Mobile Ordering Price Comparison
Fivestars, a loyalty rewards company, sought to reinvigorate its consumer mobile app (CMA) in response to stagnating user engagement. This app had long served as a platform for discovering small merchants in the Fivestars network and redeeming rewards. However, its potential remained untapped, and as the COVID-19 pandemic disrupted in-person interactions, a reimagining was imperative.
Company
Fivestars
Role
Design, Research, Prototype
Timeline
7-8 months
Status
Shipped
Mobile Ordering Price Comparison
Fivestars, a loyalty rewards company, sought to reinvigorate its consumer mobile app (CMA) in response to stagnating user engagement. This app had long served as a platform for discovering small merchants in the Fivestars network and redeeming rewards. However, its potential remained untapped, and as the COVID-19 pandemic disrupted in-person interactions, a reimagining was imperative.
Company
Fivestars
Role
Design, Research, Prototype
Timeline
7-8 months
Status
Shipped
Mobile Ordering Price Comparison
Fivestars, a loyalty rewards company, sought to reinvigorate its consumer mobile app (CMA) in response to stagnating user engagement. This app had long served as a platform for discovering small merchants in the Fivestars network and redeeming rewards. However, its potential remained untapped, and as the COVID-19 pandemic disrupted in-person interactions, a reimagining was imperative.
Company
Fivestars
Role
Design, Research, Prototype
Timeline
7-8 months
Status
Shipped
Background
Fivestars had multiple ideas for app enhancements, including reviews, QR codes, and credit card linking, but these concepts relied heavily on in-person interactions. With the onset of COVID-19, the company needed to pivot its resources toward a project that would boost engagement, monetization, and retention while aligning with the changing consumer landscape.
Background
Fivestars had multiple ideas for app enhancements, including reviews, QR codes, and credit card linking, but these concepts relied heavily on in-person interactions. With the onset of COVID-19, the company needed to pivot its resources toward a project that would boost engagement, monetization, and retention while aligning with the changing consumer landscape.
Background
Fivestars had multiple ideas for app enhancements, including reviews, QR codes, and credit card linking, but these concepts relied heavily on in-person interactions. With the onset of COVID-19, the company needed to pivot its resources toward a project that would boost engagement, monetization, and retention while aligning with the changing consumer landscape.
Goals
Goals
• Enhance user engagement and retention.
• Establish a revenue stream from the mobile app.
• Attract new restaurants to join the Fivestars network.
• Enhance user engagement and retention.
• Establish a revenue stream from the mobile app.
• Attract new restaurants to join the Fivestars network.
Approach
Approach
To address these goals, Fivestars embarked on a bold initiative: a mobile food ordering price comparison feature within the CMA. This feature would enable users to find the best deals on food orders across major delivery platforms, aligning with the changing consumer demand for cost-effective food delivery options.
To address these goals, Fivestars embarked on a bold initiative: a mobile food ordering price comparison feature within the CMA. This feature would enable users to find the best deals on food orders across major delivery platforms, aligning with the changing consumer demand for cost-effective food delivery options.
Research
Research
Our research involved a user survey to explore concepts for increasing app engagement, where mobile ordering stood out, driven by early COVID-19 concerns. Additionally, we analyzed data using 'Innovativeness Rating' and 'Likelihood to Use' charts, which validated the innovative nature of our chosen concept, with 66.3% finding it innovative and 63.2% likely to use it.
Our research involved a user survey to explore concepts for increasing app engagement, where mobile ordering stood out, driven by early COVID-19 concerns. Additionally, we analyzed data using 'Innovativeness Rating' and 'Likelihood to Use' charts, which validated the innovative nature of our chosen concept, with 66.3% finding it innovative and 63.2% likely to use it.
Simultaneously, we gathered data from prominent food delivery platforms like UberEats, DoorDash, Slice, GrubHub, and more. Our analysis zeroed in on total fees, delivery charges, and service fees, exposing the significant expenses users often encountered when ordering food online.
This dual-pronged research solidified the pressing need for a solution that empowered users to discover the best deals while circumventing excessive fees, laying the foundation for the Fivestars Mobile Ordering Price Comparison project.
Simultaneously, we gathered data from prominent food delivery platforms like UberEats, DoorDash, Slice, GrubHub, and more. Our analysis zeroed in on total fees, delivery charges, and service fees, exposing the significant expenses users often encountered when ordering food online.
This dual-pronged research solidified the pressing need for a solution that empowered users to discover the best deals while circumventing excessive fees, laying the foundation for the Fivestars Mobile Ordering Price Comparison project.
User Flows
User Flows
Our design journey encompassed envisioning multiple user flows, each tailored to address distinct user needs and preferences. To ensure an optimal user experience, we meticulously outlined the key functionalities and interactions required.
Our design journey encompassed envisioning multiple user flows, each tailored to address distinct user needs and preferences. To ensure an optimal user experience, we meticulously outlined the key functionalities and interactions required.
Challenges
Challenges
Faced with resource limitations and financial constraints, I embarked on a strategic pivot. As a result, I developed a significantly simplified user flow to streamline our project, ensuring its alignment with MVP objectives. This new user flow represents a more efficient and pragmatic approach to address our challenges.
Faced with resource limitations and financial constraints, I embarked on a strategic pivot. As a result, I developed a significantly simplified user flow to streamline our project, ensuring its alignment with MVP objectives. This new user flow represents a more efficient and pragmatic approach to address our challenges.
Design
Design
Our design process honed in on two key areas. Firstly, we reimagined the discovery page, transitioning from a map-centric view to a user-focused recommendation system. Secondly, we revamped the price aggregator page, simplifying the presentation of restaurant options from different delivery services to prioritize cost-effective choices.
Our design process honed in on two key areas. Firstly, we reimagined the discovery page, transitioning from a map-centric view to a user-focused recommendation system. Secondly, we revamped the price aggregator page, simplifying the presentation of restaurant options from different delivery services to prioritize cost-effective choices.
Results
Results
After launching the MVP, user feedback highlighted strengths in restaurant discovery and deals. We also pinpointed areas for improvement: clearer membership representation, enhanced pickup guidance, and increasing map feature awareness.
After launching the MVP, user feedback highlighted strengths in restaurant discovery and deals. We also pinpointed areas for improvement: clearer membership representation, enhanced pickup guidance, and increasing map feature awareness.
Conclusion
Conclusion
The project taught me the vital role of clear planning and constraint understanding. It reinforced the importance of addressing real user pain points and provided valuable insights. As we move forward, I'm eager to continue shaping innovative solutions for Fivestars.
The project taught me the vital role of clear planning and constraint understanding. It reinforced the importance of addressing real user pain points and provided valuable insights. As we move forward, I'm eager to continue shaping innovative solutions for Fivestars.