User Experience and Research

Food delivery mobile app for the Filipino millennial professional

Designer and Researcher
1.5 Months
Food delivery mobile app for the Filipino millennial professional


The rising popularity and use of food delivery services in the Philippines in 2019 piqued my interest to explore the food landscape and the busy life of millennial professionals in central business districts where I learned about their challenges and saw opportunities to improve their experience through recreating a food delivery mobile app.

The GetFud mobile app aims to solve problems around food delivery for millennial professionals who are working in central business districts in the Philippines. These problems revolve around late deliveries, inaccurate orders, lacks order tracking and updates. Findings from this exploratory case study suggest that the top priority is time because the likes of Tim Reyes, the main persona, are always on a tight schedule and on-the-go, so they expect their food to be on-time and freshly prepared. They also tend to support companies that are socially responsible because it reflects their ethics like protecting the environment by avoiding waste.

Based from the foundational research, the Minimum Viable Product (MVP) of the mobile app will include features such as door-to-door delivery or pickup, order tracking, ability to search restaurants using accurate GPS information, earn discounts, pay using credit or debit card, and the rest from the prioritized featured list in this case study. Furthermore, GetFud aims to differentiate from its competitors by simply lessening the friction of the whole experience by making it more easy and rewarding.


  • 83% task completion rate. A high pass on usability during the early stages of the design.
  • 150+ monthly views since the case study's publication in the UX Collective, one of Medium's top design publications.

Scope and limitations

  • Deliverables. Medium-fidelity wireframes for mobile and other design and research artifacts.
  • Users. I mainly focused on designing for one persona: Tim Reyes.

Our evolving foodscape

The eating experience of Filipinos have translated into a form of self-expression. Think of taking a photo of the food before posting on Instagram and other social media. This reflects our personality, aspirations, and allows us to identify ourselves through self-expression. The foodscape continues to evolve, making our eating experience dynamic and exciting though technology.

Our evolving foodscape is an opportunity for us to explore and experience food even more through technology and be able to share these dynamic experiences with others. After all, the Philippines have a rich history of its food that bring together families and friends.

What am I trying to learn?

  • Challenges users face when buying food and its delivery, and what causes these challenges.
  • The behavior of users when ordering food, and what platforms and/or services they use.
  • Why food delivery is preferred? When is this most likely to happen?
  • Which method (e.g. online) and platforms (e.g. mobile app) do users prefer when ordering food?
  • Understanding food preferences and preparations e.g. with utensils, properly sealed and packed.
  • Purchasing habits, tendencies, and behavior—e.g. looking at discounts or points to encourage purchase.

Early assumptions

  • Users are always in a fast-paced environment so the food needs to be delivered on time.
  • Users needs to easily find what they are looking for.
  • Users like discounts!
  • Cautious about the company—if they are socially responsible.

Filipino millennial professionals

My focus for this case study are on-the-go and time-poor millennial professionals who work in central business districts in the Philippines as they are often one of the main users of food delivery apps. By making a product or service that allows them to easily order food regardless of location, they will achieve their need of saving time and access to food by making the ordering experience easy.

On-the-go and time-poor Filipino millennial professionals

Understanding the target users

To have a foundational understanding of my target users, I interviewed three (3) millennial professionals who work in central business districts in the Philippines who use food delivery services like GrabFood and FoodPanda. We talked for 30–45 minutes about their work and environment, eating experience, food preferences, among other things.

My key areas of inquiry were:

  • Background of the user—profession, lifestyle, etc.
  • Understanding why the user prefers food delivery.
  • Which platform or medium the user use when ordering food online.
  • Understanding the user’s food preferences.
  • Understanding the user’s purchasing habits, tendencies, and behavior.
  • Identifying the challenges the user face and how they are dealt with.
User interviews ofFilipino millennial professionals

Key insights from the interviews

💡 Convenience such as on-time delivery, variety of food choices, affordable price, and customizations, are what makes the users use food delivery services.

💡 Often using mobile and always on-the-go, the users expect food delivery to be done using their fingertips easily.

💡 Payment flexibility is also an expectation, as users often use credit or debit cards and e-wallets to avoid hassle with cash e.g. no exact cash changes that will make the transaction long.

Tim Reyes

Tim Reyes is a representation of my target users based from the data I captured from the interviews.

The persona of Tim Reyes

Tim's journey

Based from the interviews, the storyboard tells the story of how Tim would buy food using the mobile app while inside their office with his colleagues to visualize their journey or experience.

Tim's journey

How might we support Tim's needs?

Bottomline: Tim needs an easy way to order food because he does not have the luxury of time to go out of their office.

Supporting Tim's needs

Key players

I observed two (2) key players in the food delivery service in Metro Manila, GrabFood and Foodpanda—and compared their features and identified which ones are essential for the mobile app based from the foundational research.

Competitor comparison of features

Prioritizing features

Based on the competitor analysis and user interviews, I grouped the features based on user impact and expectation. Features with high user impact and expected by the user will be prioritized to be made (MVP).

Early sketches and medium-fidelity wireframes

Sketches of my rough ideas to flesh out and better visualize how they would look as I create the user interface (UI).


After completing the necessary screens in preparation for the usability study, they are now ready for prototyping.

Interactive prototype

Testing my designs

The goal of the usability test is to evaluate the usability of the mobile app in order to understand how users interact with it. The results gathered will be used in analyzing the problems and contribute to the overall improvement of the user experience of the mobile app.

Research questions of the usability test


To better understand how the mobile app would be adopted, I recruited participants who are a: 1. Non-user, 2. Casual user, and 3. Heavy user of food delivery service in Metro Manila.

Evaluating the usability

I started with the task completion rate (quantitative) along with user feedback on the positive and negative (qualitative). Based on the usability test, choosing a restaurant (task 1) and ordering food (task 2) revealed the most usability issues which need focus on.

Pain points

Zooming in the errors found in the usability test, the annotations below explains why Participant 1 (P1) failed to complete the tasks.

Usability issues

Next steps

The usability test revealed usability issues that require improving the current user interface before proceeding with high-fidelity designs. Further foundational research is recommended to uncover other personas and/or user types, and use cases. New players in the food delivery services are also coming in, so a continued competitor analysis beyond feature comparison can help identify where the mobile app should position itself in the market.

Sharing what I've learned

I shared this exploratory case study to some of my colleagues, and received interesting questions around my design decisions and challenges:

Challenges I faced when recruiting participants and the necessity of tokens or incentives for them.

Recruiting the correct one since I have time constraints. Personally, I will give a simple token; ethical for me; because they are giving a lot of contribution to improve the user experience; I also want to value their time.

The decision behind the color scheme and layout.

To delineate from the competitors; displays energetic vibe (fit for millennials) and stimulates appetite. For layout, I put importance on being thumb-friendly since most users are using mobile; making primary actions reachable for the thumb and mobile-friendly as a whole.
Presenting to my managers and some from our team

Why did I use the impact-expectation in feature prioritization instead of impact-effort?

For familiarity; users would expect a similar design based from the competitors; build something that the users would expect! Also, too risky to present an entirely different design that they will not use; establish benchmark first, then evolve. Impact-effort is best used to prioritize next steps e.g. improvements from the usability study.

Overall challenges during the entire case study.

Time; since I did this case study during my free time only. Also, recruiting participants, because that would put a lot of effort i.e. scheduling, finding venue.

Key learnings

Concepts and ideas during explorations tend to be broad and the unknowns can be daunting. Do not be afraid to narrow down when this happens. Listen attentively to the end users as it pays in the long run, and be genuinely interested and curious about their story. Reflect these in your work.

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