Food Delivery App Case Study

My Role: Lead User Researcher

Timeline: 1 week

Background

The Problem

A cross-sectional study in 2022 identified that young adults (ages 18-25) report the highest use of food delivery apps of any age group. This survey identified how often young adults use these apps and for what types of purchases (fast food, desserts, drinks, etc) but failed to identify why young adults use the apps in the first place.


This information can be useful to stakeholders of food delivery apps, or those aiming to increase or decrease young adults’ food delivery app use.

The Solution

An interview was conducted over Zoom of one young adult food delivery app user to ask the user more in depth questions about why and how they use food delivery apps.

Goals

  • provide insights to stakeholders as to why young adults use food delivery apps

  • create a user persona that can be used to inform user insights

Research Toolkit

Zoom

Zoom

NVivo

NVivo

Figma

Figma

Step 1: Select Method

  • Case study by Zoom interview

    • Rationale:

      • Given that survey data had already identified how often young adults use food delivery apps and for what purchases, I needed to address the goal of understanding why. This could best be done by speaking with a frequent user one-on-one.

  • Sample size

    • n = 1

    • male

    • Austin, TX

    • Inclusion criteria: reported using food delivery apps at least once per week

Step 2: Collect Data

Below is my interview over Zoom with the user and a piece of my question selection process that tells how each question helps reach the end goal.

Step 3: Coding

The raw interview transcripts were cleaned and then uploaded into NVivo to create “nodes”, or themes and references, or the # of times the theme was mentioned.

Step 4: User Persona

After coding for themes, a user persona can be created to provide insights on an example of the “average” young adult user. This would be used to present to stakeholders and designers.