Enhancing the Rocket Chicken Food Menu Application: A Case Study on UX Writing
Yahallo! My name is Muhammad Taz. I just graduated and obtained a Bachelor’s degree in Computer Science. I have a passion for UI/UX Design, and currently I have joined the UI/UX bootcamp organized by dibimbing.id.
In this case study, I am focusing on UX Writing for the Rocket Chicken application. I have conducted research to enhance the UX writing on the food menu page of the Rocket Chicken app.
Overview
Rocket Chicken is a partnership company operating in the Fast Food Restaurant industry. It offers a range of featured products, including fried chicken, burgers, steaks, and Chinese food. The concept revolves around serving healthy, high-quality, halal food with unique flavors at affordable prices for people from all walks of life. The dishes are prepared using selected spices.
Currently, Rocket Chicken has 1030 outlets spread across Indonesia. As a national-level food and beverages company, Rocket Chicken aims to make it easier and more convenient for users to access their food. Therefore, in 2020, Rocket Chicken launched their food application.
Hypothesis & Problem
Unfortunately, the Rocket Chicken application service has not been further developed in terms of both service and UI/UX. As a result, the app’s ratings are generally poor on both the Play Store and the App Store. Especially on the core page of the Rocket Chicken application, the Food Menu Page, many users have expressed confusion when selecting food packages due to the inadequate information provided.
In this case, a clear and easily understandable food menu display is needed for users to quickly determine which food items they would like to purchase.
Research Method
Within a timeframe of 1 week, comprising 5 effective working days, I have decided to utilize two research methods:
- Polling Surveys (Quantitative): The purpose of this method is to validate the visual presentation and usability of microcopy in the Rocket Chicken application from the user’s perspective.
- Competitive Analysis: This method was used to gather ideas on alternative copies from competitive apps
Polling Surveys (Quantitative)
According to a quick survey conducted on Instagram Stories, out of 35 individuals:
- 27 people (77%) expressed dissatisfaction with the appearance of the Rocket Chicken menu.
- On the other hand, 8 people (23%) found the Rocket Chicken menu’s appearance pleasing.
Competitive Analysis
For the Competitive Analysis, I chose to compare it with the competitor apps McDonald’s and KFC. Here are the detailed findings:
- Rocket Chicken’s copy consists of Package Title, Product Description, and a list of products included in the package.
- McDonald’s copy includes Package Title, Package Price, and buttons to guide users to the next step.
- KFC’s copy consists of Package Title, a list of products included in the package, Package Price, and buttons to add products to the cart.
Goals
This research aims to:
- Validate the pros and cons regarding the appearance of the Rocket Chicken app’s food menu.
- Create improved UI and UX copy for the Rocket Chicken application in the future.
Observation
Highlighted Poin
- The spacing between elements is too wide, the font size for package details and arguments is the same, and the choice of font color for package titles is barely visible.
- The usage of product details such as “gurih pas, lezatnya bikin puas” (satisfyingly savory and delicious) is deemed unnecessary.
- There is no pricing information provided for the packages, nor any action buttons associated with them.
- It is not recommended to use commas (,) for listing products.
Food Package Tittle — Rationale, Pros, & Cons
- Rationale: The package title is essential in informing users about the name of the food package being offered.
- Pros: The usage of package names here accurately represents the intended names of the packages.
- Cons: The usage of package names is still not perfect; they are overshadowed by the details and descriptions of the packages.
Description Food Package — Rationale, Pros, & Cons
- Rationale: The package description is excellent for informing users about the taste and enjoyment they will experience upon purchasing the food. It can also be used to entice buyers to purchase the package.
- Pros: The package description here is appealing and makes one’s appetite even hungrier, especially for new users. It effectively entices them to purchase the package.
- Cons: The package description here is deemed unnecessary because users who have previously eaten at Rocket Chicken would already be familiar with the taste of the package. Instead, providing the price details of the package is more crucial in this context than the package description.
Detail Food Package — Rationale, Pros, & Cons
- Rationale: The package details aim to inform users about the specific food items they will receive when purchasing the package.
- Pros: The package details provided here are sufficient in informing users about the specific food items they will receive.
- Cons: The use of commas is deemed somewhat inappropriate as they are visually distracting when attached to the end of words, which can disrupt the overall visual experience upon first glance.
Benchmarking
In the Benchmarking section,
I compared the Rocket Chicken application with its competitors, namely McDonald’s and KFC. Through this analysis, I gained insights regarding the differences employed by the competitors, as well as actionable insights for improving the food menu page of the Rocket Chicken application.
Recommendation
List of Recommendations:
- Ensure appropriate spacing (not too far apart and not too close), recommended to use multiples of 4px for spacing.
- Pay more attention to font size, style, and weight, especially for headings and body text.
- The font color for package titles should be visible and stand out (black is recommended).
- The use of phrases such as “Gurihnya pas, lezatnya bikin puas” is deemed unnecessary and can be removed.
- Include prices for each package.
- Replace commas (,) with plus signs (+) in the product lists.
- Add action buttons for each package.
Polling Result
According to a quick survey conducted on Instagram Stories, out of 56 individuals:
- 52 people (93%) expressed satisfaction with the after appearance of the Rocket Chicken menu.
- On the other hand, 4 people (7%) found the Rocket Chicken before menu’s appearance pleasing.
Rational Result
“In my opinion, this new layout is easier to comprehend as I can see the pricing details for each package compared to the old design.” — Faza Abdillah
“”The new appearance is more visually pleasing, with better spacing between the texts, compared to the previous version.” — Bisma Fajar
“I absolutely love the new UI design! It’s clean, modern, and user-friendly. The menu layout is well-organized, making it easy for me to navigate and find the food options I’m interested in. The pricing details for each package are clearly displayed, which helps me make informed choices. Overall, the new UI design has significantly improved my experience with the Rocket Chicken app. Great job!” — Melvin
Conclusion
The conclusion I have drawn is that crafting effective microcopy is not an easy task. It requires various stages and appropriate methods to obtain microcopy that aligns with the target users. However, well-crafted microcopy has the potential to significantly enhance user satisfaction and preference when using the application.
In this case, it is evident that the changes made to the microcopy have resulted in a 70% increase in user preference for the Rocket Chicken interface. Initially, the preference rate was 23%, but it has now risen to 93%.
I would like to emphasize that the findings of this research are not perfect, and there may be errors present. Therefore, I highly appreciate any suggestions and feedback from all of you so that I can continue learning and growing.
What i have learned
I have learned many things throughout the course of this research assignment. I have gained a deeper understanding of the UX Writing process, starting from identifying hypotheses and business goals, selecting research methods, understanding pre-crafting and post-crafting phases, transforming data into usable findings, and conducting reporting and analysis of the results.
