Robot Food- Delivery App
Starship Technologies, is currently the world leader in robot delivery services. The robots deliver items through Apple IOs and Smartphone mobile applications from stores to customers within a 4-mile radius. Once ordered, the robots’ entire journey and location can be monitored on a smartphone.
Starship had issues with users abandoning check-out regularly. I was tasked to find a way to streamline the checkout and ordering process, as well as find pain points throughout the whole point-of-sale process.
Role: UX/UI Designer
Duration: 2 weeks
Tools: Figma, Miro, Adobe Creative Suite, Zoom, FigJam, Microsoft products, Google OneDrive, Cell phone, Pen and Paper
Methods: Agile, Lean
“Starship Technologies robots…do a good job with the end-to-end experience and have an app that’s integrated into the university system.”
Clients that Starship Services
Starship Technologies delivers on-demand goods, mainly on college campuses across the US. They saw DoorDash and Seamless doing well in that space.
Our team was tasked with simplifying the checkout and ordering process for Starship at the University of Wisconsin. If this works well, we plan to roll it out to other campuses too!
–Jason Richards, Dax Bot Sales Rep
Where To Begin?
I surveyed to over 100 people to see how they felt about getting their food delivered by a robot.
We also did a site map of the current app and landing page:
Users were unclear about the navigation.
What else was discovered?
On average, competitors averaged between 8 and 9 screens while Starship had 10+ screens from the beginning until Point of Sale.
User Interviews
10+ People ages 19-30 living on or near a college campus.
What was the journey?
The Starship App isn't as user-friendly as it could be. People get frustrated with having to confirm their location too often, the navigation is confusing, and the graphics aren't consistent.
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
The Student who use this app
From the insights of users and contextual inquiries, two personas emerged.
Sam
"These robots are so adorable! I love seeing them around campus."
20 | Undergraduate Student
Newer to Starship App
Sam, a big fan of new tech, loves the idea of robot food delivery. But hold on! Sam hesitates to use Starship because of those crazy fees most delivery apps charge.
Sam prefers ordering by phone. On the flip side, Sam enjoys exploring new restaurants with friends and shopping on State Street.
Pat
"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, a busy grad student and TA, relies on Starship for quick on-campus food deliveries. But Pat gets frustrated when the delivery robots take detours instead of the fastest route.
Beyond convenience, Pat cares about the environment and supporting businesses that share their values
Final Design and Look
For usability testing, each stage was tested by 10 different individual users.
Future Deployment
