Morning Alarm x Breakfast Delivery App Design
Design for people who plan to keep a healthy habit of eating breakfast
About the Competition
“Manulife Product Challenge” is a business challenge hosted by Behavioural Economics in Action Lab (BEAR) at Rotman School of Management, University of Toronto.
My role: UX Researcher
Team: 1 UX Designer + 1 UX Researcher
Date: December 2017 - January 2018 (2 months)
Methods: user interview · survey · story boarding · journey mapping · persona · prototyping · competitive analysis · market research
Research in behavioural economics finds that many consumers lack the willpower and motivation to act on many of their desires and goals. The competition challenged participants to deliver a product concept that closes the gap between consumers' intentions and actual behaviour and helps people to exert better self-control.
What I did
As the UX researcher in the team, I planned and implemented research through collecting and analyzing behavioural data from interviews and surveys to inform product design.
“Every night before I sleep, I am determine to get up early the next morning and eat a big breakfast. However, I always end up snoozing ten more minutes.”
“ I usually have no enough time for breakfast. I think preparing ingredients and cooking will cost my time to do make up. My mom always worries about my breakfast habit.”
Our team conducted a survey with over 100+ participants and the result indicates that most people are highly aware of skipping breakfast as an unhealthy habit. Our target user group are young people age 18 to 30 who plan to change the habit of skipping breakfasts but lack of self-control to stick to their plans.
Insight 1: there is a gap between the planner (recognize skipping breakfast is unhealthy) and the doer (skipping breakfast due to morning hustle) mode.
Statistics: 78% of people recognize skipping breakfast as an unhealthy habit. However, 71% of them ended up skipping breakfast due to lack of time in the morning.
Validation: people's unhealthy habit of skipping breakfast is a valid problem relevant to the behavioural concept of "self-control" and there is a specific user group, especially for students and young professionals aged 18 to 30 who live in fast-paced working environments.
Insight 2: young people skip breakfast primarily due to inefficient time management.
Quote: "Always get up late" appear multiple times.
Behavioural logic: target users generally get up late and run out of time for breakfast. Their breakfast-skipping skipping breakfast is closely associated with our exhibition of self-control, especially in keeping the habit of waking up on time and the awareness of eating healthy breakfast every morning.
Design principle: the solution needs to help users overcome the procrastination for waking up on time by providing incentive that encourage healthy habits.
Insight 3: most people prefer to eat a well-prepared breakfast in at home. Young people are heavy user of the food delivery system and they frequently order lunch and dinner online or on apps.
Validation: breakfast delivery service is an effective solution to help target users to get healthy and delicious breakfast options with minimal time investment and effort. Since users already have the habit of using food delivery service, the product concept of an alarm clock combining with breakfast delivery service will introduce minimal cognitive load based on their current habit.
Insight 4: #1 delayed delivery and #2 pricy delivery fee are the top 2 concerns people have about the current breakfast delivery services.
Design principle: show a progress bar and clear food delivery process and time expectation to minimize frustration and uncertainty about delayed delivery. Studies from behavioural economics have indicated that people are frustrated or feel inpatient about uncertainty and lack of knowledge for the current progress.
Business strategy: the pricing for the delivery service needs to be lower than average delivery cost to be competitive in the market
Define and Re-frame the Problem
A large number of young professionals and students have routinely skipped their morning meals and failed their breakfast plan, which leads to long-term suboptimal health condition. The undesirable result is usually derived from the fact that people have also failed their plan to get up earlier. There is a behavioural conflict between the planner mode, in which users plan to eat healthy breakfasts every morning, and the doer mode, where users end up skipping breakfast during the morning hustle.
Team Discussion & Brainstorming
Ideation and Design
Have users subscribed delicious and nutritious breakfasts online by themselves, families, or friends.
Morning Call is a digital morning alarm system combined with breakfast delivery services that will raise awareness and encourage positive behavioural change for healthy breakfast habits. This alarm app introduces time-saving and affordable pre-order breakfast delivery services that target young professionals and students aged 18 to 30 who have highly-stressed and fast-paced lifestyles living in Toronto.
Behavioural Logic: Since most users already have the habit of setting an alarm clock before they sleep, Morning Call connects this alarm setting behaviour with breakfast pre-ordering for the next morning, which increases users’ incentive to wake up on time for freshly-prepared breakfast at the delivery time.
Have users decided what they want to eat for breakfast before sleep with healthy breakfast menu.
Have users set an alarm clock not only for getting up but also for receiving an amazing breakfast combo.
PERSONA & Story board
Jenny is a third year college student who plans to start a healthy breakfast routine. She usually fails the plan because of waking up late or does not know what to eat. She was frustrated about the situation.
Like most people, Jenny has a habit to set an alarm clock before sleep. That day, she tried the APP Morning Call. Surprisingly, she found the APP offered a pre-order service for breakfast the next morning besides the normal wake-up function.
Jenny looked through the menu, and all the food looked so nice; she decided to order a combo of omelet and fruit bowl for next morning’s breakfast. After she ordered the food, she was guided to set a wake-up time. She was hoping to get up early to enjoy her breakfast, and she set to be alarmed at 7 o’clock.
With a huge appetite for her breakfast, Jenny woke up at 7, very soon the door bell rang and she got up immediately to enjoy her breakfast combo. The food was delicious and made her feel energetic. She immediately decided to subscribe a monthly breakfast plan.
Morning Call is the only existing software solution that combines the morning alarm function with online breakfast delivery system, supplemented with easy breakfast recipes and healthy meal kits. The technical operation of Morning Call is similar to Foodora and UberEats, where the app serves as a platform for customers to browse breakfast providers near them, place their order and pay the previous night. The order is then prepared by the restaurant, picked up by Morning Call’s couriers, and delivered to the customer the next morning at designated time.
Morning Call also incorporates gamification through facilitating social interaction and rewards systems that encourage users to share the photos of their breakfast on the platform, which could accumulate breakfast points that can be used as currency in the app. Those who have posted breakfast photos for few weeks on a row will win free meals or surprise breakfast packages.
Morning Call aims to build up market presence through leveraging network effect and emphasizing UX/UI patent at the early stage to stand out from the current marketplace. The social component of helping users to stay connected with friends and family through prepaid “Gift Breakfast” services could help the product to spread by referral and sharing healthy breakfast moment in the social circle. With the market size and industry trend for food delivery market continue to grow throughout 2022, the expected demand, users, and revenue will increase rapidly in our customer segments for sustainable profits.