VISUAL DESIGN
FOOD
2024
Order Reviews on FoodCourt
Order Reviews on FoodCourt
Optimizing the order review flow on the FoodCourt mobile app to capture richer insights and improve customer experience
Background & Role
Background & Role
The FoodCourt data team needed deeper customer insights to refine marketing strategies and improve service delivery. The existing review flow on the order history page wasn’t generating enough valuable feedback, so we set out to design a more effective solution that naturally encourages users to share their experiences while helping the team collect actionable data to enhance overall service quality.
My primary roles in this optimization were in user research and visual design, working closely with the product manager and mobile development team to bring the solution to life.
The FoodCourt data team needed deeper customer insights to refine marketing strategies and improve service delivery. The existing review flow on the order history page wasn’t generating enough valuable feedback, so we set out to design a more effective solution that naturally encourages users to share their experiences while helping the team collect actionable data to enhance overall service quality.
My primary roles in this optimization were in user research and visual design, working closely with the product manager and mobile development team to bring the solution to life.
Timeline
Timeline
May 2, 2024 - May 10, 2024
May 2, 2024 - May 10, 2024
Tools
Tools
Figma, Google Meet, Jira, Slack
Figma, Google Meet, Jira, Slack
Hidden Reviews, Hidden Insights
Hidden Reviews, Hidden Insights
From V1, the review feature existed only within the order details page, a low-visibility section used by very few customers. This limited our ability to gather meaningful insights on delivery or food quality, prompting the need for a complete re-evaluation of the flow as the company grew and aimed to deliver higher standards to its users.
From V1, the review feature existed only within the order details page, a low-visibility section used by very few customers. This limited our ability to gather meaningful insights on delivery or food quality, prompting the need for a complete re-evaluation of the flow as the company grew and aimed to deliver higher standards to its users.
From V1, the review feature existed only within the order details page, a low-visibility section used by very few customers. This limited our ability to gather meaningful insights on delivery or food quality, prompting the need for a complete re-evaluation of the flow as the company grew and aimed to deliver higher standards to its users.
Defining User Groups
Defining User Groups
To improve the experience, a key step was segmenting our users into two distinct groups so the review flow felt intuitive for both. Some users ordered from a single brand, while others regularly mixed multiple brands in a single order. Since their behaviors differed, each group needed its own considerations.
To improve the experience, a key step was segmenting our users into two distinct groups so the review flow felt intuitive for both. Some users ordered from a single brand, while others regularly mixed multiple brands in a single order. Since their behaviors differed, each group needed its own considerations.
To improve the experience, a key step was segmenting our users into two distinct groups so the review flow felt intuitive for both. Some users ordered from a single brand, while others regularly mixed multiple brands in a single order. Since their behaviors differed, each group needed its own considerations.
Bringing Reviews to the Surface
Bringing Reviews to the Surface
One of the clearest flaws in the old review experience was how hidden the feature was. We needed a more discoverable entry point that didn’t break the user journey. Research showed the home page offered the right balance. Once an order was completed, users would see a subtle pop-up on the home screen prompting them to review their experience.
One of the clearest flaws in the old review experience was how hidden the feature was. We needed a more discoverable entry point that didn’t break the user journey. Research showed the home page offered the right balance. Once an order was completed, users would see a subtle pop-up on the home screen prompting them to review their experience.
One of the clearest flaws in the old review experience was how hidden the feature was. We needed a more discoverable entry point that didn’t break the user journey. Research showed the home page offered the right balance. Once an order was completed, users would see a subtle pop-up on the home screen prompting them to review their experience.
The pop-up was intentionally designed to work seamlessly for both user groups while capturing structured feedback on two key areas per order: delivery experience (logistics) and food quality.
The pop-up was intentionally designed to work seamlessly for both user groups while capturing structured feedback on two key areas per order: delivery experience (logistics) and food quality.
The pop-up was intentionally designed to work seamlessly for both user groups while capturing structured feedback on two key areas per order: delivery experience (logistics) and food quality.
What We Achieved
What We Achieved
After multiple design iterations, we released the updated review experience to the app store. By July 2024, the impact was clear:
30% increase in feedback: The new entry point and simplified flow significantly boosted the volume of reviews, giving the data team richer, more reliable insights.
More actionable insights: Feedback collected now directly informs marketing strategy, product decisions, and service improvements.
Higher user engagement: The smoother review process encouraged more users to share their experiences, contributing to improved customer satisfaction.
After multiple design iterations, we released the updated review experience to the app store. By July 2024, the impact was clear:
30% increase in feedback: The new entry point and simplified flow significantly boosted the volume of reviews, giving the data team richer, more reliable insights.
More actionable insights: Feedback collected now directly informs marketing strategy, product decisions, and service improvements.
Higher user engagement: The smoother review process encouraged more users to share their experiences, contributing to improved customer satisfaction.
After several design iterations, we rolled out an update to the app store featuring the new order review experience. By July 2024, the results were clear:
Enhanced Data Collection: Feedback volume increased by 30%, giving the data team richer insights to work with.
Actionable Insights: The feedback collected now directly supports marketing decisions and service improvements.
Higher Engagement: A smoother review flow encouraged more users to share their experiences, boosting overall customer satisfaction.
Additional projects
