EatAja Redefined: A Case Study on Enhancing User Engagement through Social Layering

An exploration of EatAja's journey in redefining the food ordering landscape by incorporating social elements to foster user engagement.

Project Overview

During my final year in college, I had participated in the startup incubation program held by Bandung Technopark. As a product designer on a platform to avoid a queue when ordering food at restaurants around college by using a QR Code for dine-in, take-away and delivery.

After we released the MVP, we figure out we have a high uninstall rate and we heard some feedback from our users. After that, I did a redesign by adding a social layer.

Role
Product Designer
Duration
4 Weeks

The Problems

What are our users trying to achieve?
The users of the EatAja app are trying to achieve a more convenient and efficient way of ordering food at restaurants. They want to avoid queues and have the ability to order food for dine-in, take-away, and delivery using a QR code.
Why do they want that?
The users want this because it saves them time and effort. They don't have to wait in line to order food, and they can do it from the comfort of their own space. This is particularly useful for students and office employees who may have limited time for meals.
What is their workaround today?
The current workaround for users is using the mobile web app of EatAja. They prefer to use the web app because it has the same features as the mobile app and doesn't require them to download anything.
What's not ideal about the existing solution?
The existing solution is not ideal because it doesn't provide much value beyond what the web app offers. Users have reported that the mobile app doesn't offer any additional benefits, which has led to a high uninstall rate.

Also based on the data after we released the MVP for mobile app we gained 50% user has uninstall our app.
‍
"The mobile app doesn't really give much value, since the web app has the same feature as mobile app. So, for now, I'm prefer to use web app"

Dimas

Our User

The Challenge
Besides food ordering, is there any other opportunity that we can utilize to drive engagement and generating value for our users in mobile app?

Solution

After conducting extensive research, ranging from desk-based studies to solution development, we decided to incorporate a social layer into our mobile app to enhance user engagement. You can read about the process here. To save your time, I will outline the solution in this section.

Activities Feed

Users can share group order and single order activities with their friends so that they can help their friends regarding honest reviews of the restaurant and can inspire their friends to order at the same restaurant. Users can also see the promos that had been used by their friends.

Status

‍Status was used to notify users who can be invited to eat together. It is useful to avoid users felt confused as to who can be invited to eat together. There are two types of status, namely regular online without messages and online with additional messages. Users can also reply to their friends’ status ánd then directed to the chat.

Chat

Users were able to chat privately or in groups. Users can share restaurants in the app, then other users can react to emojis which can be used for voting.

Group Order

Group orders can be applied via personal chat or group chat, so users can plan group orders simultaneously. Each chat group can create an address by default such as a boarding address or others. There was two payment methods, which were treated by the host and paid individually.

Assistant

Assistant acts like a waiter in a restaurant that helps users to make group orders in a restaurant. Assistant can provide recommendations, share favorite restaurants from users and search for nearby restaurants.

Reflection

Narrowing The Research Context
In this case study, I felt that I was working on a huge context, therefore I couldn't focus too much on any of the features. I expected to find out which features that could work well or not so that I can focus more deeply on one of the features.
Documenting Research As Early AS Possible
During conducting this case study, I generated a lot of files, but the files were scattered everywhere. When I wanted to find one file, I felt overwhelmed by the number of files. I just realized one thing when I was preparing this case study writing, It is important to documented the results of research in a single source of truth file from the beginning in order to ensure the research run smoother.

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