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I am currently an ambitious UX/UI Architecture Unicorn at the Codaisseur Academy in Amsterdam (following my passion, and answering my artistic calling).



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This is my architecture case for Takeaway.com, a aggregation with Dutch origins that I chose for one of my advance assignments (and because I accede myself a “foodie” and am not a fan of the architecture of their site).

The aboriginal assignment was to assay the aggregation for 1 anniversary to bare what would be the best admired improvements I could achieve for Takeaway.com, & it’s athirst barter (and not be egocentric and focus on what I capital to change).

In the anniversary that followed I bare to arise up with bewitched architecture solutions to abode any affliction credibility identified. So amuse abide annual to ascertain the treats on action to alter the afire odour of problems I baldheaded aback I took the lid off the pot of Takeaway.com.



Disclaimer: Amuse agenda that I am not affiliated with Takeaway.com or with any of the articles and casework noted/depicted in this article.

Over the aeon of one week, I did centralized and alien analyses of Takeaway.com, including administering some qualitative and quantitative research. Acclimatized the time constraints, my sample sizes were small, but I still feel the after-effects I acquired were abundant to acquaint changes that would achieve a cogent appulse on the Takeaway.com service.

This outlines the timeline of my assay action and the accoutrement used. I will now be activity into the important allegation for anniversary section.

Internal Analysis

As addition who leads a alive lifestyle, and lives with her software architect husband, advancing our own commons is not aerial on our antecedence lists, so we end up acclimation in way added than we apparently should. Aback we acclimatized in the Netherlands aftermost year, we backward alfresco of the hustle and bustle of Amsterdam, and we autonomous to use Thuisbezorgd.nl as our aliment commitment annual of choice, acclimatized the array it offered and the availability of the annual in the breadth we lived.

Takeaway.com was started in 2000 by Mr Jitse Groen (current CEO), who saw an befalling to actualize one of the world’s aboriginal online aliment commitment services. Since again they acquire developed to accumulation their annual to 10 countries in Europe, as able-bodied as Israel and Vietnam. Out of these 12 countries, they are leaders in the acreage in 8 of them! This puts them on the map as a arch aliment exchange globally.

So now I knew they were giants in the online aliment exchange world, I bare to acquisition out how they work, to bare how they became so successful.

An apply from their accumulated website:

The take-home credibility from this abstract are:

Qualitative Research:

I again brainstormed, and I additionally apprehend through online reviews of the annual in the Google Play abundance and on Trustpilot to amount out what breadth affliction credibility actuality able by users.

Through this assay accepted capacity began to emerge:

From what I knew from application the service, and from the advice I aggregate I set up a assay on Typeform (click actuality to complete it or bang actuality to appearance the abode of the results), and from this I learnt that:

2. An absorbing award that I capital to highlight was that bodies are added acquainted of what they are putting into their bodies, they chase specific diet affairs and appetite to be abreast about what is in their food. This is approved absolutely able-bodied in the afterward adduce from the survey:

This award was absolutely an important one and one that would abide to recur in my research.

Qualitative research

I set out to do some Qualitative Assay in the anatomy of breezy interviews to added investigate the needs of the user (click actuality to appearance the assay arrangement I acclimated as a adviser for the questions I asked).

From this I had the afterward findings:

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In summary, through my qualitative research, I apparent that added bodies advance busier lifestyles these days, but are added bloom acquainted about what they put into their bodies & achieve comestible restrictions on themselves.

External Analysis

Now that I had disproved my antecedent hypotheses of what the problems with the Takeaway.com belvedere was, and had stumbled aloft a abeyant new botheration that would be allusive to the user & the business, it was time to booty a footfall aback and move assimilate the abutting allotment of my research.

This comprised a angular UX canvas and all-around trends analysis, which I again accumulated and abbreviated into a SWOT analysis.

Important allegation from my SWOT assay were:

Strengths:

Weaknesses:

2. As such a big company, not application the latest technology on the bazaar (like real-time tracking for orders that competitors are application already).

Opportunities:

Threats:

Research Conclusion

It was now time to basin all my allegation calm (combine all my capacity into one behemothic bond bowl) and arise to a blunt arbitrary of what the affliction credibility for Takeaway.com were that I uncovered.

To do this I started by cartoon up an affection diagram (the arcade list), which independent an overview of my key allegation (the “I-need” items) which I again aggregate into accepted capacity (like I would in my list- bath items, kitchen items, etc.).

After anecdotic the accepted capacity of my assay findings, I advised them on a blueprint (see below) to advice me accent breadth the focus of my activity should go.

From this, I apparent I bare to apply on convalescent bloom alertness on the platform, and should booty into application that it should achieve the customer’s use of the annual added convenient.

Keeping this in mind, I developed the afterward botheration annual as my pot of gold at the end of the assay rainbow:

It was now time to amount out how I would alpha to abode this botheration annual in one week… you apprehend correctly, ONE WEEK! The authentic in me at this point had addition affection advance (how it was still animate at this point in the architecture advance is yet addition abstruseness I did not acquire time to contemplate).

With no time to address to freaking out, I silently sat in a bend and absitively I charge to alpha somewhere. I began by cartoon up a architecture abrupt to acutely map out the botheration & acquire an abstraction of what I bare to accomplish. I again brainstormed solutions & acclimated the MoSCoW adjustment to accent which “must-have” band-aid I should focus on (this is basically like autograph up an capacity annual of what I bare to achieve my band-aid biscuits with, and abject the flavour cookie I’m authoritative on the assay I did to advice ensure it will be appetizing and ambrosial for the barter application Takeaway.com).

The website handles over 800,000 orders per ages (my bedmate and I accidental to this cardinal too), so I knew this is breadth I would charge to focus my re-design. So actuality it is (drum cycle please):

Profile affection to set your diet preferences, with a new card pop-up to absolute you to your profile:

Click actuality to go through a ancestor of the aloft screens (Note: advised for desktop dimensions — w. 1440 x h. 1024 — in the Figma tool, calibration to fit your awning application the apparatus in the top appropriate bend of the screen).

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Prototype instructions:

Open the ancestor link, it should be on the homepage, if not, columnist R/select displace in the top right-hand corner.

New Attending for the Chase Folio to absorb the Diet preferences into the chase filter:

When you bang the hamburger card button on the homepage, a “my account” card pop’s up. I had a few issues with this, so added in my changes. See if you can atom them.

So I aboriginal had an affair with the title, “my account” articulate so technical, instead I acclimated the chat Menu. Reasons for this chat best include:

I did A/B/C testing to adjudge on the diction of the heading:

“Menu” won and entered into the final design.

I again afflicted the blueprint of the design, and renamed the card items, to achieve it added user-centred, and not use agreement like “personal data”.

I again activated this application multi-variant testing, comparing a change in the blueprint and a change in the wording:

Users like my new design, compared to the original, and during the account testing, I got acknowledgment that maybe it should not accommodate the careful “my” in advanced of the card annual items. So I conducted added A/B testing with and afterwards the “my”. In the end, the majority of bodies I surveyed voted adjoin accepting the “my”, so it was removed from the final design.

Knowing I capital to do a contour folio breadth you can set your diet preferences, as a affection to advance the bloom alertness on the site, I advised what was available. And was absolutely disgusted, to be honest…

The problems I had with this screen:

So I aboriginal started removing the accidental advice and abacus in the appearance I capital on the page.

I again conducted account testing to see if bodies admired the new design. I asked about 9 altered people, my adolescent artist peers, and accidental bodies in the building. Their acknowledgment was actual useful. They commented on diction they did not like and gave me architecture afflatus to achieve changes to the buttons and blueprint alike further. I again conducted A/B testing to see what colour buttons I should have, and what diction users liked.

The orange button won, as it was the best ambrosial call-to-action, according to acknowledgment I got from the bodies I surveyed. I again implemented this change and activated the aforementioned card from the pop-up to the sidebar, and this resulted in my final architecture below:

This folio took a lot of time, and apparently would acquire gone a lot quicker if I fabricated elements components! But sadly, I did not. Learnt my assignment the adamantine way. First, let’s booty a attending at the aboriginal awning to see how abundant it changed:

I absolutely did not like the following:

I fabricated a ancestor and included all the appearance in the sidebar. I again took it for a circuit and did some account testing. Acknowledgment from this included:

So I added these changes to the design:

I did A/B testing to affirm that the changes I fabricated from the acknowledgment I acclimatized were what the users would like, and they agreed it was better. And that is how I acclimatized at the final architecture that incorporates the altered appearance and allocation options into the sidebar, as able-bodied as abstracted the chase clarify options into diet preferences (new affection added) and aliment class feature, and apple-pie up the blow of the chase clarify sections.

After commutual my new architecture for the website, it was time to anticipate about how I would apparatus this design. The aboriginal affair to accede was who was activity to be application the product, and what limitations or challenges ability they face aback application this platform. To authenticate this I acquire created 3 user belief and accepting belief for them.

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User Belief & Scenarios:

User 1: Bill

My aboriginal chump is Bill, he is a 56 yr old man who lives home abandoned afterwards his wife tragically anesthetized abroad from breast blight a few months ago. Since again he has had to bulwark for himself but prefers to adjustment take-out from the Thuisbezorgd.nl website instead of affable all the time for one.

Scenario: Not actual tech-savvy

When barter that are not so technologically able and they are acclimated to application the website in it’s accepted accompaniment (like Bill), again the website does accord them the advantage to appearance the website in the annual architecture they are acclimatized to, to advice affluence this alteration period, and we can acquire a tutorial on the new appearance to advice adviser them through and acclimatize them to the new accoutrement of the chase awning and contour page.

User 2: Sarah

Meet Sarah, she is a actual alive 35 yr old lady. She is a distinct ancestor to her son Johnny, she works part-time at the bounded daycare centre and is additionally belief part-time to be a teacher. She is on the go and uses her adaptable a lot, and her laptop aback she is at home. She brand to adjustment takeaway aback her agenda does not acquiesce her to baker aliment for her son and herself.

Scenario: Altered devices

When the chump is on-the-go (like Sarah), and uses assorted accessories to admission the belvedere depending on breadth she is, again the belvedere is accessible for her to use on altered devices, and additionally allows her to save her commitment addresses, so that she can bear her aliment at assignment or at home, or wherever is acceptable for her to acquire the delivery.

User 3: Tom

This is Tom, the 29 yr old alive man. He enjoys activity for a run circadian and has a gym affair 4 times per week. He sometimes orders take-out for banquet at the office, aback he works backward at the law firm. Tom is a actual beheld person, so he brand to attending at the map aback he looks for breadth to get aliment (also if it’s abutting abundant he would rather booty a breach and jog to the restaurant to aces up his order), but he would still like to be able to change the clarify settings while in this view.

Scenario: Beheld thinker

When barter like to chase for their restaurant by examination the map (like Tom) and they appetite to be able to acclimatize the clarify options while in this view, again the aftereffect appearance and chase clarify will still be arresting aback they are not in the full-screen appearance of the map, to acquiesce them to calmly change their preferences while still in the map view.

The aftermost aspect in my final architecture action was to assay what words to use in the new architecture to achieve it arise added in searches. Luckily for me, I had already acclimated absolutely a few of these words in my architecture process. But this was an important footfall for the accomplishing of my design, as it’s no use it looks amazing if bodies can’t acquisition it and use it (the able purpose of this able process). I would allotment this with my artefact aggregation to ensure aback we barrage the new features, it will be beheld by added people.

To do this I created a annual of words from Google trends (by analytic Takeaway.com, food, diets and health, and examination their accompanying topics). I additionally wrote bottomward words from my trend assay I anticipation would be acceptable to try and include, as able-bodied as accommodate words that call the appearance of the service.

First and foremost, I am badly appreciative of what I able in two weeks, as I did not acquire I would achieve what I did, abnormally while arrest claimed problems.

I anticipate through this action I learnt the accent of assay in the architecture action to actualize allusive creations. From accomplishing the alien assay (especially the all-around trends), I learnt how aggregate is added affiliated than I realise.

I learnt that actuality acquainted of your own bent is important aback authoritative a design, and to acquiesce the user’s articulation to adviser your architecture instead, whoever that may be, behindhand if you accede with them or not.

I got to consolidate what we learnt in agreement of our UI architecture skills, and advance on them added aural the Figma framework. I got to advance on my time administration skills, as able-bodied as my alteration abilities (still needs work, but if I didn’t improve… let’s aloof say this commodity would apparently acquire been at atomic bifold the breadth it is now).

I got to advance on my account abilities and assignment on my storytelling, both of which I absolutely enjoyed accomplishing as this is aback I get to be my amusing cocky and accurate my adroitness the most.

I anticipate the best important affair I realised was that annihilation is perfect, aggregate is in a accompaniment of connected iteration, and one should not be abashed of that, and acquire blemish as a allotment of life, acquire fun with it, and consistently be acquirements from failures, adulatory the successes, and consistently iterate to backpack on convalescent in all aspects of your life.

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Thank you for reading! If you like my appearance or acquire any feedback, amuse address me a acknowledgment below, or feel chargeless to bead me a mail (dr.m.theunissen@gmail.com), chase me actuality (or on Instagram), or axis me on LinkedIn.

This architecture case was done in November 2018.

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