OrderUp is a food commerce platform that offers customized online ordering systems for businesses, ranging from small local restaurants to large franchises. In order to differentiate itself from major food delivery platforms like Uber, OrderUp, as a startup, sought to effectively communicate its ideals and benefits to potential customers and encourage them to give the platform a try. The primary objective was to enhance the customer sign-up experience, ensuring that users were attracted and motivated to complete the sign-up process.
Collaborating closely with the Product Manager (PM) and Design Manager (DM), I identified pain points in the existing customer sign-up process. To address these issues, I devised an updated user flow that aimed to resolve the problem. Additionally, I created a range of deliverables, including icons, illustrations, and UI elements, to enhance the overall sign-up experience.
The previous customer sign-up experience was time-consuming and lacked engagement. Upon signing up, new customers had to wait for a mock-up design after filling out the sign-up form and discussing the details of their business with customer service. Consequently, many potential customers were lost during this waiting period.
Through research and analysis, I conceptualized a solution: developing a mock-up demo for customers based on the information they provided during the sign-up process. This way, customers would be able to get a preview of the product immediately after signing up. If they decided to proceed, the mock-up would serve as a foundation, saving them significant effort.
HTo create a realistic and appealing mock-up, it became crucial to gather as much information from customers as possible, which would inevitably lengthen the sign-up process. This presented an interesting challenge of balancing the desire for detailed information with the need for a streamlined sign-up experience.
After conducting interviews with customers, I implemented a discrete approach, transforming the linear process into a more flexible one. After users provided the necessary information, they were prompted to share additional details, with their progress clearly communicated throughout. Moreover, users were given the option to proceed to the final step at any time, empowering them with a sense of control over the process.
A key advantage of the OrderUp platform is the ability for businesses to customize and brand their own ordering services. To highlight this advantage, I created a series of illustrations that showcased the impact of branding within the sign-up process. This visual representation helped customers understand the benefits of using OrderUp.
OrderUp is symbolized by a figure engaged in the process of building a website with firm hands, indicating that the website is being constructed while details are being filled out. This representation reinforces the idea that customers can simultaneously create their online presence while providing essential information.
Considering that customers would sign up using various devices such as mobile phones, tablets, and desktop computers, I designed a responsive layout that supported multiple breakpoints. This approach ensured a consistent and intuitive experience across all devices, accommodating users' preferences and delivering a seamless sign-up process.
