Fantuan Delivery is an online food ordering and delivery platform which facilitates instant delivery and pickup services of various types of products and items.

UX/UI Designer, Graphic Designer | Website and App | 2021 Winter | Sketch, AI

Summary

Food is essential to our well-being. And for some of us, eating is more than just a way to stave off hunger. It’s a hobby. The fast pace of modern life makes it no longer easy to eat. We need a product that can help us enjoy food conveniently and efficiently while we are busy with work and life. Fortunately, that’s really what I’m working on.

The challenge

Amidst the hustle and bustle of today’s fast-paced environment, individuals struggle to find the time to cook at home. Some don’t even have the time to visit a restaurant. The challenge was to find a way for these individuals to order and receive food at their own convenience.

The Goal

My goal was to redesign the website and app that let users order their meals quickly and easily from Fantuan Delivery— a delivery platform.

User Centered Design Process

Phase 1: Project Kick-Off

Phase 2: Branding Guide

Phase 3: UX/UI Design

Phase 4: Hand-off

Brainstorm & Ideation

More and more people are running a busy life with no time to cook for themselves or for their families. But after busy work, they really need something delicious to treat themselves. So many people begin to order cooked food online.

Fantuan Delivery is a platform for people who have no time to cook or just want to enjoy a great meal without cooking by themselves. There was an old version of the website which our clients couldn’t order online. But now we decide to redesign it and let it be possible for people to order great meals on our website. Also, upgrade the design of the app to match this goal and make the brand vision more unified and harmonious.

User Research

The persona defined is based on our interview of 5 people between 18 and 65 years and survey findings:

  • 5 out of the 5 participants said they are most likely to use a food ordering platform when they need a quick way to quench their hunger.
  • 4 out of 5 participants said they do not like platforms that are difficult to use.
  • 5 out of 5 participants prefer to have a clear view of the order statement.
  • 1 participant, who is not fluent in English, said they dislike apps that are text-heavy.
  • 4 out of 5 participants thought it important to have an easy way to reach custmoer support to make complains.

User Persona

To better understand the users’ motivations, ambitions, and pain points, I created Alok Aryan, a user persona that would aid me in understanding the problems better and determining the essential features that should be included in the wibesite.

Representative user based on interviews

Journey Mapping

After talking with people about their experience and expectation about the food delivery app, I designed a Journey Mapping & Persona and figure out some pain & gain points and challenges faced by the users.

Rebranding

Brand Story

A modern, simple and convenient online food ordering platform

Working on a company’s website requires a branding direction to guide through design decisions as well as maintain a consistent presence.  I decided to kick off the project by collecting the company’s goals, stories, missions and ideal look & feel.

By researching our competitors, I found most of them presenting themselves in an innovative and smart technology brand image.

With an opportunity to stand out among all competitors, we decided to move on to tell stories that tie closely with Fantuan’s brand purpose- to help people feel better in a simple, healthy, and convenient environment.  The theme focuses on a fresh, easy and clean theme.

Wireframes

Layout

Demonstration Of Brand And Products

Thinking about what information customers need from shopping at this website, I created wireframes from scratch on a mission to appeal to customers and achieve business goals.

A key area of consideration is the homepage design, as it is the first thing many of the customers see when they visit the website. It sets the ground of the whole website to welcome customers, brings brand awareness, and accrues conversions.

Before moving on to the next step, I made few rounds of iteration based on the client’s feedback and reviews, focusing on demonstrating the products and the brand consistently.