Robot Food- Delivery App
Team of 3
C & C Analysis, Heuristic Analysis
User interviews, Contextual inquiries,
UX Designer, UI design, Research
Journey mapping, Presentation
Starship Technologies, founded by Skype co-founders, is currently the world leader in robot delivery services. The robots deliver items through a mobile app from stores to customers within a 4-mile radius. Once ordered, the robots’ entire journey and location can be monitored on a smartphone. Starship Technologies is mainly concentrated on university campuses across the United States of America.
Starship Technologies had noticed that competitors such as Door Dash had gained traction on the market. They had also many users abandoning check-out regularly. As a team, we were tasked to find a way to streamline the checkout and ordering process for the University of Wisconsin campus as well as find pain points throughout the whole process.
Once this process has been ironed out, our intention is to implement the change across the other campuses.
Where to begin?
We conducted a survey to discover people's responses to a robot delivering their food.
We also did a site map of the current app and landing page : Users were unclear what to do
What else was discovered?
On average competitors averaged between 8 and 9 screens while Starship had 10 screens
User's ages 19-30 living on or near a college campus
Who was spoken to?
What was the journey?
Due to Unnecessary requests to confirm your location, confusion navigation, and inconsistent graphics current Starship App leaves users with negative or mixed experiences on the user journey.
Users abandon orders and app with negative experiences due to confusing navigation
Users complete an order from start to checkout but unclear if an order has been placed
How to move ahead?
From the insights of users and contextual inquiries, two persona's emerged.
"These robots are so adorable! I love seeing them around campus."
20 | Undergraduate Student
Newer to Starship App
Sam loves using cutting-edge technology and loves the idea of
their food being delivered by a robot.
They’ve been a smidge hesitant to try out Starship because they
prefer ordering over the phone to not pay the ridiculous extra fees that most food delivery apps add.
In their free time, Sam likes to try new food with friends and go shopping on State Street.
"My life is so busy, that I must have my food delivered to me on-time without issues"
28 | Graduate Student
TA | Part-time job
* Uses Starship App a lot
Pat is a wildly busy graduate student and part-time
TA who uses Starship a lot to get food delivered quickly
when they are on-campus and need food to be on time and NOW.
They get frustrated when their delivery robot doesn’t take the most efficient route.
Pat values environmental sustainability and their community a lot and prefers spending their money on organizations that share those values in their words and actions.
What is the design?
For usability testing, each stage was tested
with by 4 different individual users.