Forsa blog
The nine-thirty decision.
Most food decisions are made later, hungrier and with less patience than any product roadmap assumes.
Research sessions happen at two in the afternoon with a fed participant. Real usage happens at half past nine with a person who has stopped enjoying the process of deciding.
Designing for the second case changes priorities. Fewer choices per screen. Prices before descriptions. Pickup windows stated in plain time rather than counted in minutes remaining.
A feature that requires patience will be used at lunchtime and abandoned at nine-thirty, which is when the marketplace actually earns.
It is also why the app opens on the feed rather than a search field. A search box asks you to already know. At half past nine, almost nobody does.
late-night ordering
food decisions
fewer choices
feed first
hungry users
