Hands up who has never ordered with Just Eat! I must admit it, I often had. Well, to tell the truth Just Eat saved my life more than once. When I needed it, it was right there.

You can’t imagine the pure joy when you finally see the delivery boy with your pizza: a true example of beauty.

And now, just because I can define myself as a true expert of “finding an easy and alternative solution for the overwhelming empty fridge” I decided to analyze the current Just eat’s design with you, with a comparison of all the main competitors in Italy. Just Eat is an international reality and for each country it is used a different design and a different marketing strategy, so I decided to focus my redesign only on the Italian case.

Just Eat app on the left — My redesign on the right

I made this project to challenge my UI/UX skills and to improve my knowledge of Photoshop, Illustrator, and Sketch. So, I will show you my idea to build a more pleasant and performing user experience, with some particularity. Indeed, I wanted to give an innovative and fun touch using the theme “Space travel”.

You can check out my project here!

How I used the “Space theme”: a section of my redesing website.

“To infinity… and beyond!” — cit. Buzz Lightyear

Analysis of the current design of the app.

From the last official rebranding it hasn’t passed that much time, but actually, they haven’t presented significative changes: a new font and a wider color palette represent the rebrand proposed by the company.

Progression of the Just Eat logo during the years.

Can the new design be perceived by using the app? Unfortunately not: ordering with Just Eat gives the idea to use an old system without any particular news. The official rebrand is visible only on the first page, where you can clearly see the new logo and the palette of color.

However the app offers a navigation without any particular issue or problem, but in my opinion, we could do a lot, especially for what regards the users’ involvement in trying and ordering new dishes.

Just Eat seems to work on the immediate necessity of the user more than focusing on the quality and the idea of “quality (good) food”, without making the experience of eye-catching navigation. The flow of action expected and suggested are very quick: navigating for a long time, indeed, is quite useless because it doesn’t offer any attractions.

Actual main screen of the app.

This type of strategy is not properly a point to disfavor since the customer’s attention is catalyzed on the action that should be done to finish the order without distractions or doubts. But this could lead to some considerations:

  • The aspect of the app is reduced to the minimum in order to let the custumer focus on the process of purchase, but this makes the application without personality and unattractive and gives a wrong perception of the service quality
  • Just Eat is a food delivery app but it doesn’t offer and it doesn’t play around on the current collective imaginary of tasty food. In fact, they don’t use any photo.
Actual selection screen of Just Eat.

Browsing the website:

same story as the mobile application. The positive side is the focus on the actions to be done and a simple way to recognize them.

In fact, when you open the web page, you immediately look at the tab that you have to complete with the address and it is easy to understand the action that should be done after.

Just Eat website, iItalian version.

Anyway, as for the app, this doesn’t make you feel the presence of the identity:

  • On the hero section, the copy is unreadable. The attention is focused on the tab at the expense of the brand identity.
  • The repetition of the copy, even on the section dedicated to the call to action for the app’s download, gives the idea of little care for contents and remark that the attention must be focused only on the actions.

What about the competitors?

In Italy, food delivery is in constant growth, especially in the big urban centers. At the same time, some new territorial and international realities are growing and they could be new competitors for Just Eat.

Principal differences:

  • From the analysis of Deliver, Glovo, Moovenda, and Foodracers it’s possible to notice the different behavior from Just Eat. Actually, the competitors play with your hunger by using photos of food, attractive copies and claims easy to remember. All of them are going on a coherent brand identity (more or less) and they make you feel hungry. Really hungry…
Just Eat current screen restaurant.
  • They aim to the quality of the restaurants, with which they are associated, instead of the quantity. Actually, the competitors of Just Eat doesn’t have the same amount of restaurants and the same extension of the territorial service as Just Eat (more of 400 towns only in Italy). So the competitors decided to make the customer perceive the quality and goodness of the dishes offered (Deliveroo, Moovenda and Foodracers); others prefer to be associated to famous brands like Mc Donalds (Glovo).
  • The delivery: Just Eat doesn’t manage the delivery directly, but it works as an intermediary between the custumer and the restaurant. This means that deliveries are considered only in a relatively small radius (since the high number of restaurants on the Just Eat list is not a real problem), but at the same, it will not give the client certainty about the timing of the arrival of his order. The competitors, on the other hand, use a company “fleet” and directly manage orders: from the reception of the order to the transmission to the restaurant, until the “delivery boy” has taken over the order and the actual delivery has given to the customer. With more peace of mind for the customer.

Check http://fooddelivery.report/ to know more about Just Eat competitors.

My redesign: “space” for content and a bit of storytelling.

“A long time ago in a galaxy far, far away…” — cit. Star Wars

Starting from all these considerations, I made a redesign in order to make the shopping experience more engaging and interactive for the user, by playing with the concept of “leading the customer through a universe of flavors”; my aim is to make the experience with Just Eat a nice token for the users.

Screens from my redesing project, where I used “Theme space” for the navigation icons and placeholders.

The “Space theme” was a cautious choice: each dish has special flavor combinations and all these combinations create a universe to explore. Simple icons and fun placeholders are our vehicles for the journey in discovering new flavors, hoping that the “Warp drive” can be used.

Evaluating among many solutions, I chose to use a very simple design, characterized by white spaces to delimited the sections, a greater use of content, captivating photos and color details, to make everything more pleasant for the user.

The app concept.

For all the food delivery services, the app is the main point of interest and for this reason, I will spend more words on the description of that specific part.

Left: Main screen of my redesign — Right: Screen of a particular restaurant showing the new setting.

The purpose was to maintain the immediacy of use while making the app modern and appealing and without taking away the identity of the brand. This is why I have designed screens in which mainly white and light grey prevail, in order to facilitate the user’s gaze in following the flow of navigation and at the same time enhancing the points of interest with photos and colors.

My goal was to move the general mood of the app, offering a fresher look and providing interesting, fast and exquisite solutions.

From upper left to right below there is a representation of the process of ordering, showed by screens, to demonstrate how the costumer is guided by the use of photos and colors.

I choose a readable and recognizable font like “Lato”, lightening the texts and increasing the minimum size to make the dialogue screens more effective.

Account screen: after you log in, you find this section where you can find your orders and your account detalis. You can see the difference of the dimension and the weight of the font.

In fact, often readability on the Just Eat app is not optimal and has too small characters and too many texts.

Scheme of the “Lato” font.

As for the color palette I choose to keep the current one, even if the decision to use the official red color or not was difficult, I admit it.

For the brand, red is one of the fundamental details of its identity, so much that it is called “red brand” and remains today one of the unchanging points of the brand. However, this shade of bright red is not the ideal color for Just Eat’s sector of belonging.

Actual palette of Just Eat.
Alert screen with placeholders to show the use of colors.

During the redesign of the app I made a small survey asking 15 people what they thought of the color that I would show them, which sector would they associate it to and what feelings they get.

I showed them the classic “red Just Eat” and a color that I’ve chosen to propose as an alternative.

Color I propose as an alternative.
Screens of the app that I redesigned, with the alternative color.

From the results of this small survey, we can notice that (red color):

  • The majority have identified red as a color to be associated with shopping or leisure.
  • 27% of respondents said that red refers to motor racing and especially to Ferrari.
  • 20% believe that it is too aggressive and it is associated with the sport.
  • Only 7% identify this particular type of red to the show.

While the color reactions I proposed were:

  • For 67% the chosen shade is associated with the idea of ​​food.
  • For 20% the color expresses quality.
  • 13% found it a pleasant and relaxing color.

So, while maintaining and respecting the choice of the brand to keep the red as a distinctive feature, I find that a more veined tone towards the ocher and orange would be more appropriate for the sector to which it belongs. It is also interesting, however, to note that current competitors do not follow a common guideline and indeed also present colors that are not iconically related to food (even cold shades for Deliveroo).

Space. It seems to go on and on forever. Then you get to the end, and a monkey starts throwing barrels at you. — cit. Phillip Fry, Futurama

Other considerations:

I tried to make a unique experience, but also thinking about the experience of use I found some missing features that could improve the feelings of the customer. 
These considerations are based on what a user might find reassuring using the app. You don’t know how many times I wish there was integrated customer service when my pizza was in super delay.

While working on the app design I also tried to structure and define the flows of additional features not currently available in the Just Eat service:

  • Showcase restaurants: promoting featured restaurants could allow the user to try new foods and would permit Just Eat to earn from promoting a partner directly on the app main screen.
Detail of the promoting featured restaurant, also cited in the main page.
  • The possibility of seeing the status of the order: nowadays, Just Eat sends an email to inform the customer that the order has been sent to the restaurant and that the delivery should take place at a certain time. Which is not always reassuring when the delay becomes infinite.
Screen with the order status.
  • The possibility to have a chat assistance: Just Eat doesn’t offer a custumer care service, leaving the burden to the restaurateur. Instead, having the possibility to use chat service through the app can certainly make the customer feel more comfortable with the service.
Screen of the Customer Service, integrated in the app.
  • Placeholders and personalized alert messages: what is missing now in the Just Eat app is personality, so I choose space-themed placeholders through which the app could be nice and particular at the same time and could follow a simple storyline.
Personalized alert messages, to give more personality to the app.

The concept of the website.

For the site, as well as the app, I choose to show up a very simple style characterized by some white spaces to let the user breath and catalyze the attention on the form.

Just Eat did not really need a site rich in text content so I could keep the style very fluid.

I opted for a few colors and photos to create a pleasant and elegant environment in which the user could interact with.

Redesing of the main page of the website.

In my redesign project, the brand is based on minimal modern features, that characterize the brand as a clear, simple and quality service, following a common thread with the restyle of the application.

In particular, I tried to recreate and make the visitors visual journey as good as possible with a few simple details: starting from the logo on the top left, always visible, the eye follows the natural scroll and goes on the red button with a direct call to action “order now”. Immediately below the notice to download.

In this way, my intent is to make the navigation easier and at the same time stylistically pleasant.

Another screen below the hero section of my redesign.

Scrolling on, visitors can find a further call to action with a clear reference to the placeholders on the application.

Basic Idea for the Logo.

As I said in the introduction, the official rebranding of Just Eat is relatively recent, but it wasn’t able to get convinced appreciation, so I decided to review the style of the logo.

Currently, as I’ve already said, the Just Eat logo is composed by a logo that simply bears the name of the Brand. With the official redesign, the cursor that was previously part of the writing was removed and a more dynamic font has been chosen, to give the impression of movement.

Instead, following the lines of my redesign, I decided to insert a direct reference to food, in order to strengthen the presence of the verb “eat” and to keep consistent the choice of photos and recalls in the app and on the website. This logo isn’t a real proposal, but the explanation of a concept.

My propose of concept of the logo.

Now it is no longer a simple logo that would give the impression of dynamism, but a lighter font with a pictogram.

Application of the concept.

By keeping the red, I decided not to repeat the entire palette as it is now, in order to not weigh too much on the logo that already has a pictogram.

In conclusion:

I loved doing this project and I really enjoyed getting in the game.

Analyzing a company like Just Eat gave me the opportunity to understand how to manage complicated flows of action and unpredictable problems. By working on this project, I also had the chance to study better how marketing strategies work, according to UX/UI and how different stylistic choices can influence the result.

In this way, my project took shape and I was able to strengthen my knowledge, experimenting with what I had learned from UX’s modern guidelines.

Thank’s for having read my article. All this writing makes me really hungry. I deserve a pizza. Have a look at my project while I’m waiting for the delivery!

See You Space Cowboy

Article written by Désirée



Source link https://blog.prototypr.io/just-eat-and-another-uninvited-redesign-or-maybe-not-62aec41803d7?source=rss—-eb297ea1161a—4

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