Zomato experiences a usability issue for admin users when taking orders.

This design project aims to understand the experience of admin users when handling orders and delivering the right items to the person who ordered them.

Disclaimer!

My intention with this case study was to reflect on my thoughts and investigate my design approach. I was not associated with Zomato at the time of working on this project.

Problem Statement

Admin (Outlet manager)User Dilemma

The admin user encountered an accessibility issue while and after taking the customer’s order and failed to deliver a great experience. This is also one of the reasons why outlets lose frequent customers and do not place orders regularly.

From this problem statement, There is a huge impact on outlet credibility, and poor ratings may play a significant role in business ROI in today’s digital world.

Inspire to work on this problem — Short Story

• A friend of mine frequently orders from Zomato and keeps telling me about it.
• Every time he used to call the delivery partner if there were delays, but the actual delay occurred at the outlet, it was not informative to the customer.
• Also, no one is addressing the comments that I posted previously and making the same mistakes again and again.

Primary Research

To gain an understanding of the user’s challenges, experience, expectations, frustrations, and other aspects, I began collecting a session guide with a small set of insights from Zomato feedback.

User Persona

I created a user persona to give a representation of the target audience. It helped me to get a clear understanding of user behavior and their needs.

User Story

To gather a frictional story from the persona’s point of view to inspire and guide design decisions.

Validating Problem Statement

I used to observe problems in every step of the user flow, enabling me to detect where the user was experiencing problems and making errors.

Solution

I generated a lot of ideas related to core problems and breaking subproblems in the overall existing user flow.

Final Refined screens

1. Order Received

The admin users will receive an alert sound once a new order has been received.

2. Setting up Time constraints

After receiving an order from the customer, the admin user must schedule the delivery time. And accepted the order within a short period.

Recognize rather than recall

The chance of errors during the process is increased because the admin may not be able to remember all floating orders and set up the schedule accordingly.

A Suggestion tab and an auto-estimated time are available here to help the user avoid making mistakes.

3. Customer receives accepted notification.

Here, customers receive an average time based on their items ordered and are informed that they will be reached out within that time.

4. Preparation started

Once the scheduled time had been set, the user proceeded to the preparation team with the ordered dish and additional instructions.

Error Prevention & No User control

- While every time orders are taken from customers and processed, they are not easily accessible with customer reviews.

- Also, there are issues with identifying what else needs to be improved from the admin side.

By allowing the admin to view general feedback, they can enhance the customer experience. The feedback may reflect and change based on the orders placed.

5. Midstate of preparation

Preparation is in progress and the customer will be informed of the preparation stage through the time status.

User control and freedom

Edge case — While preparing the dishes, some unexpected scenarios may arise, which may cause delivery delays.

So here admin users had control to adjust the time that had been set before, so it allowed them to extend some extra time to prepare the dish. This assists customers in comprehending the situation.

The delay was communicated to the customer, which could have prolonged the time and the issue caused at the hotel outlet.

6. Order Ready

Once preparation is done, the admin will notify the delivery partner, take the orders, and start delivery to the desired customers.

What was the outcome of this module?

From the Admin user perspective.

Customer Satisfaction

• As an admin, if I could access their general feedback, rectify errors, and deliver the desired items, it would be better for user engagement and satisfaction from their point of view.

Outlet Credibility

• Customers can trust this outlet and add brand value because it informs them where the actual problems arise and provides a great experience.

Accessibility

• The redesigned user flow allows us to have a meaningful experience while handling orders and delivering the right item to customers with no hassles.

Hey, Thank you

Stayed with me till the end of this article. You can reach out to me at guna16sekar@gmail.com. , Had a good day.