Dispatch Goods
Sign In Flow for a Sustainable Food Delivery App
Client
Dispatch Goods, San Francisco 🇺🇸
(Working remotely as a contract UX Researcher, with a team of 4: 1 Researcher, 1 Designer, 1 Developer and 1 Founder.)
Platform
iOS
Background
Dispatch Goods follows a model where durable containers are used rather than disposable ones for delivery items, then picked up, washed, and reused.
Goal
I came on this project to lead research that would influence the design of an onboarding process for users. When I joined Dispatch Goods, an MVP was designed. I was brought on to do testing on the sign-in/create an account flow.
Outcome
After reviewing insights from user research, I translated insights into a consumer-centric design plan for an onboarding process that would resonate with users.
“Jode-Leigh’s user research gave us valuable insight into creating an app that better fits our user needs. It’s timed perfectly with our new ios app update, so we plan to implement a lot of the suggested changes she gave us!”
— Lindsey, Co-founder, Dispatch Goods
Gathering Data
After MVP was designed and released, the next steps were to test the sign-in/create an account flow to discover any pain points and to determine users’ expectations.
I recorded testing sessions and transcribed the audio, and then synthesized insights. After, I ranked pain points into an impact-effort matrix to determine the next steps and recommendations.
Research Insights
Some pain points discovered during user testing:
Some users thought the "Sign In or Create an Account" copy needed to change.
“Sign up sounds too similar to login.”
Some users thought this screen was too busy with too much information.
“I just want to sign in.”
Most users knew what the app was about immediately while viewing this screen.
“I like the colors-- comparable to ocean, going green.”
Most users chose to not sign in or create an account.
“I see no value of creating an account, seeing that it is optional.”
Next Steps
Following my presentation with recommendations translated from research, the designer iterated on the design of the sign-in flow. The designer then focused on using these insights to design a sign-in flow for Android.