About the App

ESB Order is an online ordering platform that supports various transaction modes such as delivery, dine-in, take-away, reservations, and more.



In this project, I will discuss how I improved the login process using membership on ESB Order. Through this improvement, it is expected to increase customer satisfaction and the number of users who log in.

Problem in Membership Login

Currently, our ordering platform indicates to customers whether an outlet accepts membership benefits using only a simple indicator. While this provides basic information, it lacks engagement and clarity, leading to several issues:

About ESB Order User

Based on data samples collected in June 2024, here's the information about ESB Order users:

Interview

I conducted an In-depth Interview with 3 people about the current issue in ESB Order. The selected respondents are 18-34 years old, lived in Jabodetabek, and been using the ESB Order platform before.

An Empathy Map is created to gain a deeper understanding of users' behaviors, thoughts, emotions, and needs. It's a visual representation that helps me develop empathy toward users by organizing and analyzing qualitative data collected during user research or interviews.

Competitive Analyst

I also do competitive analyst to ensure that the product not only meets user expectations but also stands out in the market, providing a strategic edge in the UI/UX design process.

Wireframe

After reviewing references from various platforms, I started making rough sketches to generate ideas and layout illustrations that could be developed. This process continued until the appropriate layout was chosen before it was turned into an animated GIF.

Hi-Fi

From the chosen illustration sketch, a final illustration was created and then integrated with the user interface. This was done to assess the fit and position of the illustration when placed within the interface.

The illustration was then animated using Jitter.video to ensure the animation met the expected standards. Two versions of the animation were created, one in the local language and one in English, for the purpose of handover to the developer.

With these improvements, we expect a 10% increase in ESB Order users logging in with membership. At this stage, I am still monitoring the progress and user engagement using Google Analytics and Meta Analytics to see if the improvements have been successful or if further adjustments are needed to achieve the goals.

Cheers,

Edvyn Tanu