A redesign of Wolt

Select an application I love and use frequently to see how far I can push myself creatively as a designer, I chose Wolt. In this day and age, the high need of online app food is incredible with the help of high tech. That’s the reason why how successful Wolt become as today. However, everything can be better in a way of improving user experience! My challenge will be improving the usability as well as the efficiency and effectiveness of the app!

Platform

iOS

Roles

Product Designer, User Researcher, Data Analyst

Challenge

- To facilitate a more engaging and seamless experience when it comes to exploring and ordering experience.
- To design a more personable and intuitive user interface.
- To design through user empathy (HCD)

Understanding the Company

Wolt is a Finnish technology company that is known for its food-delivery platform. On Wolt's apps (iOS and Android) or website, customers can order food from the platform's restaurant partners, and either pick it up or have it delivered by the platform's courier partners.To keep with its ever growing presence, Wolt is constantly innovating creatively to push its mission of "discover and get great food" forward.

My design process

The user research & data

Wolt's usage statistics

Before I began my redesign project, I conducted interviews with 7 Wolt users to get a better understanding of who I am designing for. What does a typical Wolt user look like? What are their reasons for using Wolt? What keeps them coming back? These interviews were conducted either in person or online survey.

Overview of one time order

Every order in Wolt is made in one restaurant will be counted as the food you choose + 3.9e based delivery + long delivery extra fee (depends). Compared with the average price of a meal 13e in Helsinki, delivery fee increase 30% of the total price for one meal.

Side facts

I asked the 7 Wolters I interviewed to describe Wolt using 3 adjectives. What do they think about Wolt? How does it make them feel?

A total of 21 adjectives was collected Top 3 adjectives used: Convenient, useful and fun.

I also asked which nav buttons that they liked most in Wolt app: delivery to you and nearby buttons were voted the most.

Target Audience Demographics

Among the 7 Wolters I interviewed, there was 2 males and 5 females. The age of users ranged from 22 to 30y. 50% are currently college students or graduates with plans to pursue higher education. I felt like this was a fair representative sample of Wolt's current user base since 70% of Wolt users are younger than 35.

Additionally, 57.1% of the people sampled uses their Wolt at least 3 times/week.

Affinity diagram

Point of views (POVs) from clusters

POVs is the method that I chose to crystallize and synthesize my user needs. I form Point of Views by extracting the most important insights about my users’ core human needs that I should fulfill within the problem area I am investigating and designing for.

Personas of a typical Wolt user

Problem #1

Time-consuming because the lack of filters

Discovery is a great navigation that attracts a lot of attention from users as it gives them diverse choices. According to the research on paradox of choices, more choices can actually lead to decision fatigue, less happiness, and guiltfear of missing out. More importantly, our short term memory includes 7 items, plus or minus two (Miller 1956). Therefore, never-ending scrolling results will lead to the missing memories.

Solution

> For the solution, I chose to integrate a unique “filter” button combined with 5 search results/page.

* Make it personal choice and optimize the user experience based on their own perferences.
* Time-saving by filters.
* Quick-memories by 5 choices per page.
* 5 top short filters are also shown for a quicker choice besides the full filter page.

5 results per page helps avoid the fear of missing out

Problem #2

Content Overload, clearer choices

Immediately after opening the application, Wolt users are met with two prime features competing for their attention— scrolling through the ‘delivery’ or ‘nearby’? Both options are very content saturated and can almost feel like an endless pit of scrolling. According to the research on paradox of choices— more choices can actually lead to decision fatigue, less happiness, and guilt/fear of missing out. This is especially concerning when half of the Wolters I sampled reported checking it at least 3 times/week.

Solution

> For the solution, I chose to integrate the ‘nearby’ directly into the ‘delivery’ button with filter choices:

* The ‘delivery’ and ‘nearby’ will now be working together to facilitate a more cohesive experience for the user. Delivery navigation is still used, but as a function of a button.
* Integrating ‘delivery’ into ‘nearby’  also prevents it from being a “rooftop deck” like what Julie Zhuo (Product Design VP at Facebook) mentioned. In the current Wolt design, it will takes a lot of time from users to decided which ones to choose because they have to check both of them.
* By implementing ‘delivery’ into ‘nearby’, it'll be operating on a variable-ratio schedule of reinforcement. Moreover, filter options is added to save even more time for users.

Problem #3

Unclear offers

About two-thirds of shoppers (65%) use mobile e-commerce apps to get deals and offers exclusive to the app, a study by reviews and ratings firm Clutch found. Based on my research of 7 Wolt users, 57% mentioned the price features together with more offers.

Solution

> For the solution, I chose to introduce new feature in the nav bar: offers

* A better navigation for quick customers saving more time and consideration.
* Filter button is also placed in this feature to make it more personal.
* A new option can be “end of the day food” from restaurants in this feature.

Wireframes - High fidelity

A quick wrapping-up

Going to this project late April, this project has sharpened my research skills together with pushed me to dig deeper in different aspects of the human behavior.

Organizing and structuring design principles is just as important as creating them in the first place. I’ll continue finding ways to better structure the design principles I created at work, and visualize them so that everyone can get a good understanding of it across the organization.

Don’t be afraid of doing product re-designs. If you have good reasons and understand what the usability issues are, start planning! Get to know your real users — user testing is the key. Collect as much quantitative user behavior data as you can, then analyze and categorize them to make sure you have solid qualitative data to support re-design thinking. Follow the cycle of design, release, get user feedback and iterate.

Other projects: 
LET'S TALK
hoangyenhien412@gmail.com