Too Good To Go

Background: Too Good To Go is an app platform that allows food suppliers (restaurants, bakeries, supermarkets etc.) to upload their remaining food each day that nears the expiration date at a lowered cost and people go to pick it up. Good for the environment, good for budgeting, good for minimising costs. Great idea.

Problem: Being a user of the app, I became frustrated that a great idea was not being executed in a user-friendly way. The initial searching has different ways to search jumbled up (distance, collection time, type of food) not leading the user to what they want to find quickly/easily. I want to explore how we can improve the users experience. Focussing on the searching and finding the food they want, but then also how the app can become more habit forming through amending/developing other features.

Concept product/UX developments.

Services: Product design, UX/UI
Date: 2019

— The user
Who is this app for?

There are two users for this app, people buying the food and the people selling it. For sake of clarity, we’ll call them the ‘rescuers’ and the ‘guardians’. In the product development I conceptualise here, I’ll be thinking about the app on the side of the rescuers.

— Red routes
What are the app’s key tasks?

For both users, what are the critical and frequent paths that users take to complete their tasks.

— Rescuer red route analysis
— Guardian red route analysis

From this red route analysis, it is clear the important thing to think about is making the searching & ordering food process more streamline.

— The user
Why do people use the app?

Post user interviews I created several user personas, from which I chose two to focus on initially (later phases can look to support additional personas). To segment the user audience, a few behavioural variables were identifies which could categorised: frequency using the app, motivations for using the app (budget, convenience, environment, hungry) and context of use (convenience/distance).

Key points: 

  1. Search is not easy to use
  2. Reviews on specific places need to be more specific
  3. Notifications of users’ preferences

Wider user opinions: The app is used in various different countries, with many reviews and comments. There are a few reoccurring points that arise:

‘Doesn’t have a search option for the shops, and you’ll just have to keep scrolling hoping to find your local shop that you already know is using this service’ Sibriina Kinnunen

‘It’d be good to increase the scope of the star reviews so we can see (for example) value for money, quality of food, friendliness of staff.’ Asta Neely

‘I was wondering if this have notification settings as in if items are available in my chosen local area I will have a notification sent to this device. Andrew Henson

User personas

Primary personas:

  1. Maria: frequent user; convenience/budget motivated
  2. Tim: casual user; budget motivated

Secondary personas:

  1. Alexa: casual user, environmentally motivated
  2. Eliot: hesitant prospect, not convenient with distance nor availability of food
Persona 1: Maria

Age: 33
Occupation: Office manager
Location: Barcelona
Frequency using app: 4 days/week
Motivation for app: convenience/budget
Context of use: centre of Barcelona, options to choose from nearby

In the office at work, Maria finds available food nearby for lunch, and occasionally to pick up after work on the way home. It is just as convenient as going to the shop and finding something there, with the added delight of the ‘surprise’ bag and not having to wait in line at a shop. She doesn’t use it on weekends so much as she cooks from home or goes out to restaurants, so the need for convenient food nearby isn’t so high. She likes the app but would appreciate if the search were easier to navigate.

Persona 2: Tim

Age: 23
Occupation: Waiter/student
Location: Barcelona
Frequency using app: 2 days/week
Motivation for app: budget
Context of use: university in centre of Barcelona so options to choose from nearby, but he lives outside the centre convenient only on the university days

On a student budget, Tim uses the app to save the pennies while in the more expensive part of town – the centre. Would like to use the app more, but there aren’t options/very few in further out neighbourhoods/areas. Quick and easy, he orders the food on public transport and picks it up on route to uni. Normally the same three places he goes to as they have food available at those times. Good app routine.

Development goals/priorities
  • Searching experience clearer
  • Reviews/recommendations clearer
  • Load next use
User mindsets
  • I’m hungry: find food now
  • I’m local: find food nearby
  • I’m budgeting: find best discounts
— Current customer journey mapping

Thinking about the mindsets the users would be in, just before the idea of opening the app came to mind. For that reason I came up with the above mindsets: hungry, local, budgeting. Categorising in this way allows me to align the experience with the users’ needs.

— The experience
How can understanding the users’ contexts/needs/motivations inform the visual design & app personality?

Experience principles were created to drive aesthetic, feel and tone of app.

  1. Simple & focussed/convenient: Get basics right to ensure convenience is priority
  2. Encouraging: Use endowed progress effect heuristic to push progress of the user and encourage, in three ways: money saved, saving the world, level of ‘saver’
  3. Conviction: Belief in the app’s positive change; celebrate progress
  4. Playful: Element of competition in user progress

These could be explored further with development of other features – see below suggestions on developing other features in ‘what now?’ section.

— Sketching wireframes
— Next steps
What now?

From here, user testing would be needed to test whether or not the new interface is more intuitive and accessible to the user. From the findings of these tests, iterations would be done to improve the experience further.

Regarding other features of the app I’d like to explore or develop further – I think there’s scope to get the user to invest in the app more in order to bring them back again more frequently. For example, if one could see the environmental impact made or how much money they saved from all their cumulative purchases, e.g. ‘you’ve saved £356 since using Too Good To Go, and save 0.6 tonnes of CO2 being omitted’ on their profile, this may be a way to reward the user further on each buy and moreover give them a longer term mentality/commitment on the app. This could be pushed even further, with different levels of the ‘rescuers’: beginner, intermediate, advanced. Those who’ve used the app more, saved more money and CO2 from being omitted will move up in status. Could this then become a community element? People can see where they stand amongst others… And the possibilities continue… For another time.