Carol Zhou

Work

Resume

Exploring New Media Experience

To Create More interaction

In Grubhub

Timeline


Mar-May 2024

(7 weeks)

Role


UX design

User Research

Team


Qingqing Zhou(myself)

Youer Zhao

Leticia Li

Seungmi Lee

Chaeri Bong


Client


GrubHub

Advisors


Jen Clark

Challenge

How can we integrate current trends and user needs to deliver innovative experiences while fostering mutually beneficial relationships?

MY ROLE

  1. Conducted user research, archetypes, and ecosystem map

  2. Turn the insight from research into viable design ideas

  3. Crafted hi-fi user interface

Food Channel


  1. Introducing new media and incorporating influencers into the food channel

  2. Allowing merchants to upload promotional videos



(Entrance on the homepage)


Price Comparing

Across restaurants with same dish


  1. Integration of price and menu information, facilitate cross-restaurant comparisons of identical dishes

  2. Without the need for navigating between screens.



(Food detail page))


Review Circle For Food Channel


  1. Encourage users to upload video or photo comments

  2. A better rating system helps users make choices

  3. Help the food channel create a good cycle



(Entrance on the order complete page)


Business overview

The COVID-19 pandemic heightened competition and demand for home dining. Consumers now prioritize convenience, sustainability, and ethics, driving innovation in delivery logistics and technology.

introduction of grabhub

Grubhub supports restaurant growth and expands consumer food choices. As an industry pioneer, it innovates to meet consumer preferences and delivers exceptional service. However, it is gradually falling behind newer platforms.

Competitors

We researched eight competitions and selected three to focus on.

method of finding analogues

analogues

Amazon excelled in service and post-purchase experience, offering seamless features like price comparisons and diverse membership services. This fostered stronger user-platform bonds, enhancing loyalty.

Unique user experiences distinguish platforms in the market. Airbnb, for example, tailors accommodation bookings to user preferences, integrating local contexts to suggest suitable rooms. This personalized approach boosts user engagement, fortifying the platform's market presence and adaptability across cultures.

Synthesis

Highlights

Challenge

How can we integrate current trends and user needs to deliver innovative experiences while fostering mutually beneficial relationships?

Research method

Archetypes

The Foodie Actuary feel compelled to change their behavior by the advent of the food delivery era. Both want to broaden the audience of the platform, but also want to take up the challenge of making the platform embrace this group, we choose this group.

Journey map (before solution)

Journey map_focused areas

Journey map (with solution)

Ecosystem map

HI-FI PROTOTYPE

results & Feedback

REFLECTION

The journey of this case study allowed me to gain a lot of knowledge of industry research, and exercised my ability to discern current trends and integrate insights into practical designs.

The work here is more planning and problem solving for both ends (business and users) instead digital interface making. To practical design, you think more comperhensively beyond digital interfaces.

next

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