A B2C food ordering app that provides personalized discounts and loyalty rewards for dine-in and takeaway orders.

My Role: UX Researcher

Tools Used: UserTesting.com, FigJam, Figma, Miro, Monday.com

The Problem

Despite attracting new users, the app faces a significant challenge in retaining them. Many customers sign up but do not continue using the platform over time. In addition, users often initiate an order but abandon it before finalizing the purchase. This points to a low retention rate and a low task completion rate, both limiting the app’s growth and revenue potential.

Goals

<aside> ✅

Identify key user pain points and integrate industry best practices from leading B2C food ordering and discount apps to ensure a more intuitive and user-friendly experience.

</aside>

<aside> ✅

Increase user retention by maintaining a seamless, engaging user journey.

</aside>

<aside> ✅

Improve task completion rates through a streamlined ordering process, clear instructions, and an efficient checkout flow that minimizes friction.

</aside>

Action Items

I translated these goals into three main action points:

<aside> ✅

Conducting competitive market research of similar B2C food ordering apps, documenting their best practices and successful strategies.

</aside>

<aside> ✅

Performing a UX audit of the current app to identify design gaps, user friction points, and areas for improvement.

</aside>

<aside> ✅

Conduct usability testing with both new and existing users to validate potential solutions and gather actionable feedback for further refinement.

</aside>