences.
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In total, I engaged with a diverse group of 5 participants, comprising 3 females and 2 males, spanning ages 18 to 50. Notably, two participants disclosed disabilities, while two others shared dietary restrictions, enriching the variety of perspectives gathered.
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Interview Insights
After conducting all five interviews, I documented the valuable insights shared, enabling me to identify recurring themes among users. Armed with this firsthand knowledge, I can now develop innovative solutions and integrate them into our app, ensuring its distinctiveness in the marketplace.
Empathy Map
Delving further into my research, I crafted an empathy map to visually depict users' attitudes and behaviors, drawing upon the data gathered during the interview process.
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User Pain Points
Having a good understanding of ordering delivery, I addressed major pain points within users.
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User Persona
With a comprehensive understanding of the target audience's preferences, desires, and pain points, I've crafted a user persona to encapsulate key elements.
Meet Tessa Adams: an individual balancing full-time university studies with part-time waitressing in Alberta. Her appetite for culinary exploration leads her to frequent delivery apps multiple times a week, making her an ideal representation of our user base.
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User Journey Map
Once finished creating the user persona, to further understand the target audience, a journey map was also performed. Here I take Tessa through the steps to selecting a restaurant and ordering food. This helps me see where customers' may have the most issues when it comes to ordering delivery.
2 Strategy
How Might We
To pinpoint the challenges, I initiated How Might We (HMW) questions to kickstart the brainstorming of solutions. These queries came from insights gained through the user interviews and journey mapping.
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Crazy Eights
I also performed the Crazy Eights method, drawing eight quick sketches in one-minute intervals. This helped me get out fast ideas and kickstarted quick thinking. Below are the eight visual ideas I came up with for possibilities of what the app could look like.
Product Goals
In the form of a venn diagram, I compared and contrasted the goals for both the product and the users. Taking into consideration of wants and needs from the app from the company and the users. This helped put together the layout and design of the delivery app itself, pinpointing what to include throughout the experience.
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3 Design
Task Flow
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To streamline user navigation within the application and pinpoint the primary user journey, I developed a task flow outlining the ordering process for deliveries. This enabled me to identify any crucial components that may have been overlooked and evaluate the user experience. The task flow initiates from the Home page, accompanied by sub-columns lining alternative pathways and supplementary information.
User Flow
Referring to the task flow, I mapped user flows aligned with the predetermined tasks. This approach helped me dive into the user's perspective, allowing me to envision various scenarios encountered during the interaction. Consequently, I identified and incorporated any overlooked steps into the process. Presented below is the user flow tailored to our persona, Tessa, detailing her journey when placing an order for delivery.
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Paper Wireframes
Moving on to the next step, I was ready to begin visually creating the app. I started on paper, drawing basic shapes and lines to get my general point across. I drew windows for every screen necessary at the time for the app, envisioning what each individual page could look like on a phone screen.
Lo-Fi Digital Wireframes
After my sketches were finished, I started a new file in Figma. I created each page included, making necessary adjustments to enhance the overall layout and visual appeal. I then created a Lo-Fi prototype, conducting a user test shortly after. This first round of testing helped pin point any defects and difficulties thus far within the app.
4 Prototype
Branding
For branding, I delved into Italian themes, carefully noting the most unique and captivating details. The goal was to convey a sense of genuine Italian hospitality, making users feel as though they will be enjoying a homemade meal from Italy, whether they dine-in or order takeout. This process included designing a logo that reflects the elegance and rustic charm of Italy, and choosing a color palette that resonates with the vibrant landscapes of the country. I took inspiration from Palermo, Italy, specifically as that was where the founder of Ottavio's originated from.
Logo Design
Once establishing more of a brand identity with a chosen color palette, I began the logo designing process. I brainstormed ideas circulating the brand attributes established, and sketched as many logo creations I could think of. Afterwards, I finalized my top choices, making sure to analyze their legibility, styles, and uniqueness.
Hi-Fi Mockups
After deciding on a logo and designing it, I was ready to dive into the high-fidelity mockups. Starting with laying everything out, I created boxes and buttons, decorating them within the chosen color palette. I then added my other elements, such as icons, imagery of the food, and the logo.
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After finalizing the logo, I proceeded to develop the high-fidelity mockups. I began by structuring the layout, creating boxes and buttons, and styling them according to the selected color palette. Next, I incorporated additional elements, including icons, food imagery, and the logo, to complete the design.
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For this demonstration, I designed in Figma, using the Apple iOS iPhone 14 guidelines.
Final Design & Prototype
After 2 months worth of research, brainstorming, and designing, I was able to complete the Ottavio's food delivery app. I ensured the user needs were and company goals were reached throughout the process. Key features include access to assistive technology, available discounts, and nutrition facts listed on every dish. For the final prototype, you can click Here, and experience the user journey yourself.
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For this demonstration, I designed in Figma, using the Apple iOS iPhone 14 guidelines.​​
Conclusion
In conclusion, the development of the Ottavio's app has been guided by a user-centered design approach to ensure a seamless experience for all customers. Through extensive research, prototyping, and user testing, I have created an intuitive interface that simplifies the ordering process while celebrating Ottavio's Italian culture. The app's features, such as personalized recommendations, real-time order tracking, and assistive technologies, are designed to meet the needs and preferences of this diverse user base. I am confident that this app will enhance the dining experience and create close connections.
Next Steps
As I more forward, continuous feedback and constant improvements will be key to maintaining high user satisfaction. Updates and revisions will be ongoing, aligning with current market trends and necessary improvements to ensure the app's continued success. Additionally, the app will receive smaller, regular updates to provide current discounts, coupons, and holiday hours.