A UX case study to identify opportunities to improve User Loyalty in (Lieferando app)
Part 1: The Search for Comfort
After a long day at work, all she wanted was a warm meal at home. She opened the app, hoping for a quick fix.
Part 2: Frustration and confusion
Instead, she faced disorganized menus and unclear descriptions, making it difficult to choose a meal.
Part 3: Missed opportunities
After finally placing her order, she realized she missed discounts and had no support to turn to, leaving her hungry and frustrated.
An Ordering Experience Gone Wrong...
Intro
This case study is part of a student project where we wanted to understand the behavior of Lieferando users. This exercise aimed to understand how UX can have an impact on resolving main business issues through extensive research and ideation.
Project Overview
Duration
12 Weeks
Team
group of 2
Role
UX/UI Designer
Tools
Figma, Figjam, Notion
Problem Statement:
We noticed that some of our friends face the same problem and they tend to switch to other food delivery apps. It seems users are not fully satisfied with their experience on "Lieferando" and are seeking better alternatives elsewhere. This behavior is affecting impacts Lieferando's ability to retain users and maintain a stable customer base.
Design Goal:
Our goal is to analyze the factors contributing to user dissatisfaction and develop strategies to improve the user experience, thereby increasing user retention and loyalty to Lieferando.
Our Assumptions
Before we begin our research, we as initial users of the Lieferando app have outlined some of the key challenges and problems we observed:
Research
History of Lieferando
To better understand the primary purpose of Lieferando, we recognized the importance of learning about its history. As a starting point, we decided to delve deeper into the background of the company.
Just Eat Takeaway was created in January 2020 through the merger of two of the world’s most successful food delivery companies. Both companies were founded by ambitious entrepreneurs who expanded their businesses to become the leading food delivery providers in their home markets and many others worldwide. Today, Just Eat Takeaway is a leading global online food delivery marketplace. This company is known as Lieferando in Germany
What are the people saying about the Lieferando?
At this step we looked into online resources such as Google Play, App Store and Trustpilot. According to the reviews here are the main problems users face with the Lieferando app
Top findings
No option to cancel orders and poor delivery service
High service fees that are not justified
Confusing and unclear ordering process
Unhelpful and unresponsive customer service
Issues with applying discounts and redeeming stamp card points
Survey
Key Insights
More than 75% rather use another app instead of Lieferando
We conducted a survey among Lieferando current users in order to find out if users tend to order food using the app instead of using other apps or order directly from restaurants and markets. We wanted to know more about the challenges users face while using the app and also we wanted to know which features in the app are encouraging for users to keep using it.
A conversation with users to explore their perspectives
After getting the results from the survey we contacted 5 of the respondents, who were current Lieferando users. Our goal was to gain deeper insights into the problems and frustrations they encounter when ordering food through Lieferando.
Interview
The common challenges most users face:
To better understand and organize the feedback from the survey respondents and the follow-up interviews, we used affinity diagramming. This method helped us to categorize and prioritize the issues and insights gathered from the users. we also used this data to define our personas and also later in the competitive analyze.
Affinity Diagram
Personas:
User 1: The careful and cautious customer
User 2: The economical budget-friendly customer
User 3: The time pressed customer
After gathering insights from our research, we had an idea of who our target audience was.
Let's follow the users from start to finish.
Now that we knew our target audience and their pain points, we laid down all this information, along with their thoughts and actions- from when they enter the app to when they pay and track their order.
User Journey mapping
Analyzing other existing products
The data we gathered from interviews and affinity Diagraming helped us to conduct a feature-based competitive Analysis. We chose 4 main apps that survey respondents and interviewees has been using instead of Lieferando. These competitors include Uber Eats, Glovo, Deliveroo and Food panda.
Competitive Analysis
Glovo
Uber Eats
Food Panda
Deliveroo
Ideate
Turning insights into reality
At this step we created about 40 user stories based on our personas to explain the issues and challenges better. These stories provide insight into how different users interact with the Lieferando app and highlight the specific challenges they face.
User Stories
Ideation session
After identifying the main themes of users’ problems, understanding our persona archetypes, and reviewing how our competitors are addressing similar user needs, we facilitated a brainstorming and ideation session to develop solutions that address both our business objectives and user needs.
To ensure we prioritize the best ideas, we used the Impact Effort matrix. This matrix helps evaluate potential solutions based on their feasibility and their impact on user experience and business objectives. By categorizing solutions in this way, we can focus on implementing high-impact, feasible ideas first, ensuring efficient use of resources and maximum benefit to our users.
Prototype
The research phase informed our design process, resulting in the first version that addresses user challenges.
High-fi Design
Test
