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Reached user satisfaction for the ordering process via improved information architecture
& introduction of gamification

Customize your meals by using Picks 
(Former Foodie Café)

Winter - 2021 | Updated in winter - 2022

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What is Picks?

A fast food mobile application that allows the user to customize their own meal, the restaurant prepares and delivers it to the user. 

My responsibilities

  • User Research

  • Competitors & Data Analysis

  • Ideation workshops

  • Sketching & wireframing

  • User interface

  • Storyboarding

  • Prototype Testing & Iteration


  • Four weeks UI

  • Eight weeks UX

The team:

  • 1X UI designer

  • 1X UI/UX designer

Tools used:

  • Figma

My role:

  • UX/UI designer


Creating a fast food app that lets users customize their meals.

Understanding the challenge

Giving access to users to pick ingredients to make their own meals might sound easy. But, according to my research, the more choices you present your users with, the longer it will take them to reach a decision. Hence, we cannot give too many options to users. The challenge is to decrease the number of choices and still get enough input from the users to customize their favourite meal resulting in their satisfaction.

Discovering hypothetical solutions

Creating an app that lets users hit ingredients and add the preparation method to any meal they want might help people with different food restrictions such as allergies. However, according to user research, I learned that our target users mostly tend to order healthy meals and some of them are conscious about food restriction. Therefore, we decided to prioritize healthy ingredients in the customize section to better understand the users thinking in the test phase.



“ I'd like to explore more healthy fast foods; however, I always have to pick one from the ready menu. “ 

– Shadi, 33, fast food consumer from Tehran, Iran

Fortunately, most of the participants were Picks clients and one of them was a chef who is a fan of fast food. Her points of view helped me to convert our data into information architecture.  

Research mehods


Card sorting

Conducted five card sorting with five potential users



Conducted seven user interviews including five fast-food consumers



Surveyed 25 individuals with different food restrictions (20-50 years-old)

Competitor analysis

“EasyPaz” mobile application would be one of the direct competitors due to having customized order.


Why would the user choose Picks?

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Key findings from user surveys and interviews (Including the final solutions according users' needs)

I like the landing feature, but it’s strange that there’s no way to store my order so I can order it again next time.” 

— Maryam, fast food consumer fro Tehran, Iran


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People want to order from their previous customized meal quickly

Supporting evidence from the interviews.

  • 5 out of 7 total participants said they wanted to re-order their recipes in under two minutes

  • 4 out of 7 total participants expressed a desire to save orders for easy re-ordering

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Introducing Gamification

People want customization option

Supporting evidence from the interviews.

  • 6 out of 7 total participants expressed a preference for an appealing user interface with engaging visuals.

  • 4 out of 7 participants emphasized the importance of simplicity and ease of use.

"Don't make me think, I'm hungry.”

— Amir, 29, pizza consumer from Tehran, Iran

People want a delivery option

Supporting evidence from the surveys.

  • 6 out of 7 total participants said they wanted an option for delivery in addition to pickup 

“With my busy schedule it’s not always easy to drive to the store and back. Sometimes I just want to kick back, relax, and get some food delivered. Easy.” 

— Amir, fast food consumer from Tehran, Iran


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Meet Hanieh
Breathing life into our persona to identify their expectations.

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“ Don’t make me think; I’m starving! “

– Tila, 29, cook

Meal customizing journey, amusing process!

Discovering the user journey & the pain points. 

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“ Don’t make me think; I’m starving! “

– Tila, 29, cook

Research insights

Personalization and progress tracking. 

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02 ANALYSIS DATA & define

Card sorting
Translating information into the sitemap.

These grouping of cards are from the perspective of a developer, a chef, and a graphic designer who all are fans of ordering fast food.


We generated affinity diagrams by gathering data (ideas, opinions, interview results, competitive analysis) and organizing them into groupings based on their relationships. Then we went through the survey results where the persona Patricia was born. Next, we created a key path scenario. We joined Patricia on her journey of using the app to place orders.


Affinity diagrams

Planning the best design solution.

Cart Sorting of Foodie Cafe.png

Turning a scenario narrative into a visual narrative

Join Hanieh on her first trip to custom a meal, which includes a customized salad.


03 Design


I started turning my ideas into life and giving birth to our information through visual design. Afterwards, we brought some color into our design by creating our mood board. Following that, we focused on five interaction flows based on the key path scenarios to figure out the flow for ordering.

Transferring information into engaging visuals

Creating the first version of the proposed solution.


A|B testing result

The final solution for the landing page

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Testing potential solutions

A/B testing, 5 solutions, 5 users

AB test.png
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Inspired by the colour of the most popular fast food ingredients while taking the psychology of colour in food marketing into consideration.


We started giving birth to our information and turning our ideas into life. Afterwards, we brought some color into our design after creating our mood board. Following, focused on five interaction flows based on key path scenarios.

After forming a solid understanding of this project's requirements and passing the design stage, I conducted 12 usability tests with fast food fans who ordered the most from Foodie Café to see what works and what does not. After testing, I again modified and prioritized the project's features regarding the consequence of usability tests.

I requested users to think aloud during passing tasks and talk out their thoughts. In total, I had six revision rounds. After each revision, I tested outputs with two users, then revised my design based on the users' insights.

Testing hypothetical solutions

Running think-aloud usability test sessions

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​Focusing on measurable results

Optimize the customizing process by leveraging usability tests output by using a combination of qualitative & quantitative data

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Achieved 75% user satisfaction for the customized ordering process after six rounds of revision.

Next step
Key takeaway

  Key takeaway


  • Inspiring by users, not competitors.

  • Deciding on priority topics to meet end-user satisfaction.

  • Conducting frequent tests and update research.

  • Keeping bias under control.

  Next step

  • Facilitating social interactions by enabling users to share customized recipes on social media.

  • Inviting friends and family to join challenges to earn top reviews for personalized meals.

  • Promoting competition, collaboration, and community building among users, while also potentially boosting engagement.

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