Timeline

Research Methodologies

User Insights and Persona Development:

• Conducted qualitative interviews to understand user perspectives on food delivery, price comparisons, and social networks.
• Utilized affinity diagrams and personas to gain insights into potential users' needs and preferences.
• Employed Persona analysis and variable trait analysis to navigate the ambiguity of target customer groups.

Competitive Analysis and Service Process Exploration:

• Explored the two pillars of DineOneOne - price comparison and community recommendations.
• Divided the service process into six parts to analyze user interface experiences and service processes of competitive products.
• Identified three major types of competitive products: price comparison, review features, and social community mechanisms.

Quantitative Analysis and User Survey:

• Employed quantitative analysis and surveys to understand user desires and expectations.
• Explored sharing motivations and commenting preferences through questionnaires on social platforms.Identified significant differences in user engagement preferences within a public system.

Heuristic Evaluation and Usability Testing:

• Entered the prototyping stage, focusing on user-friendliness and alignment with diverse user needs.
• Adopted Jakob Nielsen's 10 Revised Heuristic Evaluation principles to assess usability.
• Undertook usability testing. Identified challenges faced by users

💭 Picture this: in the vast landscape of food delivery platforms, visitors embarked on a quest, pondering questions such as "How do you navigate the multitude of choices on a food delivery platform?" and "Which platform steals your culinary heart, and why?" The journey unfolded as users explored their food delivery needs, each decision a story waiting to be told.

In unraveling the needs of our potential users, we employed qualitative interviews to delve into their perspectives on food delivery, price comparisons, and the social network surrounding these gastronomic experiences. As we sifted through the rich tapestry of interview results, we crafted affinity diagrams and personas, offering us a preliminary glimpse into our potential users' diverse profiles and ideas.

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As we navigated the early stages of product development, the team grappled with the ambiguity surrounding target customer groups. Post-interviews, the quest was to understand target users' appearance and possible touch points. Use Persona analysis, a tool focused on the present moment and the iterative journey toward the elusive target customer group, aided by variable trait analysis.

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Two pillars anchored the essence of DineOneOne - price comparison and community recommendations among friends in the food delivery arena.

With eating as the central domain, they extend into the sub-domains of comparison and social media. Dividing the service process into six parts, the research explores the user interface experience and service processes of different competitive products. Three major types of competitive products are identified, including price comparison features, review features, and social community mechanisms.

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What desires and expectations did our users harbor that DineOneOne could satisfy 🗯? 

In the journey, users embarked on a three-act play:

• Collecting food information
• Navigating the checkout process
• Culminating in the communal act of sharing and commenting

To delve deeper, we used quantitative analysis, surveying social platform users through questionnaires and extracting insights into their demand for food communities and information.Research indicates, for instance, the sharing motivations of high-frequency users and the preferred functions for commenting on food. Questions such as "My willingness to use my real name to comment," "Using nicknames for comments," or "Complete anonymity in comments" unearthed significant differences in willingness to engage in a public system.

For instance, we observed in the data that individuals aged 25 to 34 have the highest sharing frequency within two weeks. Most people share about once a month, while those aged 45 and above are less inclined to frequently share food experiences (at least twice a week). The motivation for high-frequency sharing includes:

1. The deliciousness of the food.
2. Unique dining experiences.
3. Daily dining records.
4. Interestingly, even when the food is not tasty.

Therefore, in future community design, we can strategically consider the motivations of these high-frequency sharers.

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After finishing the previous user insights, In the ongoing saga of our product's evolution, we find ourselves at a crucial moment 🚀 - the prototyping stage .

As we prepare to unveil our platform to the world, we embark on a quest to ensure its user-friendliness and alignment with the diverse needs of our users.
In our arsenal of evaluation tools, we turn to Heuristic Evaluation, a comprehensive approach weaving through the intricate tapestry of usability issues at various stages of platform development. We consider severity scores and growth stages, offering suggestions for improvement early, midway, and in the final stretch. In our quest for excellence, we adopt Jakob Nielsen's 10 Revised Heuristic Evaluation principles, guiding us through five primary task paths. Crafted with insights from competitor analysis and the unique functionalities of DineOneOne, these paths aim to assess usability and unveil areas of improvement, all within the framework of established usability heuristics.
Our motivation assessment delves into the "demand side" and the "technical side," extracting insights from user interviews and competitive product analysis. The goal is clear - to enhance ease of use based on aspects users prioritize. As we cast our critical eye over the pages, from the homepage to the food price comparison list and the user's haven, "My Page," we set forth criteria interpretation standards. Minor or major usability issues are dissected, each point reflecting the potential impact on the user experience.

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🌟 Now, let's go ahead and light the findings of this evaluation.

A journey into the app and a search for "snacks" ensues, but alas, a loading prompt circle without a progress bar leaves users stranded mid-journey. Delivery fees go missing from the comparison list and applied filtering conditions play hide-and-seek, refusing to be displayed on the page.  And the search results, when elusive, offer no clues on whether it's due to distance or star rating filters, leaving users in the dark. The price comparison list, a crucial guide, needs to remember users when they log in, remembering their preferences.

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In the next phase, we dive into Usability Testing—a comprehensive effort aimed at refining the user experience.

Focusing on price comparison, recommendations, and community functions, the study employs formative, exploratory, and traditional moderated usability tests. Our meticulous participant recruitment process initially gathers 37 responses, ultimately selecting 8 users to ensure a diverse yet focused perspective. 8 seasoned participants in food delivery navigate tasks involving comparison, social engagement, and review sharing, providing valuable insights to shape a seamless onboarding experience.

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The research problems weave into the fabric of this narrative. Can inexperienced users easily navigate the system for a quick order? Could you tell users if they can efficiently locate stores with specific delivery conditions? How does comparative information assist users in understanding store advantages and disadvantages? Additionally, what challenges arise in user interactions and utilizing the comment function?

In usability testing, user confusion while entering addresses prompts a call for separate modules for address and search. Uncertainty about resetting filter settings leads to the birth of a reset button. Lack of clarity in price comparison listings sparks the revelation of displaying delivery fees for both platforms, etc.

Through these challenges that guides us to refine, enhance, and enrich the user experience. After the re-optimization is completed, we have continued the next round of usability testing and iteration until the product is successfully put on Google Play.

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Now, this App is available on Google Play.

https://play.google.com/store/apps/details?id=com.dineoneone.android.global&hl=zh-TW

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📌 User-Centric Transformation: The research led to a strategic shift from price comparison to a food community centered around friend recommendations, emphasizing interaction and sharing meal experiences among friends.

📌 Identification of User Needs: Through interviews, surveys, and usability testing, we identified essential user needs, preferences, and challenges related to food delivery platforms, social interactions, and price considerations.

📌 Usability Improvement Recommendations: Provided actionable recommendations to enhance the platform's usability, such as addressing issues in search functionality, pricing display, and post-review interactions.

This transformation positions DineOneOne as a comprehensive food community, aligning closely with users' daily lives and social needs. The insights gained from research and testing contribute to a more engaging and user-friendly platform.

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