Roo-ulette 2022 - Case Study

INTRODUCTION

Roo-ulette is an imagined feature for Deliveroo (food delivery app) that facilitates picky eaters in deciding which vendor to order from. By disrupting the 'endless scrolling', we relieved the frustration of decision paralysis and effectively reduced the time needed to place an order via the app.

MY ROLE

UX/UI Designer.
Research, conceptualisation, design, motion and prototyping.

THE TEAM

1 Designer, 1 Developer

TIMELINE

4 Weeks

2. Synthesising Feedback

Recurring insights suggested that the current ordering experience does not facilitate users enough to decide.

Categories and filters are not removing the last point of decision.

Filters only decide up to the cuisine and not down to the actual vendors, which is the actual layer of struggle.

Falling back to familiarity or comfort choices.

Users develop their own lists of go-to restaurants that they would fall back into when paralysis starts to kick in.

No restrictions nor prompts to urge a decision.

Lack of limits led to frustration when users realise their decision making has turned to a time-sink.

Proposed Solution

Rooulette

Roo-ulette now makes it ever easier for you to decide what to order, with even less steps.

Available when you need it

Roo-ulette shows up as a friendly prompt that triggers after a long time of endless scrolling.

Favourites and My Lists

You can now save restaurants into your own ‘Lists’ which could later be used for your roll. You can save a restaurant into multiple lists as well.

Rolling with Filters

Customise your roll using Deliveroo’s extensive filters to fine-tune the restaurants being included in your roll. Watch your roll gets updated as you add more filters.

Rolling with My Lists

Not feeling adventurous? You can instead choose to spin the roll from your own custom lists of favourite restaurants that have proven themselves time and again.

Roll away, Order Away

To nudge you into making up your mind, Roo-ulette is only available to spin for a limited amount of times and gets recharged over time.

Take it for a spin yourself

Tonight, Roo-ulette says I should be getting...
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🍕🌮🍝

Testing Impacts

Early feedback revealed promising results in reducing decision time and overall ordering.

96% of users were able to complete the flow with minimum required steps and mistakes.

Greatly improved the rate of placing an order by reducing decision making time by 70–80%

The new feature felt seamless and complementary to the current ordering experience.

"It just makes sense to have it in food delivery apps. Simple, but very delightful and useful."

"I would really consider going premium if this feature comes with it."

Project Takeaways

Design processes are just guides to get answers.

I’ve often relied heavily on industry processes like Double Diamond and found myself sometimes doing things for the sake of following the process. However this time, we tried following where our curiosity would take us and only then utilise the tools that would help in geting us those insights. As a result, the outcome felt more rigorous and aligned to the user’s needs than I expected.