Ritual is a social application that taps into the networks of colleagues and co-workers to minimize the time needed to order from nearby restaurants.
From the first glance, Ritual app has developed a consistent design language, including the uniformity of element sizes, clear CTA buttons, and a cohesive color theme. The playful, creative and personal character of Ritual is conveyed through a set of perceptual patterns — from the use of illustrations and icons, colour combination (particularly the contrast of green and black), to customized typography. These established visual forms help users recognize Ritual and distinguish the brand from its local competitors such as Ubereats and Foodora.
We aren’t doing user experience design if we haven’t actually seen a user experience it. — Tom Greever, Articulating Design Decisions
I wanted to solve certain UX pain points that not only matter to me but also another user, so I conducted a mini user interview with my friend Lucy. This is an important step to remove personal bias and design a real solution for users.
I sat down with Lucy, a 27-year-old startup entrepreneur who often works till late nights, and asked her the following questions:
- Could you please walk me through how you’d usually order with Ritual and verbalize the process?
- Which screen(s) would you feel like to see most improvements on and why?
When Lucy was walking me through her process, three major cognitive frictions were observed, including difficulty in finding information, and content & flow redundancy, and confusing labeling system. These will be elaborated shortly in “Information Architecture” section.
When asked on the second question, Lucy identified that home screen has most potential to improve. Her response highlights are shown below.
The user interview shows a tremendous opportunity in refining Ritual’s information architecture (I.A.) and user flow. According to Sherif Amin, Good Information architecture improves the product findability, while good user flows improves the product intuitiveness. I’m going to examine these two areas respectively, find out ways to improve, and then come back with a user-centric redesign.