In the digital landscape of food delivery, optimizing user experience (UX) is a critical determinant of success. Their objective was to streamline the user journey, aligning it more closely with the actual needs and expectations of users without access to specific user data.
Their assessment began by dissecting the Cuisine/Restaurant Browsing Experience, where the app presented distractions unrelated to food delivery. Options such as alcohol, groceries, and more diluted the primary focus of the platform. Users, engaging with Jumia Food solely for food ordering, were disrupted by these offerings, impacting their overall experience. The proposed solution was straightforward: remove non-essential options, ensuring a more focused and efficient browsing experience tailored to the core service of food delivery.
Moving to the Food Ordering Experience, several critical pain points emerged. The current menu layout forced users into a lengthy, fragmented navigation process across multiple pages. Lack of real-time feedback on item additions to the cart and the absence of total cost visibility during the ordering process heightened user inconvenience. Additionally, limitations in customizing portions or creating mixed dishes restricted users' ordering options. The suggested redesign focused on a simplified, single-page menu format, offering seamless scrolling and quick item additions. Incorporating options for customized portions and mixed dishes aimed to enhance flexibility and choice for users.
Furthermore, the Order Delivery Experience faced last-mile delivery issues that impacted user satisfaction. Despite external factors beyond the app's control, the delivery experience remained a key concern. Insights from industry leaders emphasized the importance of soft skills improvement for delivery personnel in enhancing overall customer experience. Suggested solutions involved implementing live tracking, facilitating communication tools for users and delivery personnel, and introducing a pickup option to provide users with more control over their delivery experience.
Throughout this evaluation, the primary focus was to elevate the UX by eliminating distractions, simplifying navigations, and empowering users with more options and control. In my opinion, the proposed solutions aimed to align the app's functionality more closely with users' actual needs and expectations in the food delivery ecosystem.
In conclusion, this assessment of the Jumia Food app provided invaluable insights into enhancing UX within food delivery apps. By addressing fundamental user pain points, streamlining navigations, and empowering users with more control, the proposed solutions aimed to optimize the overall user journey. This analysis serves as a testament to the importance of user-centric design in creating a more satisfying and efficient food ordering and delivery experience.
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