To redesign the existing BonAppetour app. BonAppetour began as a home dining discovery platform for travellers. As the focus was on the website, the app was left on the back-burner. When they decided to shift their service offering to focus on food event discovery, their priority changed to mobile.
To reevaluate BonAppetour’s target users, redesign the app to include their new service offering, and to encourage user retention.
From our interviews with the BonAppetour team, we found out that every member had a different idea about their target audience. We decided to focus more on research to identify a clear user group that would serve as a starting point for the redesign.
Having a clear target audience in mind helps us to focus on the users and to prioritise tasks and features.
We screened 88 people and interviewed 7 who have been to and who have an interest in attending food experiences to learn about their demographics, habits, and interests. We broke their responses down into four groups: pleasure, pain, behaviour, and context. Then we grouped sentiments with common themes together to identify patterns. Through this, we have found that our group:
- Uses food to ease themselves into a social setting
- Spend on what they perceive as value for money
- Need to feel assured
- Value convenience and efficiency
With this, we created three personas and worked towards solving their pain points through the app. In our prototype, we focused on the user journey of one persona - Iris Lee, a 29 year old fun-loving and social working adult who attends events to explore new experiences and make new friends. Her goals include:
- Discovering events that interests her
- Attending events spontaneously
- Share and communicate her plans with friends easily
- Meet and connect with new people
Personas help us to step into our users’ shoes to get a clearer picture of their journey and expectations.
The Solution - Key Features
BonAppetour is about food as much as it is about bringing people together and we wanted to showcase that through the app.
New features are prioritised according to user and business benefit and then we turned solutions into workable sketches.
From here, we prototyped the design for testing.
We focused on a lifestyle-focused discovery homes screen where users can explore events by the themes they relate to such as “Sun Soakers”, “Nature”, and “Night Owls”.
Users can then interact with event-goers who share the same interests via a community chat channel. Aided by BonAppetour moderators and ‘BONBOT’ - an AI chatbot, fun food facts and event recommendations can be dished out frequently to keep the chats fresh.
After testing with users, we made several iterations based on our observations and their feedback. For example, making the copy on buttons more concise, removing irrelevant CTAs, and improving user control eg. notification on/off button.
Another key feature is the gallery, where hosts can upload photos taken at the event for attendees to download after. Attendees are encouraged to keep using the app even after the event to save and share their photos.
As users rely on photos to help inform their decision to attend events, the gallery provides a pool of authentic event photos that can be displayed on event pages or shared over social media.
Event goers also mentioned that they depend on reviews to help them make a decision, however there is a lack of them on BonAppetour.
To make the entire reviewing experience more seamless, we created an after-event prompt feature that encourages attendees to review via the app instead of email.
What I’ve learnt
My biggest takeaway while working on this project was learning to work with our client. Ideally as User Experience designers, we want to focus on helping our users achieve their goals with as few obstacles or frills in the way as possible. However a business has its own goals too, be it to convert users or to scale their user base. For us designers, having to balance business and user goals and to find a compromise between the two is quite a task.
As we did not have development resources, I picked up Flinto (a prototyping tool) to create a proof of concept that replicates native mobile app interactions. I feel that animations contribute heavily to the intuitive user experience in mobile applications.