Luncheon
Case Study
Luncheon is a food reservation service that aims to provide better lunch solutions for busy office workers. Say goodbye to long queues and wait times during your lunch break, or on a nice day out. Luncheon helps you to find nearby street food vendors and easily book your favorite dishes for click and collect.
Duration
12 weeks
Platform
Mobile
My Role
User research
UX Design
Prototype
Usability Test
Project
Goal
Create a mobile app that simplifies meal ordering for busy professionals to save valuable time.
How might we help working professionals find delicious lunch and beat the line, so that they can use their lunch break to rest and recharge?
Target
Audience
Working professionals, age 21 to 50, who want to save time and money on their lunch without sacrificing the food quality.
Project
Outcome
During usability testing, 17 out of the 20 participants expressed interest in downloading the Luncheon App.
Design Approach
34
Market Intercept
5
In-depth interviews
3
Iterations
7
usability tests
Understand the problem
RESEARCH
Market Research
Competitive Audit
User Interview
Over 2 weeks, my survey had 72 respondents. In the mean time I conducted 34 intercepts at various lunch markets to understand their current lunch routine, and
and had 5 interviews to obtain in-depth qualitative responses.
To explore what I learned during user interviews, I held a brainstorm and ideation session with the stakeholders. We wrote down insights and quotes from interviews and grouped notes that had similar themes. This led to 3 clusters that gave us an understanding of the most common current issues regarding work-day lunches
01/
Ubereat and Deliveroo don’t quite cut it
The overwhelming amount of options on delivery platforms can become stressful for professionals during a busy work day. Ordering deliveries is expensive and time-consuming for lunch breaks, and many favourable food traders are not available on delivery platforms.
02/
Queues attract customer, but also send them away
Seeing queues at food vendors gives customer confidence about the quality, but during lunch hours, most people will be demotivated by long queues and and go for their second choice.
03/
People want delicious and healthy food.
People are interested in trying new options but don’t want to take risks. When choosing lunch, they generally want simple, healthy options that don't weigh them down in the afternoon. Friends' recommendations and social approval go a long way.
I looked at direct competitors such as UberEats and Deliveroo to understand why aren’t users ordering from existing platforms.
Restaurant Oriented - lunch order tend to be small therefore it is difficult to maintain budget.
Too many options - users do not have time during their workday to order.
Many favourable food traders are not available on delivery platforms
DEFINE
Persona
Problem Framing
35, software engineer
Philip appreciate tasty food but cannot be bothered to wait in line for lunch. He usually has an hour for lunch so he buys lunch nearby and brings it back to the office.
Quote:
“Lunch hour is my time to recharge. so I usually try to minimise the effort. These Tesco sandwiches are not great but at least I don't have to wait.”
35, software engineer
Alice enjoys using her lunch break to relax and recharge. Her office has a hybrid work policy so when she is in the office she likes to use the opportunity to get lunch with coworkers and catch up.
Goals and Expectations:
Eat delicious food
Get lunch with coworkers
Explore new lunch options
Motivation:
Convenience
Recharge and be productive
Stay healthy and fit
Quote:
"I have probably walked by there 15 times and there is always a long line. I love their food but I always end up walking away, it's a shame! "
DEVELOP
Site Map
User Flow
Wireframe
Usability Test
Site Map
User Flow
MVP Wireframe
Usability Test
Insights
01/
Need to prioritise pickup time
Users had concerns whether their food would be ready for pickup based on previous experience
Users want to know if there will be a line when they arrive
02/
Prefer to select from map view
Map button at the top was not clear to users
Some users were not certain how to scroll to see other meal options
Users were confused by numbered location markers.
03/
Would like to book weekly lunch to save time
After testing the MVP flow many users think the app has great potential and would like to see weekly booking feature to improve effciency
Prototype Demo
Design System
Lesson Learned
Luncheon was a special project that resonated with me personally. I thought of the issue while I was working in London, and worked on the research and solutions while working full-time. It is the project that made me decided to pivot my career from architecture to product design. I became passionate about user-centered design, and using design to create a scalable solution that could help and delight people.
Next Steps
I am in the process of speaking with several stakeholders that are interested in making Luncheon a real app, and continuing usability testing to gather more data for more iterations.
