Silver Door | Silver Hair Food Delivery APP
Explore the true intentions of users to improve the meal ordering experience for the elderly.
Project Duration: 2023.09 - 12
Device: Mobile (iOS)
Team: UI/UX Designers * 7
My roles and responsibilities
In this design project, I collaborated with multiple designers. In addition to "designing the interface," I was mainly responsible for "coordinating communication," such as convening stakeholder meetings, facilitating user tests and interviews, and explaining the product concept.
✧ User Research Analysis
Competitive analysis, affinity diagrams, Crazy 8s, user journey maps, etc. to identify key users and optimization points for existing products.
✧ User Interface
Reorganize the product information structure to create a new user-friendly interface.
✧ Stakeholder communication
Communicate the expected product profile and goals with stakeholders.
✧ Iteration and Testing
Collect feedback through testing to adjust interface details and process design.
Product Overview
✧ Challenge
Users are unable to link the official APP with the food ordering function.
Changing users' food ordering habits poses significant difficulties and challenges.
✧ Change
Simplify the doctor's SOP consultation process
Provide digital tools to enable doctors to complete initial consultations more efficiently, reducing the burden of repetitive work.
The corporate philosophy of the Silver Gate is to solve the dining difficulties for the elderly who find it inconvenient to go out.
Although the company has created an app for customer ordering, it has always struggled to promote the interface smoothly, leading to excessive customer service volume. Users do not understand how to use the app to place orders, resulting in additional calls to the customer service center or messages to the official fan page to inquire about placing orders. This causes limited service capacity, insufficient manpower, and even hinders the ability to provide services nationwide, rendering the app essentially useless.
Preliminary research
Gain valuable insights through interviews.
Ultimately, we identified some users of the Silver Door app and members of the elderly care community to conduct user interviews.
Why would you use the silver meal service?
In what situations would you want to use a mobile food ordering app?
What features are important to you when ordering food?
Did you encounter any difficulties when helping the elderly choose meals?
People who have used the Silver Gate app
Without living with elders, most users are relatively familiar with electronic products and believe that they can use their phones to order food in environments where it is inconvenient to make calls, and they hope to be able to actually track the progress of their meal preparation.
When it comes to meal selection, they often do not know how to choose suitable nutritious meals, and hope for clear instructions.
Someone who has never used the app
This type of group uses other channels to order meals, such as online ordering or phone ordering.
Most users prefer more traditional ways to book meals, with some living with elderly individuals or having primary caregivers living with them. They prefer to book meals for multiple days at once (for a week or a month's quantity). Customization needs are small, and communication with customer service is usually quicker.
✧ Affection Chart Summary
We use affinity mapping to synthesize user insights and analyze their commonalities.
Inventory existing product features and identify problems to be solved.
Focus on the three main screens and functions, striving to improve the most critical parts first.
"Registration": The key page and steps to improve registration rates
"Home Page": The first impression for users regarding product positioning
"Order Food": The key page and steps to enhance engagement and usage rates
Design strategy
To enhance the "registration rate", "usage rate", and "stickiness", closely align with the three goals as part of the design thinking.
Among the existing products of the Silver Gate, we found many designs worthy of iteration. However, due to the limited project timeline, we ultimately chose three key objectives that significantly impact the enterprise and products: "registration rate," "usage rate," and "stickiness."
We closely tied these three objectives to our design thinking, prioritizing the design and iteration of the following screens and functions within a broad directional framework.
01 | The registration process is too complicated
✧ Challenge
Registration requires filling out a lot of information from the beginning, including the purchaser's details and the health condition of the elderly, which might discourage new customers from continuing.
The paper manual requires patients to record daily, but when transitioning to the App, how to clearly present the completion status of each day within limited screen space so that users can quickly grasp the completion situation becomes a key design issue.
02 | Product positioning unclear
✧ Challenge
Entering the homepage offers food delivery services, an online store, and small sponsorships. Users do not perceive this as a food ordering app, but as an official website. They think that phone reservations are more direct, quick, and convenient.
Redesign the homepage to focus on the 'Order Food' feature, removing secondary information such as shopping mall and sponsorship CTAs. At the same time, we also added cards and images for meal categories to make it easier and faster for users to select meals.
03 | The meal information is too sparse and there are no images, the ordering process is unclear, and there is a lack of trust.
✧ Challenge
Without detailed information about the meal, users cannot trust the meal content itself and are unclear about the ingredients, leading to a low willingness to place an order.
04 | It is less convenient to customize meals when ordering through the app.
✧ Challenge
There is a high demand for customized meals for seniors, but the app does not have this feature, causing users to prefer waiting in line for personal phone service.
The original page lacked detailed descriptions of the dishes, causing consumers to be unclear about the products and lowering their willingness to order. We have added this page.
Additionally, we have included information about the dishes, nutritional components, and a section where customization can be filled in.
Testing and iteration
Use Maze for one-on-one testing and interviews with usability metrics.
Use Maze to set up scenario tasks and invite 7 users to participate in the online testing. Understand iterative opportunities through feedback analysis and metrics.
Conducting task testing and interviews with users; the person in the lower right corner is me, hosting and interviewing.
We use the System Usability Scale (SUS) to compare and analyze against existing products.
The final usability score improved from 58 to 78.
Harvest and Reflection
The project is over, but the design can continue.
Multiple days and meal options
This feature has been designed, but there are still challenges in engineering development. The next step is to continue optimizing the functionality and interface for multiple meal options over several days.
The website needs to be improved synchronously.
In addition to ordering food through the app, the silver gate also offers the service of ordering food via the website. The usage habits of users on the website version may be different from those of the app, and the next step is to proceed with the website redesign.
Besides the product interface, is there anything else?
Interface design enhances usability. For businesses, considerations include commercial and marketing strategies on how to promote this product, as well as service improvements that many aspects of interface design cannot address. For example: developing the delivery location distance, recruiting delivery personnel, and more.
Meeting with the team and the CEO of Silver Gate for requirement alignment.
The balance between business and design
When redesigning the interface, it is essential to understand the knowledge related to the silver-haired food industry, and while adhering to the principles of usability, it is also important to consider the direction of industrial marketing and the market, as companies still need revenue sources, and sometimes it is necessary to make trade-offs between the two.
Remote work & communication
This project was entirely based on remote collaboration, utilizing Figma's comment feature, Notion, and Discord for our cooperation. In addition to text exchanges, we even used video recordings for verbal explanations. Over the three-month project period, we gradually adapted and built a good rapport, allowing the project to proceed smoothly. I think this is the best remote work model.
