Senior UX designer in a startup

Take Eat Easy company logo Take Eat Easy

Take Eat Easy is a belgian food delivery company, with the aim to deliver exclusively by bike, meals from a curated list of quality restaurants to customers in France, Belgium, Spain, and the UK. The company raised €16 million in fundraising in 2015 and ceased trading at the end of July 2016 due to a lack of investment and strong market competition.

Bringing user experience design culture and establish design and development processes in a startup.

Role specs

My role

In house senior UX Designer team of one, in an Agile / Scrum startup environment.

Implemented design and development workflow process. Point of contact between business and development.

Paired with visual designer, iOS, Android and Front-end web developers.

Projects

UX for iOS and Android customer-facing mobile applications.

User testing iOS customer-facing mobile application.

UX and Information architecture of the bike couriers dispatching live support web interface.

UX improvements of customer facing website.

Analysis of roadmap and features prioritization.

Toolbox

Competitors analysis, benchmarking, data analysis, task analysis, card sorting, shadowing, usability testing, user experience (UX), user flows, interaction design (IXD), information architecture (IA), navigation flows, wireframes, prototypes, mobile design patterns, responsive web design, prioritization mechanisms for the roadmap.

Sketch app, Invision, Jira and Confluence as main software tools.

Team collaboration: improved team processes between business owners, designers, and developers.

Know more

Take Eat Easy app for iOS

Take Eat Easy app for Android

Read "From 0 to 1,000,000 to ?" , the article from Take Eat Easy founder explaining the company business and reasons shut down.

Project highlights

iOS and Android screenshots on a picture of a bike courier, with the Take Eat Easy company logo in the center.

Problem space

Design and launch of Take East Easy customer facing iOS and Android mobile applications.


Navigation flow, UX map of the Take Eat Easy consumer mobile app entry points, actions and steps.

Navigation flow, UX map of the Take Eat Easy consumer mobile app entry points, actions and steps.

Strategy

Mapping of the entry points and user flows of the mobile application (User navigation flows). Consideration of success and error cases in the flow. Evaluation of features dependencies for the different MVP stages. Design of an intuitive, quick onboarding, easy to use and efficient completion of food order on the mobile app.


Wireframes for the advanced search feature flow in iOS mobile platform.

Wireframes for the advanced search feature flow in iOS mobile platform.

Design playfield

Wireframes of the user experience flow (UX), interaction design (IXD) of features support and flows in iOS. Detailed interaction wireframes with the exploration of multiple solutions. Setup and conducted usability tests post-launch.

Paired with visual designer, iOS and Android developers to launch the mobile apps following the brand guidelines and coherent a look and feel throughout the platforms.


iOS mobile Take Eat Easy consumer application. Restaurant list screen in wireframe, visual design and Apple store imagery.

iOS mobile Take Eat Easy consumer application. Restaurant list screen in wireframe, visual design and Apple store imagery.

Process

With the map of the application, we could divide the development of the application in MVPs. Evaluated the dependencies on each feature to establish epics and deliverables. After the usability tests, we divided the features roadmap into categories. Easy to fix and high impact on the user (items to tackle), versus, high development workload and low user impact (clear de-prioritization of features).

The design phase managed to be ahead of the development enough to ensure prior design research and support iterations with developers. Established check-ins, syncs and deliverables milestones processes. With a collaborative process across business owners, designers, and developers. Working in a startup environment allowed me to bring impact, not only in my area of expertise (UX design), but also enabled me to create team processes to best fit the team, while guaranteeing a high quality of deliverables and team happiness.


Evaluation scores of the user testing with final mock in situation. Mobile phone in hand.

Evaluation scores of the user testing sessions.

Results

iOS and Android mobile apps launched in May 2016 in Belgium, France, United Kingdom, and Spain stores.


Project highlights

In situation photos showing four monitors displaying the multiple interfaces needed for live support.

Problem space

Redesign of the user experience flow (UX), interaction screens designs for tabular and dense interface (IXD), and information architecture (IA) of the live support web app.


Dendogram and categories affinity diagram, deliverables from I.A. card sorting exercise.

Dendogram and categories affinity diagram, deliverables from I.A. card sorting exercise.

Discovery

Shadowing of live support shifts to understand the context, information required to handle support of couriers, deliveries status on customers requests.

Critical UX audit on the existing tool. Identification of interaction design errors and UX common errors. Feedback on existing situation and identification of opportunities.

Information architecture and card sorting for the new live support web app.


Wireframe of the live support interface redesign.

Wireframe of the live support interface redesign.

Design playfiled

Evaluation of main tasks for the support live operators.

Definition of the information structure on the live support web app with integration of multiple third parties tools in use.

Design of filter presets, the hierarchy of urgency and criticality of deliveries, and direct actions at hand for each delivery.


Wireframes and detailed UX specifications of the components states.

Wireframes and detailed UX specifications of the components states.

Deliverables

Design specifications for implementation of the live support web app. Considering the states of the interface components.

Designing a robust information structure is to make a better system's navigation and a maintainable content system.


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