This project focuses on improving decision-making for Uber Eats users experiencing hunger-driven stress

The challenge of decision-making under "hangry" states, is a unique emotional and cognitive barrier for users of food delivery apps. Our project aimed to investigate these behavioral pain points and develop a user-centered solution to simplify the ordering process during moments of urgency.

To understand user behavior and needs, we conducted a mixed-methods study including interviews, surveys, and observations across different food delivery app users. Our research focused specifically on existing users of food delivery apps, ensuring that participants had prior experience with these services. This allowed us to analyze real behavioral patterns rather than onboarding experiences. We explored their emotional responses to hunger, patterns of app usage, and decision-making struggles in high-stress situations.

Our study revealed several key insights:

1. Overwhelmed by Choices: Users find it difficult to navigate extensive menus when they are hungry, often leading to frustration and decision paralysis.

2. Emotional Impacts: Hunger amplifies negative emotions, making users impatient and prone to impulsive decisions they regret later.

3. Need for Simplicity: Many users expressed a desire for a faster, more intuitive ordering process that reduces cognitive load during high-stress situations.

The existing food delivery experience doesn’t adequately address the unique challenges of users in a "hangry" state. With too many options, a lack of urgency-driven features, and an overwhelming interface, users often struggle to make satisfying decisions quickly. This leads to frustration, wasted time, and, ultimately, lower satisfaction with the service.

We designed HungerMeter, a dynamic and intuitive feature that adjusts the app’s interface based on the user’s hunger level. By tailoring the experience to emotional states, the solution simplifies decision-making and prioritizes speed, clarity, and user satisfaction.

For the MVP launch, we defined our target users as existing Uber Eats customers who had been actively using the app for at least 3 months and had completed at least 10 orders. This ensured that the HungerMeter feature was introduced to users with established ordering habits and sufficient data to personalize recommendations. By targeting experienced users first, we maximized the likelihood of adoption while leveraging past order history to refine meal suggestions.

1. Ideation: Leveraging insights from user research, we brainstormed solutions that addressed decision fatigue, emotional stress, and app usability.

2. Prototyping: We developed a four-tiered HungerMeter interface:

   • Mild Hunger: Minimal interface for light browsing, with healthy and lighter meal options.

   • Hungry: Larger visuals and quicker access to satisfying options.

   • Very Hungry: Streamlined choices with clear, bold recommendations for filling meals.

   • Extreme Hunger (SOS): An emergency button for instant meal selection and order placement.

3. Validation: Prototypes were tested with users to refine the experience, focusing on speed, clarity, and emotional relevance.

The HungerMeter concept redefined how users engage with food delivery apps during moments of urgency. By reducing cognitive load and enhancing emotional connection, the solution offers a tailored, efficient, and satisfying ordering experience.