Robot Food- Delivery App
Overview: 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. We were 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.
Duration: 2 weeks
Tools: Figma, Miro, Adobe Creative Suite, Zoom, FigJam, Microsoft products, Google Onedrive, Cell phone, Pen and Paper
Role: UX/UI Designer
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.”
–Jason Richards, Dax Bot Sales Rep
Clients that Starship Services
Starship Technologies is mainly concentrated on university campuses across the United States of America. They noticed that DoorDash and Seamless had gained traction in their market. As a team, we were tasked to find a way to streamline the checkout and ordering process for the University of Wisconsin campus.
Once this process has been ironed out, we intend to implement the change across the other campuses.
I surveyed 10+ people via phone conversations to discover their responses to a robot delivering their food.
We also did a site map of the current app and landing page: Users were unclear about 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.
10+ People ages 19-30 living on or near a college campus.
What was the journey?
Due to unnecessary requests to confirm the user's location, confused navigation, and inconsistent graphics, the current Starship App leaves users with negative or mixed experiences .
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
From the insights of users and contextual inquiries, two personas 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 paying 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 community, and prefers spending their money on organizations that share those values in their words and actions.
For usability testing, each stage was tested by 10 different individual users.