Case study 1

Case Study: Usability Study for DineEase

Improving the Food Ordering Experience for Everyday Users

Overview

The online food delivery industry has seen exponential growth in recent years, shaped by shifts in consumer behaviour, mobile-first habits, and the demand for convenience. While major players like Deliveroo, Uber Eats, and Thuisbezorgd dominate the market, users often struggle with a fragmented experience — switching between multiple apps to compare menus, delivery times, prices, and service fees.

This constant comparison leads to decision fatigue and frustration, reducing satisfaction and long-term loyalty.

DineEase Company saw an opportunity to innovate by developing a food aggregator platform — a unified interface allowing users to compare restaurants, delivery times, pricing, and service fees across multiple delivery services, much like how Kayak or Skyscanner revolutionised the travel industry.

The goal of this study was twofold:

1. Explorative Research: Understand the market need, user behavioUr, and key pain points.

2. Usability Study: Test the early prototype to evaluate usability, discoverability, and trust in the proposed aggregator experience.

Research Objectives

To explore the evolving landscape of food ordering platforms and uncover opportunities for DineEas Company to design an aggregator experience that:

• Simplifies menu comparison and decision-making.

• Increases user trust and transparency.

• Enhances convenience and value in the end-to-end ordering process.

Research Question

• How do users experience current food delivery platforms?

• What drives users to prefer one platform over another?

• What challenges do users face when comparing menus or fees across apps?

• What limitations arise when switching between services like Deliveroo, Uber Eats, and Thuisbezorgd?

• Which features or design elements would best support efficient comparison and ordering within one platform?

Phase 1: Explorative Research

Background Study

The research began by examining parallels between the food delivery industry and aggregator models in other sectors such as travel (Kayak, Skyscanner). These industries demonstrate how transparent comparison interfaces can enhance convenience, trust, and user satisfaction.

This comparison provided strategic insights into how DineEase Company could differentiate itself by delivering clarity, efficiency, and transparency through aggregation.

Methodology

• Desk Research: Analysis of existing aggregator models, competitor apps, and market reports.

• User Interviews (N=7): Semi-structured interviews with urban food delivery users.

Participant Breakdown

Frequent Users (N=5):

• Ages 18–45

• Order food online at least once a month

• Use multiple food delivery apps regularly

Occasional Users (N=2):

• Ages 18–45

• Order food online occasionally

Recruitment: Snowball sampling through personal networks.
Incentive: Voluntary participation (no monetary reward).

Key Interview Themes

• Platform preferences and switching behavior.

• Pain points during menu comparison and checkout.

• Trust and expectations around delivery time, cost, and transparency.

Example Questions

• What makes you prefer one food delivery app over another?

• What frustrates you most when comparing restaurants or prices?

• How do you decide where to order when options differ across apps?

• What features would help you make faster, more confident decisions?

Phase 2: Usability Study

Objective

To test an early prototype of the DineEase Food Aggregator App and evaluate its effectiveness in helping users:

• Compare multiple restaurant options easily.

• Understand delivery time and pricing clearly.

• Complete an order with minimal friction.

Method

Moderated remote sessions using an interactive prototype in Figma.

Tasks

1. Find a restaurant and select a meal.

2. Compare the same meal across different delivery providers.

3. Proceed to checkout and complete the order.

4. Rate confidence in decision and perceived transparency.

Metrics

• Task success rate

• Time on task

• Navigation errors

• User satisfaction (1–5 scale)

• System Usability Scale (SUS)

Key Findings

1. Lack of Visual Representation:
   Several meal listings in the app did not include images. As a result, users—especially those encountering certain dishes for the first time—felt uncertain about what the meal would look like or contain. This created hesitation during the ordering process and reduced trust in the platform’s listings.

2. Unexpected Meal Swaps:
   Some users reported receiving meals that were completely different from what they ordered. This caused frustration and disappointment, as users felt their expectations were not met and questioned the platform’s reliability and communication with partner restaurants.

3. Decision Fatigue:
   Users expressed frustration when switching between multiple food delivery platforms to compare prices, delivery times, and menu options. The process felt repetitive and time-consuming, often leading to indecision or abandoned orders.

4. Inconsistent Information:
   Participants noticed discrepancies in menu descriptions, prices, and availability across different delivery services. These inconsistencies created confusion and reduced confidence in the aggregator’s credibility.

5. Need for Personalization:
   Users emphasized the value of personalized recommendations based on cuisine preferences, dietary restrictions, and past orders. This would make the ordering experience more relevant and efficient.

6. Trust and Transparency:
   Clear communication about delivery fees, restaurant ratings, and estimated delivery times was a major determinant of user trust. When this information was missing or unclear, users were less likely to complete their orders.

Design Recommendation

1. Include Visual Meal Previews:
   Add clear, high-quality images for every meal listed to help users visualize their choices. Visual representation not only builds trust but also reduces uncertainty—particularly for users exploring unfamiliar cuisines.

2. Implement an Order Verification Step:
   Introduce a confirmation screen showing a summary of the selected meal (with image, name, and restaurant) before payment. This ensures accuracy and reduces the likelihood of users receiving incorrect or substituted meals.

3. Enhance Data Accuracy and Consistency:
   Synchronize restaurant menu data, pricing, and availability across all partner platforms to ensure users see up-to-date and reliable information. Regular backend updates and automated checks can minimize discrepancies.

4. Integrate Personalization Features:
   Offer tailored recommendations using data such as order history, dietary preferences, and favorite cuisines. A “Recommended for You” or “Your Favorites” section can simplify decision-making and improve satisfaction.

5. Improve Transparency and Communication:
   Display clear delivery fees, estimated times, and restaurant ratings early in the browsing process. Incorporate notifications that update users about delays, order substitutions, or unavailable items to manage expectations effectively.

6. Enable Post-Order Feedback Loop:
   Allow users to rate not just restaurants but also their specific meal accuracy and satisfaction. This helps identify recurring issues (like meal swaps) and strengthens the feedback loop between users, restaurants, and the platform.

Analysis & Synthesis

All interviews and usability sessions were recorded and thematically analyzed in an online whiteboard tool (Miro).
Themes were clustered using affinity mapping, and the team co-analyzed findings to minimize bias.

Deliverables

• Comprehensive Research Report (findings + recommendations)

• User Personas representing frequent and occasional users

• Updated wireframes addressing usability issues

• Executive Playback Presentation (shared post–June 6th)

• Data stored in ABC’s Research Repository

Ethics & Data Consent

All participants were informed of:

• The purpose and scope of the research

• Data confidentiality and withdrawal rights

• Use of anonymized data in analysis and reporting

Signed consent was obtained before participation. All recordings and notes were stored securely in compliance with data protection standards.

Impact

The study informed the design of a proof-of-concept aggregator platform that:

• Reduced task completion time by 37%

• Increased user confidence and trust in pricing transparency

• Provided ABC Company with a validated foundation for product strategy and development

Reflection

This research journey revealed that user convenience is not just about speed—but about cognitive ease and trust. By integrating familiar usability patterns with transparency-driven design, DineEase Company can reimagine the food ordering experience as seamless, fair, and empowering for users navigating multiple choices.

Case study 2

Case Study:

Improving Retirement Communication at ABC (2025)

Overview

Older employees often face uncertainty when preparing for retirement, especially when digital communication feels confusing or inaccessible.
This research explored how employees nearing or entering retirement experienced ABC Company’s pension communication channels — including the mobile app and help desk calls — to identify opportunities for improving clarity, inclusivity, and long-term planning support.

Research Goal

To help stakeholders understand how existing communication tools support (or hinder) employees preparing for retirement — and uncover ways to make the experience clearer, more accessible, and emotionally supportive.

Research Approach

I adopted a mixed-method, human-centered approach — combining qualitative and quantitative methods to uncover both deep insights and measurable patterns.

Participants

• Employees aged 50 and above (pre-retirement stage)

• Recently retired staff from ABC Company

This mix provided a holistic view of the retirement journey from both sides of the transition.

Methods

1. Semi-Structured Interviews & Usability Study

Through moderated sessions, I:

• Built rapport and created a safe, comfortable space for honest conversation.

• Asked open-ended questions and probes to capture meaningful, descriptive insights.

• Observed how participants navigated the mobile app, noting challenges and workarounds.

• Evaluated task completion (checking pension status, updating details, contacting support).

• Captured emotional, behavioral, and contextual cues that shaped user perception.

2. Survey

To complement interviews, a short online survey (45 respondents aged 55+) measured:

• Frequency of app use and confidence in digital pension management.

• Pain points around clarity, trust, and accessibility.

• Quantitative validation of qualitative insights.

This approach provided both depth and scale, ensuring findings were grounded yet representative.

Analysis

Affinity Mapping

I synthesized data using affinity mapping, clustering recurring insights:

• Communication gaps: unclear updates, inconsistent terms, and lack of accessible resources.

• Emotional concerns: anxiety about retirement, uncertainty in financial planning.

• Behavioral patterns: reliance on peers or HR, limited trust in digital tools.

• Opportunities: desire for clearer information, workshops, and proactive communication.

Personas

John, 58 – The Pre-Retirement Planner

“I just want clear, step-by-step guidance so I can plan confidently.”

• Needs stability and clarity

• Prefers guided tools and reminders

Mary, 63 – The Newly Retired Member

“I want to feel reassured that my pension is managed properly.”

• Values transparency and empathy

• Seeks ongoing, accessible updates

These personas humanized the research findings, keeping stakeholder discussions focused on real people, not abstract data.

Key Insights

• Employees were uncertain about how to use digital tools to plan effectively for retirement.

• Inconsistencies across communication channels caused confusion and mistrust.

• Many wanted personalized, step-by-step support rather than static information.

• Accessibility barriers (small fonts, complex navigation) created frustration for older users.

Recommendations

To improve both usability and trust, I recommended that ABC Company:

• Foster trust through consistent, proactive communication.
• Enhance accessibility (readable fonts, plain language, simplified navigation).
• Boost engagement with guided tools and retirement workshops.
• Provide personalisation — tailored messages by life stage or engagement level.

Impact

Implementing these recommendations would allow ABC Company to:

• Build trust and confidence among older employees.

• Ensure inclusive access to critical financial information.

• Promote a smoother transition into retirement.

• Strengthen the company’s reputation as an empathetic, user-centered organization.

My Role

• Designed and led research planning

• Conducted interviews, usability tests, and survey analysis

• Facilitated synthesis workshops with stakeholders

• Delivered actionable insights and final presentation

Tools Used

Figma · Miro · Google Forms · Excel

Case Study 3

Case Study: GoCinema Usability Study

Optimizing the digital experience for moviegoers and cinema operators

Overview

As part of the GoCinema project, I collaborated with the ZY development team to evaluate and improve the usability of a digital platform designed to transform how audiences discover and book cinema experiences.
The study aimed to assess usability, identify pain points, and validate design improvements that could streamline user interactions and support operational efficiency for cinema managers.

The product addressed two audiences:

• Moviegoers – looking for a seamless, personalized booking experience.

• Cinema operators – needing an intuitive operational dashboard for scheduling and ticket management.

Problem

For moviegoers

Booking a movie was fragmented and time-consuming. Users struggled with:

• Confusing navigation paths

• Missing or unclear menu options

• Lack of personalized recommendations

For cinema operators

Operational inefficiencies stemmed from outdated systems, manual scheduling, and limited real-time visibility — resulting in delays and booking errors.

The challenge was to test and refine a unified solution that simplifies booking for users and enhances management capabilities for operators.

Usability Study Goals

1. Evaluate how easily users can discover, book, and confirm a movie through the GoCinema mobile app.

2. Assess the intuitiveness and efficiency of the operational dashboard for cinema managers.

3. Identify usability barriers that reduce task success, confidence, or satisfaction.

4. Gather feedback to guide the next iteration of the design system.

Research Methodology

Approach

A moderated usability study was conducted with real users to observe behavior, collect qualitative feedback, and measure task performance.

Participants

• 10 moviegoers (aged 20–55) representing frequent and occasional cinema attendees.

• 5 cinema managers responsible for scheduling and operations.

Tasks

For moviegoers:

• Find a nearby cinema and select a preferred movie.

• Review showtimes and book a ticket.

• Complete payment and confirm order.

For cinema managers:

• Update a movie schedule.

• Check ticket sales and seat availability.

• Manage staff accounts within the dashboard.

Metrics Measured

• Task success rate

• Completion time

• Error frequency

• System Usability Scale (SUS) score

• Post-task satisfaction ratings

Key Findings

1. Navigation Confusion

Users had difficulty locating certain functions like “My Tickets” and “Upcoming Movies.”

• Recommendation: Simplify navigation hierarchy and add persistent navigation icons.

2. Lack of Visual Feedback

During booking, users were unsure if actions were processed (e.g., payment confirmation).

• Recommendation: Add progress indicators and confirmation states.

3. Accessibility Barriers

Small text and low contrast hindered readability for older users.

• Recommendation: Increase font size and improve color contrast per WCAG 2.1 guidelines.

4. Dashboard Complexity

Managers found some dashboard controls unintuitive, particularly in updating schedules.

• Recommendation: Reorganize key tasks (add/update/remove) and provide quick-edit shortcuts.

5. Personalization and Trust

Users wanted smarter recommendations and clearer communication about pricing and availability.

• Recommendation: Incorporate algorithmic recommendations and transparent price breakdowns.

Design Improvements

Mobile App Enhancements

• Streamlined booking flow with guided steps and clear progress states.

• Personalized recommendations based on viewing history and preferences.

• Accessibility-first design, improving readability and ease of interaction.

• Trust signals like confirmation screens, secure payment icons, and transparent pricing.

Operational Dashboard Updates

• Real-time scheduling control and performance metrics.

• Simplified layout with task-based grouping.

• Data-driven insights visualized through charts and quick reports.

Results

• Booking success rate increased from 68% → 93% after usability refinements.

• Average booking time reduced by 27%.

• SUS score improved from 69 to 86 (grade “Excellent”).

• Manager task completion improved by 40%, reducing operational delays.

Reflection

This usability study reinforced how evidence-based design iteration can bridge the gap between user satisfaction and business efficiency.
By continuously testing, observing, and refining interactions, GoCinema evolved into a more accessible, intuitive, and trustworthy platform that delivers value for both moviegoers and operators.

My Role

• Planned and facilitated usability sessions

• Created test scripts and performance metrics

• Synthesized qualitative and quantitative data

• Delivered actionable recommendations to the product and design teams

Tools Used