Case Study

Mobile UX Optimization for a Food Delivery Application

Problem Statement

A fast-growing food delivery startup was receiving high mobile traffic but experiencing poor conversion rates and user retention. Customer feedback revealed issues with app usability, confusing navigation, and lengthy checkout processes. The company sought to optimize its mobile user experience (UX) to increase orders, improve customer satisfaction, and reduce app abandonment rates.

Mobile UX Optimization

Challenge

  • Complex Navigation: Users found it difficult to browse restaurants, filter cuisines, and locate offers quickly.

  • Slow Checkout Flow: The multi-step checkout process caused friction and frequent cart drop-offs.

  • Lack of Personalization: Recommendations were not tailored to user preferences or order history.

  • Cluttered Interface: Overuse of elements and inconsistent spacing made the UI visually overwhelming.

  • Inconsistent Microinteractions: Users did not receive clear feedback for actions (e.g., adding to cart, applying coupons).

Solution Provided

A comprehensive mobile UX optimization was implemented to streamline the user journey and elevate usability. Key improvements included:

  • Simplified Navigation: Introduced bottom tab navigation with clear categories and persistent search.

     

  • One-Page Checkout: Combined address, payment, and promo input into a single, scrollable screen.

     

  • Personalized Recommendations: Used past orders, location, and time-based behavior to tailor suggestions.

     

  • Clean Visual Design: Applied minimalist design principles, consistent padding, and intuitive iconography.

     

  • Enhanced Microinteractions: Added subtle animations and confirmations for cart actions and status changes.

Development Steps

data-collection

User Research

Conducted surveys, app heatmaps, and session recordings to identify UX friction points.

Wireframing & Prototyping

Created low- and high-fidelity prototypes using Figma to test design updates.

execution

Usability Testing

Ran moderated mobile sessions with real users to observe task flow and gather feedback.

Design Implementation

Updated the app using React Native, optimizing for both Android and iOS platforms.

deployment-icon

A/B Testing

Tested the new UX flow with 50% of users to validate impact on engagement and order success.

Launch & Monitoring

Rolled out the updates and continuously monitored KPIs using Mixpanel and Firebase Analytics.

Results

Order Conversion Rate Increased by 32%

UX improvements led to more completed orders per session.

Checkout Abandonment Dropped by 41%

One-page checkout reduced user friction and decision fatigue.

Customer Satisfaction Improved

App store ratings went up from 3.8 to 4.5, with praise for “ease of use.”

Average Session Duration Increased by 20%

Users browsed more and engaged longer due to better navigation.

Repeat Orders Grew by 27%

Personalized menus and improved user flow encouraged loyalty.

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