App Design Project (Version 2)
January 2024 – April 2024 • SatoriTech
To comply with my non-disclosure agreement, I have changed some of the quantitative data and omitted some information in this case study. All information in this case study is my own and does not necessarily reflect the views of SatoriTech and/or TacoLover.
Overview
TacoLover (early known as CrediTaco) has the mission to offer small businesses a way to connect with people who love tacos, the most known and delicious street food in Mexico, to grow a community and by consequence, their businesses.
In Mexico, it is known that many street food businesses are under informality, that means, don’t pay taxes and therefore don’t have access to other financial benefits such as loans with banks. TacoLover exists as a way to give these small businesses owners financial tool to be grow and attract more clients.
Team
- UX/UI Design team (3 people)
- Project manager
- QA
- 2 stakeholders
My role
UI/UX Design for the app, collaboration in creating the Design System, navigation flows, information architecture.
Timeline
January 2024 – April 2024
Problem & Objective
A better app for people
TacoLover not only aims to connect with businesses owners but also people who love tacos in order to build synergy and benefit both parties. Unfortunately, the app’s first version development was rushed and by consequence, people find it confusing, not attractive and not useful overall.
The objective for this project was to rebuild and rearrange the UI and UX for the TacoLover app profile* in a more intuitive, accesible, familiar and cleaner way so people find it attractive to use.
Business requirements
- Create a design system based on the brand guidelines.
- Use user reviews and an audit as a reference to understand the first version of the app problems and rearrange navigation flows.
User goals
- Find businesses in an easier and less confusing way.
- Present information in a concisely and attractively.
- Invite people to participate in challenges, make reviews and earn “tacomonedas”
- Make the gamification of the app more evident and inviting for users.
My responsibilities
- Create design wireframes for the app and navigation flows
- Collaborate in the creation of the Design System
- Create an app that is friendly and fun for people
Market research
What are others doing?
TacoLover stands out as an app that makes a connection with an specific food interest on people and the businesses that serve it. It’s different from known delivery apps.
On the other hand, there have been others apps that try to connect taco fans with businesses, but haven’t found success among people.
Takeaways
- The main value of TacoLover is that the more you use it and collect “tacomonedas” (coins that you can use as real money) the more benefits you get and the higher you are in the ranking.
- Similar apps try to add many features or don’t focus exclusively on tacos.
- Lack of details in the reviews, in other apps you’d only see the rating but not the comments.
- Most apps don’t have a gamification system.
Process
First version audit and testing
With the objective to know how TacoLover can create more value to its customers, the brand had an entire audit on all it’s communication canals, including the app. In order to understand many users comments we also navigated through the app to spot inconsistencies, confusion, and overall experience with it.
In the image bellow is a preview of the first version of the app.
Testing
Results
From a poll of 5 participants, this test was conducted informally with people around ages 20-50. We explained to them the goal of the app and asked their opinion on the flow and overall experience in order to .
60%
Was exhausting to navigate due to the excessive amount of magenta in the screens.
60%
Thought the experience was confusing and/or not attractive. That many important aspects of the app were hidden.
20%
Thought the app looked original and juvenile.
Takeaways
Make more apparent the gamification system and the use of “tacomonedas”
Reduce the use of magenta and opt for a cleaner design while still maintaining the branding.
- Make sections easier to find instead of relying on a menu and order information in a way that’s concise and more inviting for the user to interact.
Current product
A more intuitive app
After revisions on design and navigation with the stakeholders and the testing we did, the current design had adjustments in the architecture of the information and UI design was changed in favor of readability. The use of magenta was reduce greatly and we opted to make more emphasis in the interaction of the user by inviting him to participate in challenges, reviews and get tacomonedas.
Wireframes
Prototype first version
Improvements
- All access are no longer limited to a hamburger menu. Features related to the user such as ranking, favorites, reviews, and other services can be found in “my account”.
- There more visual emphasis on the catalogue of businesses and challenges, as those are the features users need to engage the most.
- UI has been unified thanks to the creation of a design system.
- Magenta has been reduced considerably, and it’s now only use for CTAs or to attract users attention.
Testing
Testing the new version
From a poll of 5 participants, this test was conducted informally with people around ages 20-50. I gave a brief explanation of Taco Lover is and let them wonder through the app and comment on real time their experience with it. Here’s a summary of our findings.
80%
Found the app to be easy to navigate and didn’t have a problem understanding the benefits of the app.
80%
Said that they’d be interested on using the app frequently.
“I get paid for eating tacos and exclusives promos? Sign me in!”
100%
Were able to understand and complete the flow to complete a challenge and obtain “tacomonedas” and exchange them.
Project takeaways
What I learned
- User testings and audits are very helpful understanding what is not working for the brand and its products and seek ways to improve it.
- Empty screens are a great opportunity to invite the user to engage more on the app.
- Asking the right questions to get the right answers is an important process of communication with stakeholders and my team.
- Having features and requirements clearly defined is incredibly helpful to create better navigation flows.
- Creating a design system can save hours of adjustments and creates a cleaner design.
Next steps
Relaunching the app
The app is in development and will be expected to relaunch in a few months.