The Product
Determining which restaurant to pick for an event is stressful...
Lou
Malnati’s!
Everyone! I’m ordering food for our holiday party. What’s everyone feeling?
I’m on a diet!
I need a salad.
Oh come on!
Live a little.
We haven’t had had that pasta
place in awhile
Thai sounds good right now
Oh no. Every time.
You wish there was a website that offered a quick cater ordering process...
I’m 20 mins in
and haven’t even
picked the restaurant
John, I need those reports in 10 mins
OpenUp Case Study
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9:41
O
Home
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Start Order
We’re here to make cater ordering easy
You’re looking at catering sites and overwhelmed with all the choices...
This is going to
take forever
Enter: OrderUp. A wholly vertical catering company and website...
OrderUp
Whoa! What is
this? This is so
much simpler. They have their own menu.
John, you have those about ready? They’re waiting.
The Concept
& Process
Project Goals
Decrease Time Investment Reduce order time by 2-3 mins, compared to competitors.
Avoid Information Overload Limited wording, filters, questions, and fields to make the ordering process clearer.
Improve ease-of-use Determine, through user testing, if OrderUp receives higher usability scores than the competition (1-10 scale).
Key Project Methodologies
Wireframing
(low, med, high)
User
Personas
User
Interviews
Competitor
Analysis
User
flow charts
Usability
Testing
Prototyping
Final design
Iteration
User Interviews
A very critical phase in the project. It gave me a chance to listen to 5 users wants and needs regarding online food ordering platforms.
I could learn what they value and what they felt could be improved.
Key User Insights
Users would like to easily submit order errors in the platform.
Users value cost transparency. No surprise fees/costs at the end of the ordering process.
Users value a loyalty rewards program.
Users deeply value a quick and intuitive ordering process and interface.
Competitor Analysis
User Persona
How OrderUp works, in 3 simple steps...
Place catering order on OrderUp’s own menu using their website/app
Securely submit payment for your order online
Order delivered by OrderUp’s own delivery service
3
1
2
O
O
User Flow Charts
The task flows allowed me to visualize each step of a few processes I was considering designing.
This step is important to complete before wireframing so that you can more freely and accurately design the wireframes.
Wireframing
(Low, Med, High)
This 3-part phase allowed me to
visualize information architecture, design layout, visual design, branding, spacing and formatting.
I placed a big emphasis on clean design and readability to improve ordering time.
Sliders
24.95/Doz
Pasta Salad
8.95/lb
Fruit Salad
10.95/lb
8.95/lb
Potato Salad
Rating
Food Type
Price
Dietary
Menu
Logo
Rewards
Home
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Search
Menu
Logo
Rating
Food Type
Price
Dietary
9:41
Filters
O
2
Item Added To Bag
$8.95/lb
Potato Salad
Sliders
$24.95/doz
4.96
Pasta Salad
$8.95/lb
4.94
Fruit Salad
$10.95/lb
4.93
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Complete Order
Prototyping
Prototyping my wireframes allowed the usability test participants to see the flow and interactions of the site and comment accordingly.
I was also able to see their clicking instincts, which was insightful since testers don’t verbalize all comments.
Usability Testing
Less Severe
More Frequent
Less Frequent
More Severe
During the usability tests I was able to gain valuable insights and opinions from the testers.
Test Success Metrics & Results
Avg Time Spent
OrderUp - 4:49
EZCater - 7:43
OrderUp - 9.67/10
EZCater - 7.17/10
Ease-of-Use Rating
OrderUp - 9.5/10
Learnability Rating
OrderUp - 100%
EZCater - 100%
Completion Rate
Critical User Insights
Final Design Iteration
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Sliders
Mixed
12 doz
@ 24.95/dz
$299.40
Pasta
Veggie
20 lbs
@ 8.95/lb
$179.00
Fruit
20 lbs
@ 10.95/lb
$219.00
Home
Menu
Account
Search
Chat
Subtotal...697.40
To Delivery/Pickup
Order Summary
12
doz
20
lbs
20
lbs
O
3
Delivery/
Pickup
Payment
Approve
Order
Following the usability tests I
used the testers insights to improve my design and make it more pro-user and professional.
9:41
9:41
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O
3
Gift Card #
XXXX-XXXX-XXXX-XXXX
Credit Card #
XXXX-XXXX-XXXX-XXXX
Discount Code
XXXX-XXXX-XXXX-XXXX
Exp. Date
MM/YY
CVV
CVV
Submit Payment
Payment
Delivery/
Pickup
Payment
Approve
Order
Subtotal............697.40
Sales Tax (8.25%)...57.54
Del=ivery Fee (10%)...69.74
Total.........824.68
Tip (0%)......0.00
9:41
9:41
Home
Menu
Account
Search
Chat
O
3
Gift Card #
XXXX-XXXX-XXXX-XXXX
Credit Card #
XXXX-XXXX-XXXX-XXXX
Discount Code #
XXXX-XXXX-XXXX-XXXX
Exp. Date
MM/YY
CVV
CVV
Submit Payment
Payment
Delivery/
Pickup
Payment
Approve
Order
Final Design Iteration
Here’s a preview of OrderUp
OrderUp offers a very clean interface that makes it easier and quicker for the user to make decisions and place their catering order.
Very limited amount of text for the user to sift through.
Thank You
