Looking at this screen, what can you pick out that could be a problem?
At face value, nothing is technically wrong in the GrubHub screen. You are given a set of choices and are able to select one; which is an appropriate use of the radio button. But how much money has this business potentially lost because it only allowed patrons to choose just one extra skewer?
If we think about providing a better software experience that anticipates our needs, the solution increases efficiency, practicality for both business and customer. So what could be a possible solution?
With this solution, customers are able to choose multiple skewers, but if a person chooses “No…” then all other checkboxes are disabled and unchecked.
Or if we go a little further we could simplify the process:
Replacing the radio buttons with checkboxes begins the process of improving the flexibility of the app. However, does a customer want to add multiple extras of a type of skewer–three extra chicken skewers, perhaps? Since this is on a mobile device we also have to ensure that target areas for the checkboxes and radio buttons are large enough. We can also think about whether “Save Selection” is the most appropriate label for the button; maybe “Add to Order” or something to that effect is more appropriate. These are just a sample of things we can begin to think about to improve GrubHub.
To take it another step further, we can also think about how the extra options will be presented to the customer. Currently, a person has to select “Would you like to add an extra skewer” in the screen below the pop up before being presented with the actual options.
But what if extras were presented automatically after a main order was chosen? It may lead to increased revenue for both GrubHub and the restaurant.
In addition, it is easy to measure how these changes will affect your customers. Designers can use A/B testing, paper prototypes and many other methods to determine whether the interactions they have chosen fit with your customer base.
Providing UX that is more closely aligned with a customer’s real-world, and manipulating it in a way that they are likely to order more, has the potential to dramatically increase revenue for businesses. The UX design process ensures a return on investment by going through these issues and aligning solutions between business goals and customer satisfaction.