Burpple Revamp
School Project

Feb 2022 - Mar 2022
Figma, Miro

Project Overview

My team and I decided to embark on a journey to revamp the Burpple online food discovery experience. Our hypothesis: Users will be inclined to use this platform if they can find trustable food inspirations easily.

Target Audience: Foodies from 20s-50s

My Role

About

Burpple began as a social food journal in 2012, and in 2015, became a platform for anyone to contribute and discover reviews. This community-driven network is now the place Singaporeans rely on to decide where and what to eat. They want people to discover, enjoy and share their dining experiences with anyone and everyone. Their platform connects customers and merchants with community reviews, best deals and meaningful feedbacks.

Problem Statement

Users need a way to find a good restaurant/food place that suits their preference within the shortest time possible so that they do not need to go through multiple platforms to choose a restaurant/food place.

Design Process

01

User Interview

We’ve conducted 8 x 45 mins user interview and usability testing on existing site through a mix of remote and face-to face sessions. Our aim is to learn about the user’s behaviour in finding and selecting restaurant/food places. We then map out an affinity map with the response we got from our 8 users.

︎Here are some of our questions:

What are the considerations for dining out? What influences your choice of food?
How do you usually find food inspiration/recommendations?
Why do you use this “Method” for food recommendations?
How do you use it?
What do you normally do next? Interviewer notes: Share? Bookmark? Why or why not?

How often do you search/read for food recommendations?
Have you faced any issues while searching for food recommendations?
How do you think it can be improved?
What makes you feel that the food review is trustable?
What motivates you to make a reservation?

Notable findings

Re-Defined Problem Statement

Users tend to trust food recommendations based on friends rather than reviews from influencers or strangers. Users are more likely to rely on multiple external platforms for their food recommendation research if they do not trust the reviews.

02

Competitor Analysis

Direct and Indirect Competitors

Feature Inventory

Pluses & Deltas

Insights

Through our competitive and comparative analysis, we recognise the opportunities and threats Burpple have. Their strong emphasis on subscription service is causing them to lose new users as the potential users do not know that there is a free version. However there are opportunities to ride on the trend to incorporate new social features. By doing so, it will allow Burpple tighten the “community spirit” of burpple at the same time attracts new users.

03

How Might we

1

How might we make
the reviews deem as trustworthy?

2

How might we make our reviews equally impactful to users compared to word of mouth from friends?

3

How might we build trust
and loyalty with our users?

04

User Personas

The Detailed Foodie
She enjoys discovering new places, trying out new food and check out what her friends have tried.

Persona 1

The Impatient Foodie
Impatient foodie that wants everything quick
and fuss free.

Persona 2

05

User Flows

Persona 1 User Flow

Persona 2 User Flow

06

Sketches & Wireframes

Sketches

Wireframe Desktop

Wireframe Mobile

07

User Testing

Low Fi

We’ve conducted 5 x 45 mins usability testing on Lo-fi prototype through a mix of remote and face-to face sessions. Our aim is to identify any usability problems, collect qualitative and quantitative data and determine the participant's satisfaction with the redesigned Burpple website.

︎Probably due to visual limitations, the users took some time to figure out the new social features that we have included. They had difficulty navigating through the prototype as it was focused on social features, only flow related to it are clickable.

High Fi_V1

We’ve conducted 5 x 45 mins usability testing on Hi-fi prototype through a mix of remote and face-to face sessions. Our aim is to test the iterated prototype, obtain feedback and identify any new usability problem.

︎
Our users are very happy with the high fidelity prototype.

︎
Moving forward, we will want to look into things that we can improve. Due to time limitations, we will have to prioritise the things to work on.

08

Amendments on High Fidelity Prototype

︎ Revised UI for Homepage to better enhance Stories feature

︎Improvised UI to lead users into restaurant page from stories

︎ Improvision on search bar and filter function

︎ Introduced Discover Wishlist feature onto homepage for users to better enjoy the new feature

︎ For Restaurant page, We shifted position of menu, reserve button and also overall ratings as our users have difficulty locating them during the first 2 rounds of user testing

09

Final Prototype

Final Product embeded here for you to play around with~

Study Results

︎
We successfully increased the NPS score from -63 (existing Burpple website) to 100 (Hi-Fi prototype).

Project Summary

Next Step:

Due to time constraints, there are other issues that weren’t solved. Moving forward we would like to work on some ideas that we’ve came up but did not have the chance to execute.

1.

Mobile First Approach

Considering the fact that Burpple has been losing quite a bit lof users, most of them does not have the Burpple app. Thus we go with the Desktop approach to welcome new users and ex users to enjoy Burpple’s new feature.

However we did not consider our very Stories feature as it will be most suited on Mobile. Thus causing a conflict in our project.

2.

Wallet Page

“Great satisfaction comes
from sharing”

We envision users to be able to share deals with their friends, strengthening the burpple community spirit. Through this wallet page, users are able to view the deals they got. Whether is sole ownership or shared deals.

FOLERISFULLER