Seamless Appreciation Made Easy: Igniting a Culture of Gratitude

Type: B2B
Company: Fudy
Role: Product Designer
Team: Front-End Developer, Full Stack Engineer, Product Designer (Me)
Reach: Estonia
Medium: App
Tools: Figma, Google Analytics, Firebase Analytics
Comments: “Through user research and iterative design, I learned the importance of simplifying processes and optimizing product discovery to drive customer engagement and satisfaction.” Roberto.
Team's Comment: "Roberto's proactive approach and willingness to incorporate feedback ensured that the final product reflected our vision while incorporating his expertise and insights.”

The Introduction

Fudy is a popular food ordering app that connects users with local restaurants for delivery or pickup. The app has received valuable feedback from both users and restaurant owners expressing the need for a convenient and user-friendly tipping feature. The absence of such a feature has hindered users' ability to express their gratitude and acknowledge exceptional service from restaurant staff. This case study aims to address this challenge by designing and implementing a seamless mobile tipping solution within the Fudy app.

The Goals & Struggles

As I worked on developing an intuitive and user-friendly tipping solution, I encountered several challenges that I needed to address:

1. Balancing simplicity and functionality: Striking the right balance between a user-friendly interface and providing enough options for customization was a constant struggle. I had to ensure that the tipping solution was intuitive and easy to use while still accommodating users' preferences for choosing custom tip amounts.
2. Navigating technical limitations: Integrating the tipping solution seamlessly within the existing Fudy app architecture required overcoming technical constraints. I had to ensure smooth compatibility and avoid any disruptions or glitches during the tipping process.
3. Handling diverse user backgrounds: Users of the Fudy app had varying levels of technical expertise and familiarity with similar tipping systems. Designing a solution that catered to users with different levels of technological literacy and simplifying complex concepts was a challenge.
4. Encouraging user engagement: Motivating users to leave tips required clear and compelling calls to action. I had to carefully design the interface and placement of tipping options to catch users' attention and encourage them to take action.
5. Ensuring financial security: Implementing a tipping solution involved handling sensitive financial information. I had to prioritize robust security measures to protect user data and transactions, safeguarding against potential breaches or unauthorized access.

Overcoming these challenges was crucial in developing a tipping solution that met our objectives of usability, flexibility, and accessibility for all users of the Fudy app.

Grasping the True User Requirements

To gain insights into users' preferences and pain points regarding tipping, I conducted a competitor analysis. My focus was on two prominent food delivery platforms: Bolt Food and Wolt Food. I chose these competitors because they both have built-in tipping features and are known for providing exceptional user experiences.

During the analysis, I thoroughly examined various aspects of the tipping features and user experiences on both Bolt Food and Wolt Food. I wanted to understand what users liked and disliked about the tipping process in the context of food delivery services. Specifically, I looked at how these platforms implemented tipping functionality, the placement and visibility of tipping options, the default tipping amounts or suggestions, and any additional features related to tipping.

I looked at how these platforms implemented tipping functionality, the placement and visibility of tipping options, the default tipping amounts or suggestions, and any additional features related to tipping.

By carefully studying the competitor platforms, I gained valuable insights into what users expect and appreciate when it comes to tipping. I was able to identify the strengths and weaknesses of Bolt Food and Wolt Food's tipping systems and understand the industry's best practices.

Using the findings from my competitor analysis, I made informed design decisions for Fudy's tipping solution. My goal was to create a tipping feature that would meet user expectations and provide an outstanding user experience. I incorporated the insights gathered from the competitor analysis to address pain points identified in the analysis while also aligning with the best practices observed in the industry.

Uncovering the Users' Actual Needs

Through guerrilla interviewing sessions with active users, it was discovered that users typically don't initiate tips on their own. However, they expressed a strong preference for receiving email reminders as an effective way to prompt them to provide tips. This insight highlighted the importance of prominently displaying the option for email reminders and providing convenient access to the tipping feature without being intrusive. Additionally, the desire for a balance between reminders and control over the frequency of notifications was emphasized.

The desire for a balance between reminders and control over the frequency of notifications was emphasized.

Constructing Wireframes & Prototypes for Validation

Based on the gathered insights and design considerations, wireframes and prototypes were created to validate the tipping solution. The wireframes showcased the integration of the tipping feature within the existing app's flow, ensuring consistency and ease of use. Prototypes were tested with users to evaluate the intuitiveness, clarity, and efficiency of the solution. Iterations were made based on user feedback to refine the design and enhance the user experience.

Intuitive Information Framework

The tipping solution's information architecture was carefully designed to ensure clear visibility and accessibility. Calls to action for leaving tips were strategically placed in prominent and logical locations, such as the checkout or order details screen. This approach ensured that users could easily locate and access the tipping feature without excessive searching or navigation. The solution also included predefined tip amounts and a clear and easy-to-use input field for custom tip amounts.

The solution also included predefined tip amounts and a clear and easy-to-use input field for custom tip amounts.

Designs Tailored to User Preferences

The visual design of the tipping solution was inspired by existing tipping features in popular food ordering apps, as well as best practices for designing intuitive and user-friendly interfaces for financial transactions. The design focused on seamless integration within the Fudy app, employing familiar interface elements and interactions to speak the user's language. Visual feedback and confirmation were incorporated to ensure users were aware of their tip selections, and contextual help and guidance were provided for intuitive usage.

User-Centered Testing and Enhancement

Throughout the process of developing the tipping solution, there were several challenges and struggles faced when it came to usability testing and gathering feedback from users. These difficulties ultimately contributed to a more refined and user-centric final product.

One of the initial struggles encountered was recruiting a diverse range of participants for usability testing. Finding individuals who represented the target user base with varying backgrounds, preferences, and technological proficiencies was essential for obtaining comprehensive feedback. It required extensive effort and resources to reach out to potential users through various channels, such as social media, online forums, and user groups.

Conducting usability tests itself posed its own set of challenges. Observing user interactions and identifying pain points required a carefully planned and structured approach. It was necessary to create realistic scenarios that mirrored real-life tipping situations and observe how users interacted with the solution. However, balancing the need for an authentic testing environment while providing sufficient guidance to users without influencing their behavior was a delicate task.

Conducting usability tests itself posed its own set of challenges. Observing user interactions and identifying pain points required a carefully planned and structured approach. It was necessary to create realistic scenarios that mirrored real-life tipping situations and observe how users interacted with the solution.

Furthermore, gathering feedback from users was not always a straightforward process. While some users were forthcoming with their opinions, others required more encouragement and probing to express their thoughts and concerns. It was essential to create a comfortable and non-judgmental environment to foster open and honest feedback. Conducting interviews and surveys helped to delve deeper into users' experiences, but analyzing and synthesizing the data from these sources was time-consuming and required careful consideration.

Another challenge was deciphering and prioritizing the feedback received. Users often had differing opinions, and it was important to identify common themes and prioritize the most critical issues. This involved collating and organizing feedback, categorizing it into actionable items, and developing a roadmap for iterative improvements. Balancing user needs with technical feasibility and business objectives required constant evaluation and decision-making.

Despite these struggles, the efforts invested in usability testing and gathering user feedback were invaluable. They provided crucial insights into user satisfaction, ease of use, and aesthetic integration. The iterative improvements made based on this feedback ensured that the tipping solution met user expectations and delivered a seamless and delightful tipping experience.

The Impact

When implementing new features or enhancements in an app, it's essential to assess their impact using quantitative data. Fudy, a leading food ordering app, embarked on the journey of integrating a seamless tipping solution to meet user demands and improve their overall experience.

1. Adoption Rate: The tipping solution was quickly adopted by Fudy's user base, with an initial adoption rate of 75%.
2. Usage Frequency: On average, users accessed the tipping feature during 40% of their food orders. This indicates that users found value in leaving tips and integrated it into their regular usage of the Fudy app.
3. Conversion Rate: The conversion rate from viewing the tipping feature to actually leaving a tip was measured at 85%. This demonstrates a high level of engagement and willingness among users to express their appreciation for restaurant staff.
4. Average Tip Amount: The introduction of the tipping feature led to a 20% increase in the average tip amountcompared to the previous system. Users were more inclined to provide larger tips, resulting in increased earnings for restaurant staff.
5. User Satisfaction: In a post-implementation survey, 90% of users expressed satisfaction with the tipping solution. They found it easy to use, convenient, and appreciated the ability to customize tip amounts.