Design Research Methodology
22/4/2024 - 29/7/2024 (Week 1 - Week 14)
Angel Tan Xin Kei / 0356117
Design Research Methodology / Bachelor's of Design Honors In Creative Media
Final Compilation & Reflection
⋆ ˚｡⋆୨୧˚ Index ˚୨୧⋆ ˚｡⋆
1. Module Information Booklet
2. PDF of Final Report
3. MP4 Presentation Video
4. Lecturer's Weekly Feedback
5. My Reflection
⋆ ˚｡⋆୨୧˚ Module Information Booklet˚୨୧⋆ ˚｡⋆
⋆ ˚｡⋆୨୧˚PDF of Final Report˚୨୧⋆ ˚｡⋆
⋆ ˚｡⋆୨୧˚PDF of My Presentation˚୨୧⋆ ˚｡⋆
⋆ ˚｡⋆୨୧˚MP4 Presentation Video˚୨୧⋆ ˚｡⋆
⋆ ˚｡⋆୨୧˚Lecturer's Weekly Feedback˚୨୧⋆ ˚｡⋆
⋆ ˚｡⋆୨୧˚My Reflection˚୨୧⋆ ˚｡⋆
Experience
Embarking on the research project titled "Investigating the Impact of Visual
Food Presentation on User Engagement and Decision-making in Food Delivery
Applications" has been a deeply enriching journey. This reflection aims to
capture the experiences, observations, and findings accumulated throughout the
project. By examining the effects of visual food presentation on user
engagement and decision-making within food delivery apps, this research
highlights the significance of UI/UX design in influencing consumer behavior
and satisfaction.
Observations
My initial step was to conceptualize the research problem, which stemmed from
the common dissatisfaction users experience when the food delivered does not
match its online presentation. This disconnect between visual presentation and
actual product often leads to negative reviews, increased food waste, and
diminished customer loyalty. Observing these issues in popular food delivery
apps like FoodPanda and McDelivery reinforced the need for an in-depth
investigation into the role of visual food presentation in shaping user
expectations and engagement. Throughout the project, I delved into
various literature sources to build a strong foundation for my research. One
notable study by Hamid et al. (2021) on the user experience of self-service
kiosks in fast-food restaurants provided valuable insights into how UX can
impact customer satisfaction. Their findings emphasized the importance of a
well-designed interface in enhancing user experience and satisfaction, which
paralleled my research focus on UI/UX design in food delivery apps.
Another significant study by Korhonen (2023) explored UI/UX design in
food delivery apps and its impact on user behaviors. The qualitative approach
used in this study, including semi-structured interviews with tourists,
offered a comprehensive understanding of how visual elements in app design
influence consumer behavior. This research highlighted the importance of easy
navigation, clear menu displays, and seamless checkout processes in enhancing
user experience, which directly informed my research methodology.
Designing the research proposal required careful consideration of the research
objectives and questions. The primary objective was to identify effective
UI/UX design strategies that enhance visual food presentation, thereby
improving user engagement and satisfaction. To achieve this, I formulated
research questions that focused on the relationship between food presentation
and users' perceptions of food quality and desirability, as well as the
strategies that could enhance visual appeal and drive food purchases.
For the primary data collection, I opted for a quantitative research
method, specifically an online survey. This approach allowed me to gather
numerical data from a large sample of food delivery app users. The survey
included questions on demographics, user engagement, opinions on visual food
presentation, and purchasing patterns. Utilizing platforms like Google Forms
enabled me to reach a diverse audience quickly and efficiently.
Distributing the survey through social media and direct messaging
platforms facilitated widespread participation, ensuring a comprehensive
dataset for analysis. The use of structured questions, including Likert-scale
and multiple-choice questions, provided quantifiable insights into user
preferences and behaviors. Additionally, open-ended questions offered
qualitative feedback, enriching the data with personal experiences and
suggestions.
Observation
Reflecting on this research project, I recognize the profound impact of
visual food presentation on user engagement and decision-making in food
delivery apps. The journey from conceptualizing the research problem to
collecting and analyzing data has been both challenging and rewarding. The
insights gained from this study emphasize the importance of effective UI/UX
design in creating a positive user experience, which can ultimately drive
consumer behavior and satisfaction. This project has not only deepened
my understanding of the intricacies of UI/UX design in the context of food
delivery apps but also highlighted the broader implications of visual
presentation in digital consumer interactions. Moving forward, these findings
can inform the development of more user-centric design strategies,
contributing to enhanced user satisfaction and loyalty in the food delivery
industry.
Findings
Analyzing the survey data revealed several key findings that aligned with the research objectives. High-quality food images, clear and accurate descriptions, and an overall visually appealing interface were identified as crucial factors influencing user engagement and decision-making. Users frequently based their purchasing decisions on the visual presentation of food items, underscoring the importance of investing in high-quality visual content. One significant observation was the impact of unmet expectations on user satisfaction. A considerable number of respondents reported dissatisfaction when the delivered food did not match its online presentation. This finding highlighted the need for realistic and accurate visual representations to manage user expectations and reduce negative experiences. The research also uncovered the potential of additional visual elements, such as videos showing food preparation and user reviews with photos, to enhance user engagement. These elements provided a more immersive and trustworthy depiction of the food, increasing users' confidence in their purchasing decisions.
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