JAPP is the first brazilian food delivery app focused on the Japanese cuisine. Japanese restaurants in Brazil have created a culture of build-your-own combos, which is when the client chooses the pieces and quantities he wishes to order.
Research & Discovery
We conducted several interviews during the discovery phase, both in restaurants and later on with prototypes. We went through several wireframes experiments in order to understand how the path from choice to ordering was made.
Testing and Iterations
By conducting several interviews throughout the project and observing how potential users interacted with our first prototypes, two main key points that were observed were crucial for the development of our product’s experience and led to a series of iterations.
The urgency factor:
We observed that many times the user was hungry and wanted to eat asap which made building combos from scratch a dreary experience. So, with this in mind we took a new approach on the customization process and started considering having two ways of ordering.
Oh, the satisfaction!
The second point was observed when the order had been finalized. The combos felt very personal to the users, some even felt proud of what they had built, so we decided to explore that feeling more strongly in our product.
Logo & Graphic Style
With many other food apps in the market, JAPP’s logo had an interesting challenge of needing to portray the japanese cuisine niche in a straightforward but original way. The result was the playful use of the fish in the logo taking advantage of the repetition of the letter “P” to express the options the user has when building his order. On the animated version of the logo the two “Ps” are playfully used to demonstrate the exchange feature of the app. The “P” became a memorable graphic element on its own and was used as the icon symbol of the app as well as in many other applications of the brand.
In JAPP’s case, all the restaurants it displays have a very similar menu – almost the same piece options – therefore we wanted to unify their appearance throughout the app, but we wanted to move away from photographs and traditional vector icons. Our solution was to invite the illustrator Liana Nigri to paint every piece of the menu in watercolor. The result were extremely beautiful illustrations that give an extra special touch to the interface, like no other food app in the market has.
Building your order
As a result of what we observed in the prototype phase, we created two possibilities for customising your order. Having both these possibilities of customization was crucial for the experience as it allows the user to opt for a faster personalization (useful if hungry and in a rush) or of having total control over the order.
1. From Scratch
The user first decides the total number of pieces he wants in the combo. Next, a menu of all the pieces available is presented to him and he can start picking from 3 categories – sushi, sashimi and rolls. At the top, two counters are shown to help the user. On the left side is the amount selected in that category and on the right the total amount of pieces in the combo. In the footer, the total cost of the combo is informed.
2. Exchanging Pieces
The user chooses one combo from the restaurant’s menu and can exchanges the pieces he wants – exchange Tuna for Salmon, Philly Roll for California Roll, etc. In these pre-build combos, the restaurant has control over the parameters. The restaurant determines which pieces can be traded and for what, and may even include some pieces where trading is not allowed.
Reviewing Your Order
With our first prototypes, we noticed that checking all your chosen pieces to make sure your order is correct can be a little tedious and overwhelming (specially on large orders) making it an unpleasant part of the experience.
Don’t follow the leader
While all the other food apps displayed their order summary only with text at the checkout along with the bill, we decided to have a different approach and make it part of a delightful ordering experience.
Visual appealing and customized!
Our goal was to make this screen visually attractive, but without loosing the practical side of making it easy to review every piece and quantity of the order. Another key aspect was to acknowledge the user who had put his time and energy in building this combo. We wanted it to look personalized and special, so we included the user’s profile picture and the possibility of giving that combo a name.
Strategy: Flavio Berman, Yael Dikstein, Thiago Prado, Marcela Crosman & Paula Brani
My Role: Strategy, Research, Logo Concept, Logo Design, Wireframe, Prototypes, UX & UI
Illustrations: Liana Nigri