Foodsby Frenzy
The challenge
Our team was tasked with evaluating the usability of Foodsby's website. We were asked to identify key areas for improvement and to make recommendations based on our research.
The approach
We began with a heuristic analysis of the website to reveal its pain points. Informed by our findings, we then drafted our scenarios and script for usability testing.
Background
Foodsby is a food-delivery service platform that caters to office workers. It seeks to create a symbiotic relationship between business owners, employees, and restaurants:
- Business owners are able to offer the service as a benefit to their employees and promote productivity.
- Employees enjoy a low delivery fee and the convenience of having their lunch delivered.
- Restaurants are given control over what they offer and when, and enjoy heightened visibility.
Insights
In our heuristic analysis, we homed in on the landing page—with its high noise-to-signal ratio—as the biggest pain point. This insight was borne out in our usability testing:
6 out of 11 users were confused about how to interpret and navigate the landing page.
Because the main page tried to speak to so many potential users at once—office workers, business owners, restaurants—it ended up saying nothing very clearly.
Design Solution
The way that information was organized on the existing website confused many users. One focal point for our team was to create a more logical flow of information:
Current Foodsby Site:
Foodsby Redesign Prototype:
The current site has a call-to action ("Search your building address...") just beneath the navigation bar, before any other context is offered. Users were left to wonder which address they should enter in and why.
Our reconsidered design reorganizes the information, placing the how-it-works triptych (which users found clarifying) just beneath the slogan and tagline. The visuals give the user a shortcut as they scan for meaning.