My Role

UX, UI, Consultant Designer,
pair design with Lucas Lage
Client: Apptite 
Year:
2018

 

 

 

 

THE PROJECT

Apptite is much more than a regular food delivery service. It is a Brazilian marketplace app that connects home chefs to people who are wishing for homemade and artisanal food in a simple and fast way. Based in São Paulo, and now expanding its territory to Rio de Janeiro, the platform has an average 100-150 deliveries per day. The food is prepared at the chef’s home and gets to peoples places through a team of deliverers that are led by a logistics department. Ever since the launch, this team has been using third party apps to control the deliveries. Now that the platform is expanding its territories they felt the need to unify and come up with their own delivery app: Apptite Logi. 

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Where is the “delivery guy” now? What has happened to this specific delivery and why is it late? How long does it take for the logistics team to know what is going on in each delivery stats?

The problem

Working with many deliveries per day, the logistics team started to struggle with using third-party platforms. The control and status of delivers weren’t as accurate as they should be in order to give the deliverer (user) the best experience while doing their jobs. Some questions were worrying the chefs, the clients and the stakeholders themselves: Where is the "delivery guy" now? What has happened to this specific delivery and why is it late? How long does it take for the logistics team to know what is going on in each delivery stats?

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THE SOLUTION

This new logistics app must be designed as the platform that holds all the information required for each and every delivery, and must connect to every order to show the full status of each one. The "check-in/check-out” feature allows the logistics team to see when and where the deliverers are located and it makes possible to know about any issue in advance during the delivery. The system asks for the users to notify when they are at the chef's house, when they leave with the meal to get to their final destination and after the job is concluded. 

 

The DESIGN PROCESS

Based in metrics analysis, we decided to design for Android only, because almost 100% of Apptite's deliverers use this platform. We design for this system exclusive, using material design guidelines to make the development easier to be done.

First, Lucas and I have searched for several delivery apps, such as Rappi and Loggi, to get to know references and study what we should improve to make our app more suitable to the users demands: food delivery only. The deliverers and the logistics team were already using third-party apps, so we had the opportunity to know from them what did they think about the known features and what features should be improved to make their life easier.

Here's the low fidelity basic flow, where we analyzed the whole structure and organized the features for the MVP version:

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The experience: Branding, typography and colors

Since it’s an exclusive app for deliveries from Apptite, we have decided to keep the same typography, iconography and imagery from the main app. The idea of maintaining the pattern of colors and imagery was to make the navigation familiar for people who were already used to the main platform. We believe that in this way the user experience in both applications would be more intuitive and fluid.

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We designed it in order to make all functions accessible during the entire process, by a side menu. With over 3 years working along with the logistics team, Lucas has all scenarios mapped previously.

The features were thought to guarantee that neither the deliverer, nor the client would experience drastic problems in case of cancelations, delays or, in the worst scenario, an accident. Besides the fact that Apptite Logi was born to solve the problem of logistics team faster, when we ideate this app, we had tried to make a gamified system to engage the users, by rewarding every success delivery with extra cash bonus. We have the hipothesis that it can be a motivation to make the deliverers use our app instead of third party ones.

Plus, in a way to create a personalized environment, the user can customize the profile picture and cover image in the app. 

Here are some screens of the MVP version:

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HOW WE WORKED

Lucas Lage and I designed the workflow together. Separated, he did the first low fidelity prototype based in our decisions when we started to reframe the questions. After, I was responsible for improve the interface design in a way to follow the material guidelines and make the visual more appealing.

I was a consultant designer for this case, and for me it was a good opportunity to share what I have learned working as UX designer with my friend Lucas. I helped him with the softwares, taught him my work process and, at the end of the project, he was able to use Sketch, Marvel and Zeplin to present ideas and guide the development team. He's following up this project and feeling more confident to design as an UX/UI designer. I'm proud he's doing great!

 

Want to know more?

This app is on development phase and will be released in Google Play in a few months.

The main Apptite app can be download here.