Current food review apps are problematic due to emotional and unconstructive feedback, outdated discovery tools, reputation-damaging reviews without constructive input, and susceptibility to manipulation.
Create an end-to-end food discovery and reviewing app that is nondestructive and harmful to restaurants, but also fair and honest to customers by relying on led from emotion.
Peel aims to lead the market with objective reviews and personalized recommendations, enhancing user retention and engagement, and driving app downloads to achieve significant market share in the first year.
To understand user pain points in discovering new restaurants and leaving/viewing reviews, I created two sets of questions for customers and business owners. These focused on current behaviors, feedback utilization, constructive honesty, and personalization. The following questions had the most impact on Peel's final design.
People use Yelp, Google Reviews, and Atmosfy to find local restaurants. These apps have similar structures but appeal to different audiences. To understand user preferences, I analyzed the strengths and weaknesses of each app.
Research and affinity mapping revealed customers want personalized recommendations and simple overall ratings. Business owners need constructive feedback and an integrated review platform. Required written feedback reduces reviews, and customers prefer non-sponsored, independent restaurants.
I created 2 personas based on my interviews and research. First we have the average food enthusiast or the customer, and next we have the chef or the business owner. These two personas are the main users that Peel will be designed for.
Analyzing these insights, I formulated targeted questions and perspectives aimed at improving the review system, enhancing customer-business communication, and personalizing the restaurant discovery process. This iterative process ensured the HMWs and POVs addressed the core issues and aligned with user needs.
To create the user flow for Peel, I focused on five key task flows: setting up an account and dining preferences, bookmarking a restaurant, leaving a review, searching for a restaurant, and creating a business account. I mapped out each task flow based on user research and affinity mapping to ensure they were intuitive and aligned with user needs.
To create wireframes for Peel's onboarding screens, I focused on clarity and simplicity, ensuring a smooth user experience from the start. I designed low-fidelity wireframes to map out the layout and navigation, emphasizing ease of use and intuitive progression.
To create wireframes for Peel's main screens, including the map, restaurant search, and reviews, I prioritized intuitive navigation and clear visual hierarchy. I designed low-fidelity wireframes to outline key features, ensuring users could easily search for restaurants, view reviews, and navigate the map seamlessly.
Through user testing with wireframes for Peel, I discovered issues such as missing restaurant credentials, excessive screen real estate usage, and difficulty identifying menu tabs. To address these, I iterated on the design to include comprehensive restaurant details, optimize graphics and review presentation, and improve menu tab clarity.
I aimed for a design that is soft and rounded but still conveys structure and stability. This is reflected in the fonts, cards, graphic assets, and icons. The color palette is inspired by citrus and nature, with elements like oranges, leaves, lemons, and the sky, evoking a picnic scene under a clear blue sky. Emoticons were designed as oranges to match the color palette and logo.
For Peel, I created high-fidelity designs by refining the initial wireframes, incorporating the citrus-inspired color palette and soft, rounded typography. I ensured all design elements, from icons to graphic assets, were consistent and visually appealing, aligning with the app's user experience goals.
A circular graph that displays restaurant reviews with pictures and numbers instead of written reviews. This design offers clear, concise feedback, making the review process more engaging and less cluttered.
Peel offers a personalized setup that lets users define their restaurant and dietary preferences during account creation. This ensures tailored recommendations, enhancing the user experience from the outset.
A two-screen process that allows users to quickly rate their experience based on specific aspects of the restaurant. This streamlined approach enables fast, regenerated selections, making the review process efficient and user-friendly.
During usability testing, I identified issues with background visibility, tab clarity, and option selection. By analyzing user feedback, I refined the design to improve visual elements and overall cohesion, enhancing the user experience.
Working on Peel was a fulfilling experience, allowing me to reconnect with the food industry and address a personal pain point with food review apps. As my first project as an end-to-end UX/UI designer for a mobile application, it posed significant challenges, but I quickly gained momentum through the lo-fi wireframing stage. Overcoming initial hesitations, I successfully created emoticons, graphics, and a logo that complemented the overall UI, bringing the design to life. Although this deliverable is an MVP, I am eager to continue developing and refining this product in the future.
