Type
Work Project
Role
UX Designer
Project summary
In the fiercely competitive food delivery market, product prices and discount offers are important factors in consumers' purchasing decisions. However, the zero-sum game between platforms and merchants has led to complex and confusing discount types, inflated prices, and thus bad discount usage experience.
This project was meant to promote the UX of discount offers usage, unify the price during each steps of shopping and finally get good business result.
Background and Key Value
Design Process
Business Comparison
Take-out Business, as a rising form of e-commerce type, have similarities and differences with typical e- commerce business, especially in discount experience.
In-App Analysis
As a highly business-related project, the business demand has to be taken into consideration before defining design direction. And, to be honest, sometimes there's a dilemma between business and user.
Problem Elaboration
After two "estimated price" function get online, price disparities exist in various stages of the purchase process. Just as images shown on the right, Customers can see at least 6 prices during the whole shopping process, severely affects user experience.
Conclusion
Simple and Convincing
In this scenario, typical use cases are switching to other address(20%) and add address(7%). So my design focused on these two parts.
Final Design Showcase
Result and Reflection
baihongbao@outlook.com
