UX Casestudy of B2C Delivery Platform (Dodoo)

Aditya Chintha
Aug 11 · 5 min read

Overview

Dodoo is an on-demand delivery platform for most of the daily needs like Booking Groceries, Pick and Drop services, Food Ordering and many more.

Design Challenge

Since there are many such apps & competitors in the market, the owner of the app wanted to make this app to be designed in a unique/creative way where people can order anything in less than a minute and also feel user-friendly.

So I had to Design a solution that caters to the regular delivery of needs for the people at their doorstep seamlessly.

Design Process

From the past few years, I’m practicing User-Centered Design process.
This iterative design process I have developed by taking reference of IDEO’s & Stanford d.school’s Design Thinking Process. It helps in identifying and validating most critical business & users objectives, that also ensures to keep users and business stakeholders involved throughout the process to validate the solution and avoid assumptions.

Take a look at my design process below:

Empathize

In this process, I can understand the current problems, goals, pain points, business needs, and motivations. So brainstorming with the team and stakeholders, I have collected a few points as follows -

  1. Current Competitor apps take around 2 mins to perform a task.
  2. Categorizing what kind of needs would people prefer.
  3. what is the buying pattern “quantity, frequency or timing”?
  4. What time do they consume or buy milk (morning/evening)?
  5. How do they like to make payments?
  6. Are they having any pain points/ struggles regarding the purchase or the product?

At this stage, I decided to define some fictional personas to proceed ahead with research activity as follows:

  • An IT professional, who lives alone and requires daily needs every morning before leaving the office.
  • A married person who lives with the family and requires needs every morning for the kids and other members at home.

So the next process is to understand the user better from the above personas, they are many research methods to do this but qualitative research helps to understand the user much better. To complete this research I have conducted a questionnaire to 3 people based on the persons.

I have got some interesting results which I defined it below.

Define

In this process with the above questionnaire, I understood all the current problems, goals, pain points, business needs, and motivations.

Here are some insights for follows -

  • Users those are working/living alone are comfortable buying using online sources due to lack of time.
  • The regular process is too time-consuming to search & select the category.
  • Users those are living with family prefer to buy daily needs in the morning. On the other side users, those are living alone prefer to buy in the evening after reaching home. Not a fixed pattern.
  • Search the exact need from a lot of categories has become a pain point.
  • There is one dedicated person in the family, who takes responsibility of buying their needs. That creates a dependency for others.
  • Most of the users prefer cash for the offline purchase and many users prefer Paytm as an online or Pay on Delivery payment modes due to having an option of tracking expenses.
  • Every user has different quantity buying pattern due to having a different number of family members.
  • Most of the users are not likely to compromise on the delivery time.

Ideate

In this process, I did a brainstorm with the team and generated ideas to solve the problem. So I decided to come up with 1 best idea to draw paper sketches and improvise it later after taking users’ feedback and during the low-fidelity wire-framing stage.

I came up with a user-friendly conversation-based ordering model. Also came up with a subscription-based model. Where users have complete freedom to make choices of quantity, frequency, delivery type, time and payment options. Which is quite similar to the users’ existing mental model and would have higher chances of the acceptability.

Here is the basic user-flow and low-fidelity wireframes :

Prototype

In the process, based on the above wireframes I made a prototype using the Sketch and Marvel Apps.

Insights from the Sketches.

  1. User Flow is already ready to create a better understanding prototype and to avoid assumptions.
  2. I have come up with a conversation based ordering UX to avoid selection of materials at starting and also to avoid the same routine UI from the competitors.
  3. Also, there is a choice of quantity, payment and delivery time.

Now let’s see the Prototype,

Customer Journey Map:
Splashscreen > Login > OTP > Onboarding > Homepage > Category Selection> Item Selection > Cart > DropOff location > Payment > Order Status.

Usability Testing

Usability testing is a task-driven exercise, where the usability analyst narrates a scenario to the tester to help him to get into that situation to perform the given task.

Scenario: You buy milk and eggs daily for your family to fulfill everyday needs like making morning tea and coffee. This is a part of your daily job, which makes your family always dependent on you. Recently one of your friends has suggested an app that delivers dairy products at your doorstep with various customer-friendly options.

Task: Now you have to buy Eggs and Milk using this app to accomplish your regular task of buying milk. Your drop location is “Prashant hills.”

After the testing is completed I collect all the test results for further process.

Measure

After the complete design process is completed I collect all the results from Test Scenarios and check for any pain points again or any usability struggles, If there are any then I re-generate new ideas to solve it with the same process above.

Conclusion

After completion of I proceed further to make a styleguide, components and deliver it to the developers.

Aditya Chintha

Written by

UI/UX Designer at Cargo Exchange Pvt Ltd.

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