Product overview

A restaurant mobile-web app that help users decide
what to order much faster based on a preliminary survey that
outputs in a tailored custom menu.

The process

Research

As a first approach I tried to figure out how I could put this app and the store owners on the same page because not everyone is registered and many restaurants have only their website to place an order.

The research consisted in surveys, questionnaires and user interviews.
The results I got were pretty straight forward, meaning that more than 80% of restaurant owners didn’t knew how to register to the top online apps (Uber, Glovo, etc.) and they truly need some help with all the orders going through their business.

As I moved along the puzzle became more clear and I knew that in order for my idea to work I need to first make a very clear register-to-app flow.

Competitive Analysis

1. Competitive audit goal:

Figure out the overall experience with direct and indirect competitors, learn from their mistakes, ideate, redesign.

2. Who are your my competitors?

Our key and direct competitors are some of the well known food delivery services in the country: Glovo, Tazz, Bolt Food.

Our indirect competitor is Restaurantguru that offers vegan-only meals and offers.

3. What are the type and quality of competitors’ products?

Glovo is very straight forward when using the mobile app. The layout is effective and helps the user to better understand how to get from A to B in a matter of finger gestures on the screen. On the other hand Tazz and Bolt Food offer a better Desktop experience overall. The visual key points and feel of the last two that I mentioned is somehow much more refined in the matter of design choices. This equals to a better user experience and a much happy customer at the end of the day.

4. How do competitors position themselves in the market?

Glovo is positioning as: “You order, we get it!”, the type of service that does what it says, no questions asked. They have a lot of delivery alternatives also.

Tazz is positioning as: “Order anything you desire!”. This motto is somehow false and true in the same time. Main problem being the lack of deals currently closing on them because of their main delivery service messing lots and lots of orders.

Bolt food is positioning as: “Order your meals fast!”. Simple yet effective description. They have clients all over the world and emerge on other markets and businesses as well.

Restaurantguru is positioning as: “Discover new tastes!”. This service is offering vegan only meals and also custom tailored menus for a whole week.

5. How do competitors talk about themselves?

Glovo: Claim that can deliver in no time, fast and easy from the app. Great deals with discounts and overall positive experience.

Tazz: Positive marketing, great support for user problems.

Bolt food: Large delivery base, custom meals, good to great marketing as family friendly.

Restaurantguru: 10+ years user base, recommendation bonuses and deals. Overall positive experience if the end user is in the market for this niche.

6. Competitors’ strengths:

Glovo: + App is simple to use, Straightforward flow in the app both mobile and desktop experience is good. Great delivery radius.

Tazz: + Ensuring strong delivery quality

Bolt Food: + Providing great tracking for orders

Restaurantguru: + Variety of meals, custom meal plan

7. Competitors’ weaknesses:

Glovo: - Missing accessibility cross platform, delivery ETA not updated with traffic conditions in advance
Tazz: - Hard navigation, user is prompted to choose from too many options at once
Bolt food: - Ads pop-up with timer countdown. Payment option is not saved if you switch location of delivery
Restaurantguru: - Not mobile friendly. Outdated layout and design. Landing page too busy.

8. Gaps

Some gaps I’ve identified include:

Competitor products don’t offer healthy meal options as filter.
Delivery service suffer from lack of staff, hence the duration is increasing.
No cashback service or any sort of recompensation of legacy/pro user.

9. Opportunities

Some opportunities I’ve identified include:

Include custom tailored meal plan
More precise delivery tracking and realist duration of delivery
Ability to order without registering for an account

Usability Study

Study Details

• Research Questions:

  
  

  How difficult is to signup?
  How long is the order process?
  How easy is to setup the address/es and payment information?
  What could be improved in future iterations?

  
  

• Participants:

  
  

  5 participants
  3 males and 2 females
  
  

• Methodology:

  
  

  15 minute/participant
  Romania, Remote
  Moderated Usability Study
  Users were asked to complete a series of tasks in the flow
  
  

Themes

Supporting evidence from the usability study.
4 out of 5 participants were pleased to get “Sign in with Google” option onboarding;
1 out of 5 participants would appreciate also a “no sign-up” (guest) order facilitation;

"I always look for the Google logo to signup easily this way. Also it saves a lot of time. I would be also pleased if you could order without an account"