Mobile Web Order:
Competitive Benchmarking
Project Overview
A qualitative study running usability tests on our design and on the designs of our top two competitors. This study is focused on specific user tasks and gives an in-depth look at key areas and functions of the site.
My Contributions
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Outlined study goals and metrics
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Identified competitors and test criteria
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Created test script
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Analysis & documentation of results
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Determined formal recommendations / next steps
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Communicated results to stakeholders
- My Process -
Web Order Competitive Benchmark:
Goal of Repeatable Benchmarking:
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Measure our design vs our top-identified competitors
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Take an in-depth look at how our competitors solve the same problems
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What they are doing
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How they are doing it
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What is and is not working for them
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Track improvements of the experience over time while also tracking
the improvements of our competitors
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Occurrence
Study to be run quarterly
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Approach
I chose to approach this study as an unmoderated usability test, so as to not influence the natural decision-making of the user.
This also allowed user's to complete the study in a realistic environmental context.
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Recruitment Method
For this benchmark, I recruited participants through UserTesting.com. All participants were set in the same geographic location, identified
as one of our main target markets. Each participant went through a screener of having ordered a similar type of cuisine on mobile web
order in the past to allow for feedback to be compared to past experiences.
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Challenges
Due to the ordering experience requiring participants to enter personal information such as address, name and payment details, I was unable
to run a full test with participants placing a real order. This restriction came with the software I was using, Usertesting.com not allowing for
the capture of any personal identifying information. As a result, I provided users with an address and payment details which they were asked
to enter during the task.
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Core Tasks
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Input delivery address
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Browse the menu & add items to order
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Navigate to the checkout
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Add payment details
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Metrics​
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Successful task completion: % of tasks that test participants complete correctly
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Critical errors: Errors that block the user from successfully completing a task
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Non-critical errors: Error that does not affect the ability to successfully complete a task but does impose a lag in the experience
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Task Satisfaction: How participants felt about the task
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Test Satisfaction: How participants felt about the overall experience
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SUPR-Q (Standardised User Experience Percentile Rank Questionnaire)
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Outcome
From this study, I was able to identify key areas for improvement and build a foundation for what makes a mobile web order experience
'Best-in-class'.
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What is most important to our users:
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Social Desirability: Users are heavily impacted by ratings/reviews when it comes to ordering food online. As white-label platforms are without these, we have to find alternative ways to build trust between the restaurant and the consumer.
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Convenience: A user's primary motive for ordering food is the fact that it is low effort. Their goal is low effort — high reward.
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Efficiency: Users are most likely to order online when with at least one other person. The faster they can get back to their social environment the better the experience.
Next Steps
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Recommendations presented to PMs & Head of Product
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Recommendations to be translated into backlog items in Jira (ranked by severity)
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Follow-up benchmark to run in the next quarter
