EATEASE
EatEase is an app that enables users to create a custom profile with their food allergies in order to filter dining options specific to their diet. The app also enables users to contact a restaurant directly with any questions or concerns about the menu.
As the sole UX designer my job was to understand the negative feelings people with food allergies have when dining out through primary interviews and secondary research, then to incorporate solutions to those pain points into a mobile tool through identifying the target user, determining user journeys, sketching solutions, establishing a brand identity, and finally constructing prototypes to test with users. Diners with food allergies would then have a tool to help them communicate to the restaurant about their needs so that they can dine with ease.
Problem Statement
Diners with food allergies feel frustrated when communicating their dietary needs to the restaurant staff.
How might we…
Decrease the anxiety level of customers with food allergies while they select menu items?
Encourage diners with allergies to explore new options?
Enhance communication between restaurant patrons and the restaurant staff?
Research
To get a sense of what tools are currently available to users with allergies and which needs are not being met, I began with searching other allergy-based food apps and researched what kind of tools popular apps such as UberEats and Seamless offer to people with allergies. Although some dishes were labeled with allergen information, it was inconsistent and relied heavily on the the restaurant to take the initiative with the labels.
Concerns mainly consist of hesitancy that participants had in expressing dietary needs.
Some interviewees mentioned exemplary examples of service where their concerns were at least acknowledged even if they couldn’t be accommodated.
Participants tend to return to the same 3-4 restaurants that have shown themselves to be “safe.”
The second phase of background research was to interview 5 volunteers with food allergies. Participants made it clear that the main frustration was feeling hesitant to voice their dietary concerns to restaurant staff. They wanted to participate in the social aspect of dining at a restaurant but felt embarrassed or rude for asking for special treatment. In one extreme example, a participant tolerated an allergic reaction from exposure rather than disrupting the meal. This shifted the focus of the product from providing users with a variety of options to empowering them to dine out with confidence. The findings are reflected in the empathy map below.
Information gathered through the interview process was then synthesized into the main feelings around dining at a restaurant for people with food allergies. The participants mentioned strategies to navigate through dining out with allergies by either conducting their own research ahead of time or keeping their needs to themselves.
Through utilizing the research data, a target user was identified and it became clear how to begin structuring EatEase.
A site map included the most crucial pages for MVP 1 was constructed using the industry standards collected through research along with tools that users expressed interest in. EatEase puts more emphasis on the profile and settings customization in order for the user to feel like the priority.
Red Routes were then outlined based on the activities that users expressed interest in (filtering dishes based on dietary needs, speaking directly with restaurants, etc…) . This helped to determine the number of screens needed and how best to structure them for a smooth and intuitive experience.
The frustrations faced by users combined with a need for tools to help navigate tricky communication scenarios inspired the initial sketches of EatEase. The screens reference a combination of industry standard flows for food delivery tools and social media interfaces. Usability testing of these sketches with 5 different potential users verified that this app would be both useful and usable. The sketches would serve as the basis for the wireframes of the product.
The second phase of ideation included translating the original sketches into wireframes for a second prototype. After testing this stage of the product in real time, the feedback showed that the perspective of the user became a bit lost. Clear, easy to search categories and a filter system that can incorporate allergy information is preferred over creating a breadth of new app options that aren’t normally associated with dining apps.
The wireframes were then compiled into a prototype to test with 5 users selected from a pool of people with food allergies. The data collected from participants indicated that:
Several users prefer not to link their social accounts to apps
However, the social aspect of the app helps them feel connected to a larger community.
Users also want to know what is being done with sensitive data like health info.
The largest pain point was that navigating reviews was difficult.
Before beginning work on the high fidelity screens, EatEase’s design system needed to be established. A style guide was created by first brainstorming the mood of the tool through word association and moodboarding. The feel of the tool should be safe and trustworthy, but still inspire curiosity so that users are encouraged to try new foods. The logo, padding, type, and any other necessary elements were included in the guide.
Validation
Hi fidelity screens were designed by applying the established design system to the wireframes used in the previous prototype. With this new high fidelity prototype, a series of remote testing sessions gave users the chance to experience EatEase at its first completed stage and provide feedback about what was helpful as well as what could be improved. This iteration addressed several of the pain points that were revealed from the initial user test sessions including clarification on the meaning of allergen icons and improving the review process.
Users were comfortable setting up their profiles and customizing food allergy settings in order to search with confidence. They were able to browse restaurants for dishes that fit their dietary needs, but wanted more automation as far as suggestions. Users also were confused when navigating reviews. Some were unsure where to read reviews of other users or how to access their own reviews in one convenient location.
Using the feedback from the first Hifi prototype, the major pain points were addressed through redesigning confusing parts of the app. Icons and images were clearly labeled in order to prevent confusion, especially with something as serious as food allergies. The review process was clarified through providing a more realistic dropdown menu interface.
Next Steps
User testing revealed that users are comfortable using tools with a familiar flow in order to set up a profile and search for different restaurants. Clearly marked icons made it possible for each person to find dishes that met his or her needs as well as which dishes to avoid. Some pain points remain in the flow for leaving a review. The next priority will be making the review page easier to access from multiple entry points and improving the language on the review page. Reviews are the most trusted way that users with food allergies decide where to eat, so it is important that the information is easily accessible.