Client:
Tadam
Service:
Brand Identity, UX/UI
Tadam is a food delivery app that aims to enhance customer service quality while reducing delivery costs, making it more accessible.
The Tadam team planned to launch the brand quickly in the international market and approached me in the early stages of developing their MVP to create a distinct branding identity and develop the UX/UI design for the mobile app's further development.
The food delivery industry is intensely competitive, often described as a saturated 'red ocean' where differentiation through branding and recognition is crucial for standing out. In this challenging context, my role was to go beyond mere visual design to fundamentally enhance service quality and customer experience. Tasked with transforming the typical delivery interaction within a tight timeframe, I focused on redesigning service delivery protocols and user interaction touchpoints, aiming to create a seamless, efficient, and memorable customer experience that sets new standards in customer satisfaction and brand loyalty.
Through in-depth research into the food delivery market, I identified several significant challenges within existing apps:
Drawing from a wealth of experience and refining existing methodologies, I have developed the Interactive Layered Prototyping (ILP) method. This approach utilizes layered digital canvases that allow for quick alterations and easy exploration of different design concepts before any physical or high-fidelity digital model is created.
Starting with a base layer that outlines the core structure, additional layers are added which represent different stages or components of the product. Each layer can be edited or toggled on and off, providing a flexible and dynamic way to visualize and modify components without affecting the underlying structures. This method is especially effective in identifying and addressing flaws at early stages as each layer can be independently reviewed and adjusted.
Beyond my own experience and the ideas from the Tadam team, I organized a focus group where real users conducted the first prototype test. We gathered fresh insights and implemented them into the MVP before launching the product to the market. This test helped me refine every touchpoint our future clients will have with the app, enhancing the simplicity and efficiency of its use.
