Dingo is a peer-to-peer food delivery app using the Cardano (ADA) Blockchain to cut fees for customers and vendors, offering a cost-effective alternative to UberEats and DoorDash. Dingo is being rolled out as an MVP to prioritize essential features for a smooth, efficient fast to market experience.
Role
Product Designer
Tools
Figma Illustrator Photoshop Jira
Duration
June - August 2024
The Challenge
Current platforms are killing users with high fees and poor service. Dingo's design prioritizes an intuitive, engaging experience while showcasing a utility for crypto beyond NFTs.
The Solution
Dingo's design will deliver clear, user-friendly interfaces for all skill levels, from blockchain novices to diamond hand experts. Success will be measured by retention, transaction rates, and application adoption.
Business Goals
Aligning the sights
Product Considerations
Delivery apps can feel generic and crypto brands be a little intimidating, Our Goal is to bridge the gap between everyday users and crypto enthusiasts with features that cater to all.
Production Points
Retention rates: in the delivery market sits between 12-18% our goal is to create similar results during the first 6 months of launch to set a foundation and set higher goals as the product scales.
Prioritizing early features: With many possibilities to roll out a great features we looked at which features gave the most value and could get us to market quickly.
Integrating crypto: a focus point we sat on was how this product can integrate into the user and not how the user can integrate into the product.
Product Feautres
Delivery apps can feel generic and crypto brands be a little intimidating, Our Goal is to bridge the gap between everyday users and crypto enthusiasts with features that cater to all.
Creating Value for vendors
The primary source of research was done through just having a normal conversation with people, restaurant owners and patrons alike.
High Service Fees: The average account for Ubereats vendors see a 29-36% charge on each order. The goal is to highlight how much is saved by using DINGO as the preferred service through their experience.
Quality of Service: Poor customer support, Food quality and inconsistent experiences lead users to look for delivery alternatives.
Locally Sourced
The primary source of research was done through just having a normal conversation with people, restaurant owners and patrons alike.
Restaurant owners/managers: Struggle with high service fees which results in higher costs for consumers.
Customers: Dont mind seeking alternatives if it means they save money especially on their favorite meals.
Design Strategy
Ready to Launch
The Challenge
How can we integrate crypto into user-friendly, visually engaging food delivery platform that prioritizes a ready to launch design?
Strategy
Functional, Efficient and Intuitive:Develop an intuitive navigation system that allows users to easily find and access information.
Maximizing The Experience: A saying in the industry is "Every Second Counts"; the same concept applies when considering high level priorities for each user group.
Tech meets community: Customers should feel like they are contributing to their community through driven messaging and visual tonality.
Under the Hood
To ensure a seamless experience in the DINGO ecosystem we prioritized critical actions that paralleled one another in the user flow, mapped it into our information architecture and reinforced this foundation with a design system that ensures long term and scalable development.
Design Production
"Don't Make Me Think"
Keep it simple
The motivations and approach behind many of the design decisions was understanding that users are creatures of habit and that most users "eat with their eyes first"; The result is curating an experience for each user that is familiar in the individual utility while integrating crypto in to everyday living.
Familiar Design, Intuitive Flow
Functional, Efficient and Intuitive: Familiarity Minimizes user frustration and allows users to focus on the task
Maximizing The Experience: Similar patterns in decision making and visual elements reduce the learning curve for new users.
Tech meets community: Sharing delivery networks, and making users feel like they are part of something great can build a strong connection; resulting in user retention.
Customer Experience
The Customer experience prioritized efficiency in task completion for high level tasks.
ex. Steps required to add product to cart.
Vendor Experience
For the Vendors we centered the experience around being able to scan and quickly process information.
ex. Visual cues are color supported to indicate order states.
Hurdles
Integrating new users to Crypto
Common Concern
In-house testing, pointed to a barrier to adoption.
The concern was there was an unclear explanation as to the how and why Blockchain technology works and what exactly is this ADA.
The Adjustment
Tooltips were added in key interaction points and a quick onboarding was added during account creation.
Opening Opportunities
The goal for tool tips was to enhance several keys areas to improve the experience:
Education: Simple explanations of blockchain transactions or more in depth explanations through video links.
Integrating Crypto: Clarifying the process reinforces transparency and boosting confidence in product use.
Scalability: As the product scales and introduces new features, tool tips can be used do simple rollouts and avoiding extensive redesigns.
Measurables
Preparing for takeoff
Production
As the final designs move into development, we set expectations for how the market may react and what can be done to effectively meet these expectations.
Measuring Success
With Dingo in Production we expect the following:
Disclaimer
Dingo Is based on an existing app currently in production. Permissions have been given to create a surface level clone that does not interfere with intellectual property rights.
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