Mobile App | SuperApp | B2C | UI & UX | Usability testing | Prototyping | Journey Mapping
Tools used: Figma

Designed new features in the food mini-app like order batching and pooling, quick add to basket, reorder mechanism, flash promotions, re-design of the restaurant menu navigation and IA, and new user onboarding. The launched features lead to

⬆️
Increased customer retention rate
Increased conversion rate
Increased total monthly orders

⬇️
Decreased time to order
Decreased customer contact rate

 
 

Case study 1: Re-order experience

 

Problem statement

  • As part of the quarterly OKRs, the team launched multiple initiatives to improve customer conversion

  • Long time for the user to place an order from the moment they launch the food mini app

  • High drop off rate after viewing two restaurant menus

Proposed solution

  • Introduce a re-order feature to speed decision making, and time to order placement

Impact after launch

  • CTR click through rate = From 3% to 15%

  • TTO time to order decreased by 5-7 Sec

  • Conversion improved by 0.7 percentage points

 

Mapping out the critical touch points of the user journey, as well as the jobs to be done at each touch point

 

Snapshots from the design process

Design Process:

  • Mapped out the user journey and its critical touch points to identify where exactly we’ll intersect the experience with re-order components

  • Within each page identified the jobs to be done at each stage of the journey. As well as, the information architecture hierarchy. By identifying the order of priority (Above or below the fold) for such components

  • The primary question that required user testing, was to identify whether the user wants to head straight to the basket (Repeat identical order) or wants to head to the restaurant (Repeat restaurant, but not order)

 

Component explorations

Designed multiple component variants to test for this project

The AB test also included different UX copy

 

Usability testing

  • This project has gone through two rounds of testing with 11 participants. 30 minute long sessions.

  • The key investigations were:

    • How do users approach re-ordering? Are they recalling the exact meal they’d ordered? Or the restaurant?

    • How does memory recall get triggered? Via the restaurant logo? Or the meal image?

  • I proceeded to design varying components that are restaurant based vs meal based. Logo based vs photography based.

  • When testing I used a tiered approach, addressing: discoverability, clarity and order recall.

 

Samples for the exact screens being tested, and what to look out for during the session

 

Sample from the usability test findings

 

Final designs

Final selected card components and user journey touch points

Case study 2: Onboarding experience

 

Problem statement

  • Low new user conversion

  • High churn rate of users after placing first order

  • Perceived lack of restaurant variety

  • No clear value proposition to distinguish us

Proposed solution

Rapidly frame what the exact differential value proposition that Careem offers to new users the moment they step into the food mini app

Impact after launch

  • Increased new user conversion by 5%

 

Design process

  • Lead multiple workshops with Marketing, Brand, Product and Sales leads from 3 different markets to align on key messages and visual identity to onboard new users.

  • Identified the key messaging per market, as well as the order of importance to show each message at what stage to reduce churn and drop off rate during onboarding

  • Lead separate sessions with the cross-vertical design and engineering teams to identify key technical specs, and design system components to unify the onboarding journey across the super app

Workshop 1 results with cross vertical design team to identify where the food onboarding journey fits within the context of the larger SuperApp new user journey

 

Workshop 2 results with product and marketing teams to define key messaging per market.

Workshop 3 + some design explorations with the brand team to identify the different visual languages used all throughout the SuperApp’s verticals.

 

Design explorations

Sample of my design explorations oscillating between flat 2D images, photography and 3D models.

 

Final Designs

Part of the final submission. Final submission included different screens for 3 different markets in 2 languages.