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Pesito

UX revamp for enhancing the UX of Pesito

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Goal: To revamp the UX of Pesito to make it more accessible and desirable, thus improving user engagement.

Role: UX Designer

Target Users: People with direct and easy access to smart phones(18-35 demographic), Students, Working personnel etc.

Initial Research

What is Pesito? 

Pesito is a food delivery app that delivers food locally in a selected number of locations mostly in Pathanamthitta and Alappuzha districts of Kerala, India.

Since the app was recently introduced and that too on a very small scale, it still had a number of shortcomings and user painpoints that needed rectification.

First, the current version of the app was studied to identify flaws and shortcomings.

Study of the Current App

- The interface of the current app lacked hierarchy.

- The icons are looking too cluttered.

- Navigation is confusing and unnecessarily long. Therefore, requires a restructuring.

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Interviews

Furthermore, potential users were interviewed to accurately identify the painpoints.

- Ten people were interviewed to obtain a firm idea on what were the shortcomings of similar existing products. The interviewees were selected based on their usage of the Pesito app as well as their interest in ordering food online.

- It was found that the app had terrible content navigation and discovery which made it very difficult for the users to find their desired restaurants and delicacies.

- Most users suggested it would have been much easier if nearby hotels and discount sales were shown first.

- Everyone unanimously stated that they felt uneasiness while initially using the app. They felt like it lacked credibility and that clearly indicates that the UI is inadequate and not desirable.

- Almost half of the users were unaware of the ‘Pesito coins’ feature which would enable them to avail discounts on orders.

“I remember feeling so uncertain about using this app when I first installed it. I even doubted if the app was a scam or something. But since Zomato or Swiggy didn’t deliver to my house, I had no choice.”
- participant

“Its a nightmare to order the right food in this app. But when you have to eat when hunger strikes right. Although I wish ordering food weren’t this annoying.”
- participant

“Sometimes, they wait till checkout to tell us that delivery is not available in our location. How annoying is that??”
- participant

User Personas

Personas were created based on the initial study and interviews.

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Ideation

Brainstorming was done to work on each identified core features of the product.

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Wireframe Sketches

After a lot of iterations, the core wireframe sketches were concluded.

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Visual Design

Once the wireframes were concluded, I moved on to the UI visual part

Moodboard

The following keywords were kept in mind.

Food - Cravings - Restaurants - Modern - Clean - Satisfy - Tasty

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Applications that function in the similar domain were also looked at:

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Colour Scheme

Colors were chosen from the Pesito brand colours to reinforce the brand visually but making sure not to go overboard with too many colors at the same time.

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UI Design

As per the ideated workflow, the major redesigned screens are shown.

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Hang on! We're almost done here...

Interactive Prototype

The final prototype included a high-fidelity mock-up of the Pesito app, created in Figma.

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A screen recording is provided first.

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