ChocoFood

ChocoFood needed to understand how real users interact with their food delivery app — what causes friction, where they drop off, and what motivates their choices. The goal was to uncover actionable insights that could meaningfully improve the user experience.

The research had to cover both motivations and behavior — why users choose certain restaurants or dishes, and how they actually navigate the app during ordering. This required combining qualitative depth (interviews) with observational data (usability tests).

Started with a briefing from the client to align on research goals and key questions. Designed the research structure — prepared interview guides and usability test scenarios based on the brief.

Conducted 10 in-depth interviews to explore user motivations, preferences, and pain points. Then ran 10 usability tests to observe real interactions with the app and identify friction points in the ordering flow.

After data collection: transcribed and analyzed interviews, built hypotheses, performed affinity mapping and clustering. Transferred findings into a Customer Journey Map to visualize the full user experience and highlight key moments of friction and opportunity.

Delivered a final presentation to the client with all findings and UX improvement recommendations. The client noted that the research could have had significant business impact if implemented.