ID Identifier for Concierge Service App

DURATION:
80 hours

PROJECT YEAR:
2021

ROLES & RESPONSIBILITIES:
User Research
Wireframing
Prototype
Usability Testing

PROJECT OVERVIEW

Problem Statement: Food delivery platforms like UberEats aim to capitalize on the rising cannabis industry, however, they do not have a cannabis section in their taxonomy, nor do they have an age/ID verification system implemented in their app. Instead, they rely on their drivers to check IDs at the door upon delivery.

Hypothesis:  A new feature that will take the responsibility out of the delivery drivers’ hands in checking IDs. This tool should allow a more seamless transaction where UberEats can prevent unauthorized sales to minors.

Business Opportunities: This new feature would be a great addition for online delivery services that sell age-restricted items such as tobacco products, alcohol, cannabis, etc. 

PHASE 1: Gaining insights into target audience

I aimed to understand the behaviors and habits of customers utilizing the food concierge service. Are these delivery platforms effectively meeting their needs and expectations? Are there perceived areas for improvement concerning the handling of age-restricted items like alcohol, cannabis, and tobacco? Lastly, what are their sentiments regarding the collection and storage of personal data by these apps? These inquiries are crucial in substantiating the significance of the proposed new age verification feature.

Who did I interview?

  • 4 participants who have general knowledge of ordering through a delivery service app.

  • Works full-time and are too busy to cook after work.

  • Work at home because of the pandemic.

  • Use cannabis products for recreational or medicinal reasons.


Interview Findings:

of the participants wouldn’t be opposed to providing the app with their ID if it would mean making their lives easier. 

of the participants that were common users of these delivery service apps resides in urban cities. The suburban resident rarely uses these apps because he would rather drive to pick up the item himself.

of the participants have experienced not being carded while ordering through a delivery service such as UberEats and Drizly.

of the participants have mentioned their main reason for ordering through a delivery app is because they’re too busy, tired, or stressed to cook during the workdays.

Phase 2: Charting user journey in the revamped product architecture

After understanding the target audience and assessing their interest, I explored the UberEats architecture, focusing on the mobile app's navigation system. Analyzing user interviews, I discovered that the most common search methods were through the browse/search bar and the carousel category on the homepage. To strategically introduce the new cannabis category, I aligned it within the existing taxonomy.

Overcoming my initial design challenge and grasping the user flow within the new verification system:

The main challenge in creating this user flow was the age verification system, as I had limited experience with such systems. Contemplating the design approach, I remembered an interviewee mentioning Eaze, a cannabis concierge app. Investigating Eaze's age verification system, I found it relied on a third-party company specializing in high-security ID validation. The user flow illustrates the layout of this third-party system:

Crafting a preliminary wireframe for the verification system:

Following an examination of UberEats' visual design, the third-party verification system, and user flow, I proceeded to create a preliminary wireframe. Despite its foundation on the third-party system, I noticed that its overall aesthetic and style didn't seamlessly align with the established visual language of UberEats. Adapting the design became imperative, and I recognized that this would be a crucial aspect to address during the design stage.

Phase 3: DESIGNING THE NEW AGE VERIFICATION FEATURE

Touchpoints:

What features need to be designed and what puzzle pieces need to fit together for this solution to come to life. For this feature, it’s the new cannabis menu, cannabis product page, and ID verification system.  

1. Through my research, users predominantly navigate categories and make food choices using the homepage's icon scrollbar and browsing feature. Strategically placed recently added categories enhance user visibility. To maintain design consistency with UberEats, I crafted a seamlessly integrated cannabis icon.

2. After clicking on the cannabis (or alcohol) category, users encounter the ID verification system. In the early wireframe mockup, I inserted stock images to visually illustrate these steps. However, the overall design aesthetics did not seamlessly integrate with the UberEats interface. Adjustments were necessary to enhance the cohesiveness.

3. The reimagined interface on the right features a seamlessly harmonized grey background, complemented by more suitable iconography. This not only enhances visual appeal but also reduces eye strain associated with the original harsh black background. The refined design extends these visual improvements to all pages, achieving the desired aesthetics for the verification segment.

4. Finally, once the users’ identification has been approved, they’re brought to the next pages where they can pick the dispensary of their choosing. From the dispensary page, the user selects the edible of their choosing and they can customize their order. The fourth slide shows an error message if the user attempts to add more than the legal amount of edibles to the cart. Once the items have been approved, the process is finalized and the user will get their delivery information.

Next phase: uncover pain points through usability test

To advance this project, my subsequent steps will include the execution of a usability test. In the final stage, I intend to develop a semi-functional prototype and conduct a comprehensive usability test on the interface. This systematic process will enable me to pinpoint and understand the pain points within the application, providing valuable insights into user experience challenges. By synthesizing the findings from the usability test, I aim to attain a thorough understanding of areas requiring improvement in terms of usability. The ensuing phase of this iterative process involves integrating these insights into the design, ensuring a more user-friendly and efficient application that effectively addresses and alleviates identified pain points. This iterative approach facilitates continuous refinement of the interface based on genuine user feedback, ultimately elevating the overall usability and user satisfaction with the application.