Delivery app

Startup Glovo is an on demand service that purchases, picks-up and delivers anything what is ordered through the app. The service is carried-out in less than an hour by independent couriers, called Glovers. The concept handles redesign the app feature Anything to increase overall comprehension.

Date

March 2018

Context

Concept, design exercise

Methods & Tools

Persona, Usability testing, UI Prototyping

Challenge

The goal of the exercise is to redesign the app feature called  Anything, to improve user experience and increase overall comprehension. Since the browsing through categories works great, the Anything feature is unclear- the challenge is to make it shine with its usability and uniqueness. That feature is something which differentiates Glovo from other delivery apps- users can order any kind of wish beyond the available categories. There is the opportunity to win people here.

Process

The design process included gathering insights from research and user testing, defining pain points and finally ideate a solution through sketches and UI design.

User insights

Target users

Users of Glovo App can by everybody- of any age and with any command of technology. Anyway, I can formulate a hypothesis that target user is a person who values time-efficiency, wants to take control with his/her decisions and feel unlimited thanks to possibilities in a modern society. I created a proto-persona that reflects a typical Glovo user.

Usability testing 

To get insight on the app, 5 people were interviewed. Some of them already know the app, some of them have used it for the first time. Each participant was asked to complete a task while verbalizing his thoughts. Tasks involved using Anything option to understand user’s selection process and to validate some of the pain points. I translated each task into a realistic scenario to help engage the user.

Task scenarios:

1. You want to order something which is not on the list of categories. You want to order a product with no exact specifications.

2. You want to order something which is not on the list of categories. You know exactly what you want and from which shop but you can’t find this product in the app.

Job stories

To further understand the users’ motivation and desired outcomes, I have studied the Jobs To Be Done Framework what focuses on motivations, situations, and outcomes. People don’t buy a product, they buy the vision that they can do awesome things having it. As the human has a constant desire to evolve himself and his life-situation, needs progress and tools which help making his life better. Motivations of Glovo users are desire to better and better time-efficiency, accessibility and immediacy. Based on Alan Klement concept, I created job stories from my interviews and given task scenarios.

situation   – motivation  –  expected outcome

1. When I want to order something specific,  I want to be able to give more details so I can be sure that I get what I’ve expected.
 
2. When I’m not sure exactly what I will order, I want to see the list of possible options, so I can choose which I like the most.

User flows

As I noticed during testing my users, each of tested users had its own way of searching for a desired product. The most frequent action was starting from browsing in a search bar. Users were curious what Anything button is but it was not intuitive for them to use this tool. Thus searching bar was more likely to be used.

Pain points

The Anything feature for most of the users doesn’t have transparent idea, they can only guess what is it for, but it’s not intuitive. Most of users wouldn’t use the feature at the first time- the more obvious solution is search bar. They don’t know what should they type in the Anything form and what they can expect after- the most common reaction is coming back to categories and browsing there. Even though the user’s motivation is mostly caused by lack of time or laziness, I noticed that people are not able to trust in ordering and paying for a thing which they can’t see and don’t have opportunity to send back. People care about their finances and want to feel that they have control what they get and for what they are paying. Most of users are able to trust it only if they specifically know what they want, from which place.

Affinity Mapping

Once I got a deeper understanding of my users and their needs, frustrations and doubts, I have identified the common pain points through affinity mapping, based on users quotes from my interviews.

Defining problems

Pain point 1. User cannot interpret meaning of „Anything”, is confusing it with searching tool and expects list of results

Users who don’t know the application and see it for a first time, don’t have idea what Anything is. It’s tempting, couse it’s situated in the centre, but doesn’t have transparent idea. Users guess that is searching tool, but after typing the key word doesn’t appear list of results. This fact confuses the user and makes him wish to go back.

Pain point 2. User does not know how to use „Anything” tool, would need instruction what to type

When entered to Anything users are confused how they should use the tool. Lack of clickable elements, inputs, colors, makes it unintuitive and frustrating to use. Users would expect clear information what should they type here and what will happen next.

Pain point 3. User wants to give more details to his order, expects easy clickable customisation

Usually users exactly know what they want to order  and they want to be sure that they will get what they want. They expect easy way to customize the order and want to see immediately if desired product is available right now.

Pain point 4. User expects to see list of possible results, see pictures, and choose the best item

It is much more intuitive to users if they see propped results as a list of offers, especially combined with tempting pictures, price, availability and other details. Existing design looks more like a chat box than ordering tool.

Pain point 5. User feels insecure and doesn’t trust that will get quality product, would like to have change or return option

Users do not entirely trust that they will get the quality of product that they expect. They are naturally suspicious and care about the money they pay for the service. Users would use this tool more willingly if they have guaranty in possibility of change or return if it doesn’t meet their needs.

Once I got a deeper understanding of my users and their needs, frustrations and doubts, I have identified the common pain points through affinity mapping, based on users quotes from my interviews.

Ideation

After my research and defining main pain points in existing state, I started with ideate solutions, having in mind strategy I focused on. Following the mission of Glovo- “Everybody should have entire city accessible immediately” and “You can get anything”, I decided to focus on highlight that idea, which definitely could differentiate Glovo from competitors in the market. Hence, the vision that you can order ANYTHING you want delivered at your door sounds great, right? I believe that highlighting this idea and making it easy to use, is something what exceed the competitors offer and make Glovo shine.

My strategic principles for design the Anything tool are the following:

– transparent and easy to use to any customer
– satisfying any needs, even demanding users
– giving feeling of being unlimited
– confidence-building

UI Sketches

I sketched out my ideas for new design of Anything, trying to include possible solutions how to fix the pain points from my research. Main idea is to make the customization process more transparent, understandable and easy to use and as well inform the user what is going on and what he can expect in the next steps, making him excited to get the desirable item.

Design Solutions

In my design solutions I have focused on Pain Points 1,2 and 3. In my opinion other Points 4 and 5 are worth considering in further improving the experience of this tool- by greatly extend the database of locals and products as it is possible to browsing through wide list of available items. 

Let me present some of improvements, that could be introduced  in current flow. 

1. Introduced simple instruction what Anything is about and how to use that, to give user the idea what can expect there. 

2. Removed text input, that is not mistaken anymore with searching bar or chat box. 

3. Guiding through steps, that user gets feedback what is going on right now and can expect what happens next.

4. Made clickable customisation, added possibility to detail more specifically- attributes, photo, screenshot, maximum price for an item, quantity etc. 

5. Moved payment method and personal details to the last step, when user is already sure about his order.

Takeaways

This feature redesign exercise and its UX Study was part of recruitment process and I’ve done it with pleasure as educational experience to develop my skills as a designer. This exercise was my first time using guerilla user testing to gain wider insights and understand well the problem. Thanks to working on this case study, I’ve learned that when it comes to designing for others, the important thing is not relying only on my own hypothesis but check if the user insights correspond with it. Through the process I’ve learned new UX practices and most of all I’ve realised how the empathy changes the perspective in going towards the solution.

NEXT PROJECT

Concept of a platform using geolocation to call for nearby volunteer rescuers in case of emergency.