About This Project
Completed at: hungryhouse
My Role: UX Designer, UI Designer
Status: Currently under development
hungryhouse is one of the UK’s leading food delivery platforms. In an effort to capture more organic traffic and deliver higher order numbers, we undertook a project to deliver responsive transactional white label websites to all 10,000 restaurants on the platform.
The product needed a fast and responsive front end which could serve as a foundation for future development. We wanted the the design to be clean and understated with enough flexibility for each restaurant to make it their own.
Step 1: Competitive Research
We looked across the landscape of the food-ordering industry to see how others solving questions of service usability. We also looked at best in class apps in travel, bookings, entertainment etc. to analyze why people love them and apply those learnings to our design.
Step 2: Dig Into the Numbers
We had the benefit of having an existing site, hungryhouse.co.uk, with a wealth of analytics about what features were working for our users and what features were largely ignored. We also saw that the vast majority or our converting mobile customers are still using iphone 5.
Step 3: User / Restaurant Interviews
We were intent to find out what features were most important to our restaurants and their customers. So I flew to London to conduct interviews with restaurant owners and find out how their existing web solutions were meeting/failing their needs.
Step 4: Personas and User Flows
Our main goal was to keep each interaction time under 5 seconds. Using 3 personas, we mapped out various user journeys through the site and then began to focus on the hierarchy of elements page by page. During this time, we sketched many many wireframes and ran multiple testing sessions each week. Our Product Owner worked with us closely during this time to further develop the requirements.
Step 5: Design
Though I was a contributor to this arm of the process, the style guide and art direction was largely developed by my design partner, Erin Jeavons-Fellows. We worked closely to develop our grid, breakpoints and various design elements through testing and prototyping. I helped apply the styles across the screens and export assets.