Ritual is a social food delivery platform that empowers users to explore pickup, delivery, and group orders in their local area. A significant business column supporting Ritual's growth is its unique feature called Piggyback, which facilitates colleagues' ordering and delivery.
In the context of the upcoming Food Festival at Work (FFaW) campaign scheduled for May 29th, the project involved revamping the My Team screen to enhance user engagement and increase order volumes through Piggyback. This enhancement is expected to not only boost revenue during the FFaW event but also foster stronger user connections after the event finishes.
The Ritual mobile app offers a seamless way to discover and order from the best local restaurants—whether near home, work, or on the go. With features like order-ahead, skip-the-line convenience, and exclusive perks for office buildings and companies, Ritual has become a go-to platform for food lovers and busy professionals alike. It’s been downloaded over 1 million times, earning a strong 4.5-star rating on Android from 26,000+ reviews. Ritual partners with more than 15,000 restaurants globally, helping users save time and money while supporting local businesses.
DISCOVERY & PRIORITIZE PROBLEM
I aimed to comprehend user issues related to Piggyback and My Team designs by analyzing data and conducting qualitative user interviews.
DATA ANALYSIS
The monthly active users (MAUs) of Piggyback had decreased during the pandemic and have recently shown an increase in 2023. Additionally, the number of monthly sign-ups in 2023 has been trending downward.
QUALITATIVE USER INTERVIEW
Based on user interviews, I've gathered the following observations:
Users expressing interest in FFaW are likely to eagerly utilize Piggyback feature.
Users are not always aware of the concept of Piggyback and its benefits.
Users have a desire to see their fellow team members participating in Piggyback.
Users are enthusiastic about referring their teammates, expecting a referral bonus.
Users expressed confusion about the purpose of the My Team tab.
QUANTITATIVE USER INTERVIEW
From in-depth interviews with eight Piggyback users, I identified five key values and pain points regarding the current Piggyback UX:
Convenience / Rewards / Social Interaction / Privacy Concerns / Lack of Awareness / Preference for Independence
BRAINSTORM POTENTIAL SOLUTIONS
1. Rewards
HMW Question: How might we make the rewards more enticing to motivate users to use Piggyback more frequently?
Potential Solution: We could offer exclusive rewards or discounts that can only be earned through the Piggyback feature. By adopting a ranking system and gamification, we could make it more appealing to users.
2. Social Interaction
HMW Question: How might we enhance the social interaction aspect of Piggyback to make it more engaging and fun for users?
Potential Solution: We could introduce a feature that allows users to send messages to their colleagues who pick up their orders. This could foster a positive social environment and encourage more users to participate in the Piggyback feature.
3. Lack of Awareness
HMW Question: How might we increase the visibility and understanding of the Piggyback feature among users?
Potential Solution: We could use in-app tutorials, notifications, promotional campaigns, and banners to educate users about the benefits and functionalities of Piggyback.
USER PERSONA
Based on the user data, I utilized the two primary personas as Piggyback users to develop more specific design solutions based on the potential solutions from the previous stage.
UX SOLUTIONS
I solidified the potential design solutions I identified during brainstorming into more concrete solutions for the three key areas.
LOW-FI DESIGN ITERATIONS
I transformed the solidified ux solutions into tangible design iterations.
I embedded the tutorial in two critical areas: the sign-up flow and the My Teams tab (both registered and unregistered states).
I considered two design iterations for displaying teammates: grid view vs. list view. then, I weighed the pros and cons of each iteration and made a decision.
I displayed fun stats through the dashboard, showing ranks of teammates based on how many piggyback events they have hosted or joined.
Gained insights into aligning design planning with the business roadmap to maximize impact and revenue during campaigns (Piggyback Update + FFaW Campaign).
Learned more about how to analyze the user data and research and use them for design solutions.
Understood the business’s short-term and long-term goals, adapting designs accordingly.
👣 NEXT STEPS
Update the components in the design system.
Request tracking data to optimize the experience.
Plan to enhance communication channels, including device push notifications, emails, and in-app banners.
Potentially, design a widget that displays piggyback status.
Design the gamification logics for the fun stats.
Integrating referral bonuses and piggyback features down the road.
