From Struggle to Simplicity: Redefining Talabat’s User Experience for Effortless Food Selection

Disclaimer: This is a personal project. I was in no way associated with Talabat at the time of working on this project.

How I Discovered the Problem Statement:

It stemmed from a frustrating experience while attempting to order a veg pizza from Pizza Hut using the Talabat app. The convoluted process sparked curiosity about whether others faced similar challenges, leading to the exploration and redesign discussed in this article.

Problem Statement Evolution:

Initial Problem Statement: “I couldn’t easily find veg foods on the restaurant page.”

Redefined Problem Statement:

“Users of the Talabat app encounter difficulties finding veg food options in the restaurant food section, resulting in a suboptimal user experience.”

Initial thoughts on the redefined problem statement:

• Why do people want to order veg food?
• What does current interaction look like?
• What are the other variables affecting this flow?
• Why is it hard for users to find veg food on the restaurant food page?
• Is there a need for this problem to be solved?
• How are the competitors solving this problem?
• How do I know if this is an actual problem?
• Just because I faced the problem doesn’t mean it’s exactly valid as I want to remind myself I’m designing for the user and I’m not a user.

Analyzing to find veg food separately in the current user experience

Veg Food Selection flow -1

1. The user selects the search tab.
2. Then the user taps the search tab.
3. Then search Pizza as the user wants to order Pizza.
4. Then tapped the Pizza Hut Restaurant section.
5. Then tap the hamburger icon to get veg section to select veg food.

Continuation of Veg Food Selection flow

6. The user couldn’t find the veg pizza section here and it was frustrating to the users so the user closed the tab

7. The current design of the Talabat feature makes it challenging for users to find veg food.

8. Users need to check all food options to find the veg food. It makes the users frustrated to check all the available options.

9. So the user searches it on the search option to find veg food.

10. Then the user searched veg.

11. Then the user gets the veg food list

12. There are too many steps that the user has to take leading suboptimal experience

Visibility and Accessibility: The current design of the Talabat feature makes it challenging for users to find veg food. Users need to check all food options to find the veg food. It makes the users frustrated to check all the available options.

Exploration and Analysis:

1. Visibility and Accessibility: The current Talabat design complicates the search for veg food, requiring users to sift through all options. This frustration prompted a deep dive into the user experience.
2. Secondary Research: Explored reasons for choosing veg food, including health consciousness, ethical considerations, cultural practices, dietary preferences, and restrictions. Conducted a competitive analysis to understand how other platforms addressed this challenge.
3. Primary Research: Engaged in 6 interviews with a diverse range of Talabat users. Uncovered insights into user behavior, struggles in finding veg food, and challenges with the current restaurant page interface.

Conducting usability testing with a participant

Insights and Final Problems:

1. Improving Restaurant Page Experience: Users face difficulties in locating veg food, leading to a frustrating and inefficient process. The goal is to enhance the restaurant page experience, simplifying food selection for improved usability and user satisfaction.
2. Increasing Discoverability and Redesigning UI for Talabat: The Objective is to boost discoverability and redesign Talabat’s UI, making it clearer in function and introducing filters for veg and non-veg food.

User Metrics:

Prioritized user metrics for a comprehensive assessment:

• Task Completion Rate: Measures the effectiveness of ordering, indicating improved user-friendliness.
• Task Time Taken: Monitors the time spent on the restaurant page for enhanced efficiency.
• Error Prevention Rate: Aim to reduce common errors, showcasing a user-centric design.

Proposed Solution:

Redesigned the user flow by adding a filter option for veg and non-veg foods on the restaurant page. The goal is to streamline the process, making it easier for users to find their desired food category.

Redesigned the user flow by adding a filter option for veg and non-veg foods

1. The user selects the search tab.
2. Then the user taps the search tab.
3. Then search Pizza as the user wants to order Pizza.
4. Then the user can filter options for veg and non-veg foods on the restaurant page.
5. The goal is to streamline the process, making it easier for users to find their desired food category.

Redesigned page by adding a filter option for veg and non-veg foods

The above interface allows the users to select the option of veg food and non-veg food easily and it makes the users convenient.

Conclusion and Future Endeavors:

Congratulations on reaching this point! Your commendable attention span is truly appreciated. Thank you sincerely for your investment in exploring this article.

I’m currently open to opportunities as a Product Designer, inviting feedback, discussions, or collaborations via LinkedIn or Email.

In summary, this case study outlines the journey from identifying a user problem to conducting comprehensive research and proposing a refined solution for a more user-centric Talabat experience.