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Product Experience Design Review of JumiaFood Mobile App

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Toyeeb Amusan
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4 min read

Introduction:

The JumiaFood mobile app, a platform for ordering and delivering food in Nigeria, faces challenges in providing a user experience that aligns with real human needs. This article aims to identify and address issues in three key experiences: Cuisine/Restaurant Browsing, Food Ordering, and Order Delivery.

Cuisine/Restaurant Browsing Experience:

Problem I: Restaurant and Other 'Options of Distraction'

  • User Distraction: Users are presented with irrelevant options, leading to confusion and wasted time.

  • Cognitive Load: Extra options increase the time taken from login to the main browsing experience.

  • Brand Perception: Users associate the app with food, and additional options detract from the core value proposition.

Suggested Improvement(s):

  • Minimize Distractions: Remove irrelevant options and streamline the browsing process.

  • Optimize User Flow: Redirect users to the home page after login to prioritize their primary goal.

  • Follow UX Principles: Simplify the flow, keeping in mind the "one thumb, one eyeball" test.

Problem II: Un-HX-like Categorization of Restaurants

  • Inefficient Categorization: Users struggle to find preferred restaurants due to inconsistent categorization.

  • Poor Contrast: Lack of contrast affects the visibility of essential elements like the search bar and filter options.

Suggested Improvements:

  • Enhance Real Estate Distribution: Improve categorization and layout for better visibility.

  • Personalize Restaurant Displays: Reduce scroll and glance-ability time by personalizing displays.

  • Improve Navigation Icons: Use clear labels and standard icons for better user understanding.

Food Ordering Experience:

Problem I: Slide Right, Slide Left - NO, Slide Up, Slide Down - YES.

  • Complex Menu Navigation: Dividing the menu into separate tabs leads to a lengthy and inefficient ordering process.

  • Lack of Feedback: Users face challenges in managing quantities and get no indication of the total cost in real time.

Problem II: Big Eaters & Mixologist

  • Inflexible Ordering Options: Users cannot order extra portions or create customized combinations.

  • Terminology Confusion: Users find the categorization confusing and unfamiliar.

Suggested Improvements:

  • Simplified Menu Flow: Change from a closed menu to an open-list menu for a seamless experience.

  • Personalized Bowl/Plate Option: Introduce a 'Create Your Own' feature for flexible ordering.

Order Delivery Experience:

Problem: Traffic is not an excuse

  • Last-Mile Delivery Challenges: Traffic affects delivery experiences, leading to user frustration.

Suggested Improvements:

  • Enhanced User Involvement: Introduce a 'Pickup' option to allow users to collect orders, giving them control over their experience.

Conclusion

This review highlights critical issues in the JumiaFood mobile app's user experience. By addressing these challenges through streamlined design and enhanced functionality, the app can significantly improve user satisfaction and engagement. Implementing the proposed redesigns will align the product more closely with real human experiences, fostering a positive and efficient user journey.

Key Learnings

User-centric design is Paramount: Understanding and addressing user needs and pain points are fundamental to creating a successful product. The review emphasizes the importance of aligning the app's design with the real needs and expectations of users.

Simplicity and Streamlining Improve UX: Complex user flows and unnecessary distractions can hinder the user experience. Streamlining processes, minimizing distractions, and simplifying navigation are crucial for creating an intuitive and efficient product.

Consistent Visual Hierarchy Matters: Maintaining a consistent visual hierarchy and ensuring proper contrast in design elements contribute to better user comprehension. Clear icons, labels, and a standardized design language enhance overall usability.

Personalization Enhances Engagement: Personalizing the user experience, such as restaurant displays and menu options, can significantly improve engagement. Designing for personalization, like allowing users to create their bowl/plate, caters to individual preferences.

Accessibility and Clarity in Navigation: Users should easily find and understand navigation elements. Icons, labels, and navigation patterns should be intuitive and follow industry standards to improve accessibility.

Continuous User Feedback is Essential: Regularly seeking and incorporating user feedback is crucial for product improvement. User interviews, surveys, and usability testing are valuable tools for understanding user perspectives and refining the design accordingly.

Innovative Solutions for Real-World Challenges: Design thinking involves finding innovative solutions to real-world challenges. The case study proposes a 'Pickup' option as an alternative to traditional delivery, showcasing how creative thinking can enhance the overall customer experience.

Balancing Business Objectives with User Needs: While understanding user needs is crucial, it's essential to strike a balance with the business objectives. Redesigning experiences should align with both user expectations and the strategic goals of the product.

Live Tracking Enhances User Involvement: Providing users with real-time tracking options and involving them in the delivery process enhances transparency and user satisfaction. Features like live location tracking contribute to a positive overall experience.

Iterative Design Process is Key: The case study highlights the importance of an iterative design process. Redesigns and improvements should be based on continuous evaluation, testing, and feedback loops to ensure ongoing enhancement of the product.