september 2023
Redesigned interface as per the evaluation results
The McDelivery India - West and South application is a web and mobile app offered by McDonald's, one of the world's largest fast-food chains. The app allows customers in West and South India to conveniently order their favourite McDonald's menu items for home delivery, dine-in, take-away and on-the-go. Users can browse the menu, customise their orders, and make payments through the app. It often offers special promotions and discounts to attract customers. McDonald’s also provides another application globally to redeem offers for dine-in, drive-thru and delivery.
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Purpose
The McDelivery application is used rarely even after offering many discounts on the app. People generally prefer to order McDonalds via Swiggy or Zomato because of poor experience on the McDelivery app. The purpose of this study is to evaluate the usability of the McDelivery application and suggest meaningful changes that could help improve the user experience of the application.
Objective
The objective of the study is to assess the ergonomics of McDelivery application in terms of cognitive load, efficiency, effectiveness and satisfaction of the users.
Current Interface
Figure 1: Current McDelivery Application V 11.3.8
Methods
Defining Tasks and Parameters
HTA - Hierarchical Task Analysis
SUS - System Usability Scale
Heuristic Evaluation
Effectiveness and Efficiency
NASA-TLX - Task Load Index
SHERPA - Systematic Human Error Reduction and Prediction Approach
Competitor Analysis
Results
Task 1 | Setting up
Signup from the delivery page.
Add two delivery addresses- Meluha The Fern as home address (using search on map) and Wankhede Stadium as work address (using drop pin on map).
Table 1: SHERPA prediction for test 1
Task 2 | Delivery
Add a burger (McAloo Tikki) from the menu.
Skip the recommendations and the customization.
Add a side (Mexican Cheesy fries) from the menu.
Place order to home address.
Table 2: SHERPA prediction for test 2
Task 3 | Dine-In
Select the dine-in store at R-City Mall, Ghatkopar.
Add a wrap (Big Spicy Paneer Wrap) without using the search feature.
Add a shake (Strawberry Shake) to the cart.
Remove the strawberry shake while in the cart. Add a sweet (Chocolate Express Cake) to the cart.
Table 3: SHERPA prediction for test 3
Task 4 | Take Away
Select the takeaway store as R-Mall Thane.
Add a burger under 500 calories.
Customize the burger to have 1 cheese slice.
Add 1 medium fries from recommendations.
Table 4: SHERPA prediction for test 4
Task 5 | On the Go
Select a McDonald’s store that is between 15 and 22 minutes while travelling from Thane to CSMT.
Set the arriving time 30 minutes from the current time.
Add a burger (McChicken Burger) using quick order.
Add vehicle credentials.
Table 5: SHERPA prediction for test 5
sus - System Usability Scale
SUS is a widely used questionnaire-based method for assessing the usability of a system. It consists of ten questions that are designed to measure user perceptions of usability and user satisfaction. Satisfaction is a test that helps in quantifying a qualitative property. A score above 68 is considered good.
Effectiveness and Efficiency
Effectiveness and Efficiency are measurements of primitively quantitative data. They produce results that cannot be directly stated as good or bad. They are used later to compare with results taken after the redesign.
We noted down the completion of tasks of all the users and then calculated the effectiveness. The average pre-redesign effectiveness came out as 97.78%.
We also noted down the time for completion of tasks of all the users and then calculated the efficiency. The average pre-redesign efficiency came out as 0.006 tasks per second.
Heuristic Evaluation
We found multiple issues in following categories after conducting a heuristic evaluation (based on Jakob Nielsen’s heuristics). It was done based on this questionnaire.
Visibility of System Status
Consistency and Standards
Flexibility and Efficiency of Use
nasa - tlx - Task Load Index
The users were asked to fill out the NASA-TLX questionnaire (questionnaire available here) to get the data of their mental workload.
Graph 2: This bar graph shows the combined score of mental demand, physical demand, temporal demand, performance, effort and frustration.
Competitor Analysis
The issues faced in the McDelivery app were compared with competitor apps like Burger King, KFC, Pizza Hut and Dominos and found out about how they dealt with those issues. The inclusion criteria for the competitor analysis was apps of individual fast food chains that deal with at least delivery and dine-in ordering systems.
Set Up
The competitors give an option of skipping onboarding at start as opposed to McDelivery. Also they automatically detect location while launching and detect OTP during onboarding.
Categorisation
The competitors give limited but easy to comprehend categorisation of items without overwhelming the users, as opposed to McDelivery which has a long list of confusing categories.
Navigation
The competitors give an option using a top bar to traverse through the menu instead of a difficult to use sidebar that McDelivery uses.
Check Out
The competitors give a quick summary of the order details like items, order type and payment amount before checking out. Also logging in is not needed for ordering.
Key Findings
Proposed Changes
Home
Separate the location of user and store (or get rid of the store location).
Add a button to take to current location.
Redesigning the item card to have bigger Add buttons.
Clubbing on the way and takeaway together. Removing the Near Me option. The On my way option is refunctioned to just searching for stores on a route as the feature was a covid-related feature that is no longer functional.
Menu
Add an option to the top of the page with an icon of the mode and location where the user can change them.
Categories are moved from the left-sidebar to a horizontally scrolling bar.
Calories button displays calculated calories for even meals and combos.
Similar categories such as muffins and desserts are merged.
The veg and non-veg filter buttons have the symbol as well for easy recognition.
Navigation Bar
The search button is removed from the bar and integrated with the menu page.
MyMcD is removed from the bar. Instead, all the account options will be displayed at the top right in all pages. This will also help in identifying if the user is currently logged in.
Added an offers page and its link to the navigation bar.
Redesigned Interface
The store address is removed as it created confusion and it is not common for food services to provide the choice of store. The consumer is less concerned about which branch the food comes from. The user profile and address are moved to the top of the screen due to familiarity of the users.
We created a dedicated page with offers to attract more consumers to the application as well as make it easy to discover ongoing offers which currently did not have a dedicated space.
Project Details
course project
DE 315: Applied Ergonomics
guide
Prof. Wricha Mishra
project duration
10 days
project detailed report
Inference
The prototype with the proposed changes is still a work in progress. Once completed the aim is to test the redesigned application using the same methodology and compare the results in pre and post redesign context.