Uber Eats User Research: Personas/Scenario/Storyboard

Observing real users interacting with an interface, interviewing these individuals about their experiences, creating personas based on these users, and illustrating a storyboard and scenario.

OVERVIEW

My Role

User Experience Design
Human-Centered Design
Product Thinking

Team

Salma

Duration

1 week

How it started

I chose to observe the UberEats platform. UberEats is an online food ordering and delivery platform with multiple features. This interface allows users to order food from authorized restaurants, leave a tip for delivery, and explore menus, reviews, and ratings. The main buttons at the bottom of the interface as the user enters are the Home, Browse, Orders, and Account features. I will be focusing on some of the main features of the UberEats app such as the Home and Browse features. Figure 1 is a series of images taken from the user interface of Uber Eats portraying the homepage, ordering, and payment features.  

How can we capture the user experience of Uber Eats?

 

OBSERVATIONS

User Interface

Figure 1.1 Photo of the Home page of UberEats Interface.

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Figure 1.2 Photo of ordering pizza from Search/Browse feature.

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Figure 1.3 Photo of payment interface on UberEats platform. The red block was edited into the photo to protect user information.

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Figure 1.1 Photo of the Home page of UberEats Interface.

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Each of the buttons is indicated by icons and is pressable. All photos are also pressable and aided by a description of the restaurant such as the name of the restaurant, the address, the delivery fee, the delivery time, and the rating. In the Home feature, users are able to click on ‘Deals’ or ‘Halal’ to gain access to a certain type of food from the home page (Figure 1.1). Furthermore, users are able to press on the browse button to search for types of foods or a specific food in the area. Users are also able to customize their foods after they choose the restaurant they would like to order from. Once users choose an item from the menu, it is indicated by a symbol such as the 1 in a circle in Figure 1.2. Moreover, users are able to make payments within the UberEats platform as seen in Figure 1.3 with credit cards, debit cards, and Uber Cash.

 
USER RESEARCH

Understand our users

Who uses Uber Eats?

The users were in the same environment as they used the platform, at home.

 

The user population consisted of a female middle-aged person, a male middle-aged person, and a male young adult attending college. They were all interviewed to the same questions and performed a similar task. They were asked to walk me through how they would order food from the platform. The young adult was able to order his food with ease and quickness although he did not seem to know what he wanted to order at first. He was familiar with the functionality of the app and platform itself and how to navigate it. However, the user was overwhelmed with the many types of foods that were available, particularly on the Home page of the platform. He was later able to narrow his search. Additionally, the other two users had less familiarity with the platform and were taking a bit longer than the other user to order the food they wanted. One of the two users was more familiar with the interface. When in the process of ordering the food they needed, there was some confusion in when exactly their order was placed. They expressed that sometimes it is unclear when exactly the order was being placed or in which screens it was being confirmed. The two users also had two different needs as they wanted different types of food. One wanted to eat ‘healthy’ while the other wanted a meal that would be ‘satisfying’. Despite there being a Home and Browse option, all users had different preferences in how they chose to order their food. 

User Persona

Afsana

Age: 39 

  • Gender: Female 

  • Occupation: At home mom 

  • Status: married, with children

  • UberEats usage: Orders food occasionally

  • Traits: Likes home cook meals but appreciate the efficiency of delivery and foods from outside when tired, in a rush, or is craving something in particular. 

  • Key Goals: Order food on a budget and timely manner

  • Wants: an efficient and easy way to order food during a busy schedule and on a budget 

  • Quote: “I like UberEats because it can bring me food that is warm and ready to eat/ The delivery fee should be lower”

  • Frustrations: 

    • Occasionally has trouble finding what to eat 

    • Sometimes finds it unclear when order is being placed 

    • Comparing not only foods but also different restaurants and locations requires energy

    • Cannot add or remove foods at check out

This persona is a combination of the users that I interviewed in its demographic. I gave Afsana all the attributes I noticed across all users to the persona. The quotes are actual quotes from the users I interviewed. 

Scenario

This scenario is a written story explaining how a user will use the product to achieve a goal. The scenario starts with a problem statement - what is the current state of the experience for the user, then introduces the tool. After this, the scenario walks through the user's tasks, highlighting the features that meet the user's needs (and those that fail). 

Afsana comes home from a doctor’s appointment after being in the hospital all day. She is exhausted from all the procedures that occurred. She does not have time to make the meal she needs. She needs enough food in time for her parents and partner that is home as well. To make the process faster and easier, she decides to use the UberEats platform to order food. 

Therefore, Afsana opens her phone to the UberEats platform. Afsana knows what she was going to order that's why she navigates to the Browse button instead of the home button. After opening the homepage she felt overwhelmed to look through the options and she saw that there are too many options that she did not want. She did not have time to look through them. In the Browse bar, she opened up the search and typed Pizza. She looked through the rating, delivery fee, pictures, and other information to look for the best option. She looks at the delivery fees very carefully and sees which one is affordable as well as which restaurant would be delivering to her the fastest. Then she chooses the toppings on her pizza and orders what they would like to eat. When she is checking out, it is confusing which screen exactly is the checkout page or when her order is confirmed. She observes the restaurant is handling her order. Despite some confusion and a little time to make some decisions, Afsana was able to order her pizza for her and her family for dinner on the UberEats platform. 

 

Storyboard

I created a storyboard to explore the user experiences of Uber Eats. I displayed the process that a user may undergo in order to accomplish a goal. The process is called a user journey.

storyboard uber eats user experience

This storyboard describes the scenario in the previous section and shows the common usages across the users that were observed. It portrays the buttons used and the setbacks of some features. It fulfills the persona’s main goal: to order food on a budget and timely manner. It also fulfills the main purpose of the platform and some key features: to order food from authorized restaurants, leave a tip for delivery, and explore menus, reviews, and ratings.