Work on your UX project and weekly blog about what you did, what you learned, and what you are going to do next.

 

Object to analyze

I will analyze a pick-up food website. YiFan is a Chinese food restaurant nestled in the heart of Johns Creek in Atlanta that offers fusion cuisine. It offers a pick-up food ordering service through the website https://qmenu.us/#/yifan/menu/1645135062215.

 

Hypothesis to test

• What elements should be improved and changed in this food website in terms of usability and user-friendliness?

Data needed

I want to record the process of how Chinese food lovers order their favorite 5 dishes from Yi Fan’s website and conduct face-to-face interviews with them using 13 questions in 20 minutes.

 

What I did:

1. I added two background questions before the formal interviews to test if the potential participants are the targeted customers for YiFan’s restaurant and if the dishes in the restaurant can meet their ideal taste.
2. I revised the former 16 interview questions to 13 ones and broke them into 4 sections for the competitor analysis.

 

Dr. Pullman, I am wondering if these 2 background questions and 13 interview questions make sense.

 

Background questions:

1. What is your preferred flavor (You could choose multiple options: Sweet, Spicy, Savory, Other)?
2. How often do you order Chinese food online? (Options: Once a month, Once two weeks, Once a week, Twice a week, Three or Four Times a week, More than four times a week, Others.）

A. Overall website aesthetic

1. Do you think the main color of the food website is visually appealing?
2. Do you think the fonts are big enough to see?
3. Is each photo large enough to see?
4. Do you think it is well-organized？

B． Item selection

1. Could you tell from each title what the ingredients of the dish would be? How spicy, sweet, or savory it would be?
2. How did you choose the dishes you chose? (Options: Image, Title, Description, Other.)
3. Can you find your or your family member’s favorite dish quickly？

 

C．Checkout process

1. Do you think it is easy for you to put the dishes in the cart and be ready to check out？
2. What do you care about most in the checkout process?

 D. Overall evaluation

1. Could you rate it on a scale from 1 to 10? How much do you like the food delivery website?
2. Do you think it is user-friendly?
3. What challenges do you face in the ordering process? How does this make you feel?
4. How do you think the website can be improved in web design and interaction?   

 

What I learned:  

Since the interviewees are mostly some of my friends or classmates I am familiar with in Atlanta, I need to talk with them before UX interviews not to hide their negative feelings about the website and try to minimize the risk of underreporting and gather more accurate and comprehensive insights from the interviews.

1. Build rapport and trust: Establish a comfortable and non-judgmental environment where participants feel safe to share their honest thoughts and experiences. Assure them that there are no right or wrong answers and that I  value their candid feedback.
2. Don’t lead respondents towards my own opinions: Encourage participants to elaborate on their experiences, thoughts, and feelings without leading them in a particular direction. Avoid leading questions that suggest a desired answer or impose my own assumptions. Let participants express their perspectives freely.
3. Probe for details: Follow up on vague or brief responses by probing for more details, examples, or clarification. Encourage participants to provide specific instances or scenarios.
4. Observe nonverbal cues: Pay attention to their body language, facial expressions, and tone of voice, as these can sometimes reveal discomfort or hesitation that may indicate underreporting.
5. Provide anonymity and confidentiality: Assure participants that their responses will be kept anonymous and confidential, which can encourage them to be more open and honest.
6. Provide opportunities for follow-up: Allow participants the opportunity to provide additional feedback or clarification after the initial interview, as they may feel more comfortable sharing certain information later.

 

What I am going to do next:

• 4/6: Find 2 interviewees (1 Chinese and 1 American who love ordering Chinese food online). Conduct 2 face to face interviews about their opinions about YiFan’s restaurant website.
• 4/13:  Do a competitor analysis between YiFan and Uber Eats using qualitative data. Do the first draft of the wireframe of the improved app using Figma, since I have no capacity to develop and change YiFan’s food ordering website.
• 4/20: Seek feedback on the wireframe and revise accordingly. Publish the final version wireframe of improved YiFan’s food website.
• 4/22: Write up a final case study.