Arpit Bhatia
Dishcounts
Tags

UI/UX, Mobile App

When

Sep - Nov 2019

Team Size

5

Tools

Photoshop, Adobe XD, Lookback, Android Studio

Introduction

A common sight nowadays is a line of delivery boys near the hostels at dinnertime. However, this was not always the case. Before the summer of 2018, the frequency at which a hosteller ordered food was quite low compared to what it is today. Food used to only be ordered on a specific day of the week when the mess menu was particularly appetizing. All of this changed when Uber Eats launched in Delhi. At launch, they introduced discounts which were even greater than 50% off. Gourmet dishes which were never even considered affordable by the average student were being sold at rates comparable to canteen food. Many people started ordering every day trying to make the most of these offers. Rival companies like Zomato and Swiggy followed suit changing the meal habits of students.

The Problem

Ordering food has become very common nowadays with every app offering a different set of discounts. The coupons are sent to the users through different channels such as SMS, email, in-app etc. Some coupons have very short expiry dates and new coupons one coming up every day. To compare discounts users have to keep switching between apps and have no way to know which coupon provides the best value for a given day. The process to find the best deal has become very complex and time-consuming.

The Solution

Dishcounts is a coupon aggregator app which brings all coupons available to a given user in one place. Users will be able to compare, sort and search through the coupons they have. Dishcounts focuses on the details the users want to know about a coupon and not just what the delivery companies want the user to see. In addition, there is also the functionality to discover new coupons through sharing between friends.

User Research

Contextual Inquiry in Progress

To understand the motivations, attitudes and habits of students ordering food, we conducted contextual inquiries with 10 hostellers. We met the users during mealtimes and sat with them as they ordered their food. The interviews focused on how they get coupons, compare prices, what problems they face while applying coupons and practices for sharing coupons.

Observations

  • There seems to be no loyalty towards a specific app, the cost matters the most and thus the app with the better coupon is used. The kind of food is important as well.
  • People prefer using in-app coupons as sorting through their inbox is too much work due to clutter.
  • Most people have tried online sources once or twice but due to continuous failure, they stopped.
  • Only showing the discount percentage is insufficient as many coupons have a max discount applicable and minimum order value which are important factors for deciding a coupon.
  • People rarely used expired coupons. This might be because almost everyone uses in-app coupons and not SMS coupons. Two people stated that they often got an ‘expired’ message when they used coupons from their SMS.
  • Most people use a common group chat as a way of sharing coupons, as consumers it's important for almost everyone but not everyone shares coupons on their own.
  • No one has a problem with the flow of applying the coupon codes, however many have an issue with the coupons being a bit hard to memorize and non-intuitive.

Affinity Diagram

To gather insights on our findings, we created an affinity diagram for data organization. We wrote each meaningful/possibly meaningful interview finding and quote on a sticky note and tried grouping similar notes together into categories. We used the online tool Miro for creating the diagram.

Lo-Fidelity Prototyping

Based on the findings of our user study we created 3 iterations of low-fidelity prototypes. After each iteration, we conducted user testing using LookBack.io and incorporated our user's suggestions in the next iteration.

User Testing Feedback

  • Use “valid till” instead of “upto” or “uptil”
  • Mention month in the expiry date
  • Add reject button for order requests
  • Specify what fields are mandatory in manual coupon add
  • Add option to sort coupons
  • Navigation icon meanings are not intuitive - add text below them
  • Add skip option to onboarding

A user study in progress on Lookback

Hi-Fidelity Prototyping

After 3 iterations of user testing on the low-Fidelity prototype, we created a hi-fidelity prototype and did one more iteration of user testing on it.

Style Guide

The color scheme we use is red and white. Red has a psychological tendency to evoke feelings of stimulation and hunger. We did not use cold colors such as blue or purple anywhere as they are not found in naturally occurring food items and actually have the opposite effect to the colour red. While our goal isn’t to make people hungry, we use this familiarity of associating red with food as our app is also based on getting food.

Beta Testing

Based on the prototype we implemented an actual app using Android Studio, Firebase and some Regular expressions. We did a round of beta testing on this app and tracked user engagement through analytics and feedback forms.