Uber Digest

Serving Personalized Food Journey Summaries for Uber Eats Users

In a competitive food delivery market, engaging users beyond the transactional experience is essential. Uber Eats aimed to introduce a unique, storytelling-driven feature that gives users an entertaining and insightful recap of their food journey over a period, fostering a deeper emotional connection with the platform.

Note: This was for a UX Design Contest hosted by Adam Ruf where we were tasked to design a new feature for a product we love. Read more about it here.

Role(s)

Product Design, Strategy, Prototyping

Timeline

4 weeks

Date

March 2022

What's the problem?

While Uber Eats users could view individual orders in their history, there was no engaging way to reflect on their overall ordering habits or milestones. This presented an opportunity to:

  • Delight users with personalized insights into their food choices and patterns.

  • Increase brand engagement by making the experience fun and shareable.

  • Differentiate Uber Eats through an innovative, user-focused feature.

Goals

Identity which features users would want in a food delivery app

Collect data from user testing and identify which features would be most helpful in customer journey success

Create a feature for UberEats that would summarize a customer's eating habits that they could later share on social media. Inspired by Spotify Wrapped!

User Survey

Got some questions for you!

Before we started our project, we sent out a Typeform survey to our friends and family. We wanted to gauge people's interest in the feature and also find out what app people use the most, which turned out to be UberEats (DoorDash came a close second followed by GrubHub).

  • Did Covid-19 make you utilize food apps more? 76% of users said YES

  • What food apps do you use the most?
    UberEats = 49%
    DoorDash = 43%
    GrubHub = 8%

  • How often do you use food apps?
    Couple times a month = 37%
    Couple times a week = 27%
    Infrequently = 13%
    Almost everyday = 23%

  • Do you enjoy getting recommendation for food from your friends? 100% of users said YES

The Solution

I came up with the following ideas

Uber Digest is a personalized experience designed to show a person’s month-end insights on the restaurants they dine at and food they most enjoy. For this month's contest, we wanted to focus on 4 pages:

  • Expenses — This page gives a breakdown of how much a user, on average, has spent weekly, monthly, and (so far) for the year. By having everything laid out in full view, the user can determine how much to spend on food delivery service for that duration in time.

  • Explored — The user can find out how many new restaurants they've encountered in the last year.

  • Favorites — This feature of Uber Digest would show 3 different categories for most favored restaurants, types of cuisine, and dishes for the month.

  • Discover — This feature narrows down the user's top 3 new restaurants to try based on their favorite restaurants they've ordered from.

LoFi Wireframes

It’s a rough sketch, I know

This was our chance to get all the ideas down in our head really quickly. We collaborated over the phone and gave each other an hour to draw and at the end of the hour, we discussed what we liked from each sketch and wanted to bring to the prototype.

Customer Journey Map

Okay, a little better now

This customer journey map tells a visual story of how the customer would interact with our feature. We did this exercise to better understand how the customer would first interact with Uber Digest on the existing Uber Eats UI. From here, we were able to carry on with the Uber Digest mock-up and prototype.

User Testing

Feedback and Refinement

We gathered feedback from our testers and used it to map out a plan on how to improve our app.

The Final Product

High-Fidelity Prototype

Challenges and Learnings

Based on this case study, we understood the importance of user testing and how users interact with prototypes. Although there are many things to be improved upon, we should take in to account how long it takes to build on design refinements