Foodeli is a Polish company with a mission to completely automate the processes of ordering and delivering products by customers using their Foodeli Cloud. Since 2018 they’ve been collecting orders from businesses like restaurants and then delivering them directly to the customers in the neighborhood.
While Foodeli has successfully created a food delivery software and service by connecting local businesses to logistic programs, our challenge was to explore different ways we could expand their current gastronomy services chain to include other kinds of input from clients on an individual level.
The primary business needs we defined were:
We redesigned the Foodeli website to provide individual users with more meaningful information about all the available opportunities for cooperation within Foodeli, Foodeli’s mission and software, as well as easy ways to get involved. This helped establish trust and confidence in Foodeli, increase awareness about their aims for a completely zero-emission vehicle fleet which pursues a strong green approach for future generations, and ultimately empower individuals to get involved.
To gain a better understanding of how we could more effectively address Foodeli’s issues and figure out a new website design, we conducted a series of offline and online surveys. The questions we asked included:
After surveying 120 participants, we used affinity mapping to find common themes in the data we collected. As a result of this activity, we were able to discover several major trends that we needed to address in the next phase of our design process.
Some of the major pain points we identified included:
To validate our findings, we conducted some secondary research focused specifically on why individuals who work in the catering and delivery sector don’t get easily involved in cooperations with other similar companies with many b2b services. Extensive research on this and other issues was conducted by Teck-Chai Lau from Taylor's University and David Ng Ching Yat from Universiti Tunku Abdul Rahman, which discussed online food ordering as the new form of eating outside. In addition, we reviewed the publication “An empirical study of online food delivery services from applications perspective” written by R. Ramesha, Sundramurthy Venkatesa Prabhua, Bashyam Sasikumarb, B.S. Kiruthika Devic, P. Prasathd, S. Praveena Rachel Kamala and other academic publications related to restaurant food delivery wars and comparisons between restaurant food delivery and online food delivery services during the pandemic. While the reasons listed were consistent with our findings that lack of money, time and human resources are the most common barriers to involvement, the article also revealed another important insight: It is difficult for an ordinary businessman to live up to the many expectations from consumers, who in recent years have in significant numbers begun to treat restaurant deliveries as one of the standard elements of everyday life.
Based on the patterns identified in our affinity map and secondary research, we came up with a primary user archetypes:
someone who needs a partner in automating their own business processes, but finds it costly and resource intensive
someone who manages an on-site restaurant or other caterer and has a problem with manually ordering food deliveries
someone looking for a job as a driver (with or without own car)
We looked at the Foodeli website to determine their existing areas of focus and what could be improved to address both business and user needs. We found that overall the website was more aimed at catering networks, instead of smaller and medium-sized entrepreneurs and drivers. We acted by systematically highlighting one by one the deficiencies and other limitations that were apparent at the time:
In order to visualize the Foodeli website and mobile experience from the user’s perspective, we created a series of user journey maps. We wanted these journey maps to illustrate potential scenarios of how a user might interact with the Foodeli website including:
To gain inspiration and identify the best practices for our website redesign, we conducted a competitor analysis. We began by looking at the websites of other international food delivery services including DoorDash, Glovo, UberEats, Deliveroo and many others. Two common features we identified across all these websites was the placement of a clear, separate subpage that deals only with hiring new drivers and a multiplied navibar in the form of a main page (ultra easy access!).
Once we organized all our research and defined our solutions, we began to explore potential designs for the website. We started our work with pen and paper. Every member of the team designed proposals for each of the sub-sites based on the research they had done, emphasizing which areas they thought were important and transferring features that related clearly to solutions to current problems identified in that area of the old Foodeli site. We did three rounds of ideas from which we hammered out the final design, in which truly each member of the team had their input.
After we defined the core functionalities that we needed to include in our solution, we put them on the wireframes on Figma. We were able to conduct usability testing with 5 participants. We have certain standards where observers do not have to be afraid of looking critical and they give us clear messages about what we still need to improve in the project. We often opt for an original layout of the site, so we took care of aesthetics first, proper ordering of graphic fields, text fields, buttons and also other basic elements. It turned out that thanks to the initial diversified work, we changed Foodeli's previous design beyond recognition in an incredibly fast way. In the last phase of testing, we fixed a few small issues with the navigation labeling and placement of the titles. We completed a few rounds of iterations based on testing and feedback to ensure the wireframes included everything we needed. Once the functionality of our design was tested and ready, we moved on to designing the UI. At the same time we also began to engage in developer tasks.
We wanted to ensure that the user would feel confident and have trust in Foodeli so we made sure to incorporate this aspect into several different features throughout the website including:
In the final phase of the project, we successfully went through UI testing. The development work proceeded without any problems - thanks to Aleksander. In the creative process, graphic designer Karolina created a proprietary animation that blends in perfectly with the lightness of the page layout. Another point of interest is the simple original carousel, which in a way is another navibar that facilitates quick navigation between elements of the software. Also noteworthy is the enhanced layout on the Drivers subpage, which continues to maintain a consistent company ID w giving the site a more dynamic direction. The forms are clear and as simplified as possible in terms of communication with the partners at more than 4 subpages.
4
weeks
Simplicity is also a real winner with regards to the business proposition - Foodeli's software has two offers, and one of them is freemium. Testing the software is also free. The creative process often brings interesting additions, such as access to Messenger from an interesting animation placed on the Restaurant sub-page. Of course, the process of implementing such a site created numerous additional changes, but this did not affect the flow of the project in any negative way. This is also important when working as a team on any project: understanding the business goals helps each individual participant to actively engage in the development process.
Of course, we leave the Foodeli side of the business to be evaluated by a wider audience, but we hope that this case study will clearly show the processes in place at our software house. Each such project involves different people, different subject matter and a different process. For our part, we will continue to work on those areas of this site constantly to reach even better optimization.
Frontend development: Aleksander Bondar
Graphic design: Karolina Klimczuk
Management: Mateusz Dudzicz & Adrianna Gregorczuk
Leave your email to receive a message with our offer. See how quickly we can create a custom landing page or app for you.
Aexol sp. z o.o., Mławska 4/U7, 15-213 Białystok, Poland, EU
KRS: 0000602817, REGON: 363749060, NIP: PL5423253283
