Food waste is a big problem and we can be a solution. Too Good To Go is the app that lets you rescue unsold food at your favourite spots from an untimely fate. ”Let’s fight food waste together”
The application is losing users due to frustration in the user flows, and not having an effective features in searching for products, leading to lower user retention rate.
Increase user retention by enhancing user experience of TGTG user flow and features.
Elevate users’ experience and satisfaction of using the app. Increase user retention through improving features of the app.
Before starting our research, since we were the current user of TGTG, we wanted to write down our assumptions about what could be the possible issues with features. These assumptions helped us plan our research for the next stage.
Increase user retention by enhancing user experience of TGTG user flow and features.
users may hesitate to complete purchase if surprise bags description insufficient.
Users get confused about when to swipe to collect, and are afraid of not getting food after confirmation.
Users need to trust the vendors before making a purchase. The lack of detailed reviews and social proof may deter users from buying, as they are unsure of the quality of the products.
Finding specific products on TGTG is not straightforward. Filtering options are somewhat hidden, and the search bar primarily works for restaurant names, making it difficult to locate specific items.
The Discover page features repetitive cards with similar titles, making it monotonous and less useful. Users may find this layout boring and struggle to engage with the content effectively.
what are TGTG users say about their experience. We reviewed comments on App store and other websites. here are the highlights:
insufficient information about the surprise bags
Limited options for filtering or customizing the Discover page
Map feature malfunctions or is unreliable
Lack of trust in vendors or the surprise bags
Unreliable review system
To fully understand user pain points and validate our assumptions, we conducted two types of research on current TGTG users.
1- We conducted a survey with 20 participants to gather valuable data on users' demographics, motivations, interaction frequency, and experiences with key app features. here are the outcomes:
2- Then we interviewed 5 users explore their journey through the app, focusing on the challenges and frustrations they experienced.
- To know if they have problem searching a location and a specific store
To know if they can find a store base on distance
To know their behavior in detail page
To know their behavior while getting the bag
To know if they rate and take survey
- Choose a different location and search vegan store
Choose current location and search nearest Tims
Check the detail page and reserve a bag
Go pick up the bag
Finish the process
After collecting users needs and interviewing online feedback on TGTG, we tried to group them, find the main themes and synthesizing our insights
Lack of Store Logos on the Map:
The map feature doesn’t display store logos, requiring users to click on each store to identify it.
Insufficient Filter Options:
Users find it difficult to search for specific products due to limited filtering options.
Ineffective Search Bar:
The search bar does not function as expected. For example, users want to type "pizza" and see all stores that offer pizza, but this feature is not working properly.
Limited Location Functionality:
Inconvenient Map Integration:
Need for Allergy Information:
Although it’s a surprise bag, users need to know the ingredients due to potential allergies.
Lack of Reviews and Trust:
There are no reviews for the stores or surprise bags, making it hard for users to trust new vendors. As a result, users tend to buy from stores they have previously purchased from.
During our research phase we noticed that there are 2 main archetype of users with different motivation using TGTG. To create a mutual understanding & developing a deeper empathy with the users we defined two archetype:
Before we started the ideation process we were curious to see how other similar products are resolving the issues our users were facing. Which gave us a better understanding of how we could develop our ideas.
After finding the main themes of user’s problem, understanding our persona archetype, and reviewing how our competitors are addressing the same user needs, we facilitate a brainstorming & ideation session to develop solutions that address both the business objectives & our user needs.
Before jump into creating UI for our solution, we made prototype from these wireframes and test it with 5 users.
Link to the prototype video: https://drive.google.com/file/d/1fFYQ-89FvCgkxkCjCXljSmx0_PaUBg0A/view?usp=sharing
After a few weeks of our redesign, Too Good To Go implemented a feature we recommended, adding store logos to the map. This not only validated our design decisions but also boosted our confidence in our ability to identify and address user needs effectively.
Working as part of a six-person team was a significant aspect of this case study. Effective communication and collaboration were essential, and each member’s unique insights contributed to a well-rounded solution. This experience reinforced the importance of diverse perspectives in driving successful outcomes.
Our interviews highlighted the critical importance of staying neutral during user research. In one instance, showing empathy towards a user’s frustration compromised the interview’s objectivity, teaching us that maintaining neutrality is essential for gathering reliable insights.
Trust emerged as a vital component in the user experience, particularly in marketplace apps like Too Good To Go. Enhancing transparency and clarity in information can directly impact user retention and overall satisfaction, making it a key focus area in future design improvements.
We learned that users place great value on clear and comprehensive information, especially in key features like the surprise bag details. By providing more detailed descriptions while maintaining a sense of mystery, we enhanced user trust and satisfaction.
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