Desk research & focus groups
The first step was identifying pain points in the existing flow, and trying to understand more about the ordering process that our users have. We started by doing desk research, going through articles and university studies in order to find out more about the paradox of choice, menu psychology and so on.
Later on we organised focus groups with takeaway customers to go through the general ordering process & do some factor prioritisation exercises.
1. Do our users have a problem choosing what to order?
First, we needed to validate our assumption. Are users really feeling stuck when using Just Eat?
2. What would be the most effective way of helping them?
If that's the case, what ways could we improve the ordering experience?