A new function embedded in food delivery apps to enlarge social impact on doing good to community
Date: January - March 2020
Team: Lucy Hu, Yoonjie Park, Janice Zhou
Ideating & Insight Synthesis
Prototyping & Testing
Feeding America sponsored my interaction design studio class at Northwestern University to work on project designing a points collecting based donation function embedded in food delivery apps to help users make donations convenient, easy, and hassle free. We conducted rounds of primary and secondary research to understand the stakeholder relationship and market, and dig into the discovered opportunity area to create storyboards and prototypes, and did rounds of testings to refine the design concept and solutions. We presented our design and findings to Feeding America and received positive feedback.
DonateNow is a points collecting based donation function embedded in food delivery apps. Through DonateNow, delivery apps' users are able to easily and seamlessly donate points they've collected to Feeding America, which will be converted into money value by the delivery app platforms, and see the impact brought to the community.
DonateNow targets busy young professionals who are frequent delivery app users and do-gooders that do not know how and where to donate, at the same time care about donation impact.
Primary & Secondary Research
To begin with, we conducted competitor analysis and mood board collection, brainstormed some early-stage ideas and interviewed with different stakeholders including restaurant owners, donation partner Feeding America, and food delivery app users to understand the flow and landscape of the business and directions for design.
After the research, we came up with 5 key insights, leading up to the problem we aimed to solve. Based on the problem statement, we designed the persona and drew the storyboard of the prioritized features. Then, we tested with target audience to make sure the concept flow is reasonable. According to the testing feedback from storyboard, we came up with the wireframes, flow, and low-fidelity prototypes.
Wireframing, Prototyping & Testing
Now, it's the phase to make the concept into interaction design. We conducted two rounds of iteration, to mock up the key features in Figma and test with target audience and stakeholders to revise. We planned 2-week design sprint for the prototyping and testing session, which gave us chance to not only focus on the key features, but also have a complete story flow.
After the final round of iteration, we finished the design. Then, we sorted out the stakeholder relationship map on the viability and desirability for our project. We designed the 2-pager concept statement for Feeding America, including the design features and business values on feasibility and scalability. We worked on the storytelling and delivered the final presentation to our client.
A good, compelling story is key to a successful project
From this project I realized how important it is to tell a compelling story. A empathetically powerful, visually compelling story can catch the clients' attention and help them quickly get involved in the vibe our project is trying to set up. The human connection is always the primary key to a solid concept, and once the story attracts the attention, it will arouse the curiosity to learn more about the feasibility and viability of the business.
Presumption is not always the truth
When we began brainstorming, we thought grocery stores are good places to make customer donation happen. However, after we conducted stakeholder interviews with managers at Whole Foods and Trader Joe's, we realized grocery stores usually branded themselves as "lovely neighborhood stores" and they want to focus on in-person interactions with customers instead of digital approaches. Then, we pivoted our focus elsewhere, and we finally found a whitespace in food delivery service.
Don't underestimate the power of testing
When we worked in a team to design the prototypes, we were too familiar with our own concept and logic, which made us "blind" to certain flaws. Therefore, it's always helpful to seek feedback from the target audience, to set up a series of tasks for participants to complete and see what traps them and what are missing. In addition, constantly seeking feedback from stakeholders and clients are also necessary to ensure that we are on the right track.