PROJECT
Q-DELI
Q-Deli is a mobile food ordering app that aims to help diners quickly find and order international cuisine in Vietnam. Additionally, the app also strives to offer users ways to save on their purchases.
Q-Deli is a mobile food ordering app that aims to help diners quickly find and order international cuisine in Vietnam. Additionally, the app also strives to offer users ways to save on their purchases.
March 2020 - May 2020
UX/UI Design • User Research • Design Handoff • Design Strategy
Adobe Creative Cloud • Figma
Competitive Analysis • User Personas • POV Statements • Information Architecture • Wireframes • Mockups • Prototypes • Style Guide
Kengo Kurokawa • Melody Tran • Binh Luc • Nhan Nguyen • Trau Nguyen • Linh Le • Huyen Bui
Q-Deli is a mobile food ordering app that aims to help diners quickly find and order international cuisine in Vietnam. Additionally, the app also strives to offer users ways to save on their purchases.
March 2020 - May 2020
UX/UI Design • Design Handoff • Design Strategy
Adobe Creative Cloud • Figma
Competitive Analysis • Information Architecture • Wireframes • Mockups • Prototypes • Style Guide
Kengo Kurokawa • Binh Luc • Nhan Nguyen • Trau Nguyen • Linh Le • Giang Nguyen
Q-Deli is a mobile food ordering app that helps diners effectively find and order international cuisines in Vietnam's ever-evolving food landscape while also providing options to save on purchases outside of vouchers and promos.
March 2020 - May 2020
UX/UI Design • Design Handoff • Design Strategy
Adobe Creative Cloud • Figma
Competitive Analysis • Information Architecture • Wireframes • Mockups • Prototypes • Style Guide
Kengo Kurokawa • Binh Luc • Nhan Nguyen • Trau Nguyen • Linh Le • Giang Nguyen
During the Spring of 2020, an indefinite city-wide lockdown was put in place in Ho Chi Minh City, Vietnam due to the Covid-19 pandemic. With no signs suggesting a prompt lifting of the lockdown, Asia Plus Inc., a start-up based in the same city, shifted its business operations to the design and development of an online food ordering platform. Q-Deli was born out of an opportunity to capitalize on a large influx of people having to stay indoors as well as a need to expand the company's income streams in anticipation of losses projected to be incurred due to the pandemic.
With an estimated 100,000 expats living in Vietnam largely due in part to the country's low cost of living, and more making the move every year, Asia Plus Inc. identified a gap in local mobile food ordering applications for the foreigner community.
A large number of expats have trouble locating restaurants that specialize in the cuisine of their home country, or other various international food options that would be readily available from where they grew up. Our solution was designed to easily connect them to their comfort foods and give them opportunities to save while living overseas.
The challenge was to design and deliver a new mobile application with a strong emphasis on keeping its time to market at a minimum. Although its creation involved an end-to-end design process, a premium was also put on reusing or minimally tweaking as many design patterns and core components from previously developed applications within the company's portfolio of digital assets.
The business goals were to:
• Release a new mobile app into the market within 8 weeks
• Create an additional income stream
• Earn a share in the mobile food ordering market
• Reuse and tweak components from previous apps for use
Our high-level goals were to:
• Give diners more options to save on online food orders
• Allow diners to find international foods effectively and efficiently
• Create a platform that diners can trust to meet food expectations
• Make it intuitive to use
The business goals were to:
• Release a new mobile app into the market within 2 months
• Create an additional income stream
• Earn a share in the mobile food ordering market
• Reuse and tweak components from previous apps for use
Our high-level goals were to:
• Give diners more options to save on online food orders
• Allow diners to find international foods effectively and efficiently
• Create a platform that diners can trust to meet food expectations
• Make it intuitive to use
As the project's sole designer, I was responsible for leading the experience and visual design of Q-Deli, in addition to creating branding assets.
Designed and developed by Asia Plus Inc., Q&Me Surveys serves as an in-house data gathering tool for use in the company's bevvy of market research services. The founder's aim was to innovate how Vietnam conducts market research by creating a digital data-collecting platform, shifting away from more traditional research methods.
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With Vietnam's mobile food ordering market being extremely competitive and saturated, conducting a competitive analysis not only allowed for us to identify gaps among options within the country, but to also look at apps outside of the region to help gather ideas on how we could do things differently, but better.
The points of focus were:
• Food categorization
• Features
• Ways of saving
Due to the abruptness in which we shifted into the project in addition to constraints in both time and budget, we defaulted to using data that had been previously collected through surveying consumers as our research method. While the data didn't exactly give the most solid of insights directly concerning the conception of Q-Deli, it did provide us with details about the habits, needs, and goals of our potential users.
Key findings from the surveys
of respondents felt the visual aesthetics of the app were old-fashioned and far behind that of modern apps.
of respondents felt the presentation of content and how it was displayed made the app look cluttered and feel convoluted.
of respondents felt that a major update to the visual design would entice them to open the app more frequently.
of respondents felt the current use and placement of icons were not helpful in conveying features, functions, and actions.
Key findings from the surveys
92% of respondents felt the visual aesthetics of the app were old-fashioned and far behind that of modern apps.
86% of respondents felt the presentation of content and how it was displayed made the app look cluttered and feel convoluted.
83% of respondents felt that a major update to the visual design would entice them to open the app more frequently.
78% of respondents felt the current use and placement of icons were not helpful in conveying features, functions, and actions.
of respondents felt the visual aesthetics of the app were old-fashioned and far behind that of modern apps.
of respondents felt the presentation of content and how it was displayed made the app look cluttered and feel convoluted.
of respondents felt that a major update to the visual design would entice them to open the app more frequently.
of respondents felt the current use and placement of icons were not helpful in conveying features, functions, and actions.
To gain further insights and really delve into uncovering the pain points users were experiencing as well as their needs and goals, we interviewed six current users in addition to six users who had never used the app before. For this phase, I worked with both our researchers in creating the interview questions and curating the process, but it was our researcher Huyen who conducted the interviews.
The goals of the interviews were to:
• Uncover the barriers discouraging people from signing up
• Understand the needs, goals, and motivations that propel people to use the app
• Understand the challenges and pain points users are experiencing
With the data gathered through our user research, we identified overlapping themes among the different user groups. I created personas to take a deeper dive into understanding our users and how to meet their needs.
While the numbers from the surveys largely indicated fundamental shortcomings that mainly stemmed from the app's visual design, the findings gained from the user interviews painted a deeper picture into the frustrations people were facing as they worked towards completing tasks and reaching their goals.
User insights
• To have consistent ways of accumulating points
• To easily share interests and experiences
• To feel comfortable in sharing information
• To efficiently manage activities and submissions
• To receive and make use of earned rewards
• To explore the thoughts and voices of people
• To establish a source for a financial boost
• To be entertained and have fun
• Having more money to spend on other things
• Free and easy to do from home
• Doesn't require experience or specific skills
• To pique curiosity on different topics and subjects
• Completing activities but not receiving points
• Registration process is long and strenuous
• Lack of surveys and updates
• Difficult to scroll through and read content
User insights
• To have consistent ways of accumulating points
• To easily share interests and experiences
• To feel comfortable in sharing information
• To efficiently manage activities and submissions
• To receive and make use of earned rewards
• To explore the thoughts and voices of people
• To establish a source for a financial boost
• To be entertained and have fun
• Having more money to spend on other things
• Free and easy to do from home
• Doesn't require experience or specific skills
• To pique curiosity on different topics and subjects
• Completing activities but not receiving points
• Registration process is long and strenuous
• Lack of surveys and updates
• Difficult to scroll through and read content
After synthesizing the findings gained from our users, the final step in our research entailed analyzing similar products in the market and understanding the strategies and patterns they employed. We examined the good and bad aspects of five different products to explore ideas for how we could address the frustrations that our users were facing, as well as identifying gaps to help us add value to our own product.
The points of focus were:
• Onboarding experience
• Content presentation
• Rewards system
• Features
From tackling the registration process to attempting to receive a reward, and everything else in-between, the Q&Me Surveys app experience is riddled with communication issues and dubious design elements, leading to disengagement, frustration, and people questioning the legitimacy of the operation.
Once we were able to formulate a more defined problem, we explored possible solutions by asking ourselves:
"How might we redesign the online survey experience to help reinvigorate people's confidence and engagement?"
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vitae ipsum nec lorem porttitor rhoncus vitae sit amet neque. Fusce non dolor ligula. Nullam at venenatis augue. Etiam lorem tellus, sodales vel pretium id, egestas vitae libero. Donec accumsan, lectus ut molestie tempor, libero nisl faucibus elit, porta lacinia ex elit quis dolor.
• Maecenas ut elit sapien
• In sollicitudin mauris eget nisl blandit
• Donec id sapien sodales
• in dignissim tortor ullamcorper ve
• Option for diners to add delivery locations categorized according to building
• Orders placed within a building location alerts other users who have the same building saved
• Placing an order from the same restaurant within an allotted time allows for shipping fees to be waived
• New orders placed do not have an effect on the order of the original diner
• Invite friends and family to a group order
• An alert is sent to invitees to join the group order
• When items are ordered together, only one instance of a shipping fee is charged
• Food options are additionally categorized according to geographic locations
• The use of tags allows for deeper filtering options
• Create an environment for deeper engagement
• Make it fun and intuitive to use
• Build and establish trust
• Create a community where people could interact with one another
• Create an environment for deeper engagement
• Make it fun and intuitive to use
• Build and establish trust
• Create a community where people could interact with one another
• Create an environment for deeper engagement
• Make it fun and intuitive to use
• Build and establish trust
• Create a community where people could interact with one another
• Create an environment for deeper engagement
• Make it fun and intuitive to use
• Build and establish trust
• Create a community where people could interact with one another
• Create an environment for deeper engagement
• Make it fun and intuitive to use
• Build and establish trust
• Create a community where people could interact with one another
• Search queries return two different types of results
• Browse search results according to restaurant
• Browse search results according to dish
• Owners are able to introduce themselves and/or restaurant
• Diners are presented with the intro when browsing restaurants
• Provides for another layer of credibility and trust outside of ratings
• Create an environment for deeper engagement
• Make it fun and intuitive to use
• Build and establish trust
• Create a community where people could interact with one another
Designed and developed by Asia Plus Inc., Q&Me Surveys serves as an in-house data gathering tool for use in the company's bevvy of market research services. The founder's aim was to innovate how Vietnam conducts market research by creating a digital data-collecting platform, shifting away from more traditional research methods.
By 2020, Q&Me Surveys struggled to convert new users and grappled with a declining user base. Originally created with little consideration for UX fundamentals, the app was laden with inconsistencies and convoluted flows which discouraged people from investing their time into what was supposed to be a rewarding experience. As its audience continued to evolve and the marketplace steadily matured, a wholly unchanged Q&Me Surveys app had remained stagnant.
By 2020, Q&Me Surveys struggled to convert new users and grappled with a declining user base. Originally created with little consideration for UX fundamentals, the app was laden with inconsistencies and convoluted flows which discouraged people from investing their time into what was supposed to be a rewarding experience. As its audience continued to evolve and the marketplace steadily matured, a wholly unchanged Q&Me Surveys app had remained stagnant.
Our challenge was to reinvigorate Q&Me Surveys, working towards laying down a strong foundation while embracing the app's original premise of empowering users to earn redeemable points by completing tasks. In doing so, we were striving to create an engaging experience which would be refreshing for the app's current user base, enticing for those who had come and gone in the past to give it another shot, as well as offering a dash of familiarity and simplicity to welcome future generations of users
Our high-level goals were to:
• Create an environment for deeper engagement
• Make it fun and intuitive to use
• Build and establish trust
• Create a community where people could interact with one another
By 2020, Q&Me Surveys struggled to convert new users and grappled with a declining user base. Originally created with little consideration for UX fundamentals, the app was laden with inconsistencies and convoluted flows which discouraged people from investing their time into what was supposed to be a rewarding experience. As its audience continued to evolve and the marketplace steadily matured, a wholly unchanged Q&Me Surveys app had remained stagnant.
Designed and developed by Asia Plus Inc., Q&Me Surveys serves as an in-house data gathering tool for use in the company's bevvy of market research services. The founder's aim was to innovate how Vietnam conducts market research by creating a digital data-collecting platform, shifting away from more traditional research methods.
HAPPINESS
• Net Promoter Score (NPS)
• Number of 5-star reviews
ENGAGEMENT
• Average session length
• Number of conversions
ADOPTION
• Download rate
• Registration rate
RETENTION
• Churn rate
The city-wide lockdown gave me an opportunity to participate in an end-to-end design process while working completely remote environment as opposed to from within an office setting. Despite not being able to collaborate face-to-face with team members, I felt that the unit as a whole performed very well. Sure there were some bumps along the way, such as not being able to convey and iterate on ideas as quickly without the use of spot sketching, but given the constraints, we still used the time effectively.
The city-wide lockdown gave me an opportunity to participate in an end-to-end design process while working completely remote environment as opposed to from within an office setting. Despite not being able to collaborate face-to-face with team members, I felt that the unit as a whole performed very well. Sure there were some bumps along the way, such as not being able to convey and iterate on ideas as quickly without the use of spot sketching, but given the constraints, we remained efficient.
Designed and developed by Asia Plus Inc., Q&Me Surveys serves as an in-house data gathering tool for use in the company's bevvy of market research services. The founder's aim was to innovate how Vietnam conducts market research by creating a digital data-collecting platform, shifting away from more traditional research methods.
HAPPINESS
• Net Promoter Score (NPS)
• Number of 5-star reviews
ENGAGEMENT
• Average session length
• Number of conversions
ADOPTION
• Download rate
• Registration rate
RETENTION
• Churn rate
HAPPINESS
• Net Promoter Score (NPS)
• Number of 5-star reviews
ENGAGEMENT
• Average session length
• Number of conversions
ADOPTION
• Download rate
• Registration rate
RETENTION
• Churn rate
The city-wide lockdown gave me an opportunity to participate in an end-to-end design process while working completely remote environment as opposed to from within an office setting. Despite not being able to collaborate face-to-face with team members, I felt that the unit as a whole performed very well. Sure there were some bumps along the way, such as not being able to convey and iterate on ideas as quickly without the use of spot sketching, but given the constraints, we still used the time effectively.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vitae ipsum nec lorem porttitor rhoncus vitae sit amet neque. Fusce non dolor ligula. Nullam at venenatis augue. Etiam lorem tellus, sodales vel pretium id, egestas vitae libero. Donec accumsan, lectus ut molestie tempor, libero nisl faucibus elit, porta lacinia ex elit quis dolor.
• Maecenas ut elit sapien
• In sollicitudin mauris eget nisl blandit
• Donec id sapien sodales
• in dignissim tortor ullamcorper ve