An Easier way to deliver African Meals to everyone across Africa
Client
Rosita Cuisine
Industry
Hospitality
Platform
iOS & Android
Overview
Rosita African Cuisine aims to enable its customers to place food orders from the restaurant’s menu and request home delivery through their cellphones. In this case study you can follow along on my journey to use technology to place food orders from a restaurant and request home delivery while battling COVID-19.
Introducing Rosita Mobile App
What is Rosita African Cuisine?
Rosita African Cuisine is a chain of restaurants with the vision of delivering the best African dishes to everyone across Africa. The mobile app is a mobile solution that enables its customers to place food orders from the restaurant’s menu and request home delivery.
Timeline
8 Weeks
Client
Rosita Cuisine
My Role
Lead the prototyping, conducted design sprints, led usability testing, designed low‑fi and mid‑fi applications, led high‑fidelity design and visual direction.
Tools
Figma, Pen and Paper Sketch, Google Docs, Miro
Skills
Experimentation, A/B testing, Qualitative research, User interviews, Usability testing, UX design, UI design
The Challenge
The actual focus of this project was to design a reservation app for Rosita African Cuisine’s customers to order their meals and food promptly and get delivered as fast as possible.
Market Size
US $834.7 Million
Total Population
200 Million
Growth Rate
12.2%
Key Region
North West
Defining the Problem
Defining the problem “Who am I designing for, and what challenges are they facing currently with placing orders, ordering food, and delivery?”. I kept asking myself these questions as I tried to define the problem space and who to design for. I first narrowed my user group to Nigerians between the ages of 16 – 64, as this age range has the highest internet adoption rate (source).
Opportunity
With a population of over 200 million people, Rosita African Cuisine aims to increase customer satisfaction by providing a convenient and efficient ordering experience while expanding the delivery reach and reducing operational costs for the restaurant, ultimately leading to increased revenue.
Hypothesis Statement
John is a Busy Executive who needs an easy way to get food (preferably lunch) during work hours because his kind work does not allow leave his workspace for a long time to get food.
Conducting Desk Research
For this project, I conducted secondary research to collect data from existing resources, reports and documents available in public libraries and websites on the state of food delivery in the country.
User Research
From here, I started interviews with our customers. Watching them interact with me gave me physical cues that could affect the research outcomes. To help capture observations, I took detailed notes and even recorded some sessions with users.
For the purposes of the interview, I took into consideration some selected demographics, which included:
- Ages 18–62
- Lives in metropolitan or suburban areas
- Include participants of different genders
- Include participants with different abilities
- Working professionals busy with work duties are conscious about budget and want to eat healthily.
Insights from the Research
Feature Prioritisation
Competitive Audit
To develop relevant ideas for the project, I did a comprehensive audit and an overview of our /rositaitors’ strengths and weaknesses. I analysed brands and products of /rositaitors and companies that offer similar products to ensure a well‑rounded foundation of knowledge about the market our product will enter.
For the project, I looked into /rositaitors like Bolt Eats, Debonairs Pizza, Jumia Foods, and Uber Eats. Due to the short duration of developing ideas, I audited Google Play store reviews to identify what users identified as their pain points.
The Comprehensive Audit is available HERE
Constraints
For this project, I documented the constraints encountered while brainstorming and ideating for the Rosita Cuisine MVP. These constraints guided prioritisation and helped define the scope for the initial release.
Sitemap
I decided to design a hierarchical diagram that visually represents the structure and organisation of the mobile app. The purpose of this sitemap was to allow you to visualise how individual sections are related to each other. They also help you understand how users navigate through the mobile app.
The Sitemap is available HERE
Designing the Solution
Final Solution
The design decisions were centered around seamless user experience, inclusion, and accessibility.
Registration
End-to-End Screens
Each final implementation went through a series of iterations of user testing to meet the specific need of the final customer.
Usability Testing
Usability testing of the high‑fidelity prototype was conducted to see how users interact with the product. I designed a test plan and conducted usability testing to validate the concept. Participants were given different tasks, and their behaviour was observed. They were encouraged to discuss openly whatever came into their mind while using the prototype.
The application evaluation was conducted with three users, and below are the observations and feedback:
- All the screens were neat, clean, and easy to understand
- Process of ordering food was seamless and quick
- It would be better if I could customise my meals
- Icons and navigation were spelled out correctly
From the overall test findings, it can be inferred that the concept would succeed in performing specific tasks. It has helped uncover usability issues that need to be addressed.
See the Rosita Cuisine Usability Test Report HERE.
Major Takeaway from the Project
I found this task amazing as it opened my mind to various techniques and processes for creating solutions to pertinent business challenges. I loved working on this project as I learned how to manage time, make decisions based on our limited resources, and hack through all blockers.
Also, I could apply all my knowledge and learnings while collaborating and simultaneously meeting with stakeholders to get the result.