05 — Yinkus Kitchen · Mobile / E-commerce / User Research
Designing a simpler way to order food on demand.
A mobile food-ordering experience shaped by user research, iteration and follow-up feedback after launch.
Role
Product Designer — research, interaction design, UI, prototyping
Team
PM and engineers
Tools
Figma, FigJam, Google Forms
What I did
- Ran user research to understand how people order food and where they abandon
- Designed the browse, cart, checkout and order tracking experience
- Worked with the PM and engineers through build and trade-offs
- Collected follow-up feedback after implementation and fed it back into the design
Overview
A mobile app for ordering food on demand. Consumer, high frequency, and unforgiving: if ordering takes too long or the state of an order is unclear, people give up and use something else.
Research
- People decide quickly and want to reorder something familiar more often than they want to browse.
- Uncertainty after paying, not the ordering itself, was the biggest source of anxiety.
- Small friction in the cart and checkout was where people dropped out.
Design decisions, and why
Get from menu to cart in as few steps as possible.
WhyOrdering food is a routine task, not an experience people want extended.
Keep the cart visible and editable throughout.
WhyPeople adjust their order as they go, and hidden totals cause abandonment.
Show clear order status after checkout.
WhyThe wait is the most anxious part. Knowing what is happening is worth more than anything else on that screen.
Iteration and follow-up
I worked closely with the PM and engineers through build, adjusting the design where technical constraints made the original approach impractical. After launch I went back for feedback and used it to refine the flows rather than treating shipping as the end of the project.
Reflection
Consumer work is a good discipline for someone who mostly designs complex products. Nobody will tolerate a learning curve, so every unnecessary step shows up immediately.
Going back after launch changed my view of what was working. Some of what I was proud of turned out to matter less than the small things.