Problem Statements:
“Every since the Chope app launched on the market, customer, product owner, chope employees and other stakeholders publicly expressed issue on the search function. These comments that the search functions are hard to use and that it imposes a poor experience on customers such as too many clicks/steps.”
“Every since the Chope app launched on the market, customer, product owner, chope employees and other stakeholders publicly expressed issue on the search function. These comments that the search functions are hard to use and that it imposes a poor experience on customers such as too many clicks/steps.”
I extract the site structure from the Chope App, this to help me identify and understand what is the issue as holistically.
Types of issues and critical in business view.
Analysing the competition
Learning more about the company and its goals allowed me to continue and analyse the market. I made a competitive analysis with the 7 most likely competitors: OpenTable, EazyDiner, Eatigo, 11street, Expedia, Lazada and Fartech and placed orders on all of them, helping me understand what we were up against.
It revealed the fact that Fartech was by far the best app right now, offering a balanced set of features and a very good overall experience. The rest of the apps were modest but at some point much better compared to our App.
Usability audit on the current app
The results weren’t great. The app navigation suffered because of inconsistency and the structure of the app was far from ideal for a mobile application where structure is too complicated.
The good news, the overall functionality of the app turned out to be good, in a way offering a nice set of features.
Which meant we had a solid foundation to start from.
Mapping the customer journey
To make sure I do not miss vital steps, I mapped the entire journey of the customers, both online and offline. When booking a table from restaurant, both mediums can have a massive effect on the overall experience.
It also helped to identify opportunities that are harder to spot when dealing with individual steps. For example, choosing a restaurant for the table availability seemed like a high impact yet very neglected step because of it’s proportion to the total journey time. It had the potential to enhance or spoil the experience, so I took advantage and introduced the booking experience.
Summary
It should be very good experience, but the information is too overwhelming for me. It suggest or provide too many option which i do not understand. Hence there must be a problem about information design and display that actually make the app looks complicated.
Otherwise it is fast and without lagging steps to make a reservation. Overall it’s not so bad experience since any user will be able to proceed to final checkout or make a reservation.
With the slogan is to create Asia’s most efficient, Chope really wants to create a smoother and simpler process than this one. At each main step, Chope has different task for user to choose, enter, purchase, edit hence it need a redesign on those task to make it more easier for user.
Create 3 paper user-interfaces to quickly test the enhancement Chope apps search and functionality.
Prototype 1
Prototype 2
Prototype 3
High fidelity prototyping and test with different users.
Final prototype with accordance based from user testing, confirmation with Product Owner and Developer towards technical capability.
