The wait is over
Domino's App Focusing
on "localisation" now
Your order to deliciousness is here ! Happy ordering 🍕
ABOUT
For clinicians, documentation is a mandatory but exhausting hurdle. Spending hours after a shift typing patient conversations into EHR systems using SOAP or MEAT formats directly causes burnout and takes time away from actual patient care.
Inscribe Application focuses on easing out cognitive load by introducing intelligent, ambient AI scribing. The application seamlessly captures and structures clinical notes, allowing doctors to look at their patients, not their screens.
ROLE
Product Designer
I led the end-to-end mobile application design by conducted research,
brainstorming excercises to define the core user problems and deliver final production designs.
PLATFORM
Mobile Application
DURATION
12 Weeks
SCOPE
UX research | UX design | UI Design
RESEARCH
Why is localisation is important?
Interviewing faculties revealed that students showed signs before they dropped off.
Faculties interacted with students to make them stop by dropping off
Tier 2 and tier 3
Cities in India are classified into tiers 1, 2, 3 and 4 by the Government considering various factors including population.
Difference ?
22 official languages
Multiple income group
7 Major regions
Traditional cuisines
Aim?
Understanding Food trends in different Cities.
Influencing next billion
Making ordering easy
Domino’s app needs a fresh perspective,
and I am responsible for the change !
CHALLENGE
Design tasks and challenges
After understanding the project and looking how others QSR are applying the
concept of localization, I determined three areas to explore
Research
To understand the mindset of the local population, it became important to penetrate deep into these territories and directly talk to the consumers.
Concepts
Introducing new concepts that can benefit the consumer as well as the business.
Interface
improve the human-application interaction by implementing new concepts and capabilities.
RESEARCH
How do we know what
consumers need? Research
To understand the mindset of the local population, it became important to penetrate deep into these territories and directly talk to the consumers. For this, some innovative research techniques had to be applied as it might not be possible to reach all the target audience via telephonic or online interviews.
CHALLENGE
Design tasks and challenges
After understanding the project and looking how others QSR are applying the
concept of localization, I determined three areas to explore
Meathods
Online/ Telephonic Interviews
Intercept studies
Incentive based research
Comprehensive studies (store visits and application studies)
RESEARCH
What consumer said?
Difference ?
“ I eat samosa chai”
“With family, I eat north Indian with friends I eat pizza and burgers.”
I look for some thing fast and easy, certainly pizza’s”
Fast food ?
“ I generally order using swiggy or zomato”
“I just go to near-by shop and eat.”
“I look for healthy options even consuming fast food.”
Influence
NO, I order what I want to
“Yes, sometimes I do get influenced by people around me.”
“I do ask friends for food suggestions”
INSIGHT
It was localized inclusivity
The project took an interesting turn when I was able to find different consumer groups emerging up,
based on their level of understanding language and their ordering trends in the same region.
PERSONA
Understanding the user,
solving their problems
In order to consolidate the different aspects of different users, I created persona
Importance
They form the largest group of consumers (based on work). This is still an untapped market for most QSR.
450 Mn.
people are Classified as blue-collar
in India
Blue-collar
70%
Challenges
📱Visual Cues
Decision is based on images recall and relevence
🗣️ Social influence
Orders are often based on suggestions from friends, work groups or roommates
🅰️ Low language efficiency
They are not habitual to using English as their preferred language.
⚡️ Brainstorming Competition ⚡️
The project took an interesting turn when I was able to find different consumer groups emerging up,
based on their level of understanding language and their ordering trends in the same region.
New Innovations
It was localized inclusivity
The project took an interesting turn when I was able to find different consumer groups emerging up,
based on their level of understanding language and their ordering trends in the same region.
An audio note system to support multiple local languages
Helping users to narrow down the options causing less confusion and irritation
Helping users to narrow down the options causing less confusion and irritation
RESEARCH
Turning data into social influence
Data driven Approach
Every demographic has a unique set of best-selling items.
This data can be leveraged to show a top 10 best sellers in a given locality.
Proposed Solution
Turning recommendations into “Locally Famous” items
Instead of showing generic recommendations, highlight the most popular items in a specific area.
PRODUCT CARD DESIGN
Focused and sequential information
The current card system poses a problem of overloading the user with information at a time which can be overwhelming and confusing. I worked on redesigning the card system to provide information gradually and in a sequential manner
Problem
Users were getting over whelmed with the data as most of it was superimposed on the image
It does not fit out natural reading pattern
Updated design
Image - Working as the primary anchoring point for the user.
Primary Information - Primary information provides the user with product information and aims at building user trust and induce emotion.
Secondary Information - It contains the price, customization options ending up CTA to compete the selection process
LANGUAGE FEATURE DESIGN
Addressing the language dilemma
India has 22 official languages. But most applications provide at most options to convert English into Hindi. I took this as a challenge to find other ways to solve this puzzle
Converting it ? No?
Users use multiple apps during the day with English as primary language, hence they understand words and phrases. Reading text in other language can be pain as compared to boon.
Then what?
On the other hand audios are easier to understand as compared to texts. They can be implemented wherever required in the app (eg. product card)
When we do not understand something in a restaurant, we seek help from the waiters. Then why can’t we have a host on digital platforms?
BUSINESS IMPACT
22%
Increase in
CTR
-15%
Reduction in order
drop offs
