Product Strategy | User Flows | User Research | UX & UI Design | Prototype

Event Bites allows users to save their favorite caterers, save multiple delivery locations, schedule delivery date and time in advance and check out quickly.
  • User Research
  • Brand Identity
  • UX/UI Design
  • User Surveys
  • Competitive Analysis
  • User Interviews/Personas
  • User Stories/Flows
  • Wireframes
  • Visual Design/Prototype
  • Usability Tests
  • Sketch
  • Google Forms
  • Adobe Illustrator
  • Adobe XD

What is Event Bites?

Event Bites is an iOS mobile app to place food delivery and pickup orders for Corporate Events. Event Bites allows users to browse nearby caterers for large group events such as corporate meetings and office holiday parties with a simple yet functional design.
Project Duration: 6 weeks


My research and competitive analysis indicated that there were many food delivery apps available to users, but very few of them targeted corporate events. Our users voiced their pain point of spending a lot of time coordinating holiday parties, birthdays, office celebrations and team meetings by calling caterers personally and browsing online out of uncurrated options. They mentioned the need for an intuitive app to place an order and schedule a delivery for corporate events easily with simple steps on their smartphone without having to call caterers.


Event Bites iOS mobile app allows users to browse nearby caterers that meet their criteria based on budget and dietary constraints. Users can place orders for large group events such as corporate meetings and holiday parties easily. Users can save their favorite caterers, save multiple delivery locations and schedule delivery date and time in advance to view order history, re-order a past order and check out quickly.


My Approach

I took it from concept to creating Event Bites’ brand identity and finalized the design with a high-fidelity prototype to translate our users’ needs into a compelling mobile experience by iterating on low-fidelity wireframes. The Usability Testing gave me the insights to improve my initial design based on users' pain points and desires. My guiding principle was reviewing commonly received feedback and making changes in my final design accordingly.

User Research

The survey audience was a mix group of individuals from students to engineers, consultants and event managers.
55% of them were between the ages of 25-34.
36% of them were of them were between the ages of 35-44 years old.
55% of them used these apps monthly.
18% of them used them weekly and the remaining of them used these apps daily, annually or never.
64% of them used it for individual orders and the remaining of them used it for company meetings, family events and dinner clubs.

64% of our audience was using Grubhub.
28% was using Uber Eats.
The remaining audience was using methods such as calling and talking to caterers on the phone to order, by visiting their websites to order online and a small number of them were using DoorDash.
I decided to research GrubHub, UberEats and DoorDash as the competitors.

Users liked similar apps because they found them to be quick and fast in delivery, they liked that their delivery information was saved for future use, they liked being able to track their orders and having vegetarian and vegan options available to them. They thought that these apps had an easy-to-use interface. I decided on must-have features of Event Bites app based on their likes.
18% of the audience mentioned using social sign in while using similar apps.
I decided to offer Facebook to connect option to sign in and to create an account.

Competitive Analysis

  • Their express order feature allows users to save order history and reorder favorites easily.
  • They offer multiple options to pay: Apple Pay, Android Pay, PayPal, eGift and Credit Cards, or Cash. They have extended platforms such as Order Up, LA Bite and Seamless.
  • Their advantage is brand recognition and their reputation to be an environment friendly delivery app, which attracts environment friendly corporate offices.
  • They operate only in US, their positioning and unique selling proposition don't seem to be defined clearly.
  • They do individualized offerings such as suggested, most popular items including new restaurant ratings section. They offer detailed status update including real-time tracking via map.
  • They give their users the ability to create group orders (for ordering at work or with friends and after the order has been placed, everyone involved can track it), which attracts corporate offices.
  • They are new in the market so their brand is weak and they can't charge the same prices as it's well known competitors.
  • They do individualized taste preferences, customized restaurants and dishes based on users past orders.
  • They have customized drop-off locations such as hospitals, parks, office buildings, which is their differentiating factor.
  • They have filtering for speed, price and dietary constraints and their real-time tracking via map, 30-minute delivery and popular options close by are most liked features.
  • They have a broad cuisine selection and the brand recognition. However, there is a perception as them being environmentally unfriendly and they are known to be expensive.

Key Takeaways

Users wanted an easy way to re-order an existing order via order history. They preferred to pay by credit card, but they wanted to pay tip by cash upon delivery or pickup. They wanted to search and view caterers both in map and list view with following filtering options:

User Stories

Based on the key takeaways I documented the user stories and prioritized them as High, Medium and Low. The High and Medium priority stories defined MVP (Minimum Viable Product) for Event Bites. Below you can see sample High and Medium priority user stories.

As a User I want to
  • Create an account with my email address OR with Facebook.
  • Sign in to my account with my email address OR with Facebook.
  • Reset my password.
  • View and update my profile.
  • Sign out.
  • Provide my event delivery address and event delivery date/time.
As a User I want to
  • Order for delivery or pickup ASAP.
  • Place an order and pay for it with my credit card.
  • Select an option to pick up my order.
  • Enter event order delivery instructions.
  • Include tip while placing my order.
  • Select the option to pay tip by cash upon delivery or pickup.
See all MVP user stories

Sitemap and User Flows

Creating the sitemap and drawing the user flow diagrams allowed me to create the first version of the low fidelity wireframes. I updated the initial user flows and the site map after the usability testing.

See sitemap See user flows

Low Fidelity Wireframes

I sketched some of the main user flows on paper and then created a low fidelity wireframe in Sketch to visualize them. As a result of the feedback that I received I made revisions and created a second version of the low fidelity wireframes in Adobe XD. The changes I made during first iteration are listed below.

  • Users were confused about the drop down located at top navigation, which was designed to update delivery location and event details. I redesigned the caterer page to revise this concept and reduced the number of options provided to users at top navigation.
  • In Reviews page, I decided to use cards for users to submit a new review or to view one of their past reviews in order to carry a consistent design throughout the app.
  • In tab bar, in addition to bag and account options I added favorites option to allow users to navigate to their list of favorite caterers easily.

Usability Test Results

I conducted usability tests with 5 power users with the first version of the prototype. I asked them to perform the following tasks.

See usability test results

Key Takeaways

Based on the feedback that I gathered during the usability tests I made the following changes in my design.

Event Details
  • Users indicated that they might not know the details of the event at the beginning of the process, but they might want to search for caterers to be able to make a decision.
Decisions: Users will not be asked to enter Event Details right after signing in or creating their account. They will be asked to enter an address or a zip code or use their current location to navigate to Caterer Search Page immediately after signing in or creating their account.
Caterers (Map/List View)
  • Users were unclear about the functionality of the + icon. It was intended for updating and adding event details.
  • Users mentioned about the importance of indicating what they could search via search field.
  • Users wanted to know the open hours for caterers before making a selection.
Decisions: The + icon and its functionality will be removed. Event Details will only be asked during the checkout process. The search field will clearly state “enter zip code, address or caterer". Open hours will display on cards.
  • It was challenging to include all the cuisine options without making the filter page very long.
Decisions: Since it was our users request to include more cuisine options I decided to display them in a slider format at top along with an ability to select multiple options to select more than one option for each criteria.
Checkout and Bag
  • Users thought that having the total title above the tip entry section was confusing.
  • Users mentioned that they were confused about the serving vs. the quantity concept.
  • They thought that it would be hard to keep pressing + to increase the quantity to order for a large group.
Decisions: Tip section will be before Total and the Total title that displays before Tip will be removed. The search results will not be displayed based on the headcount and the headcount field will be removed from Event Details. Users will be able to update quantity for order items by selecting a serving amount via predefined values easily instead of adding it via + icon.
Order History
  • Users wanted to be able to sort past orders to find a specific order from past to reorder.
Decisions: There will be search and sort options by date and caterer name in the Order History page to find the order that they are looking for easily.
Caterers, Order History-Reorder, Checkout
  • Users mentioned about the importance of being able to access their saved locations whenever they are asked to provide location information.
Decisions: Previously entered delivery addresses will be stored and displayed for users to choose from during search, reorder and checkout process.
  • Some users were confused about the way the upload and update profile photo worked initially.
Decisions: The profile photo upload/update design will be improved by using an edit icon instead of camera after a photo is uploaded and users will be given the options to choose a photo from library, take a photo and delete while updating their profile photo.

High Fidelity Wireframes

I updated the low-fidelity wireframes based on the Usability Test Results and created the high-fidelity wireframes by incorporating the logo and the icons that I created for Event Bites brand.

Branding and Style Guide

I explored logo ideas for Event Bites by sketching and then drawing in Illustrator. I picked 4 options that had a better tie into the word mark Event Bites. I posted them on different channels and performed a preference test via UsabilityHub to pick one as a final logo.

Based on the preference test results 23% picked option 1, 31% picked option 2, 15% picked option 3, 31% picked option 4. Based on the supporting feedback Option 2 is clean and the graphic is a very clear direct tie-in to my word mark. It is also the most recognizable when it’s small, carries fun and celebration concept. It could be used as an icon, which I used as the caterer icon in tab bar throughout my design. In my final design, I picked Option 2 as Event Bites’ logo by making the text bigger, using all lower-case and making the graphic smaller.

See logo preference test results

I picked a warm yellow tone as a primary color to make Event Bites inviting and also to give the necessary party, celebration and fun feeling. I used a dark background to create a strong contrast with yellow and a tone of blue in certain optional elements as a secondary color to balance out the warm yellow throughout my design. I updated the prototype with selected images, logo, color, form and UI elements and created the final design mockups in Adobe XD.

What I Learned

The final app design was well received and users liked seeing all the improvements based on their feedback. They loved the color palette, UI elements and the overall feel of the design. I came out of this project with a better understanding of Apple’s iOS Human Interface Guidelines. As a result of this experience, I also learned that the Usability Testing plays a very important role in creating an intuitive design. I would have missed some of the important details in user flows without having our users critique. Majority of the changes I made between my first low fidelity prototype and my high-fidelity prototype were pretty drastic. Our users pain points surfaced during interviews and usability tests and allowed me to improve my design.