CHALLENGE: Grubhub's food delivery app had overcrowded texts, clunky menus, and outdated user flows that prevented potential customers from using the service. SOLUTION: We reassessed and improved the app's main user flow to make it easier to navigate and to offer quick and intuitive ways to decide what to eat.
RESEARCH AND DATA With 8 interviews and 33 surveyed online through google forms we concluded that - 60% of users find the app cluttered, - 70% order food at night - 28/33 users want the app to help them decide what to eat. This suggests that the app has become overwhelmed by text and too many icons that compete with the images of the food and does not meet the needs of users struggling to decide what to eat after a busy day or long week
FEATURES AND FUNCTIONS The new design prominently features images of food, which drives more checkouts. Users can now see more food right away. The new color scheme is red, its shade, and white, which reflects the brand's late night "After Hours" theme. White is used only once per screen to highlight the most important information to users.
