The Kleiner Perkins Design Fellow Program design challenge is to “redesign a feature of a Kleiner Perkins company’s product." I chose to redesign a feature on Uber Eats for restaurant partners as I currently work part-time at the bubble tea chain, CoCo, and interact with Uber Eats frequently. While working, I often have frustrations with the app, which lead to my inspiration for this design challenge.
Role: UX/UI design, UX research
Timeline: January 2019
To understand pain points that users are currently having, I went into the store and observed my coworkers using the Uber Eats app. This was also to validate my own pain points with the app and gather more insights from others. Through shadowing, I identified two main problems with their experience.
Pain point: critical information is not presented immediately
When receiving an order, it can be hard to see the entire order and how many items are inside. The user has to scroll down a cumbersome list, which can get very long. There is also no indication of the number of items, so the order can have 2 items or 10 items, but the user won’t be able to find out until they’ve scrolled through the entire list. This can lead to very stressful situations where we unexpectedly have 10 more drinks due in 8 minutes, on top of our in-store customer orders.
PAIN POINT: no flexibility and control in preparation time
Tying into the first problem, Uber Eats does not let the restaurant choose when the order is due. The time due is assigned automatically through the app, and there are many instances where the order is due way sooner than they can prepare it, especially on a busy day. There is a ‘delay order’ functionality through the help button, but this can only be used before a driver is assigned to the order. However, drivers are usually assigned to orders immediately and restaurants are stuck with the due time. This results in the driver arriving before the order is done and having to wait for the restaurant, creating an unpleasant experience for all parties.
After evaluating what I learned through observing my coworkers, I began to narrow my focus by creating HMW statements and mapping out the user journey.
- How might we make viewing orders more clear, efficient, and comprehensive?
- How might we give restaurants more control and flexibility in their orders?