To: Matt Maloney, Grubhub CEO
From: Samantha Diaz, UX Researcher/Designer
Date: April 4, 2019
Subject: Supporting Documentation to UX Presentation
This memo is in correlation to the earlier presentation. Attached you will find two user personas
and wireframe, along with a breakdown of suggested features and functionalities. I have also put
together a general outline of the project goals, findings, and my proposed solutions for the three
problems identified in the presentation.
Goals of Study
The goal of the study was to analyze Grubhub’s mobile app user reviews to learn about user
needs and expectations for potential areas of improvement.
Findings
My analysis uncovered three potential areas for improving the user experience. It revealed that
users’ primary motivators of using the Grubhub app were ease of use and convenience. Users
also revealed that they expect tasks to be simple and intuitive to complete on the app.
Design
The primary tasks of a user are to quickly browse nearby restaurants and menus, order food, and
track their order. Grubhub’s mobile app should support these tasks by providing clear paths from
the point of opening the app until the point of closing. User reviews ranged from college
students, full-time workers, and busy parents. The app was used in between classes, for lunch
breaks, and after a long day of work.
The user experience should support various user scenarios and take a variety of other factors into
consideration. Using the user personas throughout the design process is a way to keep focus and
help spark new ideas about how a Grubhub user would utilize the app.
Strategy
Users often choose mobile-food apps because of the convenience. They place high importance
on consistency, accuracy, tracking, and communication that a mobile app provides. Many users
placed their expectations on previous experiences with competing apps, as well as similar ondemand apps.
In order for users to choose Grubhub over competitors, it’s important to place focus on creating
an easy and intuitive experience that provides users a seamless journey from start to finish.
The solution is creating a user experience aimed to be efficient and intuitive to user needs. My
solutions for the app focus on:

✔ New search functions
✔ New menu layout
✔ Improved tracking communication
An Empathetic and User-Centered Way of Thinking
Two personas were created to represent real Grubhub users. They represent who and how the app
is used. The personas were created from the analysis and data gathered from user research.
The personas will help create an understanding of users’ behaviors, motivations, and
expectations. They have realistic tendencies and characteristics that bring an empathetic
approach when referencing the user experience. Using personas helps ensure the app is designed
with the user in mind at all times, keeping the decision-making process focused on what’s
important.
Wireframe Design
The wireframe aims to solve the five factors affecting the current user experience. My proposed
wireframe is a streamlined flow customized to meet users’ specific needs and expectations.
Together, the personas and wireframe are visual representations of the findings from the user
research. Using the five factors as a basis for improvement, the wireframe showcases solutions
that would be beneficial to improving the user experience. Below is a list of the factors affecting
the current user experience and the proposed recommendations for each.
Search
The search functionality will be easily accessible and compressed into categories that require less
steps from the user.
Menu
To save mobile space, menus from the same restaurant will no longer be repeated. Users will be
able toggle between locations if multiple of the same restaurant are available nearby to order
from.
The menu includes images of each item and looks consistent across every restaurant. A pop-up
will appear if a coupon is available for a restaurant’s menu and automatically apply to the user’s
cart.
Communication
After placing an order, users will immediately be prompted with an estimated time of arrival and
track their delivery on an interactive map. The app will also be used to directly connect with the
delivery driver or customer support through an easy to use messaging chat function.
The wireframe can be utilized by Grubhub as a resource and guide of the findings. Using the
wireframe and research as a basis for potential alternatives to improve the customer experience.
by creating a simple and intuitive design that doesn’t over complicate the food ordering process.

Breakdown of Wireframe Recommendations
◼ Users are automatically prompted to sign-in, sign-up, or browse when the app is opened.
Based on their choice, the user is appropriately guided through their unique process.
Users are also prompted to enter in the zip code they’d like to view nearby restaurants to
and set notification alerts to notify them when a restaurant they are looking for becomes
available in the nearby area.
Currently, the app automatically opens to the home screen without welcoming the user
and does not prompt or offer notification alerts.
◼ Users can enter their address at the top of the screen and have the ability to save multiple
addresses. A dropdown feature will allow the users to toggle between them when needed.
◼ The choice for delivery or pick-up will be a toggle feature shown clearly near the top,
making it easy to switch if needed.
Currently users must go through multiple extra steps through the ‘refine’ search feature to
change between delivery and pick-up.
◼ Restaurant categories are displayed on the main screen in an image ‘carousel.’ The
carousel scrolls side to side (horizontally), versus up and down (vertically), allowing
users to view more content by category without as many extra steps. Users are also able
to search with keywords, sort content alphabetically, or by pricing.
Currently, users must scroll down to see restaurants one at a time. Content is not shown
in any particular order or categorization, with many of the restaurants repeating, which
hinders how many restaurants the user can see without searching.
◼ The restaurant menu interface also uses a ‘carousel’ to display menu items and
breakdown into categories. If a user clicks on an item, they are able to view description
and easily go back to the main carousel. All menu items have featured images and have
similar layouts, creating a consistent theme throughout the app makes it easy for users to
get through.
Currently, each menu features a lot of text that users must scroll through, with images
and important information often missing.
◼ When users view a restaurant offering a discount coupon, they will be prompted with a
notification, letting them know it has automatically been added to their cart.
Currently, users have difficulty finding the area to enter coupons or promotional codes.
Automatically applying coupons will eliminate user frustration.

◼ When adding an item, users have the ability to customize their item based on all of the
ingredients of it, as well as leave additional comments/notes for the restaurant to see on
their order.
Currently, the only way for users to have customizations is by typing in the notes section
of their order, but they can be often overlooked by restaurants because it does not
separate notes by item.
◼ When users reach checkout, they are able to edit, delete, or add more items before
proceeding to the payment. They are also able to confirm or edit their delivery address, as
well as leave a note for their delivery driver.
Currently, users are not able to edit an item and must empty their entire cart if they need
to delete an item.
◼ Once an order is placed users will be able to track their delivery and estimated time of
arrival. They will also be able to contact their driver or customer support through a chat
feature.
Currently, users must call by phone to Grubhub support and are unable to contact
delivery drivers.
Please reference attachments for the personas and a full visual of the wireframe.
Thank you,
Samantha Diaz