Service and user experience designer
What to order?
MAR-APR 2021
Have you ever had the need to order food on Zomato, but ended up scrolling the app for ages and thinking for so long about what you want, that you finally just decide to dine out or cook? This project tries to understand the reasoning behind this behavior and possible solutions to overcome it.
Key words
User research, user psychology,
UI redesign, behaviour study
Project duration
4 weeks
BACKGROUND
Do you scroll forever to order food?
It started out with me wondering why my family took so long to order food online, only to dine out by the end of it, or just cook at home.
This lead me to discover about the 'paradox of choice' . It is an observation that having many options to choose from, rather than making people happy and ensuring that they get what they want, can cause stress and take longer time for decision-making.
The Mayo News
PRIMARY RESEARCH
What users say...
Understanding the why
Choice overload
An end number of options increases the user's mental load and makes fell overwhelmed.
Fear of missing out
User is scared of missing out on better restaurant and food options when they decide on their order.
Paradox of choice
A larger number of options instead of making the user happy, it problematizes
decision-making.
Decision Fatigue
Choosing what food to order adds to the number of decisions made within the day, hence increasing decision fatigue
This display with 6 flavours of jam attracted 40% of the shoppers and 30% of the shoppers made a purchase.
The display with 24 flavours of jam attracted 60% of shoppers and 3% of the shoppers made a purchase.
The JAR EXPERIMENT
Why it matters to the business...
The jam experiment was conducted by psychologists Sheena Iyengar from Columbia University and Mark Lepper from Standford University in 2000.
This experiment clearly showcases how the number of choices affects the sales of a product and showcases how the concept of choice overload works. A display of jams was placed in a local food market. On one table 6 flavours of jam were displayed, and in the other one 24 flavours of jams were displayed.
From this study we can see clearly that the number of choices not only affects the user but also affects the sales volume the products.
Redesigning the Information architecture
Current IA
New IA
The all new look
(maybe not)
The quiz is for those users who don't have any particular restaurant in mind. At the end of the quiz, a list of restaurants according to the user's preference will be generated.
Zomato is not just an app for food delivery, but it started as an app that curated a list of restaurants for dining out options. I want to make more emphasis on that in the form of 'My restaurants'. This option also helps the choice overload problem by letting the user have a list of their favorite restaurants they trust when they don't know where to order from.
The explore page leads the user to the current zomato landing page. At the end of the landing page after showing a list of 15 restaurants, the more restaurants button will appear. If users wish to view more restaurants they can press this button. This button would make the user think twice before viewing more restaurants and henceforth help reduce the number of choices to a limited amount.
Zomato is not just an app for food delivery, but it started as an app that curated a list of restaurants for dining out options. I want to make more emphasis on that in the form of 'My restaurants'. This option also helps the choice overload problem by letting the user have a list of their favorite restaurants they trust when they don't know where to order from.