© 2019 by Chao-Yu Chen. All rights reserved.

The Challenge


Eating healthy by sharing food with friends.

Time-Starved and Convenience-Seeking Consumers ​

Trying to earn a leading position in the food-delivery market, as a local food delivery application, Uber Eats could improve user's engagement and retention in the app by connecting friends together when ordering for delivery. The challenge is to determine the new features and how to insert them into the existing task flow.​

I Wonder​...

Does the trend of eating alone lead to the growing of food-delivery market or vice versa?​

Is sharing mealtime with others good for your mental health?

Do users have a hard time discussing with friends about what to order for a delivery whether for specific occasions like parties or a company lunch?

Will group order increase usage rate of Uber Eats and leads to increase the revenue?

Investigating the Existing Product


Secondary Research & Empathy Research

Secondary Research


I did secondary research on Uber Eats users and food-delivery market. It helps me understand the landscape and better determine the provisional personas for the interview. By questioning the relationships between eating and mental health, I also did some research of benefits of eating together.​


User Demographics:

Age group from 18-29 are the most often users of food delivery apps. They are most unmarried, college students or office workers, who are heavy smart phone users and their income are mostly below the average.​

​Competitors Research:

GrubHub has the largest revenue share among the food delivery apps, however, it is decreasing 

fast while DoorDash and Uber Eats are having a steady grow.   


The average visit duration is 6-7 mins per user, and they visit 4-5 pages on the website every time. This explains that users using the app are time-starved and convenience-seeking.​

Mental Health:

Mealtimes provide a great opportunity for us to set aside a specific time of the day or week to give us time to socialize, relax and improve our mental health.

Empathy Research

There were 5 participants recruited during this study. They shared their experience on using Uber Eats. They are 2 male and 3 females between 29 – 34 years old. One is a full-time student, the other four participants are young professionals.


  1. What is the one thing that triggers you to order online?

  2. What time in a day do you use Uber Eats?

  3. When you use food delivery service, do you usually eat alone or with others? Do you enjoy eating alone or with others?

  4. How often is the topic "food" in your conversation? Do you enjoy discussing food and restaurants with friends and coworkers?

  5. What other food delivery apps that you have on your phone? How would your describe the differences between those apps?


  1. Group ordering occurs when users order food with roommates or coworkers.

  2. Sharing food with people is a way to build friendships.

  3. When ordering foods, users like to split the bill because they are mostly students or young professionals.

  4. Users like to keep track on the food after they place the order.

  5. Users mostly discuss with others about what to order via messenger, or facebook messenger.

  6. The online ordering is not only about the delivery, but also the process of placing orders, which includes discussing and searching restaurants with friends. 

What if Uber Eats...

Bonds users with chat room.​

time-saver + easy communication

Helps users split bills in the app.​

complete all the processes in one step

Ideate: A Way to the Product


Personas & POV & HMW & MVP

Building Persona

Primary Persona - Foodie


Jessica, 31 / Photographer / Engaged / New York


  • Work from 10-7 mostly

  • MTA to work

  • Order food delivery 2-3 times a week for lunch with coworkers 


  • When I am focusing at work, I want to order food delivery so I don't have to leave the  shooting scene.

  • I want to have lunch with my coworkers because it would be a great opportunity to  bond the team together.


  • Fast delivery with low booking fees.

  • Quick decision making process during ordering.

  • Group ordering available to spilt the bills.

  • Track group order even it is ordered from other user.


  • Can't receive the meal on time.

  • Tracking the order.

  • Dealing with friends to split the bill.

Secondary Persona - Casual User


John, 22 / Student / Single / San Francisco


  • Work at studio twice a week, stay overnight often

  • Bike to school

  • Order food delivery 1-2 times a week for lunch or party with friends at home 


  • When I am focusing at work, I want to order food delivery so i don't have to leave the studio.


  • Fast delivery with low booking fees.

  • Quick decision making process during ordering.

  • Reviews of restaurants.

  • Group order 


  • Can't receive the meal on time.

  • Can't find a good suggestions in a minute.

  • Checking back and forth between messenger and the menu from Uber Eats app.

  • Dealing with friends to split the bill.

POV Statements & How Might We ...

I list out the point of views for the personas by referring back to the research and persona's need, and then find out HMW according to the POV statements.


  1. Group order occurs when users like to order food with roommates or coworkers.

  2. Sharing food with people is a way to build friendships.

  3. When ordering foods, users like to split the bill because they are mostly students or young professionals.

  4. Users like to keep track on the food after they place the order.

  5. Users mostly discuss with others about what to order on facebook messenger.

  6. The on-line ordering is not only about the delivery, but also about the process of making the order, which includes discussion with friends and searching reviews.



  1. Fast delivery with low booking fees

  2. Quick decision making process during ordering

  3. Group order available to spilt the bills

  4. Track the group order even it's ordered from other user


  1. Can't receive the meal on time

  2. Could't find the restaurant's review or good recommendations

  3. Checking back and forth between messenger and the menu from uber eats app

  4. Dealing with friends to split the bill


Users need to split the bill with friends when ordering food together using the app because eating with others is more healthy and the convenience of splitting bills could increase the usage.


How might we insert the feature of "split the bill with friends" in the app to increase group order usage?


  • Provide two options for paying the bill - split evenly with the group or pay your own meal.

  • Add the split function before the order is placed, after the host click "split", each participant need to confirm the payment then the order is completed.

  • The group order could set an alarm to let the participants know when to complete the order.

  • Each user could decide how much tip they would like to give, and it should be only visible to themselves.


Users need to have a discussion room with friends to decide what to order in the app without switching to other chat apps (Facebook Messenger, WhatsApp, etc.) because this could simplify the decision-making process.  


How might we simplify the communication process with friends by using a chat room to increase the efficiency of making orders?


  • Users could create a chat room on the home page before browsing the restaurants.

  • User could add friends in the chat room by Skype, Facebook messenger, or phone contacts. 

  • The group could be edited by the host only, which means the host could add people or remove people from the chat room. The participants could choose to join or leave.

  • The chat history will be kept unless the chat room is deleted by the host.


Users need to be able to track the group order when the order is made from other people in the group because everyone participated in the order could follow the ordering status without relying on a certain participant.


How might we make users feel engaged in the process of placing a group order?


  • After the order is place, every participant in the group could track the order in the chat room.

  • When the user is placing the order, they could write their own notes to the restaurant (no onion, no ketchup, etc.) 

  • Users could create a poll in the chat room, so the participants could vote for the restaurant without long discussion. (this works best when the group is large) 

  • Users could create a restaurant list in the chat room for future reference. 



Business Goals

  • 40%of new Eats users are new to Uber, the goal for 2018 is to expand food delivery coverage to 70% of the U.S.​

  • A food delivery platform that allows people to find good food in their local area. Make eating well effortless at anytime, for anyone.​

  • Speed: getting food delivery from 40 to 45 minutes (from the order time) down to 31 minutes

User (Customer's) Goals

  • Getting the food with reasonable, affordable price.​

  • Share meals with friends anytime, anywhere, with minimum effort.​

  • Receive the meal as what it looks like in the restaurant.

Common Goals

  • Eating well anytime, anywhere.​​

  • Make eating effortlessly.​​

  • Good delivery service, and post importantly, fast.



  • Expand the online food-ordering experience to non-users by introducing group ordering chat room.

Key Results​

  • Increase the app downloads from 3M to 4M by 2019.​

  • Increase the repeat usage from 1-2/week to 3-4/week per user. 


  • Improve the conveniency at checkout with split the bill feature.​

Key Results​

  • Increase the gross annual sales from $3 billion to $3.25 billion.​

  • Increase the profitability from 27 cities to 100 cities of 200 cities where Uber Eats currently operates in five years.


  • Encourage users to eat with friends to decrease the risk of mental and physical unhealthiness.

Key Results​

  • Decrease the midday meals which are had alone from 45% to 44% nationwide in ten years. 

  • Decrease the number of working Americans having meals alone from 64% to 60%.

Product Roadmap

  • Current

User Growth (Social Sharing)

Use the chat room feature to bond users together and increase the number of users.

*Design  & Engineering *Marketing

Integrations (Billing)

Add the split feature to the app to combine with existing checkout process, and tipping system.

*Design & Engineering *Finance *Research

  • Near Term

Reduce Churn (Engagement)

Establish a game/incentive feature to motivate users to create group orders.(ex:poll)​

*Design  & Engineering *Marketing *Research

Innovations (Notification)

Establish an in-app notification system to help users keep up with in-app activities.​

*Design & Engineering *Research

  • Future

Revenue (Social Sharing)

Increase the app usage rate by grouping users together, which leads to larger order per time.​

*Finance *Marketing *Sales

Data (Improvement)

Develop an effective way to share and record the past orders and interests with other users.​

*Design & Engineering *Research

Define: Exploring the Experience


User Flow & Task Flow & Wireframes

User Flow & Task Flow


Based on the research and App Audit, I map out the user flow and the task flow after inserting the key features.

User Flow

Task Flow

Low-Fidelity Wireframes


I did low-fidelity wireframes by hand sketches, and annotate the details and interactions.

High-Fidelity Wireframes 

Notice and understand the "group icon".

Successfully place an order in the chat room.

Successfully pay for the order and track it.

Successfully exit the group and back to home page.

Understand and notice the button of "split the bill".

Successfully check the restaurant button in the chat room.

Testing the Product


Usability Testing Plan​

During my testing with participants, I observed their actions and hesitations and analyzed the results with my findings.


Completion rate: 100%

Error Free rate: 80%


According to my usability test, I found out the pain points that need to be improved. ​

To be Improved:

  1. Make "Create" and "Add" buttons more noticeable or understandable.

  2. Design the chat room page more comprehensive with other task (delete message, create notes, etc.).

  3. Create preview option of the restaurant menu for efficiency.

  4. Distinguish the buttons of "view cart" and "track your order".

  5. Differentiate the background in the chat room from other pages. 

Tools:Sketch, Invision, Photoshop