My Role
Lead Product Designer
UX Researcher
Visual Designer
Year: 2021
Platform: iOS
Overview
BasilEats was born out of personal frustrations with the limited availability of restaurant search apps inclusive for those with food sensitivities. The purpose of this project was to discover better opportunities and options for individuals with dietary restrictions to quickly identify local eateries through a dietary-focused search application.
UX Discovery
Focused heavily on a user-centric approach to best understand the who, what, and how motives for users with dietary sensitivities. UX research and user interviews unlocked the core solutions implemented through this design-thinking approach.
Began initial UX research process with secondary research methods gathering details about the users, the user motivations, and how they users.
Screened 30 participants through a Google Survey Form to narrow down the selection of those who fit within my user type. After vetting participants through the qualifier survey, conducted remote 30-minute interviews to gain a better understanding of the core values of my user group. Condensed information into core values that best represent my user group and top insights.
Target Audience
• Individuals who eat out at least 1x a month.
• Health-conscious individuals, interested in dietary-focused cuisine
• Smartphone users, specifically restaurant app users.
UX Discovery Feedback
"A lot of times they’ll show pictures of their food, more than anything they’ll show pictures of their atmosphere. Because I’m an atmosphere person, that’s important to me."
B. Bill
B. Bill
"The app should help me not have to work as hard, I don’t want to feel like I’m working."
C. Leeds
C. Leeds
"I do think a personalized experience would be helpful, especially if the app already knows I’m only interested in gluten free restaurants."
K. Feret
K. Feret
Research Synthesized
Insights gathered from surveys and user testing was then used to inform empathy mapping and user personas. Collected user feedback with affinity mapping to document the following patterns and user needs:
Convenience
Accessible options are essential in creating an easy, stress-free experience for those hoping for a relaxing meal.
Authenticity
Discovery indicated that users are most interested in authenticity when it comes to allergies and reliability is extremely important.
Reliability
User reviews, ratings, and comments were helpful in creating security. Transparency was also very important when it comes to restaurant selection and personal health.
Usability: How Might We?
Help users with dietary restrictions feel safe?
Promote transparency with restaurant and menu engagement?
Help the user feel special and supported during their restaurant search experience.
Organize information to best accommodate users with dietary restrictions?
Design Process
User Flow and Architecture
Started the interaction design process with site maps and user flows to gain a better understanding of the application structure, user experience, and overall red route flow.
User Flow and Sitemap
Sketching and Wireframing
Conducted guerrilla testing with 5 participants to confirm sketches were on track and relatable. Used feedback from guerrilla testing and sketches to create the first iteration of wireframes.
Test and Iterate
Conducted 3 remote and 1 in-person moderated user testing using a standardized research script.
Results and Iterations
The goal of the user testing sessions was to understand the quality of visual communication, uncover any usability issues, and overall impression and reaction to the branding and visual design.
Iteration Recommendations
• Improve color accessibility contrast of iconography.
• UX copy updates
• Remove search from home and create a full-page experience
• Expand filtering
• Remove the more icons and add home to the footer.
