UberEats

Uber Eats Redesign to Streamline Decision-Making and Reduce Decision Fatigue

BiotechBeauty is an emerging microbiome-powered makeup startup that aims to change the game in the beauty industry. Upon joining the company, it became clear that there was a necessity to transition from their current templated website to a platform that not only embodied their brand identity but also generated anticipation among their audience for the product launch. Creating an eye-catching landing page and enhancing user flow were crucial steps to enable users to fully engage with what BiotechBeauty has in store.

ROLE

Product Design

UX Research

Product management

DURATION

1 week

SKILLS

UX Research

Problem Solving

Wireframing

Prototyping

TOOLS

figma

google Forms

Adobe Illustrator

Overview

What prompted the start of this redesign...

Motivation

As a college junior juggling a full-time remote internship and online classes while living off campus during the summer, my 30-minute lunch breaks became a daily challenge. The limited time often left me unable to prepare and enjoy a home-cooked meal, leading me to rely heavily on UberEats for a quick lunch fix. However, I consistently found myself spending an excessive amount of time deciding where to order from—time that I simply did not have.

After countless accumulated hours of scrolling, abandoned carts, and rushed lunches, I started to wonder how UberEats could approach this problem. This led me to ask :

How might Uber Eats streamline the ordering process to help users overcome decision fatigue?

01. Research

Background Statistics

exploring the problem

To lay the groundwork for the redesign, I started by examining general research on common challenges faced by food delivery service users, particularly within Gen Z:

Cart Abandonment

44%

of orders are abandoned across food delivery services, highlighting indecision during the ordering process.

Decision Fatigue

48%

of individuals feel anxious due to the constant need to make decisions in a digital environment

Decision Fatigue

experience menu anxiety, feeling overwhelmed by the extensive choices available when ordering food online

With these insights in mind, I crafted a series of questions to explore and uncover how current UberEats users experience similar challenges.

User Interviews & Surveys

gathering User insights

Using Google Forms, I sent 6 UberEats users a short survey focused around the min, max, and average time spent deciding what to eat on the app. I then randomly selected 4 participants for user interviews to identify specific pain points and opportunities for improvement in the ordering process.

Google Survey Results

Data Analysis

Key Takeaways

Simplification

Users need simplified, more intuitive decision-making tools to avoid menu fatigue and discover diverse dining options efficiently.

Familiarity Bias

Users often repeat the same orders due to lack of incentives to try new options, stunting growth opportunities for new restaurants.

Time Efficiency

Users often avoid using UberEats during time constraints, aware that they might spend excessive time making a decision.

02. Solution

Solution Statement

Uber Match

Match is a feature within the UberEats app designed to ease the decision-making process for diners through implementation of an AI preference-matching quiz. Coupled with discount incentives for ordering from matched restaurants, Uber Match not only simplifies the dining experience for users but also offers merchants the chance to boost sales and customer engagement.

03. Design Process

Ideation Phase

Brain Dump & Initial Sketches

Before diving into wireframes on Figma, I began by sketching out ideas for the screen structure on paper. During this sketching session, I concentrated on the quiz screen layout and the design of the Match icon.

Wireframes and Iterations

Low-fidelity Wireframes

During this stage, I focused on two main aspects that would optimize the productivity of my design process:

Design Consistency: At this stage of the design process, it was crucial to consider the existing design systems used in UberEats' UI. To ensure design accuracy and consistency, I referenced Uber's official design guidelines as well as screenshots from my own app throughout the redesign.

Feature Priority: To avoid over-designing the product features, I created an outline of features that align with the project scope and best meet user needs.

04. Final Designs

Introducing Uber-Match!

Home Screen Promotion Banner

Introducing New Feature to Users

Eye-catching promotional banner on the home screen, focuses the user's attention to the new feature. By highlighting a discount on first orders made through Match, the banner incentivizes users to explore and engage with the new feature.

Match AI Preference Quiz

Getting Your Perfect Meal Match!

With the Match quiz, users can take a quick preference quiz that considers their answers to pair them with their Daily Match restaurant. Users can then order from this restaurant to earn points, which can be redeemed for promotions.

Match Page

Tracking Points & Promotions

After receiving your Daily Match, the top card on the match page will display the selected restaurant until it resets the next day, allowing you to take the quiz again. Each time you order from your Daily Match, you can earn points based on your spending. Upon reaching certain point milestones, you can redeem them for various promotions.

Final Screens

Take A Look At Match:

Review

A look back at what I learned...

Takeaways

User Empathy

Setting aside time for research and conducting user interviews proved to be highly beneficial when drafting my redesign solution. By allowing myself to study and truly understand the user, I was able to view the problem from their standpoint and develop effective solutions.

Time Management

Having full creative freedom, while exciting, can sometimes lead to over-ambition. I often found myself straying from the initial goals of the project and over-designing certain features. Through this redesign, I learned how to better organize my tasks and manage my time efficiently to stay focused on what needed to be done.

Future Considerations

Usability Testing

Given the short timeline, I wasn't able to conduct usability tests using the new designs. With additional time, I would focus on gathering feedback from users, as well as performing live walkthrough Usability Tests to identify any pains or edge cases in the redesign.

Merchant-End

I'm curious to explore opportunities for enhancing the Match feature on the Merchant side of the application. Currently, we focus on the user experience—taking the quiz and earning points for promotions. Given more time, I would like to develop how Merchants can manage settings, such as configuring point thresholds and other parameters that users interact with.