Challenge #9

Pick It or Ship It? 🍕🚗🤷‍♂️

45

Challenge Summary

The app mixes up delivery and pickup options, leaving users frustrated and misinformed.
Users can browse a restaurant, add items to their cart, and only at checkout realize the food isn’t available for delivery — or that they’ve accidentally chosen pickup. There’s no clear toggle, no upfront indicator, and time is wasted. Some show up at the wrong branch, or wait endlessly at home.

Tags :

Food Ordering UX
Pickup vs Delivery
Location-Based Experience
Checkout Confusion
Mobile Frustration

Platform :

Mobile

Estimated Time :

45 Minutes

Hear The People

Insights from users, clients, and stakeholders that shaped the experience.

The User says

I placed an order thinking it was delivery, but it turned out to be pickup. I waited 40 minutes at home until the app said “ready for pickup” — at a location across the city.

The Client says

We want the flexibility of both delivery and pickup options without creating two separate flows. But we’re getting negative reviews from users who feel tricked or confused during checkout.

Company Constraints

The menu must stay the same for both pickup and delivery No pop-ups allowed on entry Users should be able to switch mode at any point

Target User Persona

Defining the real people behind the screens.

Omar, 31, Cairo

  • Orders food daily, often between meetings

  • Doesn’t double-check delivery method unless prompted

  • Assumes the app knows his preference

  • Gets very frustrated with ambiguous flows

Heat Map

Brand Colors

A curated palette aligned with the brand’s identity, tone, and accessibility needs.

rgb(249,115,22)
rgb(253,230,138)
rgb(255,247,237)
rgb(28,25,23)

User Reviews

Real feedback from users — highlighting wins, pain points, and opportunities.

User 1

I showed up to pick up an order I thought was being delivered.

User 2

I love the food, but the order flow is confusing.

User 3

The app needs to tell me delivery isn’t available earlier.

Need Help ?

Read those articles for help

Learning Objectives

  • Design flows that make pickup vs delivery crystal clear

  • Use contextual UI elements to minimize wrong assumptions

  • Help users switch seamlessly between modes mid-flow

  • Balance freedom of choice with safety against errors

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