Airasia Food
Airasia Food
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
A food delivery app in Southeast Asia. The food app is part of a bigger initiative to create Airasia’s very own superapp (now known as Airasia Move.)
Problem
Problem
During the COVID-19 lockdown, Southeast Asian consumers were faced with heightened concerns about safety, convenience and reliability when ordering food online. As a low-cost carrier facing sharp decline in travel, AirAsia pivoted to food delivery (amongst other ventures) by leveraging its resources and logistics, but the platform struggled to stand out in a market dominated by established players like GrabFood and Foodpanda.
During the COVID-19 lockdown, Southeast Asian consumers were faced with heightened concerns about safety, convenience and reliability when ordering food online. As a low-cost carrier facing sharp decline in travel, AirAsia pivoted to food delivery (amongst other ventures) by leveraging its resources and logistics, but the platform struggled to stand out in a market dominated by established players like GrabFood and Foodpanda.
During the COVID-19 lockdown, Southeast Asian consumers were faced with heightened concerns about safety, convenience and reliability when ordering food online. As a low-cost carrier facing sharp decline in travel, AirAsia pivoted to food delivery (amongst other ventures) by leveraging its resources and logistics, but the platform struggled to stand out in a market dominated by established players like GrabFood and Foodpanda.
Problem
During the COVID-19 lockdown, Southeast Asian consumers were faced with heightened concerns about safety, convenience and reliability when ordering food online. As a low-cost carrier facing sharp decline in travel, AirAsia pivoted to food delivery (amongst other ventures) by leveraging its resources and logistics, but the platform struggled to stand out in a market dominated by established players like GrabFood and Foodpanda.
Goal
Goal
The goal is to enhance the customer experience on AirAsia's food delivery platform by streamlining the process of finding food options. This will be achieved by improving search functionality and simplifying navigation to make the overall experience more intuitive and efficient for users.
The goal is to enhance the customer experience on AirAsia's food delivery platform by streamlining the process of finding food options. This will be achieved by improving search functionality and simplifying navigation to make the overall experience more intuitive and efficient for users.
The goal is to enhance the customer experience on AirAsia's food delivery platform by streamlining the process of finding food options. This will be achieved by improving search functionality and simplifying navigation to make the overall experience more intuitive and efficient for users.
Goal
The goal is to enhance the customer experience on AirAsia's food delivery platform by streamlining the process of finding food options. This will be achieved by improving search functionality and simplifying navigation to make the overall experience more intuitive and efficient for users.
Primary Challenge
Primary Challenge
Airasia Food falls short of expectations when it came to how users are able to navigate to select their choices. To address this, I conducted a competitive analysis of competing platforms to identify gaps in its offering and uncover opportunities that could enhance the airasia food experience.
Airasia Food falls short of expectations when it came to how users are able to navigate to select their choices. To address this, I conducted a competitive analysis of competing platforms to identify gaps in its offering and uncover opportunities that could enhance the airasia food experience.
Airasia Food falls short of expectations when it came to how users are able to navigate to select their choices. To address this, I conducted a competitive analysis of competing platforms to identify gaps in its offering and uncover opportunities that could enhance the airasia food experience.
Primary Challenge
Airasia Food falls short of expectations when it came to how users are able to navigate to select their choices. To address this, I conducted a competitive analysis of competing platforms to identify gaps in its offering and uncover opportunities that could enhance the airasia food experience.
Stakeholder Requirements & User Interviews
Stakeholder Requirements & User Interviews
Throughout the research phase, I connected with the marketing team, who introduced me to different stakeholders within AirAsia and to existing users of the app. These conversations gave me a deeper understanding of what AirAsia’s team envisioned for the platform. I also spoke with users who had tried the app but didn’t stick with it, helping me uncover why it fell short of their expectations.
Throughout the research phase, I connected with the marketing team, who introduced me to different stakeholders within AirAsia and to existing users of the app. These conversations gave me a deeper understanding of what AirAsia’s team envisioned for the platform. I also spoke with users who had tried the app but didn’t stick with it, helping me uncover why it fell short of their expectations.
Throughout the research phase, I connected with the marketing team, who introduced me to different stakeholders within AirAsia and to existing users of the app. These conversations gave me a deeper understanding of what AirAsia’s team envisioned for the platform. I also spoke with users who had tried the app but didn’t stick with it, helping me uncover why it fell short of their expectations.
Stakeholder Requirements & User Interviews
Throughout the research phase, I connected with the marketing team, who introduced me to different stakeholders within AirAsia and to existing users of the app. These conversations gave me a deeper understanding of what AirAsia’s team envisioned for the platform. I also spoke with users who had tried the app but didn’t stick with it, helping me uncover why it fell short of their expectations.
Previous Experience
Previous Experience
The previous AirAsia food web platform lacked essential features, and feedback from non-returning users highlighted key areas for improvement.
The previous AirAsia food web platform lacked essential features, and feedback from non-returning users highlighted key areas for improvement.
The previous AirAsia food web platform lacked essential features, and feedback from non-returning users highlighted key areas for improvement.
Previous Experience
The previous AirAsia food web platform lacked essential features, and feedback from non-returning users highlighted key areas for improvement.
CONCEPT EXPLORATIONS
CONCEPT EXPLORATIONS
From my research, the design strategies I tested in my wireframes focused on making navigation as smooth as possible. I mirrored familiar interfaces from other platforms like GrabFood and Foodpanda to reduce friction and create a seamless experience. I also tested these wireframes with a small internal focus group to understand the effectiveness of the my design strategies.
From my research, the design strategies I tested in my wireframes focused on making navigation as smooth as possible. I mirrored familiar interfaces from other platforms like GrabFood and Foodpanda to reduce friction and create a seamless experience. I also tested these wireframes with a small internal focus group to understand the effectiveness of the my design strategies.
From my research, the design strategies I tested in my wireframes focused on making navigation as smooth as possible. I mirrored familiar interfaces from other platforms like GrabFood and Foodpanda to reduce friction and create a seamless experience. I also tested these wireframes with a small internal focus group to understand the effectiveness of the my design strategies.
CONCEPT EXPLORATIONS
From my research, the design strategies I tested in my wireframes focused on making navigation as smooth as possible. I mirrored familiar interfaces from other platforms like GrabFood and Foodpanda to reduce friction and create a seamless experience. I also tested these wireframes with a small internal focus group to understand the effectiveness of the my design strategies.
USER TESTING
USER TESTING
Once I was able to identify the most effective design variations, I created high-fidelity wireframes and tested them with a small external focus group who were familiar with the mobile app. This gave me valuable insights into how real users felt about the design, its usability, and its overall look, helping me see what really clicked with them.
Once I was able to identify the most effective design variations, I created high-fidelity wireframes and tested them with a small external focus group who were familiar with the mobile app. This gave me valuable insights into how real users felt about the design, its usability, and its overall look, helping me see what really clicked with them.
Once I was able to identify the most effective design variations, I created high-fidelity wireframes and tested them with a small external focus group who were familiar with the mobile app. This gave me valuable insights into how real users felt about the design, its usability, and its overall look, helping me see what really clicked with them.
USER TESTING
Once I was able to identify the most effective design variations, I created high-fidelity wireframes and tested them with a small external focus group who were familiar with the mobile app. This gave me valuable insights into how real users felt about the design, its usability, and its overall look, helping me see what really clicked with them.
USER TESTING: VARIATION C1
USER TESTING: VARIATION C1
During the focus group, participants noted that version C1 made it easier to navigate by giving clearer information on merchant ratings and delivery times. However, some found the promotion carousel a bit distracting and overwhelming, with too much happening at once. On the positive side, first-time users felt that scrolling through the app was a smoother experience overall.
During the focus group, participants noted that version C1 made it easier to navigate by giving clearer information on merchant ratings and delivery times. However, some found the promotion carousel a bit distracting and overwhelming, with too much happening at once. On the positive side, first-time users felt that scrolling through the app was a smoother experience overall.
During the focus group, participants noted that version C1 made it easier to navigate by giving clearer information on merchant ratings and delivery times. However, some found the promotion carousel a bit distracting and overwhelming, with too much happening at once. On the positive side, first-time users felt that scrolling through the app was a smoother experience overall.
USER TESTING: VARIATION C1
During the focus group, participants noted that version C1 made it easier to navigate by giving clearer information on merchant ratings and delivery times. However, some found the promotion carousel a bit distracting and overwhelming, with too much happening at once. On the positive side, first-time users felt that scrolling through the app was a smoother experience overall.
USER TESTING: VARIATION C2
USER TESTING: VARIATION C2
Focus group participants found the carousel experience in version C2 much less intrusive than in C1, as it featured a single promotion rather than multiple ones at once. This was appreciated, especially since AirAsia tends to run many promotions simultaneously. The merchant cards remained consistent with version C1, providing all the expected information.
Focus group participants found the carousel experience in version C2 much less intrusive than in C1, as it featured a single promotion rather than multiple ones at once. This was appreciated, especially since AirAsia tends to run many promotions simultaneously. The merchant cards remained consistent with version C1, providing all the expected information.
Focus group participants found the carousel experience in version C2 much less intrusive than in C1, as it featured a single promotion rather than multiple ones at once. This was appreciated, especially since AirAsia tends to run many promotions simultaneously. The merchant cards remained consistent with version C1, providing all the expected information.
USER TESTING: VARIATION C2
Focus group participants found the carousel experience in version C2 much less intrusive than in C1, as it featured a single promotion rather than multiple ones at once. This was appreciated, especially since AirAsia tends to run many promotions simultaneously. The merchant cards remained consistent with version C1, providing all the expected information.
OUTCOME: IMPROVED STORE DISCOVERY & CHECKOUT
OUTCOME: IMPROVED STORE DISCOVERY & CHECKOUT
56% of merchants on AirAsia Food have reported difficulty in making their stores easily discoverable on the platform, despite lower commission rates. Similarly, 61% of end users expressed frustration with finding options, leading to significant drop-off. To address this, the homepage experience has been redesigned to highlight stores based on key selling points, including sorting by popularity and dietary preferences such as halal options, improving discovery for both merchants and customers.
56% of merchants on AirAsia Food have reported difficulty in making their stores easily discoverable on the platform, despite lower commission rates. Similarly, 61% of end users expressed frustration with finding options, leading to significant drop-off. To address this, the homepage experience has been redesigned to highlight stores based on key selling points, including sorting by popularity and dietary preferences such as halal options, improving discovery for both merchants and customers.
56% of merchants on AirAsia Food have reported difficulty in making their stores easily discoverable on the platform, despite lower commission rates. Similarly, 61% of end users expressed frustration with finding options, leading to significant drop-off. To address this, the homepage experience has been redesigned to highlight stores based on key selling points, including sorting by popularity and dietary preferences such as halal options, improving discovery for both merchants and customers.
OUTCOME: IMPROVED STORE DISCOVERY & CHECKOUT
56% of merchants on AirAsia Food have reported difficulty in making their stores easily discoverable on the platform, despite lower commission rates. Similarly, 61% of end users expressed frustration with finding options, leading to significant drop-off. To address this, the homepage experience has been redesigned to highlight stores based on key selling points, including sorting by popularity and dietary preferences such as halal options, improving discovery for both merchants and customers.
KEY FINDINGS
KEY FINDINGS
17%
STORE DISCOVERY
Merchants report higher number of impressions and sales after update.
Merchants report higher number of impressions and sales after update.
19%
DROPOFF RATE
Customers are spending more time browsing through food options.
Customers are spending more time browsing through food options.
15%
CONVERSION RATE
First-time users feel more intrigued to order from the redesigned platform.
First-time users feel more intrigued to order from the redesigned platform.
17%
STORE DISCOVERY
Merchants report higher number of impressions and sales after update.
19%
DROPOFF RATE
Customers are spending more time browsing through food options.
15%
CONVERSION RATE
First-time users feel more intrigued to order from the redesigned platform.
17%
STORE DISCOVERY
Merchants report higher number of impressions and sales after update.
19%
DROPOFF RATE
Customers are spending more time browsing through food options.
15%
CONVERSION RATE
First-time users feel more intrigued to order from the redesigned platform.
More Work More Work
More Work More Work
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