Othentic is a well-established Australian food service that offers users the convenience of ordering fresh, authentic cuisine directly from its country of origin via its mobile app. However, as user needs and expectations evolved, it became apparent that the existing user journey was outdated and complex. As such, the task at hand was to reimagine and redesign the entire user experience from the ground up.
As the lead UX/UI designer for Othentic's food ordering project, my mission was clear - reimagine the user experience and design a seamless single-page application. The challenge: create an interface that would effortlessly guide users from preferences to personalized recommendations.
Starting with the user journey, I ensured a smooth flow from the Homepage, where a visual mapping chart awaited users after landing. After picking the item, they are required to fill out a short quiz with allergy and food preference questions. For those yet to finish, gentle reminders nudged them forward, thoughtfully enclosed in a sticky pop up.
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Through iterations and collaborative discussions, the design evolved to showcase the desired Airbnb-inspired charm. Intuitive icons and smooth navigation made interactions seamless throughout the application.
In the final design, vibrant colors set the stage, inviting users into a world of flavors and shared experiences. The "Products" page featured captivating visuals, beckoning users into a rich storytelling heritage and culinary promises. A comparison table highlighted Othentic's unique advantages with a touch of playfulness.
The wireframes took shape, portraying the vibrant "Food & Beverage" homepage with a map showcasing delivery journeys from Italy to the user's doorstep. Vibrant colors and engaging headings like "Dinner in Italy - Freshly delivered Tonight to My Home" brought the vision to life.
Users can effortlessly navigate the map, selecting countries for tailored food adventures. Interactive suggestions smoothly slide into view, complemented by enticing coupons. The fixed bottom navigation ensures seamless access to "For You" profile page, and "Social Eats" events page.
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The Othentic Product Page allows visitors to easily select their preferred main dish and accompanying side dishes. Captivating tile layouts showcase appetizing videos and photos, enhancing the overall culinary adventure. The idea was to reflect a user-centric approach, focusing on seamless interactions and enjoyable exploration.
The Othentic Tracking Page provides users with a streamlined and professional experience. A dynamic map displays the real-time journey of their order, highlighting each stage, such as "On the Way" or "Approaching." This user-friendly design ensures customers stay informed and engaged throughout the delivery process, delivering a seamless and enjoyable tracking experience.
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