Silvergate - UX design by Alice Hsu

client

Silvergate

project type

UX design

duration

12 weeks, 2022

About Silvergate

Silvergate was founded in 2019 and keep dedicating to offer elderly healthy meals and caring services. They also launched a brand new App in 2022, aiming to offer users who have the need to take care of their parents or even the elderly themselves to enjoy a more convenient and relieved deliver experience.

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Project Background

This is a re-design project hosted by UXY Bootcamp, cooperated with Taiwan elderly delivery organization - Silvergate. With a team of 7 UI/UX designers, our final goal was to refine the user interface problem of Silvergate’s App and create a better using experience for the present users.

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Tools

Figma

Maze

Notion

Google Meet

Team

7 UX / UI designer

My Roles

Market research

Stakeholder interview

User interview

User interface design

Prototype

Usability test

Main Problem

We understood user and business problems through stakeholder interview. Then, we analyzed the usability problem with LEMErS principle to clarify currently situation of the product.

Users Problem

The App couldn’t offer user clear instruction and intuitive control mode, so they can only finish ordering by calling or sending messages to the customer service.

Business Problem

Silvergate spent a lot of time and labor costs to deal with customer’s questions. This indirectly affect the efficiency of ordering and delivery, making it more difficult on expanding their service area all over Taiwan.

Usability Problem

# Learnability

hard to aware that Silvergate App offers food delivery

The function “delivery service” and “support elderly” appears repeatedly on the middle of home page and the tab bar, making the user confused: Are these the same service? What is going to appear if choosed?

# Efficiency

# Satisfaction

few options for customized meals

The ordering page includes services that are irrelevant to delivery. Users couldn’t search meals by different needs or restaurant. Also, the App didn’t offer detail information of each meals.

# Efficiency

some function is in a disturbing place

The proportion of picker which embedded directly into the page is too large, causing high false touch rate while user scroll through the screen.

Design Process

Building a brief process as the main direction of the project.

Competitor Analysis

Understand Silvergate’s market position by analyzing the competitors’ pros and cons through target user, problems, and solution/product.

" Silvergate is the first platform that offers elder food delivery service by App. "

" Combining customize meals and caring service together, making it more special than others. "

User Research

We use the survey and user interview to understand our main users and define their persona.

We got 135 reply from the survey and invite 8 users to join the depth interview.

We had understood the short-term target of Silvergate is to increase the user of sons and daughters who order at their own expense. 90% of them are female, so we picked them up from the reply of surveys as our target interviewee.

My role: survey designer, interviewer, observer

Question asked during the interview

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How was your experience of using elder delivery services in the past?

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What do you think is the most important part when ordering food for elders? Why?

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What is the reason you consider using elder delivery services in the future?

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How do you get together with elders in your family (the way and frequency of concern)?

Following Silvergate’s target, we picked up three groups with different behavior as the standard of choosing the interviewee.

User Interview Analysis

Categorize results of user interview with the affinity map. Then, find the common features includes behaviors and thoughts.

We found out that the user...

37% - Ordering meals conveniently is the most important.

Most users care about whether they can finish the order quickly and conveniently.
→ Second are “meals meet parents’ need on ingridents” (25%) and “concerns from the deliver man” (25%)

100% - Body situation influences the diet needs.

All of the elders have specific needs and preferences for diets.
→ Elders tend to have personal needs due to illness and body situations, which is also the main motivation for ordering meals.

50 % - Keep a hesitate prospective about caring service.

Half thinks elders do not need the caring service.
→ Elders might feel impatient, or they might be scammed.

Define Persona

We define the target persona-Peggy, based on results of user analysis.

User Journey

We imitate Peggy's situation and thoughts while ordering meals by Silvergate App, aiming to find feasible design opportunities through key stages.

We summarized our POV from the user journey...

" Peggy is a busy accounting manager who doesn't have much time to take care of the diet of her parents in law. "

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" She has to balance between taking care of elders, responding to social expectations, and behaving well at her job. "

↓

" Because elders' have specific needs on their diet, if they weren't careful enough, their body situation may be deteriorated."

From Problem to Solution

After found out some design opportunities to solve Peggy's pain points through her user journey, we started to build refining plan by HMW method.

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How might we...

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Let "taking care of elders" become easy and joyful.

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Let the concern be full of warmth to improve the relationship with elders.

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Let the knowledge of elderly meals become easy to understand.

Sketch

Sketch design idea with crazy 8 method and picked out three concepts that are closest to HMW as our reference in the next stage.

User Task

We drew the process of Peggy using the App to clarify overall operation.

User Flow

Drawing detail user flow from sign in to receive the meal, to understand the PAGE and INTERACTION that Peggy may go through.

Information Architecture

Create an information structure with pages from the user flow to clarify the layer relationship between different pages.

Wireframes

Started to draw wireframes based on the information architecture.

High-fidelity Prototype

Create high-fidelity prototypes based on wireframes. Offer visual content to present a clearer concept of what the product is going to be if the design finally being launched in the future.

Finish sign-up in only four steps.

Convenient & Effective

Goal

Finish sign-up safely and satisfied.

Feature

Refine the display of the stepper. Showing warm notices as supplementation to smooth users' anxiety.
Users can gather several different elders into one group with our new function. It only costs one step to finish ordering for different elders at the same time.

Customize meals to satisfy elders' needs.

Goal

Browse the meal right after landing on the home page and find appropriate meals for elders.

Feature

Automatically suggest the most appropriate meals according to elders' body situation and the delivery time users selected.
Adding customize tag into ordering remark function.

Always thoughtful to users through the whole ordering process.

Goal

Detail oriented. Building fresh and warm impressions to users.

Feature

Offer identity and contact information of delivery men.
Users can switch the "caring diary" between two modes due to different needs.

Usability Test

Invite users to join the usability test and verify if users can finish the task smoothly. We also encourage users to "think out loud" while doing the task.

Task target

My role

I was the observer who observed and recorded.

80 %

Couldn't find where to choose the delivery time.

42 %

Thinks the new design is useful, especially the customized tag while ordering.

42 %

Aren't sure whether the option of "elders' body situation" is a radio or multiple options.

SUS satisfaction increased

The common SUS score is 68 on average.

Original product

58.7

Re-designed

78.2 Refine

We adjust and refine several functions according to the result of usability tests.

Ordering

Adding keywords searching and filter function.

Arrange the CTA for choosing the delivery time as an independent button, which is more conspicuous.

Due to consistency, adjust the color of the block which is not optional into pink.

Adding keywords searching and filter function.

Choosing elders' body solution

Using ios native components to switch between different elders.

Resize the option card but reserve the cozy illustrations.

Adding captions about the options.

Arrange options "elders' body situation", "delivery remark", and "meal remark" to three different places according to specific situations.

Final Prototype

Take a look at the brand new prototype after refining!

Sign up

Choose the delivery time

Pick the meal

Checkout

There is no End of Design

Due to the limitation of time, we only redesign the part which is obviously affecting the basic operating process. We can still refine those that are more innovative and relative to engineering issues.

Add the user guiding

Supply users to get familiar with the App quicker.

Develop the function "Ordering multi-day meals for multiple elders"

Some of the users prefer ordering several days of meals for their parents. This function can let them save a lot of time while ordering.

Improve the function "choosing delivery time"

Users can choose several delivery times at once. They can also change a specific time from among those dates.

What I've learned

User research and interview

For me, user research is the most interesting stage to gain a lot of new perspectives. In the beginning, we strived hard to make sure the survey can precisely help us focus on the correct target customers. After finishing user interviews and understanding their opinions and needs, we gradually verified our hypothesis at the beginning. The process of questioning and renewing was also a precious opportunity for us designers to eliminate our blind spots and understand users’ needs with a wider angle of view.

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Overall thinking

My team and I always found several problems which were relevant after each time of review meeting. We struggled to solve them at first, but later I realized the importance of categorization and overall thinking: Rather than spending a lot of time diving in to solve the puzzle at first, it is more efficient to identify the attribute and relationship between several problems.

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The balance inside a team

Since the entire project was cooperated by online video phone calls, it is necessary to achieve a balance in the coordination of time and resources. Through the process, I learned to keep open-minded and listen to each other’s opinions. When my partners feel difficult, I also share my experiences, support each other, and unite team members’ consensus to achieve the goal.

Silvergate App Re-design

About Silvergate

Project Background

Tools

Team

My Roles

Main Problem

Users Problem

Business Problem

Usability Problem

hard to aware that Silvergate App offers food delivery

few options for customized meals

some function is in a disturbing place

Design Process

Competitor Analysis

" Silvergate is the first platform that offers elder food delivery service by App. "

" Combining customize meals and caring service together, making it more special than others. "

User Research

User Interview Analysis

Define Persona

User Journey

" Peggy is a busy accounting manager who doesn't have much time to take care of the diet of her parents in law. "

" She has to balance between taking care of elders, responding to social expectations, and behaving well at her job. "

" Because elders' have specific needs on their diet, if they weren't careful enough, their body situation may be deteriorated."

From Problem to Solution

Sketch

User Task

User Flow

Information Architecture

Wireframes

High-fidelity Prototype

Finish sign-up in only four steps.

Convenient & Effective

Goal

Feature

Customize meals to satisfy elders' needs.

Goal

Feature

Always thoughtful to users through the whole ordering process.

Goal

Feature

Usability Test

Task target

My role

80 %

42 %

42 %

SUS satisfaction increased

Original product

58.7

Re-designed

78.2

Refine

Ordering

Choosing elders' body solution

Final Prototype

Sign up

Choose the delivery time

Pick the meal

Checkout

There is no End of Design

Add the user guiding

Develop the function "Ordering multi-day meals for multiple elders"

Improve the function "choosing delivery time"

What I've learned

Thanks for watching!

View Silvergate's UI System ↓

Silvergate UI Design