A Deliberate Exploration of JumiaFood
The world of food delivery apps is constantly changing, and the key to customer satisfaction and loyalty is providing a great user experience (UX). A seamless and intuitive UX makes the ordering process easier, reduces the stress of decision-making, and creates a positive overall experience for the customer.
Propelling customer retention and fueling business growth, is essential. Yet, in the intricate tapestry of food delivery apps, the thread of UX is often overlooked, resulting in frustration, customer attrition, and missed opportunities.
A recent usability case study, conducted with a discerning lens on the popular food delivery app JumiaFood, unveiled nuanced UX issues that cast shadows on user satisfaction. In the company of 20 users, the study unearthed the following pain points:
Distracting Home Page
JumiaFood's homepage is designed to look like a busy marketplace. Any spelling, grammar, or punctuation errors have been fixed. In addition to food delivery, the website offers a wide range of products such as alcohol, groceries, and pharmacy items. However, this abundance of choices can be overwhelming for users who are only interested in food delivery. They have to navigate through irrelevant content before they finally find what they're looking for.
Unintuitive Restaurant Categorization
The app's attempt at restaurant categorization employs enigmatic labels like "Big Chops, Small Money," a departure from the way users conventionally explore dining options. This misalignment induces frustration and consumes users' precious time.
Counterintuitive Menu Navigation
In an unconventional twist, the app adopts a horizontal scrolling menu for restaurant categories, deviating from established UX norms that favour vertical scrolling. This departure renders the navigation counterintuitive and time-intensive for users accustomed to a different paradigm.
To illuminate the path toward UX refinement, the study proposes thoughtful design improvements:
Streamlined Home Page
Simplifying the home page by excising non-food delivery options promises a pristine and focused experience. This strategic edit aims to prioritize users' primary goal and alleviate the cognitive load.
User-Friendly Restaurant Categorization
Reimagining restaurant categorization based on cuisine or location aligns with users' innate thought processes. This recalibration promises a simplified browsing experience, enhancing search efficiency.
Intuitive Menu Navigation
Introducing a vertical scrolling menu for restaurant categories adheres to established UX principles, aligning with users' expectations and reducing the time required to unearth desired restaurants.
The implementation of these design changes holds the potential to weave a tapestry of positive outcomes for JumiaFood:
Increased User Satisfaction
A more intuitive and user-friendly UX promises to be a salve for frustration, improving task completion time and engendering an overall positive experience. Satisfied users are not only likely to be brand advocates but also enduring patrons of the app.
Improved Customer Retention
By attentively addressing the pain points identified, JumiaFood can stem the tide of customer attrition, fostering loyalty and contributing to sustained business growth.
Stronger Competitive Edge
In the competitive dance of food delivery apps, a superior UX positions JumiaFood as a standout performer, attracting new customers and consolidating market share. A well-crafted app becomes a formidable asset, amplifying brand recognition.
A usability case study was conducted on JumiaFood to guide the company towards a user-centred approach in the highly competitive food delivery market. By prioritizing user experience and paying attention to user pain points with great detail, JumiaFood has the potential to improve its app's usability, increase customer satisfaction, and strengthen its position in the dynamic and competitive food delivery industry.