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Project Details

beU Delivery is a product of Binary Technology which is a subsidiary of Xiaoman Technology. found in july 2021 after that beU is accepted to yc in winter 22 season. it surpassed more than 56% of the market share of the Ethiopian food delivery system. 67% cheaper than its competitors

Back in February 2022. beU Delivery (YC’ 22 company) wanted to enhance the user experience of their customer app. That's when i joined the company.

Role:
UX Designer
Impact:
100K+ Users
Industry:
Food Delivery
Design process

Lets jump to the story

Identification

Empathize

Brainstorm

Concept

Prototype

Design

Listen and Iterate

Test

Identification

Empathize

The app that was available at the time was not developed using adequate research and data, and in addition to that, it added extra complexity to tackle some issues.

Our Objective

Research, strategize and design a new version of the the app experience to help making food ordering easy and affordable for each of our potential customers in Ethiopia, plus with a focus on increasing conversion rates and daily active users from 20% upto 40% from the previous version of the app.

Our Goal

  • Increasing Conversion rates
  • Increasing Daily Active user
  • Creating intuitive User Experience for our customers
  • Getting suitable data's for future iteration and researchs

The Challange

Since there is somehow many data's to go through, but we don't have much time becuse Demo day was around the corner, may be if you know about the YC Environnment

we have identified these amjor things

Lacked understanding in customer wants, needs and expectations.

  • Tried to identify current frustrations and pain points
  • Tried to identify what did our customer really want
  • Tried to identify what did our customer really need

Then we started a UX Research by diving into our Existing data

  • Asses past orders
  • Asses past user journey datas
  • Mapped out a competitor and SWOT analysis

After assesing past orders
we identified some of these
key insights

Key Insights

  • High rate of cancellation(integration)
  • Inconsistence experience
  • Extreme weather changes

After assesing user journey datas
we identified some of these
key insights

Key Insights

  • takes too long to order (compromized ux)
  • Low conversion rates
  • High bounce rates
Brainstorm

Concept

Prototype

Design