Snackpass
Diversifying Snackpass user flow towards its lesser used functions to create a new thrilling, intuitive experience!
Team Members
Anh Nguyen
Jovon Lim
Yaming Suh
Allison Tjandradjaja
Emily Hsueh
Megan
Role
Product Designer
Timeline
Sep 2022 -
Oct 2022
Project Type
Design Project
Skills
Prototyping
Visual Design
Interaction Design
Identifying a problem within one of UC Berkeley’s most popular apps
OVERVIEW
Prompted by UX @ Berkeley to redesign an app UC Berkeley students often used, my team of 5 and I decided on improving Snackpass, a food pickup app prevalent around colleges including Berkeley, Harvard, and Yale to conveniently get food.
Although Snackpass is a relevant app among college students and fulfills its primary function as a food pickup and dlivery app, my team and I felt its experience as a whole was lacking. Despite there being lots of tabs and buttons to explore on Snackpass, we as users only utilized its main tab. This issue put the spotlight on Snackpass being our main interest for a redesign.
Snackpass cooperates with restaurants to create a smooth experience for users to simply order and pickup. A unique aspect of Snackpass is that it allows for users to obtain discounts by racking up points from ordering restaurants multiple times. Users can keep track of this in the app’s wallet tab.
Ordering Tab
Wallet Tab
Additionally, users can also gift their friends these points every time they make an order. The gifting process is incentivized by Snackpass’ social tab in which users who gift a friend a certain amount of times can hatch a chicken together that the user and their friend can dress up.
Social Tab
Coop Tab
Our team and I looked through the app as well as talk about our own experiences as college students using Snackpass. Something very telling was the fact that some of my own team members were unaware of some of Snackpass’ unique social aspect.
Snackpass users’ pain points (and knowledge points)
RESEARCH + FINDINGS
After identifying these pain points, we conducted 14 user interviews with other UC Berkeley students as well as competitive analysis into other food pickup and wallet apps like Apple Wallet and Uber Eats to explore users’ interactions with the social and wallet functions and how Snackpass’ competitors improve on the user flow experience.
While over 80% of Snackpass users knew of the wallet tab, 74% of those users rarely viewed it.
Only 33% of users were aware of Snackpass’ social features.
These statistics led our group to the following insights that we kept in mind as we carried out our redesign:
Though the wallet tab occupies a spot on the navigation bar, users don’t see a purpose in viewing it.
WALLET TAB LACKS PURPOSE
Despite Snackpass’ unique integration of social features through its coop tab, it goes largely unnoticed due to a sheer lack of knowledge of it.
SOCIAL FEATURES AREN’T BEING NOTICED
As a general insight, we found that the lack of usage of features beyond Snackpass’ pickup experience was tied to an interface that didn’t know how to communicate unique features to its userbase.
THE INTERFACE LACKS CLARITY
The insights we concluded with led to our guiding question when approaching our redesign:
How might we incentivize Snackpass’ social feature and wallet tab for a more streamlined experience for users?
Critiquing with an identified problem in mind
IDENTIFYING
After gathering meaningful findings, we restudied the user flow of Snackpass taking in account our research. Through this, we finalized our following criticisms that would guide us towards our redesign.
The wallet tab has too much whitespace, scrolling through restaurants is a lengthy process
The coop tab icon is too small and doesn’t clearly signify its purpose
The social feed doesn’t display enough information about a food place.
SKETCHING
Materializing our ideas into prototypes.
Our team and I then applied our visual criticisms and findings onto wireframing.
Applying our visual analysis on Apple Wallet, we implemented a more efficient scroll technique in the wallet tab: a vertical layout for each restaurant the user has discount points for which allows for users to see more information at once. Though we thought of dedicating a whole tab on the navigation bar for the coop, we took a reserved approach by enlarging the coop tab as well as labelling it to communicate to users what the coop tab is.
We followed through with our lo-fi prototype’s main design foundation with the addition of minor design element tweaks, such as adding the date of when a user last ordered which leads us to...
Our Snackpass: Fully Fleshed Out
Presenting our new interface for Snackpass, set to fully establish every aspect within the app!
A new wallet interface allowing for user customizability.
A social tab prioritizing clarity for an enhanced Snackpass experience.
REFLECTION
My first steps into the design world.
For a majority of my team, this was our first fully fledged app redesign which meant some of time developing the redesign went to learning the UX design process itself.
Though my team and I were met with high praise from our peers who tested the high-fi prototype, we were still a bit dissatisfied with certain aspects due to time constraints. For instance, we ended up reusing a lot of the same assets as placeholders for different restaurants which disrupted the authentic user flow of our Snackpass prototype. Our lack of animations also weakened the experience.
Regardless, I’m extremely proud of my team and me for our ability to develop a large scale redesign in a mere month timespan, and I look forward to optimizing the UX journey for future projects!
Check out my other work here!
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PRODUCT DESIGN • MOBILE • DESIGN CHALLENGE