01. Context
GoGetters is a delivery app that empowers local, independent restaurants and businesses.
A couple of months ago, a new food delivery app was launched in my local area. This business was different to its competitors as it offered delivery services from small, independently owned restaurants in the local area. As a huge foodie, this was music to my ears. It meant that I could finally grab my favourite burrito whilst lazily binge watching all the Vikings series. Simply put, this is what GoGetters is:
GoGetters are the UK's first on-demand delivery service collecting anything you want from any local store. We work with national restaurants to local stores. One of our drivers will collect the items you need and deliver them to you door within an hour, simple!
However, after using the application several times, some functions felt very awkward to use., I finally scratched my itch to redesign the app. The redesign was unsolicited, so it’s strictly based on my experience with the iOS platform as a user and a designer.
Because I don't have access to user data or current GoGetters design research, I tried my best to consider every detail and keep the overall feel of the application intact.
I divided the redesign into two stages:
1. Current design analysis
2. Active redesign
Evaluation of the current application.
Suggestions for a better user experience through a more intuitive user interface.
02. Design Analysis
Looking at the issues.
The biggest problem I found is the structure of application’s information. A prominent setback is the confusion caused by poor navigation and functions scattered throughout the application. I looked at the current information architecture to understand what is going on:
The pain points I identified:
Hidden & unorganised features
Lack of personalisation
GoGetter’s features are scattered throughout the app. For example, there isn’t a menu button to show the app navigation and there isn’t a clear ‘order now’ button.
The application didn’t have any personalisation features that catered to the individual, for example, suggested restaurants, segmentation based on delivery time etc.
Confusing icons & buttons
Unsystematic User Interface
It was difficult to distinguish between buttons and icons. The important features weren’t as distinct or clearly signposted for ease of use.
The layout of the app isn’t systematically organised effectively based on what the customer needs. It was difficult to find some buttons (such as the exit button). The sections (offers, open restaurants, closed restaurant) all looked similar so it was unclear what restaurants were open or closed.
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03. Ideation
Planning for the design.
In this part, I rearranged the information architecture (IA)and redesigned the user interface (UI). Let’s address some of the problems:
Revised Information Architecture
My main goals in reorganising the information architecture were:
Increase visibility of key features in the app for easy access.
Organised the UI in a systematic manner.
Here’s my version of the revised IA:
Ideation and Paper Prototyping
Before I committed to high-fidelity designs, I decided to sketch out several methods to structure distinct concepts.
04. UX Suggestions & Redesign
My suggested solutions.
Solution 1# - Organising the features
One of the most important changes that I made was to create a menu button that allows ease of navigation across the app. I felt that there were there were multiple ways to trigger similar features. For example, 'Careers' and 'Deliver For Us' were separate pages. That's why I decided to unify them under one page for ease of navigation 'Work For Us'. I also added a 'Your Favourites' feature for a personalised user experience and added a notifications section in the accounts page.
Solution 2# - Structuring and redesigning the UI
The next important change was to organise the layout based on hierarchy of importance to the business goals and user satisfaction. This meant I had to make sure that my design simplified the ‘red route’ – make the process of ordering food as easy as possible. I also completely redesigned the restaurant page so it is more aesthetically pleasing and easier to navigate.
Solution 3# - Creating clear distinctions between icons and buttons
There were a lot of icons placed in key areas of the UI space that only had aesthetic value and did not have an impactful function. I decided to remove them and make the predominant buttons easy to visually distinguish.
Solution 4# - Implementing personalisation features
A great user experience results in customer satisfaction, thus leading to more customer retention. I believe that personalisation is a crucial aspect within this as it caters the user experience to a specific individual. This is why I included a segmented suggestion feature such as ‘Popular near you’, ‘Your Favourites’ and ‘In a rush?’.
05. The Final Product
Here's the current version of the GoGetters App:
Here's examples of the finished redesign:
06. Conclusion
Reflecting on my work.
What began as a simple complaint of "Why is this app so difficult to use?" developed into a month-long investigation into how even the most basic activities can be made complex by poor design. Although I misjudged the amount of effort that goes into redesigning an app and understanding the intricacies of different use cases and work processes, this project provided me with an excellent chance to challenge myself and improve my design abilities.
I hope you enjoyed reading about it as much as I enjoyed writing it. If you’ve got any feedback on any improvements I could have made throughout the entire process, I’d love to hear it – hit me up via
my email.
