Case studyMobile app · SiCepat group

Digiresto

Making digital catering the obvious first tap.

Role: Product Designer
Company: Digiresto · SiCepat Ekspres group
Scope: UX design · Prototyping · Testing · Detailing
Research: Usability testing, 11–13 Mar 2022

Customer segmentation research · January 2022 Digiresto mobile app: redesigned screens for Digital Catering

70%of users mainly use Digital Catering
7,097transactions recorded as of January 2022
+33%growth vs Q4 2021
8.5/10overall satisfaction, catering-flow usability test

01 · Context

Digital Catering became the product. The app didn't say so.

Digiresto lets people pre-order breakfast, lunch or dinner days in advance: scheduled, reliable catering for busy individuals and organisations. As Digital Catering grew into the core of the business, the experience had to become more usable, more useful and more scalable.

Collage of Digiresto app screens: Digital Catering categories, merchant menus, meal-time picker and order confirmation — Fig. 01 · Digiresto app overview

02 · Problem

Three places where users got lost.

Value not communicatedThe homepage didn't tell new users what Digiresto offers (scheduled meals and Digital Catering), weakening first impressions and conversion.
Hidden delivery optionsUsers skipped past delivery type, date and time and went straight to food, missing the scheduling step entirely.
Low multi-merchant successUsers favoured “Buy Now” over “Add to Cart”, so orders rarely combined menus from multiple merchants.

03 · Process

Three homepage concepts, tested with users.

We ran usability tests from 11 to 13 March 2022 with three alternative homepage concepts, measuring success rate through the Digital Catering flow and missed clicks along the way.

Three alternative homepage designs side by side with their test success rates: 49%, 36% and 15% — Fig. 02 · Three homepage alternatives in testing

Promo banner pulls people inThe banner caught attention and worked as an entry point for exploration.
Core offering is understoodMost users already recognised Digiresto as a Digital Catering platform.
“Top Brand” didn't landThe top catering brands section drew little engagement compared with actionable content.

04 · Solution

Catering first, with a premium feel.

Revamp the homepageLead with Digiresto's value so users understand the platform at a glance.
Enhance the catering flowClearer visuals and flow from browsing merchants to purchase.
Simplify catering ordersEasier delivery type, scheduling and multi-item checkout.

Alt Design 1 won the test. The new homepage guides users straight into Digital Catering and gives the food a premium (“mewah”) presentation, with a clearer hierarchy and focused pathways.

New Digiresto homepage with promo banner, Digital Catering shortcut and the Paket Influencer section — Fig. 03 · New homepage (Alt Design 1)

Digital Catering screens: meal-time and date picker over a merchant list, and a merchant menu — Fig. 04 · Digital Catering ordering

Catering flow screens from date selection and menu browsing to merchant details and vouchers — Fig. 05 · End-to-end catering flow

05 · Outcome

Catering-flow test: solid scores, room to refine.

8.4ease of flow (/10)
8.4information clarity (/10)
8.5UI design (/10)
8.5overall satisfaction (/10)

In usability testing of the Digital Catering order flow, most participants completed their orders smoothly and rated it positively. The scores show the experience works and appeals; flow clarity and information delivery are the clearest places to improve next.

Recognition

Made by a team.

Head of DesignTundra Prihantiko
Product ManagerBrian Ridwan
UX ResearcherIvan Yoshua
IllustratorMujahid Alawi
Motion DesignerAndri Wiranuari

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