Just Eat Case Study: Health-Conscious Redesign

I’ll be the first to confess, during the COVID-19 lockdown I ordered takeaway from Just Eat more often then I’m willing to admit. Before the lockdown millennials were already dubbed as the ‘takeaway generation’, ordering up to 10 takeaways per month.

The recent YouGov poll results show that health-conscious Brits are yet to be convinced. During this time, I encountered various problems while using the Just Eat iOS app. I wanted to see if others were facing similar issues and if it was possible to make improvements to the app.

The following case study was created as part of a passion project. I am not in any way affiliated to Just Eat or any other companies / individuals mentioned.

Note: This case study was based on version 32.5.0 of the Just Eat app released on April 6th 2020.

  • Client: Just Eat
  • Roles: UX Researcher, UX Designer
  • Toolkits: Figma, TeamViewer, Zoom
  • Duration: April 2020

PROBLEM

“How can I enable people to make healthy choices while ordering takeaway from Just Eat?”


PROCESS

For this case study, I implemented the revamped version of the Double Diamond Design Process created by Dan Nessler.

Design Process overview

Design Process Overview

— Process 1 of 4 —

Discover

DEFINE RESEARCH


The outline for the initial research was to observe a broad spectrum of users who ordered takeaway utilising a variety of methods. Determining whether these problems were industry-wide or unique to Just-eat and if existing solutions were available tackling these problems.

The subsequent stage of research focused on Just Eat users to gain an understanding of their needs & behaviours. Looking to discover what features they believed to be the cause of their problems and what they considered to be the solutions which would create a seamless experience for the user.


USER RESEARCH


Online Survey

I developed an online survey to understand people’s takeaway habits during the COVID-19 lockdown. Distributing it throughout various networks, I was incredibly lucky to receive over 50 responses. Under different circumstances, I would circulate the survey to a broader demographic over an extended period.

just-eat-survey-results.png

User Survey Results


User Interviews & User Testing

During my interview with five Just Eat app users, I focused on the following:


  • Identify the causes of the difficulties mentioned in surveys.
  • Understand the user’s behaviour & needs.
  • Identify potential design concerns.

To prepare for the interviews, I created a script of questions. I interviewed participants on Zoom calls during the COVID-19 lockdown. During the interviews, I also invited participants to complete a series of tasks while verbalising their thoughts to gain an understanding of how they use the app.

I had set specific tasks to observe the meal selection process and validate some of the pain points I had experienced. Each task was transformed into a realistic scenario to engage the user:

  • You are at home and want to order a healthy meal for your lunch later on in the day.
  • You are busy working from home and want to order a healthy meal for a quick lunch.

The usability testing task completion rate was 70% on average this helped to establish a baseline measurement, for future design changes.

As we were in lockdown, I observed the screens using TeamViewer screen sharing app. Ideally, I would complete these in-person to view the user's body language and behaviour while they carried out these tasks.


Key Quotes from User Interviews

“It’s a bit like a Kinder Egg you don’t know what you’re going to get until you open the package!”

Participant 4


“If I didn't have a favourite dish, I'd take forever picking anything. There's just too much guesswork involved.”

Participant 1


“I often have to Google the menu items because there’s no description or picture.”

Participant 5


“I hesitate to order takeaways because you never know what’s actually in your meal.”

Participant 2


“It’s impossible to order takeaways when you’re on a diet, how would you know the number of calories you’re consuming!”

Participant 3

— Process 2 of 4 —

Define

SYNTHESISE RESEARCH


Affinity Mapping

I began to synthesise the raw data through affinity mapping to reveal trends, themes & areas of opportunity for discovery and improvement. I sorted the key phrases & quotes gathered during interviews and user testing into groups.

As the groups started to take shape, I labelled each one and began to identify trends, noticing additional problems to what I had experienced.

Displaying screenshots of user’s screens during user testing, I have visually outlined the groups created during affinity mapping:

just-eat-user-testing

User Testing Results - Emerging Patterns



Personas

Once I synthesised the research, I developed personas to represent Just Eats’ user groups. Through the creation of the personas, I was able to understand the goals, desires and frustrations of the key user groups.

The personas allowed me to maintain focus on the user and problems that need to be solved. I produced them by applying trends discovered during affinity mapping with quotes taken directly from user interviews and testing sessions.

Just Eat Persona 1

Just Eat Persona 2

Just Eat Personas


DEFINING THE PROBLEM


Problem Statement

I developed problem statements for each of my personas before establishing a hypothesis to focus on the main issue and clarify the needs to be addressed:


Rosie needs menu items to have a description, image and nutritional values specified because she wants the ability to select healthy meals that adhere to her dietary requirements.

Rosie's Problem Statement


Lucas needs quick and easy access to restaurants serving healthy takeaway meals because he wants to maintain the healthy diet he started during the lockdown.

Lucas's Problem Statement


How Might We (HMW)

To find a variety of solutions to tackle each problem while also exploring areas of focus, I employed the How Might We (HMW) strategy for developing a hypothesis.

How Might We Statements

How Might We Statements


FINAL BRIEF

Based on the HMW questions, the following features offer resolutions for the questions asked:

  • Provide users with a detailed description, image and nutritional value for each menu item.

  • Allow users to select a visually represented healthy cuisine option on the homepage.

  • Clarify availability of delivery or collection option each restaurant offers on the homepage, restaurant page and search results.

  • Provide the facility to filter restaurants by the user’s dietary requirement.

  • Allow users to search by menu item only on the homepage search bar currently provided.

  • Offer transparency to users by clearly displaying restaurants hygiene ratings throughout the site.

  • Modify the restaurant menu layout to differentiate between contents sections and menu items.

  • Ensure images signifying healthy cuisine and restaurants are identifiable as such by users.

  • Create restaurant banners that accurately represent the restaurant's cuisine selection.

  • Allow users to modify their preferences to only display healthy meal options and hide all un-healthy options.

— Process 3 of 4 —

Develop

IDEATE


Now, Next, and Later

To create a roadmap, I grouped features into categories, allowing me to prioritise and identify the current area of focus. I placed features addressing vital changes tackling primary user concerns in the ‘now’ category. This is my minimum viable product (MVP) and my focus in this stage of the design process.

Now, Next, and Later Table

Now, Next, and Later Table

Wireframes

Original Information Architecture

Wireframes

I sketched out a variety of wireframes observing the current design system while including the additional elements. To visualise how the extra features would fit some details were drawn into the wireframes aiding the development of the prototype in the next phase of the design.

— Process 4 of 4 —

Deliver

I created a high-fidelity prototype in Figma based on the wireframes and my understanding of Just Eats’ current design system. The prototype was created with the tasks in mind. for users to validate the design. You can complete the task scenario in the prototype below:

Task Scenario

  • You are at home and want to order a healthy meal for your lunch later on in the day.
  • You are busy working from home and want to order a healthy meal for a quick lunch.

HIGH-FIDELITY PROTOTYPE

Under different circumstances, I would have created a paper prototype and conducted user testing before producing the high-fidelity prototype. As I was unable to meet users in person, I created a high-fidelity prototype to share online to conduct user testing.


Prototype User Testing

I asked the five Just Eat app users to go through the tasks from baseline testing using the prototype I created to validate my solutions.

Validating Prototype

Comparison result of Baseline testing and Prototype Testing

“I don't feel like I'm waisting time searching or Googling to find out what I'm actually ordering!”

Participant 2

SOLUTIONS

Validating Prototype



INTERACTIVE DEMO

WHAT I LEARNED

  • It can be incredibly easy to assume that, we as designers know what is best for the product and unconsciously design products for ourselves and not the users. The focus must always be on the users and their needs.

  • It is possible to gain a great deal of knowledge about users and their pain points when conducting interviews and user testing sessions remotely. When it came to remote user testing sessions, users wanted to be helpful and specified minute details when verbalising their thoughts while going through task scenarios.

  • Allocating time to explore a problem at a time allowed me to focus and delve deep to find solutions that tackled user pain points.

  • I carried out this case study during the COVID-19 lockdown I assumed that it would be impossible to complete this project during this time. I was astonished by people’s enthusiasm to give their time and feedback. This project would not be possible without the numerous people who responded to surveys and took part in interviews and user testing sessions.